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A

PROJECT REPORT

ON

“CONSUMER BEHAVIOUR OF AIRTEL”

FOR PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE


DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
(2009-2011)

SUBMITTED BY:

RAKESH KUMAR

MBA III SEM.

ROLL NO.: 0902970075

KRISHNA INSTITUTE OF ENGINEERING &


1
TECHNOLOGY
(AFFILIATED TO U.P. TECHNICAL UNIVERSITY, LUCKNOW)

2
CONTENTS

 ACKNOWLEDGEMENT -- 4

 PREFACE -- 5

 EXECUTIVE SUMMARY -- 7

 OBJECTIVE OF THE STUDY -- 9

 RESEARCH METHODOLOGY -- 11

 INTRODUCTION -- 15

 COMPANY PROFILE -- 30

 FINDINGS AND ANALYSIS -- 58

 SUGGESTIONS -- 68

 SWOT ANALYSIS -- 70

 RECOMMENDATION -- 74

 LIMITATIONS -- 77

O CONCLUSION --

80

 BIBLIOGRAPHY -- 82

 QUESTIONNAIRE -- 84

3
4
Acknowledg
ement

5
ACKNOWLEDGEMENT

I am sincerely thankful to all those people who have been


giving me any kind of assistance in the making of this project
report.

I express my gratitude to Mr. Chetan Kumar (Branch


Manager), who has through his vast experience and knowledge
has been able to guide me, both ably and successfully towards
the completion of the project. I express my gratitude, Krishna
Institute of Engineering & Technology. I would hereby, make
most of the opportunity by expressing my sincerest thanks to
Mr. Abhinav Bhardwaj (Faculty) and all my faculties whose
teachings gave me conceptual understanding and clarity of
comprehension, which ultimately made my job more easy. Credit
also goes to all my friends whose encouragement kept me in
good stead.

Their continuous support has given me the strength and


confidence to complete the project without any difficulty.

Last of all but not the least I would like to acknowledge my


gratitude to the respondents without whom this survey would
have been incomplete.

I am also thankful to authority of Airtel for providing me the


information.

6
(RAKESH KUMAR)

Prefac
e

7
PREFACE

The project title “Consumer Behaviour of Airtel” is the analysis

of the big scale sector of communication. This project involves

analysis of services provided by Airtel to its customers. The

survey was conducted so as to analyze the big scale sector

prevailing in the current communication industry and the

improvement that can be made upon it.

Market research study has been conducted in order to bring out

the picture of big scale sector that exists in this communication

industry. The differences in service quality that exists in the

market , What the customer’s preferences are provided by the

Airtel.

8
Executiv
e
Summar
y
9
EXECUTIVE SUMMARY

The project is an extensive report on how the Airtel

communications markets its strategies and how the company has

been able in tackling the present tough competition and how it is

cooping up by the allegations of the quality of its products. The

report begins with the history of the products and the

introduction of the Airtel communications. This report also

contains the basic marketing strategies that are used by the

Airtel communication of service process, technology, policy,

advertising, collaboration, export scenario, future prospect and

government policies. The report includes some of the key salient

features of market trend issues.

In today’s world of cutthroat fierce competition, it is very

essential to not only exist but also to excel in the market.

Today’s market is enormously more complex. Hence forth, to

survive in the market, the company not only needs to maximize

its profit but also needs to satisfy its customers and should try to

build upon from there.

10
Objectiv
e of the
Study

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OBJECTIVE OF THE STUDY

1. To identify the difference in market performance of Airtel

communications

2. To study the market of Airtel communications in big scale sector.

3. To compare various parameters of service process, technology,

policy, advertising, collaboration, export scenario, future

prospect and government policies.

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Researc
h
Methodo
logy
13
RESEARCH METHODOLOGY

Achieving accuracy in any research requires in depth study regarding the

subject. As the prime objective of the project is to compare Airtel with the

existing competitors in the market and the impact of WLL on Airtel, the

research methodology adopted is basically based on primary data via which the

most recent and accurate piece of first hand information could be collected.

Secondary data has been used to support primary data wherever needed.

Primary data was collected using the following techniques

Questionnaire Method

Direct Interview Method and

Observation Method

The main tool used was, the questionnaire method. Further direct interview

method, where a face-to-face formal interview was taken. Lastly observation

method has been continuous with the questionnaire method, as one continuously

observes the surrounding environment he works in.

Procedure of research methodology

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# To conduct this research the target population was the mobile users, Who are

using GSM technology.

# Target geographic area. Sample size of 100 was taken.

# To these 100 people a questionnaire was given, the questionnaire was a

combination of both open ended and closed ended questions.

# The date during which questionnaires were filled.

# Some dealers were also interviewed to know their prospective. Interviews with

the managers of GSM service providers were also conducted.

# Finally the collected data and information was analyzed and compiled to arrive at

the conclusion and recommendations given.

Sources of secondary data

Used to obtain information on, Bharti’s history, current issues, policies, procedures

etc, wherever required.

# Internet

# Magazines

# Newspapers

# Journals

# Bharti Circulars

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# Bharti News Letters

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Introduct
ion

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INTRODUCTION

In the early 1990s, the Indian government adopted a new economic policy aimed

at improving India's competitiveness in the global markets and the rapid growth of

exports. Key to achieving these goals was a world-class telecom infrastructure.

In India, the telecom service areas are divided into four metros (New Delhi,

Mumbai, Chennai and Kolkatta) and 20 circles, which roughly correspond to the

states in India. The circles are further classified under "A," "B" and "C," with the "A"

circle being the most attractive and "C" being the least attractive. The regulatory

body at that time — the Department of Telecommunications (DOT) — allocated

two cellular licenses for each metro and circle. Thirty-four licenses for GSM900

cellular services were auctioned to 22 firms in 1995. The first cellular service was

provided by, Modi Telstra in Kolkatta in August 1995. For the auction, it was

stipulated that no firm can win in more than one metro, three circles or both. The

circles of Jammu and Kashmir and Andaman and Nicobar had no bidders, while

West Bengal and Assam had only one bidder each.

In 1996, the Telecom Regulatory Authority of India (TRAI) bill was introduced in

the Lok Sabha, and the president officially announced the TRAI ordinance on 25

January 1997. The government decided to set up TRAI to separate regulatory

functions from policy formulation, licensing and telecom operations. Prior to the

creation of TRAI, these functions were the sole responsibility of the DOT.

High license fees and excessive bids for the cellular licenses put tremendous

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financial burden on the operators, diverting funds away from network development

and enhancements. As a result, by 1999 many operators failed to pay their license

fees and were in danger of having their licenses withdrawn. In March 1999, a new

telecom policy was put in place (New Telecom Policy [NTP] 1999). Under this new

policy, the old fixed-licensing regime was to be replaced by a revenue-sharing

scheme whereby between 8-12 percent of cellular revenue were to be paid to the

government.

1.1 INDIAN CELLULAR MARKET - EARLIER ROADBLOCKS AND

THEIR RESOLUTION

Indian Cellular market immediately after the first round of licensing in 1994-96 was

beset by several problems for 3 - 4 years till the New Telecom Policy of 1999 was

announced. Some of these roadblocks / current position is tabulated below:

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ROADBLOCKS

CURRENT POSITION

High license fees

Migration to revenue sharing mode in 1999 mitigates high initial fund requirements

for payment of license fees.

Inadequately funded businesses / weak and fragmented promoters

Businesses that have since been adequately funded growing at over 60% per

annum, while businesses with weak promoters continuing to languish - spate of

acquisitions / mergers, with 4/5 major groups emerging in the last one/two years.

Regulatory authority not in place

Telecom Regulatory Authority of India (TRAI) firmly in place, and its role being

accepted by all operators; Depts. of Telecommunications (DOT) restructured, with

operations and policy making roles vested in different bodies.

Issues relating to unfavorable interconnect terms for private operators, pass

through income, intra circle long distance, spectrum availability and allocation and

the like remained unresolved for long periods.

Interconnect terms since rationalized, risks on pass through income to DOT /

BHARTI (Mahanagar Telecom Nigam Ltd.) resolved to the satisfaction of all parties

with changes in methodology / revenue sharing, intra circle long distance allowed,

spectrum availability cleared with vacation of frequencies for usage by GSM

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operators.

Problems in Financial closures due to:

 Licensing tenure of 10 years

 Large up front cash requirements from promoters due to heavy license fee

burden in initial stages of deployment Asset based financing approach by

Indian Financial Institutions.

 Licensing tenure increased from 10 to 20 years

 Large up front cash requirements for license fee payments mitigated with

migration to revenue sharing mode allowing promoters to deploy more

capital for capital expenditure; project financing being considered by

most financial institutions.

Foreign ownership / change of partner limitations

Foreign ownership norms clarified, and change of partners allowed as a matter of

routine allowing ease of entry / exit - paves the way for full control of businesses by

foreign companies.

Inadequate growth of market / subscribers

Roadblocks spelt out earlier resulted in low market / subscriber growth, but with

corrective measures taken, market / subscriber base expected to zoom

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1.2 DEVELOPMENTS IN THE CELLULAR INDUSTRY

The interconnection regime between cellular operators and fixed-line operators is

still biased against the former.

Despite the recent gains of the cellular industry, not everything is rosy. The cellular

penetration rate is still very low at 0.8 percent in a nation of over one billion people.

In recent years, many foreign companies had pulled out from their cellular joint

ventures in India due to the difficult operating environment and bureaucracy. In

1999 alone, Swisscom pulled out from Sterling Cellular, Telstra from Modi Telstra

and both the Telecom Organization of Thailand and Jasmine International from JT

Mobile. In 2000, Telecom Malaysia sold its stake in Usha Martin Telecom, and

both Shinawatra of Thailand and Bezeq exited from Fascel. In June 2001, British

Telecom exited from Bharti Cellular. Bell South International has also indicated its

intention to pull out from Skycell Communications, and Hong Kong-based

Distacom is seeking to sell its stake in Spice Communications. First Pacific's

(based in Hong Kong) continued commitment to Escotel is uncertain, and the

former is reviewing various options.

The string of sell-outs notwithstanding, there has been a merger and acquisition

wave sweeping across the Indian cellular industry in recent years. Hong Kong-

based Hutchison Whampoa, via Hutchison Telecommunications (HK), acquired

major stakes in Sterling Cellular (December 1999), Usha Martin Telecom (mid-

2000) and Fascel (September 2000). Through a partnership with local company,

Kotak Mahindra Finance, Hutchison Whampoa practically controls Fascel and

Usha Martin Telecom, thus circumventing the 49 percent limit on foreign ownership
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in Indian cellular operators. Hutchison Whampoa is also the controlling

shareholder of Hutchison Max Telecom. Not to be outdone, Bharti Enterprises —

another major cellular player — acquired control of JT Telecom, which was later

renamed Bharti Mobile (December 1999), and Skycell Communications renamed

Bharti Mobinet (August 2000). Bharti also acquired the Punjab license of Essar

and started operations, giving competition to the lone operator there, Spice

Communications. Going forward, Bharti is likely to merge all its cellular companies

into one entity.

Five companies together bid Rs16.3 billion to bag the licenses for the fourth

operator slots in four metros and 13 circles. Bharti emerged as the No. 1 bidder

with eight new licenses, followed by Escotel with four, Hutchison with three, and

Reliance and Idea cellular with one each. Bharti and Hutchison have already

commenced operations in all the circles while Idea is set to launch in Delhi. Escotel

and Reliance have not made any headway.

BHARTI, the third cellular operator for Delhi and Mumbai, started services in

March 2001. BSNL, as the third nationwide cellular operator, launched services in

Kolkatta and Bihar in January 2002. This was followed by Tamil Nadu in July 2002.

A nationwide launch was scheduled for 2 October 2002. However, this has been

postponed until after mid October. Once BSNL rolls out its service, most telecom

circles will have four cellular operators. There will be tremendous competitive

pressure, which will result in lower tariffs. Future rate cuts are expected, which will

drive demand, together with falling handset prices and the introduction of prepaid

services.

In the midst of declining interest in technology stocks, Bharti came out with its
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long-awaited initial public offering (IPO) in January 2002. Leveraging on the

success of its cellular service, the company got a very good response from the

primary market. The total size of the IPO was 185 million shares at a floor price of

Rs10. The issue was oversubscribed by more than 2.5 times, netting Rs8.3 billion.

This will be used to fuel its investment in long-distance, basic and cellular services.

As of October 2002, only BPL Mobile has launched commercial general packet

radio service (GPRS) in Mumbai. However, large-scale uptake remains elusive.

While both Bharti and Idea have GPRS-enabled networks, there is caution on their

part to launch the service. With hardly any applications, the success of GPRS

remains a question.

Building visibility and awareness

Deviating from competing on the price platform, cellular operators are actively

promoting their brand and service portfolio through high-visibility advertising and

promotional campaigns. Cellular operators like Bharti, Orange and BPL Mobile

have been advertising aggressively on transport hoardings and kiosks. Public like

the city rail system and cabs are used widely to carry the message of mobility.

Customer-focused activities are gaining traction among cellular operators with the

establishment of longstanding consumer benefit programs. Orange in Mumbai

offers "Orange Holidays" and "Orange Monsoon Offers" at very attractive rates and

added benefits like discounts on airfare, food and beverages, among others.

Others offer special privileges in retail outlets, cinemas and music shops.

Enterprise mobile applications — promising revenue stream

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All along, customer acquisition and the top line have been the focus. Few

operators have concentrated on offering differentiated services for businesses.

However, as operators realize that offering basic voice and Short Message Service

(SMS) will get them the numbers but not the margins, some are now seriously

looking at the enterprise segment for provisioning superior services.

Cost-centered solutions like closed user group (CUG), value-adds like unified

messaging and instant alerts are being offered.

A variety of mobile applications are finding takers among the enterprise segment.

Bharti is in the process of introducing a facility to fleet management companies so

that they can improve the efficiency of trucks or buses by tracking movement and

ensuring higher-use, accurate route planning. Premium automakers are also

installing a global system for mobile communications inside a vehicle to help trace

lost vehicles and track down stolen cars.

Corporations can choose enhanced services like user-defined call routing to

prevent misuse. Calls can be barred, limiting access to select numbers and

diverting calls to one single number. Broadcasting services are also quite popular,

especially among fast food centers that have a central number. Group SMS is

quite popular, especially among enterprises both in the service as well fast as the

-moving consumer goods (FMCG) segment that have a large field force and need

to provide regular updates on inventory status, discount schemes and movement

of goods from warehouse to the retail outlet. Banks too find bulk SMS service very

useful to forward transactional alerts to their customers.

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1.3 FUTURE TRENDS AND DEVELOPMENT

There will be more competition, forcing operators to constantly focus on

differentiations to maintain their lead.

• The implementation of enhanced networks like 2.5G will enable operators to

offer data services. This is an opportunity to customize and differentiate

better.

• The entry of state-run operators like BSNL and BHARTI means that prices

will no longer be controlled, thus there is less chance of a cartel being

formed.

• Network coverage in terms of geographic spread and quality of coverage is

crucial especially for the business subscriber.

• The bigger the service provider's national presence, the better it is for

businesses. On the roaming front, signing up with a national operator is

advantageous.

• Limited mobility wireless in local-loop services (by fixed network service

providers) will be a disadvantage for cellular operators in the short term.

Consequently, operators need to streamline their customer relation

activities and adopt aggressive subscriber acquisition and retention

strategies.

1.4 REGULATORY ISSUES

The operations of this sector are determined as under the Indian Telegraph Act of
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1885. A document buried in the sands of time. The next major policy document,

which was produced, was the National Telecom Policy of 1994, a consequence of

the on going process of liberalization.

Year Event
First telephones in India
1851

1943 Nationalization of telephone companies

1985 DoT was created

1986 Creation of BHARTI and VSNL

1991 Telecom equipment liberalized

1994 Licenses for paging

1994 Telecom policy announced

September 1994 Guidelines for private sector participation in

basic services

November 1994 Cellular licenses issued for metros


December 1994 Tenders for cellular licenses in 19 cities apart from 4

metros

January 1995 Tenders for 2nd operator in basic services apart from

DoT on circle basis.

August 1995 VSNL launches Internet services

January 1996 TRAI formed

November 1998 Internet policy announced

The National Telecom Policy of 1994 document, which laid out broad policy

guidelines rather than a series of action points. Like other policies, it sought to

achieve the impossible in finite time like improve quality of service and its

availability, wide coverage (a phone in every village), at reasonable rates, etc. The

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targets in quantifiable terms were installation of 9.5mn additional lines, telephone

on demand by 1997, and a PCO pop of 500. The Eighth Plan had also allowed

private operators in value added services. To facilitate licensing, the nation was

divided into 20 circles (akin to a state) for basic and 21 circles for cellular

telephony. Mumbai falls in Maharashtra circle and Delhi in itself a circle.

The basic premise on which competition has been introduced is that

every circle will have one private operator apart from DoT/ BHARTI for

basic and two operators for cellular. DoT/ BHARTI have the option to

become the third cellular operator in future.

Government did not achieve most of its stated targets. The basic theme, which

was broadening the reach of telephony in India, has not been met. Even

liberalization policies were not implemented properly. The regulator TRAI was set

up after delays and confusion and even after its creation, DoT continued to fight

with it in courts. It was also affected by the resource crunch, and financing options

like BOT, BOOT and BOLT was not used at all. The major policy direction it

showed was to allow private sector entry in both basic and value added services.

The intention, though noble failed to achieve its goals because of improper

implementation, the economic costs are still borne by the end user.

The telecom sector has witnessed some fundamental structural and institutional

reforms in the past decade. telecom equipment manufacturing was completely

deregulated in 1991. Value-added services (including cellular services) were

thrown open to private sector participation in 1992. Basic services were opened to

private participation in 1994 by dividing the country into 21 telecom Circles and
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allowing one private operator per Circle to compete with DoT. An independent

telecom regulatory Authority of India was set up in 1997. A new Policy for Internet

Service Policy Providers (ISPs) was announced in 1998 allowing independent

service providers to enter the sector ending the earlier monopoly of VSNL.

Reorganization of DoT, separating policymaking function and service provision and

corporatization of DoT's operational network are two major institutional reforms,

which need to be implemented.

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Compan
y Profile

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COMPANY PROFILE

Vision

"As we spread wings to expand our capabilities and explore new horizons,

the fundamental focus remains unchanged: seek out the best technology in

the world and put it at the service of our ultimate user: our customer."

These are the premise on which Bharti Enterprises has based its entire plan

of action.

Bharti Enterprises has been at the forefront of technology and has revolutionized

telecommunications with its world-class products and services.

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. Bharti had approximately 3.21 million total customers – nearly 2.88 million

mobile and 334,000 fixed line customers.

Its services sector businesses include mobile operations in Andhra Pradesh,

Chennai, Delhi, Gujarat, Haryana, Himachal Pradesh, Karnataka, Kerala, Kolkata,

Madhya Pradesh circle, Maharashtra circle, Mumbai, Punjab, Tamil Nadu and

Uttar Pradesh (West) circle. In addition, it also has a fixed-line operations in the

states of Madhya Pradesh and Chattisgarh, Haryana, Delhi, Karnataka and Tamil
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Nadu and nationwide broadband and long distance networks.

Bharti has recently launched national long distance services by offering data

transmission services and voice transmission services for calls originating and

terminating on most of India's mobile networks.

The Company is also implementing a submarine cable project connecting

Chennai-Singapore for providing international bandwidth.

Bharti Enterprises also manufactures and exports telephone terminals and

cordless phones. Apart from being the largest manufacturer of telephone

instruments, it is also the first telecom company to export its products to the USA.

Bharti Tele-Ventures' strategic objective is

“to capitalise on the growth opportunities that the Company believes are available

in the Indian telecommunications market and consolidate its position to be the

leading integrated telecommunications services provider in key markets in India,

with a focus on providing mobile services”.

The Company has developed the following strategies to achieve its strategic

objective:

• Focus on maximizing revenues and margins;

• Capture maximum telecommunications revenue potential with minimum

geographical coverage;

• Offer multiple telecommunications services to provide customers with a

"one-stop shop" solution;

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• Position itself to tap data transmission opportunities and offer advanced

mobile data services;

• Focus on satisfying and retaining customers by ensuring high level of

customer satisfaction;

• Leverage strengths of its strategic and financial partners; and

• Emphasize on human resource development to achieve operational

efficiencies.

Businesses

Bharti Tele-Ventures current businesses include -

• Mobile services

• Fixed-line

• National and international long distance services

• VSAT, Internet services and network solutions

Competitive Strengths

Bharti Tele-Ventures believes that the following elements will contribute to the

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Company's success as an integrated telecommunication services provider in India

and will provide the Company with a solid foundation to execute its business

strategy:

• Nationwide Footprint - approximately 92% of India's total mobile subscribers

resided in the Company's fifteen mobile circles. These 15 circles collectively

accounted for approximately 56% of India's land mass;

• Focus on telecommunications to enable the Company to better anticipate

industry trends and capitalize on new telecommunications-related business

opportunities;

• The strong brand name recognition and a reputation for offering high quality

service to its customers;

• Quality management team with vision and proven execution skills; and

• The Company's strong relationships with international strategic and financial

investors such as SingTel, Warburg Pincus, International Finance Corporation,

Asian Infrastructure Fund Group and New York Life Insurance.

Brand Architecture:

Bharti is working on a complex three-layered branding architecture — to:

•Create specific brands for each service,

•Build sub-brands within each of these services and

•Use Bharti as the mother brand providing the group its

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corporate identity as well as defining its goal to become a national

builder of telecoms infrastructure.

Error: Reference source not found

Airtel - The flagship brand for cellular operations all across the country.

Touchtel - The brand earmarked for basic service operations.

India One - The brand for national long distance (NLD) telephony

Though the costs of creating new brands are heavy but the group wants to

create “distinct independent brands to address different customers

and profiles”.

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Brand Strategy:

To understand the brand strategy, let’s first look at the brand building exercise

associated with Airtel — a brand that had to be repositioned recently to address

new needs in the market.

When the brand was launched seven years ago, cellular telephony wasn’t a mass

market by any means. For the average consumer, owning a cellular phone was

expensive as tariff rates (at Rs 8 a minute) as well as instrument prices were steep

— sometimes as much as buying a second-hand car.

Bharti could have addressed the customer by rationally explaining to him the

economic advantage of using a mobile phone. But Sachdev says that such a

strategy would not have worked for the simple reason that the value from using the

phone at the time was not commensurate with the cost.

“Instead of the value-proposition model, we decided to address the sensory benefit

it gave to the customer as the main selling tack. The idea was to become a badge

value brand,” he explains.

So the Airtel “leadership series” campaign was launched showing successful men

with their laptops and in their deluxe cars using the mobile phone. In simple terms,

it meant Airtel was positioned as an aspirational brand that was meant for leaders,

for customers who stood out in a crowd.

Did it work? Repeated surveys following the launch showed that there were three

core benefits that were clearly associated with the brand — leadership, dynamism

and performance.

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These were valuable qualities, but they only took Airtel far enough to establish its

presence in the market. As tariffs started dropping, it became necessary for Airtel

to appeal to a wider audience. And the various brand-tracking exercises showed

that despite all these good things, there was no emotional dimension to the brand

— it was perceived as cold, distant and efficient.

Sachdev and his team realized that in a business in which customer relationships

were the core this could be a major weakness. The reason? With tariffs identical

to competitor Essar and roughly the same level of service and schemes, it had

now become important for Bharti to “humanize” Airtel and use that relationship as

a major differentiation.

The brand had become something like Lufthansa — cold and efficient. What they

needed was to become Singapore Airlines, efficient but also human. A change in

tack was important because this was a time when the cellular market was

changing.

The leadership series was okay when you were wooing the crème de la crème of

society. Once you reached them you had to expand the market so there was need

to address to new customers.

By that time, Bharti was already the leading cellular subscriber in Delhi with a base

of 3.77 lakh (it now has 1.2 million customers). And with tariffs becoming more

affordable — as cell companies started cutting prices — it was time to expand the

market.

How could Bharti leverage this leadership position down the value chain? Surveys

showed that the concept of leadership in the customer’s minds was also changing.
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Leadership did not mean directing subordinates to execute orders but to work

along with a team to achieve common objectives — it was, again, a relationship

game that needed to be reflected in the Airtel brand.

Also, a survey showed that 50 per cent of the new customers choose a mobile

phone brand mostly through word-of-mouth endorsements from friends, family or

colleagues. Thus, existing customers were an important tool for market expansion

and Bharti now focused on building closer relationships with them.

That is precisely what the brand tried to achieve through its new positioning under

the Airtel “Touch Tomorrow” brand campaign. This set of campaigns portrayed

mobile users surrounded by caring family members. Says Sachdev: “The new

campaign and positioning was designed to highlight the relationship angle and

make the brand softer and more sensitive.”

As it looks to expand its cellular services nationwide —to eight new circles apart

from the seven in which it already operates — Bharti is now realizing that there are

new compulsions to rework the Airtel brand, and a new exercise is being launched

to this effect. Right now, the company is unwilling to discuss the new positioning in

detail. But broadly, the focus is on positioning Airtel as a power brand with

numerous regional sub-brands reflecting customer needs in various parts of the

country.

If Airtel is becoming more humane and more sensitive as a brand, Bharti has also

understood that one common brand for all cellular operations might not always

work in urban markets that are now getting increasingly saturated.

To bring in new customers, the company decided that it needed to segment the
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market. One such experiment, launched last year, is Youtopia, a brand aimed at

the youth in the 14 to 19 age bracket and for those who are “young at heart”. With

its earlier positioning, Airtel was perceived as a brand for the well-heeled older

customer; there was nothing for younger people. With Youtopia, Airtel hoped to

reverse that.

In order to deliver the concept, Airtel offered rock bottom tariff rates (25 paise for

30 seconds) at night to Youtopia customers — a time when they make the

maximum number of calls. It also set up merchandising exercises around the

scheme — like a special portal for young people to buy things or bid for goods.

The company is now looking at offering other services at affordable prices to this

segment which include music downloads on the mobile and bundling SMS rates

with normal calls to make it cheaper for young people to use.

The other experiment that Bharti has worked on is to go in for product

segmentation through the Tango brand name. The brand was created to offer

mobile users Internet-interface services or what is known as WAP (Wireless

Application Protocol).

The idea was to bring Internet and mobile in perfect harmony. “The name was

chosen from the popular movie title It Takes Two To Tango: basically, you need

the two services to tango to offer customers a new choice”, says Sachdev.

This, however, had less to do with the branding exercise as with inefficiency of

service (accusingly slow download speeds) and the limited utility of WAP services.

Subsequently, the ads were withdrawn, but the company re-iterated that the

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branding exercise could be revived because Tango will be the brand to offer GPRS

services — or permanent Internet connectivity on the mobile phone — which Airtel

is expected to launch soon.

The Magic:

Perhaps the more ambitious experiment has been with Magic — the pre-paid card.

The idea was to make the brand affordable, accessible and, most importantly,

feasible as a means of expanding the market even faster.

PHASE I –

Magic was aimed at bringing in infrequent users of a mobile phone into the market

and assure him that he would have to pay only if he made a call. Such a customer

used the phone sparingly — mostly for emergencies — and was not willing to pick

up a normal mobile connection with its relatively high rentals (pre-paid cards do not

include rental charges).

To achieve its objectives Bharti did three things.

• One, the product was made available at prices ranging from Rs 300 to Rs

3,000 with no strings attached and was simple to operate.

• Two, the product was made accessible and distributed through small stores,

telephone booths and even kirana shops so that the offering was well within

40
arm’s reach.

• Third, to make the product more “approachable” to the customer, the

company came with vernacular ad campaigns like “Magic Daalo Se Hello”

which appealed to local sensibilities.

This apart, the company roped in Karisma Kapoor and Shah Rukh Khan for a

major ad campaign all across Delhi, a ruse that saw the number of subscribers go

up from 5.47 lakh to 12 lakh today, overtaking Essar’s branded pre-paid card

Speed, which was launched much ahead of Magic. The company is now re-

working its Magic strategy even further.

Earlier, the branding strategy was aimed at roping in only interested customers —

that is, customers who were already inclined to opt for mobile services. But now,

with basic service providers having been allowed limited mobility at far cheaper

rates, mobile service providers could find themselves under threat again.

That is why the new exercise is aimed at co-opting non-adopters.

While the exact strategy is under wraps, insiders say the new branding

strategy would be aimed at offering them value which they had not perceived

would be available from using a pre-paid card.

PHASE II -

Bharti used Airtel Magic to build a strong value proposition and accelerate market

expansion through India’s first national pre-paid card TV brand campaign

• First time ever in India - any pre-paid card brand goes on TV

41
• A combination of the film genre exposed through the TV medium designed to

connect with the masses of India

• Youth based - romance driven strategy platform makes the value proposition of

Airtel Magic - ‘Mumkin Hai’ come alive

• All elements - user imagery, context, tone & language created to connect the

category to the lives of the SEC B & SEC C segment – the middle class non-

mobile user.

• Airtel Magic positions itself on the platform of being excellent for emergency

situations - increasing productivity as a part of everyday life.

• Shahrukh Khan makes ‘everything in life possible’ while romancing pretty

Kareena Kapoor with Airtel Magic, India’s leading pre-paid mobile card.

Airtel today unveiled its strategy for market expansion with the launch of it’s new

Airtel Magic pre-paid card brand campaign – ‘Magic hai to Mumkin hai’. The

strategy is targeted at the non-user segment defined as young adults, 15-30 years

of age; in the Sec B & C segment is aimed at accelerating market expansion. The

value proposition is centered around a person’s desire to make all his / her

dreams, ambitions & aspirations instantly possible. The new campaign for Airtel

Magic is all about empowering millions of Indians to be on top of their lives.

The brand is positioned to be relevant to the mass-market who want to make all

their dreams, hopes & desires come alive… instantly. (At just Rs.300/- per month

Airtel Magic is so easy to buy.) Improving productivity, letting you befriend the

world and opening up new horizons. It gives you the freedom to control your life in

42
a way never possible before. Indeed, anything that you think is possible is

possible with Airtel Magic. The new brand slogan ‘Magic hai to Mumkin hai’ has

been specially created to capture this effectively.

This strategy is designed to help us talk to this segment directly in the tone,

manner & language of the masses. The “Mumkin hai” value proposition will help

us expand the market and gain a higher percentage of market share in the

process.

The brand ambassadors Sharukh Khan and Kareena Kapoor embody this ‘can do’

or “Mumkin Hai” spirit (infact that is the reason they were selected as brand

ambassadors). Sharukh rose from a TV actor to become India’s top film star and

national heartthrob. Kareena’s success is due to her ‘attitude’, talent, hard work

and the sheer ability to make a mark in such a short time. Both these stars have

said ‘Mumkin hai’ and made it happen for themselves.

The genre of this new strategy & campaign is Hindi cinema led. This genre

connects millions across India. The spirit of romance, dancing… the Indian

cinema, well known to most as Bollywood, holds millions of Indians together as

one.

The new TV campaign of Airtel Magic crafted in the Hindi film idiom, magnifies the

empowering optimism of “Mumkin Hai”, in the endearing situation of a boy-girl

romance. Where Shahrukh Khan, sets his eyes on Kareena Kapoor and wins her

love with the help of Airtel Magic. (Poignantly conveying that special feeling we all

get when a dream is made possible and a victory of the heart is won).

The strategy & new brand campaign is targeted at the large untapped base of
43
intending mobile customers from Sec A, B & C. The estimated addressable

market of such customers in the next two years is around 25 million in Airtel’s 16

states. The new strategy aims at correcting the perception that the mobile

category is useful mainly for ‘business’ or ‘work’ related scenarios.

The new strategy, brand positioning & brand slogan is an outcome of an extensive

nationwide research and is an integral part of Airtel Magic’s new multi-media

campaign. The campaign has been created by Percept Advertising.

PHASE III -

Bharti used Airtel Magic to build a strong value proposition and accelerate market

expansion through India’s first national pre-paid card TV brand campaign

• First time ever in India - any pre-paid card brand gives such freedom to

recharge any value

• A combination of the film genre exposed through the TV medium designed to

connect with the masses of India

• Youth based - romance driven strategy platform makes the value proposition of

Airtel Magic - ‘Aisi azaadi aur kahan?” come alive

• Shahrukh Khan makes ‘everything in life possible’ Airtel today unveiled its

strategy for market expansion with the launch of it’s new Airtel Magic pre-paid

card brand campaign – ‘Magic hai to Mumkin hai’. . The value proposition is

centered around a person’s desire to make all his / her dreams, ambitions &

44
aspirations instantly possible. The new campaign for Airtel Magic is all about

empowering millions of Indians to be on top of their lives.

The brand is positioned to be relevant to the mass-market who want to make all

their dreams, hopes & desires come alive… instantly .At a amount of your choice

you can recharge your account with available validity time .Improving productivity,

letting you befriend the world and opening up new horizons. It gives you the

freedom to control your life in a way never possible before. Indeed, anything that

you think is possible is possible with Airtel Magic. The new brand slogan ‘Aisi

azadi aur kahan has been specially created to capture this effectively.

Servic Talk Validit

Amount e Processing Time y


Tax
(Days
(Rs.) (8%) Fees(Rs.) (Rs.) )
54 4 25 25 5
60 4.44 25 30.56 5
75 5.56 25 44.44 5
100 7.41 25 67.59 5
125 9.26 50 65.74 10
150 11.11 50 88.89 10
175 12.96 50 112.04 10
200 14.81 50 135.19 10
216 16 85 115 20
225 16.67 85 123.33 20
250 18.52 85 146.48 20
275 20.37 85 169.63 20
300 22.22 85 183.78 20

Servic Talk Validit

Amount e Processing Time y


Tax
(Days
(Rs.) (8%) Fees(Rs.) (Rs.) )
324 24 150 150 30
350 25.93 150 174.07 30
360 26.67 150 183.33 30
45
375 27.78 150 197.22 30
400 29.63 150 220.37 30
425 31.48 150 243.52 30
475 35.19 150 289.81 30
500 37.04 150 312.96 30
525 38.89 150 336.11 30
540 40 150 350 30
600 44.44 150 405.56 30
650 48.15 150 451.56 30
700 51.85 150 498.15 30
775 57.41 150 567.59 30
800 50.36 150 580.74 30

Tax (Days

( Rs.) (8%) Fees(Rs.) (Rs.) )


850 62.96 150 637.04 60
900 66.67 150 683.33 60
1000 74.07 150 775.93 60
1080 80 150 850 60
1200 88.89 150 961.11 60
1300 96.3 150 1053.7 60
1400 103.7 150 1146.3 60
1500 111.11 150 1238.89 60
1800 133.33 150 1516.67 60
2000 148.15 150 1701.85 60
2160 160 150 1850 60
3000 222.22 150 2627.78 60
5000 370.37 300 4329.63 366
6000 444.44 300 5255.56 366
7000 518.52 300 6181.48 366
8000 592.59 300 7107.41 366
9000 666.67 300 8033.33 366
9999 740.67 300 8958.33 366
YOUR TALK TIME = MRP - PROCESSING FEE -

SERVICE TAX
Other Brand Building Initiatives:-

The main idea is to stay ahead of competition for at least six months. Working on

the above game plan Bharti is constantly coming up with newer product offerings

for the customers.

The focus, of course, is to offer better quality of service.

46
• To make the service simpler for customers using roaming facilities, Airtel

has devised common numbers for subscribers across the country for

services like customer care, food services and cinema amongst others.

• It will also launch a unified billing system across circles so, customers

moving from one place to another do not have to close and then again open

new accounts at another place.

• To assist customer care personnel to deal with subscriber queries, a

storehouse of 40,000 frequently asked questions and their answers have

been stored on the computers.

• Bharti expects that most of its new customers (one estimate is that it would

be 60 to 70 per cent of the total new subscriber base) would come from the

pre-paid card segment. So, they must be given value-added products and

services which competitors don’t provide.

• Bharti, for the first time for a cellular operator, has decided to offer roaming

services even to its pre-paid customers, but the facility would be limited to

the region in which they buy the card. To ensure that customers don’t

migrate to other competing services (which is known as churn and ranges

from 10 to 15 per cent of the customer base every month), the company is

also working on a loyalty program. This will offer subscribers tangible cash

benefits depending upon their usage of the phone.

• The loyalty program will not be only for a ‘badge value’, it will provide real

benefits to customers. The idea is to create an Airtel community.

47
• Another key area which Bharti is concentrating its attention upon is a new

roaming service launched in Delhi under which calls of a roaming subscriber

who is visiting the city will be routed directly to his mobile instead of

traveling via his home network.

• The company also offers multi-media messaging systems under which

customers having a specialized phone with a in-built camera can take

pictures and e-mail it to friends or store it in the phone. The cost per picture

is between Rs 5 to Rs 7.

• Bharti is also aware that it has to make owning a ready-to-use cellular

service much easier than it is today. A key area is to increase the number of

activation centers. Earlier Bharti had 250 Airtel Connect stores which were

exclusive outlets (for its services) and about 250 Airtel Points which were

kiosks in larger shops. Now activation can be done by all of them, and not

only by Connect outlets, all within 15 to 20 minutes. In comparison, the

competition takes two to four hours.

• Pre- paid cards are really catching up with the mobile phone users and it is

actually helping the market to increase. First, they are easier to obtain and

company convenient to use. Unlike post-paid, one need not pay security

deposits for picking up a pre-paid card. It is often available even with

paanwalas. As befits a fast-moving consumer service, the game is now

moving beyond price to expanding distribution reach and servicing a well-

spread-out clientele with technology and strategic alliances. Bharti is

focusing on two factors to make pre-paid cards more attractive. Keeping the

48
entry cost low for consumers and making recharging more convenience.

• Bharti is in the process of launching a new system in alliance with Mumbai-

based company Venture Infotech which will enable a pre-paid card user to

renew his subscription by just swiping a card. The system will not only save

users the hassle of going out and buying a card every time it expires but

also enable mobile companies to reduce the cost of printing and distributing

cards.

• Bharti Televentures has tied up with 'Waiter on wheels,' a company

delivering food at home, to reach its Magic pre-paid cards to subscribers'

doorsteps. The company is also joining hands with local grocery shops

which will enable users to recharge their cards by just making a phone call

to the shop. Apart from improving the convenience of recharging, mobile

operators are beefing up their distribution channels. The is constantly

innovating to enhance the value proposition for its pre-paid service. They

are leveraging technology to expand their distribution network and deliver

round-the-clock recharge options to its MOTS (Mobile On the Spot)

subscribers.

• Bharti Cellular has also launched a special service, CareTouch, for high-

value, corporate customers, providing them with instant, single-point access

for any assistance they require. Customers can dial 777 and enjoy a slew of

services, which includes easier payment of bills, service on priority basis,

and value-added services without any additional paper work. Bharti Cellular

is offering a range of services without going through an interactive voice

49
recorder ensuring that they save time. Dedicated ‘CareTouch’ executives

are expected to assist customers with any service on priority basis. Besides

the regular proactive reminder calls for bill payment, customers can also call

CareTouch for bill payments at free of cost.

• Airtel presented MTV Inbox; the first ‘on-air’ SMS based interactive music

dedication show exclusively for Airtel and Airtel Magic customers. Highly

interactive VJ based show with real-time feedback mechanism. Both brands

joined hands to target the high growth youth segment.

50
Bharti’s View on its Branding strategy:-

First, brand building efforts in today’s context have to be seen in a more holistic

manner. Delivering value on a sustained basis is perhaps the most potent key to

build a brand that lasts.

Unflinching orientation to customer needs is the second key success factor.

Customers (be it for industrial products or consumer goods and services) across

the world are more informed and, at the same time, becoming more individualistic

in their needs and far more demanding with the passage of time.

Pro-active tracking of shifts in consumer behavior, anticipating redefined or

emerging customer needs, and then reacting in “real-time” are essential to attract

and retain customer loyalty — a key element of creating brand equity in the

present situation.

Customizing the product (and communication of its benefit) to meet the specific

needs of various consumer/customer sub-segments is the third element in creating

brand appreciation.

As far as allocation of time and financial resources are concerned, too many

companies mistakenly allocate a disproportionate amount on mere advertising and

promotion. This is not to say that advertising and promotion are less relevant. On

the contrary, with more choices and higher media clutter, businesses need to

budget for an increasingly higher spend on their brand promotion but this has to be

undertaken in tandem with enterprise-wide “reengineering” of the business

philosophy and core design, production, and delivery operations for the product

51
itself.

The positive spin to this argument is that by first addressing the fundamentals, the

enterprise itself becomes more competitive. This can be the beginning of a

virtuous cycle wherein brand equity continues to increase as the enterprise

sustains delivery of an appropriate product or service at an ever increasing value.

It is, however, crucial to note that in the years to come, not only will the cost of

building a regional or a national (or an international) brand will continue to rise but

also the time taken to do so will be longer and will need sustained and focused

efforts.

52
Findings
and
Analysis

53
OCCUPATION
AGE GROUP

28-35,10%
20% 15-21,
15%15%

20%

FINDINGS AND ANALYSIS

55%
Age Group Graph 21-28, 65%
STUDENTS EXECUTIVES HOUSEHOLDS OTHERS
As we can see from the above graph, the people who are in the age group of 21-

28 years are the ones who are the maximum users of mobile phones. This

segment is the one which gives maximum business to the mobile operators. This

segment constitutes the young executives and other office going people. They are

65% of the total people who were interviewed. The next age group are the people

who are 28-35 years old. They are 20% of the total. They are those who are at

home or have small business units etc. And the next age group is the youngest

generation who are 15-21 years old. They are school and college going students

and carry mobile phones to flaunt. They are 15% of the total interviewed people.

Occupation Graph

As the above graph shows that 55% of the total people interviewed are working.

So, these people are the ones who are the maximum users of mobile phones.

They are the young executives, managers, Tele - callers etc. who require mobile

for their official purposes. The next category is the households, who are either

housewives, small units which operate from their homes etc. They are 20% of the

54
SERVICE PROVIDER

CUSTOMER SATISFACTION LEVEL


5%
whole . The next segment is the students. They are 15% of the whole. And 10% of
S 10%
ER
20%
the whole is a category who are the professionals.
TH

30%
O

H
TC

50%
U
H

10%
L
TE
R

60%
AI

15%
EA

FULLY PARTIALLY
ID

0%
DISSATISFIED 20% 40%
FULLY60%
DISSATISFIED

Series1

Service Provider Graph

The above graph shows a slice of 50%. These are the total no. of people who are
using Airtel. It seems that people are more aware of Airtel than any other brand.
The next popular brand is Hutch. 305 of the people interviewed had Hutch
connections. The next popular brand was Idea. 15% people had Idea connections.
As it came very late in the market when Airtel had established it self very well. So,
that could be one of the reasons of such a low percentage. The remaining 5% had
trump connections.

Customer Service At Airtel Graph

As the above graph clearly shows that customer services at Airtel seems poor.
55
SIM TYPES OF CARDS
CARD
15%
Monthly Expense

60% of the people are dissatisfied with the customer services provided by Airtel.

They are the ones whoCASH have the maximum


12% share in the market but they are
24% CARD
lagging behind in the customer services. 10% of the people were fully dissatisfied
85%
with the customer services of Airtel. This could leave an impact on the mind of the
Rs 600
consumer. He can even switch over his brand. 20% of the peopleRs 450 partially
seemed
Rs 200
satisfied with the customer services and only 10% seem to be fully satisfied with

Airtel’s customer services, which is a 64%


very small amount.

Type Of Card Graph

Cash cards seemed quite popular among the people interviewed. 85% of the total

mobile users were having cash card connections. This means that the cash cards

should be easily and readily available in the local markets. Airtel should make sure

that Magic is available in each and every nook and corner of the market. 15% of

the people were having sim connections which is the regular bill.

Monthly expense graph


People on an average spend RS 500 per month as their mobile phone expense.

64% people spend this amount. 24% people spend RS 300 per month as their

monthly mobile expense. And the remaining 12% had an expense more than RS

56
AWARENESS ABOUT WLL

1000, they could the ones having sim connections or having cash cards and

having a lot of business calls on their mobiles.

NO
45% YES
55%

Awareness About WLL Graph

WLL seemed to be a new word for many of the people. 45% of the people were

not at all aware of such a technology. So, in order to get the answer for this

question they were first explained the concept. Only, 55% people knew what WLL

is all about.

57
AWARENESS OF WLL PLAYERS

TATA
INDICOM
Awareness of WLL Players Graph
15%

RELIANC
E
85% which was popular amongst the interviewed people. As
Reliance was the brand

Reliance had done so much advertising and has it banners and hoarding spread

all over Delhi. So, this could be one the reasons of its popularity. Tata was hardly a

known brand in this new field. Possibly, because of less promotions done by them

as compared to Reliance.

On the basis of analysis of the questionnaire I have found that the maximum no.

of people who use mobile phones are in the age group of 20 to 28. who are the

young executives and other office goers.

They spend a maximum of RS. 500 as their mobile expense.

There are more no. of prepared cards than post paid cards. The mobile users

want to spend money side by side than to spend money at the end of the month on

a big bill.

Now when I compared Airtel with its competitor from the point of view of the

consumer I found that on the basis of Tariff plan, value added services and billing

accuracy Airtel is at par or ahead of its competitor but in the case of customer care

and availability they lag behind there competitors. As, Airtel has a hold in the

market because it has the maximum no. of connections, so it must improve upon it

customer services. As far as WLL is concerned people are aware about it but not

many people are aware about Tata. They only Know more about Reliance. People

58
at this point of time are not interested to switch over from GSM to WLL.

59
Suggesti
ons

60
SUGGESTIONS

Following are the few suggestions to AIRTEL for improving the market share and

image of the products concerned.

1. PRODUCT
*Modification must be brought about in AIRTEL, in terms of quality. Its

demand should be increased.

2. PLACE
* The brands must be made available easily in, PCO & general stores.

3. PROMOTION
*Company must undertake extensive promotional activities like

advertisements must be released in different Medias to create brand

awareness.

*Free samples should be distributed among the prospects. Sales promotion

tools like gifts, contests and coupons must be given to retailers as well as

customers and prospects.


* Catalogues should be distributed among customers.

61
SWOT
Analysis

62
SWOT ANALYSIS

Strengths

• Being one of the largest companies in India the company has achieved

a degree of focus in its core business of its products.

• It has a strong brand name, superior quality products and an enviable

distribution network.

• It has a clear and well-defined organization structure and limits of

financial authority.

• Increase in advertisement spends affect the company’s margins.

• The company‘s bottom line falls victim to the bloated and highly paid

workforce, which affects its margins.

Weakness:

• Little efforts over the Advertising of products.

• Distribution channel is not accurately categorized.

• Premium priced products, hence can’t compete in low price segment.

• No separate strategy for rural market.

Opportunities:

• The company's financial performance can receive a major boost from

its cost reduction efforts.

63
• There is a lot of scope of product and market diversification.

• Exports of products will also have huge chances in the coming years.

• Airtel’s business has ample scope for gaining market share from the

unorganized sector. Rural penetration too holds vast potential to bring

about growth.

Threats

• The slowdown in the economy has restricted topline growth of most

FMCG majors and for Airtel also it will be difficult to maintain historical

growth rates in such a depressed scenario.

• Company’s major raw materials are influenced by government policies /

controls as well as vagaries of the monsoons. Fluctuations in the

prices of raw materials would have significant impact on costs and

margins of the company.

Moreover, inordinate hike in Broad Band Internet products would also

increases company’s production and distribution cost.

64
RECOMMENDAT
ION

65
RECOMMENDATION

I have made following recommendation to the company after doing the summer
training there:

• The company should modify its credit policy as they only target the cash
paying customers who are not easy to trace.
• The company should emphasis more on the quality of Pharmaceuticals
Products it was mostly claimed by the exporters that their receipts from
company doesn’t matches with the sample’s quality shown before giving
orders.
• The company should makes its marketing strategy flexible enough in order
to face competition.
• The company should keep an eye on the proper delivery of the goods to
exporter on time, as it has been recommended by exporters to make the
delivery on time.
• The company rate policy must be flexible enough to catch new customers
because if company offers lower price to a new customer then he may
continue buy the goods and can be a permanent customer for the company.
• The company should offers such rate in the market so that it may able to
catch a biger market share and it should be able to compete with the local
traders and commission agents while having a brand name.
The company should take the opinion of exporters from time to time to know what
problems they are facing from the company’s side? And if any change they require
in present supplying condition?

66
LIMITATI
ON

67
LIMITATIONS

No project is without limitations and it becomes essential to figure out the various

constraints that we underwent during the study. The following points in this

direction would add to our total deliberations:-

1. During the study, on many occasions the respondent groups gave us a cold

shoulder.

2. The respondents from whom primary data was gathered any times displayed

complete ignorance about the complete branded range, which was being studied.

3. Lack of time is the basic limitation in the project.

4. Some retailers/wholesellers refuses to cooperate with the queries.

5. Some retailers/wholesellers gave biased or incomplete information regarding the

study.

6. Money played a vital factor in the whole project duration.

7. Lack of proper information and experience also because hurdle for me.

8. Some retailers did not answer all the questions or do not have time to answer.

68
CONCLUSI
ON

69
CONCLUSION

After analyzing the findings of the research, I can conclude that Airtel lagged

behind its competitors as far as customer service and availability is concerned.

The maximum no. of people who use the mobile are in the age group of 20 to 28.

Cash cards are the most popular type of mobile connections, as they are

consumer friendly and recharging the connection is not a problem.

Maximum no. of people spend RS 500 on their connections. As Airtel is the only

company having the maximum no of mobile connections so it must seriously look

into the loop holes of the existing customer service department.

As we know that now Airtel has already launched its product with logo “’ Aisi

azaadi aur kahan”’ has already became popular in market. So we can say that

inspite of so many competitor in the market Airtel is having a good position just

because every time, it tries its best to understand the need of its important

customer.

70
BIBLIOGRAPHY

71
BIBLIOGRAPHY

In this project report, while finalizing and for analyzing quality problem in details the

following Books, Magazines/Journals and Web Sites have been referred. All the

material detailed below provides effective help and a guiding layout while

designing this text report.

Websites:

www.Airtelworld.com

www.tataindicom.com

www.india.com

Magazines:

Airtel (2 July to 10 July 2008)

Airtel India page of HT paper (Thursday 1December 2008)

Cowards India (26 December to 4 Jan. 2009)

72
Question
naire

73
QUESTIONNAIRE
Dear Sir/Madam,

I am a student of MBA of Krishna Institute of Engineering &


Technology, Ghaziabad, doing my summer training project on consumer behavior
from Airtel. Please give your precious time for filling these details.

Q.1 Among them, which Brand you, prefer most?

 Airtel
 Vodafone
 Idea
 Reliance
 Tata Indicom

Q.2 For how long you have been using Airtel Product?

 0-2 Years
 2-5 Years
 5-10 Years
 More than 10 years

Q. 3 How would you rate the experience with Brand?

Excellent Good Averag Below Average


 Airtel e

Vodafone
 Idea

Reliance
 Tata Indicom

Q.4 Do you collect any information search before making purchase?

 Yes
 No.

74
Q.5 If yes, which sources are used?

 Magazines
 Dealers
 Sales Executives
 Operators reference
 Pamphlets and catalogue
 Reference from friends and relatives
 Any other

Q.6 What are the features you look for in a product before making
purchase decision? Give preferences (1-Highest, 6- least)

 Brand credibility
 Price and Discount
 After sales services and parts, network
 Value for money
 Performance

Q.7. Which of these marketing / sales schemes attracts you while purchasing
any connection?

 Good Network
 Discount scheme
 Service package
 Any other

Q.8 If you have to purchase a new connection or product in near future, which
Brand will you go for and why?

___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________

Q.9 Are you aware of various promotional activities being run by Airtel, if yes
then how? Are you satisfied with these promotional activities?

75
Very Satisfied Somewha Not
Satisfied t Satisfied satisfied


Customer
Care
 By Ad
Films
 By Camp
 24 hrs call center services

Q.10 How would you rate Airtel performance as your expectation on 5


points scale (5 Highest)
1 2 3 4 5
 After Sale service
 Maintenance
 Product as per expectation

Q.11 What are you suggestions for improving the product quality, service
availability and parts availability?

____________________________________________________________
____________________________________________________________
____________________________________________________________
________________________

76
30%

25%

20%
airtel
idea
15% vodafone
reliance
tata indicom
10%

5%

0%

77
80%

70%

60%

50%
0-2 years
2-5 years
40%
5-10 years
above 10 years
30%

20%

10%

0%

78
80%

70%

60%

50%

yes
40%
no

30%

20%

10%

0%

79
60%

50%

40%
news paper
magazines
dealers
30%
sales executive
pamphelets
others
20%

10%

0%

80
45%

40%

35%

brand
30%
credibility
price &
25%
discount
after sales
20%
service
15% value for
money
10%

5%

0%

81
45%

40%

35%

30%

25% customer care


ad films
call service
20% camp

15%

10%

5%

0%

82

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