AIRTEL

A
PROJECT REPORT
ON
“AIRTEL”
Summer Training Project

Submitted in the partial fulfillment of the requirement for the award of the
Degree of Bachelors of Business Administration
SUBMITTED BY: UNDER GUIDANCE OF:
ANKIT KATHURIA
BBA (4TH SEMESTER)
BHARATI VIDYAPEETH UNIVERSITY, SCHOOL OF

DISTANCE EDUCATION, ACADEMIC STUDY CENTER:
BVIMR, NEW DELHI
Student Undertaking
I ANKIT KATHURIA have completed the Summer Training Project

titled “AIRTEL” under the guidance of ____________________in the partial
fulfillment of the requirement for the award of degree of Master of Business
Administration of BVU, SDE, Academic Study Center BVIMR, New Delhi. This is
an original piece of work & I have neither copied and nor submitted it earlier
elsewhere.
_______________
Students Signature
ACKNOWLEDGEMENT
The present work is an effort to throw some light on “AIRTEL”. The work would not
have been possible to come to the present shape without the able guidance,
supervision and help to me by number of people.
With deep sense of gratitude I acknowledge the encouragement and guidance received
by my project guide _____________and other staff members of AIRTEL.
I convey my heartful affection to all those people who helped and supported me
during the course, for completion of my Project Report.

PREFACE
A hallmark of any premier business school is its willingness and ability to constantly
explore and implement new ideas and practices in the field of management education.
Institute constantly reorients their programs in order to keep abreast of changing
development.
The initial interaction between school students and industry takes place when the
students undergo project is usually for knowing the process for recruitment, selection,
industrial relations & training of that institution. It is often the exposure to corporate
culture that a student receives, particularly true for students without prior work
experience.
During my training at mc donald, I was taken project on recruitment, selection
& training policy of Mc donald.
The main purpose of the study is to know the policies of the bank regarding
recruitment, selection & training, which helped me in gaining knowledge about the
different working pattern of different departments of the company.
TABLE OF CONTENT
Page no.
• INTRODUCTION
• INDUSTRTY PROFILE
• COMPANY PROFILE
• MARKETING STRATEGIES
• FINANCIAL STRATEGIES
• H.R. POLICIES & STRATEGIES
• DATA ANALYSIS
• FINDINGS
• CONCLUSIONS & SUGGESTIONS
• BIBLIOGRAPHY
INTRODUCTION
Bharti Airtel Limited
Industry Telecommunications
Founded 7 July 1995
Founder(s) Sunil Bharti Mittal
Headquarters New Delhi, India
Area served South Asian & African countries and the Channel Islands
Sunil Bharti Mittal
Key people
(Chairman) and (MD)
Mobile network
Wireless
Products Telephone
Internet
Satellite television
Revenue 35,699.27 crore (US$7.75 billion) (2009) [1]
Operating
14,589.33 crore (US$3.17 billion) (2009)[1]
income
Profit 9,426.16 crore (US$2.05 billion) (2009)[1]
Total assets US$ 11.853 billion (2009)[2]
Employees 30,000 (2010)[2]
Bharti Enterprises (63.45%)
Parent SingTel (32.15%)
Vodafone (4.4%)
Website Airtel.com
Bharti Airtel Limited usually referred to simply as "airtel", is an Indian

telecommunications company that operates in 19 countries across South Asia, Africa
and the Channel Islands. It operates a GSM network in all countries, providing 2G or
3G services depending upon the country of operation. Airtel is the fifth largest
telecom operator in the world with over 207.8 million subscribers across 19 countries
at the end of 2010. It is the largest cellular service provider in India, with over 152.5
million subscribers at the end of 2010.[3] Airtel is the 3rd largest in-country mobile
operator by subscriber base, behind China Mobile and China Unicom..
Airtel also offers fixed line services and broadband services. It offers its telecom
services under the Airtel brand and is headed by Sunil Bharti Mittal. Bharti Airtel is
the first Indian telecom service provider to achieve this Cisco Gold Certification. To
earn Gold Certification, Bharti Airtel had to meet rigorous standards for networking
competency, service, support and customer satisfaction set forth by Cisco.[4] The
company also provides land-line telephone services and broadband Internet access
(DSL) in over 96 cities in India. It also acts as a carrier for national and international
long distance communication services. The company has a submarine cable landing
station at Chennai, which connects the submarine cable connecting Chennai and
Singapore.
It is known for being the first mobile phone company in the world to outsource
everything except marketing and sales and finance. Its network (base stations,
microwave links, etc.) is maintained by Ericsson, Nokia Siemens Network and
Huawei.,[5] business support by IBM and transmission towers by another company
(Bharti Infratel Ltd. in India).[6] Ericsson agreed for the first time, to be paid by the
minute for installation and maintenance of their equipment rather than being paid up
front. This enabled the company to provide pan-India phone call rates of Rs. 1/minute
(U$0.02/minute). Call rates have come down much further.[7] During the last financial
year [2009-10], Bharti has roped in a strategic partner Alcatel-Lucent to manage the
network infrastructure for the Telemedia Business.
The company is structured into four strategic business units - Mobile, Telemedia,
Enterprise and Digital TV. The Telemedia business provides broadband, IPTV and
telephone services in 89 Indian cities. The Digital TV business provides Direct-to-
Home TV services across India. The Enterprise business provides end-to-end telecom
solutions to corporate customers and national and international long distance services
to telcos.[8]
History
Sunil Bharti Mittal founded the Bharti Group. In 1983, Sunil Mittal was into an
agreement with Germany's Siemens to manufacture the company's push-button
telephone models for the Indian market. In 1986, Sunil Bharti Mittal incorporated
Bharti Telecom Limited (BTL) and his company became the first in India to offer
push-button telephones, establishing the basis of Bharti Enterprises. This first-mover
advantage allowed Sunil Mittal to expand his manufacturing capacity elsewhere in the
telecommunications market. By the early 1990s, Sunil Mittal had also launched the
country's first fax machines and its first cordless telephones. In 1992, Sunil Mittal
won a bid to build a cellular phone network in Delhi. In 1995, Sunil Mittal
incorporated the cellular operations as Bharti Tele-Ventures and launched service in
Delhi. In 1996, cellular service was extended to Himachal Pradesh. In 1999, Bharti
Enterprises acquired control of JT Holdings, and extended cellular operations to
Karnataka and Andhra Pradesh. In 2000, Bharti acquired control of Skycell
Communications, in Chennai. In 2001, the company acquired control of Spice Cell in
Calcutta. Bharti Enterprises went public in 2002, and the company was listed on
Mumbai Stock Exchange and National Stock Exchange of India. In 2003, the cellular
phone operations were rebranded under the single Airtel brand. In 2004, Bharti
acquired control of Hexacom and entered Rajasthan. In 2005, Bharti extended its
network to Andaman and Nicobar.
In 2009, Airtel launched its first international mobile network in Sri Lanka. In 2010,
Airtel began operating in Bangladesh and 16 African countries.
Today, Airtel is the largest cellular service provider in India and fifth largest in the
world.
Worldwide Presence
Coverage map of Bharti Airtel across 19 countries

Airtel is the 5th largest mobile operator in the world in terms of subscriber base and
has a commercial presence in 19 countries and the Channel Islands.
Its area of operations include:
• 3 countries in the Indian Subcontinent:
Bangladesh, India and Sri Lanka
• 16 countries in Africa:
Burkina Faso, Chad, Democratic Republic of the Congo, Republic of the Congo,
Gabon, Ghana, Kenya, Madagascar, Malawi, Niger, Nigeria, Seychelles, Sierra
Leone, Tanzania, Uganda and Zambia.
• Channel Islands:
Jersey and Guernsey
Airtel operates on the British Crown Dependency islands of Jersey and Guernsey,
under the brand name Airtel-Vodafone, through an agreement with Vodafone.
Airtel operates in the following countries:
Country Site Remarks

Banglade Airtel Bangladesh had about 3.2 million
bd.airtel.com
sh million customers at the end of 2010.[9]
Airtel Burkina Faso is the dominant player
Burkina
africa.airtel.com/burkina with 1,433,000 customers representing
Faso
50% market share.[10]
Airtel Chad is the no. 1 operator with 69%
Chad africa.airtel.com/chad
market share.[10]
Democra
tic Republic africa.airtel.com/drc
of the Congo
Gabon africa.airtel.com/gabon The rapidly growing mobile sector in
Gabon grew by 16.5 percent from 2007 to
2008 according to statistics from the Bank
of Central African States. Airtel Gabon
has 829,000 customers and its market
share stood at 61%.[11]
Airtel Ghana had about 1.76 million
Ghana africa.airtel.com/ghana
customers at the end of 2010.[12]
Airtel is the market leader with almost
India airtel.in 152.5 million customers at the end of
2010.[13]
Airtel Kenya is the second largest operator
Kenya africa.airtel.com/kenya
and has 4 million customers.[14]
Airtel holds second place in the mobile
Madagas telecom market in Madagascar, has a 39%
africa.airtel.com/madagascar
car market share and over 1.4 million
customers.[10]
Airtel Malawi is the market leader with a
Malawi africa.airtel.com/malawi
market share of 72%.[10]
Airtel Niger is the market leader with a
Niger africa.airtel.com/niger
Nigeria ng.airtel.com
Republic Airtel Congo is the market leader with a
africa.airtel.com/congob
of the Congo 55% market share.[10]
Airtel is the leading comprehensive
Seychelle telecommunications services providers
africa.airtel.com/seychelles
s with over 55% market share of mobile
market in Seychelles.[15]
Sierra
africa.airtel.com/sierra
Leone
Airtel Lanka commenced operations on 12
Sri
airtel.lk January 2009. It had about 1.8 million
Lanka
mobile customers at the end of 2010.[16]
Airtel Tanzania is the market leader with a
Tanzania africa.airtel.com/sierra
Airtel Uganda stands as the no. 2 operator
Uganda africa.airtel.com/uganda
with a market share of 38%.[10]
Zambia africa.airtel.com/zambia
Channel
Islands : Airtel operates in the Channel Islands
Jersey and airtel-vodafone.je under the brand name Airtel-Vodafone
Guernse through an agreement with Vodafone.
y†
†Jersey and Guernsey are British Crown Dependencies. They are not independent
countries. Therefore, Airtel's countries of operation is considered to be 19.
Africa
India
Bangladesh
Sri Lanka
[edit] Channel Islands: Jersey and Guernsey
On 1 May 2007, Jersey Airtel and Guernsey Airtel, both wholly owned subsidiaries of
the Bharti Group, announced they would launch mobile services in the British Crown
Dependency islands of Jersey[17] and Guernsey[18] under the brand name Airtel-
Vodafone after signing an agreement with Vodafone. Airtel-Vodafone operates a 3G
network in Jersey and Guernsey.
Jersey and Guernsey are British Crown Dependencies. They are not independent
countries. Therefore, Airtel's countries of operation is considered to be 19.
Subscriber Base
Bharti Airtel has crossed the 200 million wireless subscribers mark worldwide. The
announcement was made by Sunil Bharti Mittal on 18 November 2010. Out of the
200 million subscribers, 150 million are out of India, 43 million are in Africa and
about 7 million are from Bangladesh and Sri Lanka. The numbers include mobile
services subscribers in India, South Asia and Africa, Telemedia services subscribers
and Digital services subscribers. [19]
Merger talks
In May 2008, it emerged that Bharti Airtel was exploring the possibility of buying the
MTN Group, a South Africa-based telecommunications company with coverage in 21
countries in Africa and the Middle East. The Financial Times reported that Bharti was
considering offering US$45 billion for a 100% stake in MTN, which would be the
largest overseas acquisition ever by an Indian firm. However, both sides emphasize
the tentative nature of the talks, while The Economist magazine noted, "If anything,
Bharti would be marrying up," as MTN has more subscribers, higher revenues and
broader geographic coverage.[20] However, the talks fell apart as MTN group tried to
reverse the negotiations by making Bharti almost a subsidiary of the new company.[21]
In May 2009, Bharti Airtel again confirmed that it is in Talks with MTN and
companies have now agreed discuss the potential transaction exclusively by July 31,
2009.[22] Bharti Airtel said in a statement "Bharti Airtel Ltd is pleased to announce
that it has renewed its effort for a significant partnership with MTN Group".[23]
Talks eventually ended without agreement, due to the South African government
opposition.[24]
Bharti Airtel has completed its $9 billion acquisition of African operations from
Kuwait's Zain in a deal that would make the firm the world's No. 5 wireless carrier by
subscribers.
In March, Bharti struck a deal to buy the Kuwait firm's mobile operations in 15
African countries, in India's second biggest overseas acquisition after Tata Steel's $13
billion buy of Corus in 2007.
Rebranding
On 18 November 2010, Airtel rebranded itself in India in the first phase of a global
rebranding strategy. The company unveiled a new logo with 'airtel' written in lower
case. Designed by London-based brand agency, Brand Union, the new logo is the
letter 'a' in lowercase, with 'airtel' written in lowercase under the logo.[25]
On November 23, 2010, Airtel's Africa operations were rebranded to 'airtel'. Sri
Lanka followed on November 28, 2010 and on December 20, 2010, Warid Telecom
rebranded to 'airtel' in Bangladesh.
Sponsorship
On May 9, 2009 Airtel signed a major deal with Manchester United Football Club. As
a result of the deal, Airtel gets the rights to broadcast the matches played by the team
to its customers.
Bharti Airtel signed a five-year deal with ESPN Star Sports to become the title
sponsor of the Champions League Twenty20 cricket tournament. The tournament
itself is named "Airtel Champions League Twenty20."[26]
Signature tune
The signature tune of Airtel is composed by Indian musician A. R. Rahman. The tune
became hugely popular and is the world's most downloaded mobile music with over
150 million downloads.[27] A new version of the song was released on 18 November
2010, as part of the rebranding of the company.[27][28] This version too was composed
by Rahman himself[28]
Timeline
Logo used by Airtel till 2010 November
The chronology of events since Bharti Tele-Ventures was incorporated in 1995:[29]
1995
• Bharti Cellular launched cellular services as "AirTel" in Delhi.
1996
• STET International Netherlands NV, or STET, a company promoted by

Telecom Italia, Italy acquired a 20% equity interest in Bharti Tele-Ventures
• Bharti Telenet launched cellular services in Himachal Pradesh
1997
• British Telecom acquired a 21.05% equity interest in Bharti Cellular

• Bharti Telenet obtained a license for providing fixed-line services in Madhya
Pradesh cirlce (and later Chattisgarh).
• Bharti Telecom and British Telecom formed a 51% : 49% joint venture, Bharti
BT, for providing VSAT services
1998
• Bharti Telecom and British Telecom formed a 51% : 49% joint venture,
"Bharti BT Internet" for providing Internet services
• First Indian private fixed-line services launched in Indore in the Madhya
Pradesh circle on June 4, 1998 by Bharti Telenet thereby ending fixed-line
services monopoly of Department of Telecom (now BSNL).
1999
• Warburg Pincus (through its investment company Brentwood Investment

Holdings Limited) acquired a 19.05% equity interest in Bharti Tele-Ventures
• Bharti Tele-Ventures (by acquiring a 63.45% equity interest in SC Cellular
Holdings) acquired an effective 32.36% equity interest in Bharti Mobile
(formerly JT Mobiles), the cellular services provider in Karnataka and Andhra
Pradesh circles
• New York Life Insurance Fund, or NYLIF, acquired a 3% equity interest in
Bharti Cellular
2000
• Bharti Tele-Ventures acquired an effective equity interest of 40.5% in Bharti

Mobinet (formerly Skycell Communications), the cellular services provider in
Chennai
• Bharti Tele-Ventures acquired a 30.2% equity interest of Telecom Italia in
Bharti Telenet and 18.8% from Bharti Telecom thereby making Bharti Telenet
a 100% subsidiary of Bharti Tele-Ventures
• SingTel (through its investment company Pastel Limited) acquired STET's
15.3% equity interest in Bharti Tele-Ventures
• Bharti Tele-Ventures acquired an additional effective 41.64% equity interest
in Bharti Mobile (by acquiring the remaining 36.55% equity interest in SC
Cellular) resulting in Bharti Tele-Ventures holding an effective 74% equity
interest in Bharti Mobile.
2001
• Bharti Tele-Ventures acquired NYLIF's 3% equity interest in Bharti Cellular

• Bharti Telesonic entered into a joint venture, Bharti Aquanet, with SingTel for
establishing a submarine cable landing station at Chennai
• Bharti Tele-Ventures issued additional equity for approximately US$ 481.30
million to SingTel, Warburg Pincus, AIF group, IFC, NYLIF, and Seejay
Cellular and Bharti Telecom
• Bharti Cellular acquired a 100% equity interest in Bharti Mobitel (formerly
Spice Cell ), the cellular services provider in Kolkata
• Bharti Tele-Ventures acquired 85% and 15% in Bharti Telespatial from Bharti
Telecom and Intel, respectively
• Bharti Tele-Ventures acquired a 44% equity interest in Bharti Cellular from
British Telecom, thereby making Bharti Cellular its 100% subsidiary
• Bharti Tele-Ventures acquired an additional 49% equity interest in Bharti
Mobinet from Millicom International and BellSouth International, thereby
owning 89.5% equity interest in Bharti Mobinet, which was further increased
to 95.3% following an issuance of additional equity shares by way of rights
issue
• Punjab license restored to Bharti Mobile by the Department of Telecom (DoT)
and migration to NTP - 1999 accepted
• Bharti Cellular entered into license agreements to provide cellular services in
eight new circles following the fourth operator cellular license bidding process
• Bharti Telenet entered into license agreements to provide fixed-line services in
the Haryana, Delhi, Tamil Nadu and Karnataka circles
• Bharti Telesonic entered into a license agreement with the DoT to provide
national long distance services across India
• Bharti Aquanet, Bharti Telesonic and Bharti Cellular entered into license
agreements with the DoT to provide ISP services in India
• Bharti Telesonic launched national long distance services under the brand
name of IndiaOne
• Bharti Telenet launched fixed line services in Haryana under the brand name
of "TouchTel".
2002
• Enters into a 5-year agreement with Escotel (now called Idea Cellular) and
ETL of the Escorts group to contract leased line connectivity for its cellular
operations
• Mr. Ravi Akhoury ceases to be Director of Bharti Tele
• DoT grants ILD Telephony License to Bharti Telesonic, subsidiary of the
company
• Signs MoU with Telia AB to buy out their 26% stake in Bharti Mobile
• Ties up with Secondary School Certification (SSC) Board, Hyderabad, where
Bharti will announce SSC results to its customers on their mobile phones
• ICICI Bank ties up with Bharti for pre-paid mobile cards via ATMs
• Bharti forays into Mumbai with offers
• Alpine International Ltd. and ELM International Ltd. acquire shares of Bharti
Tele-Ventures
2003
• Airtel breaks interconnectivity with Tata Teleservices in Andhra Pradesh

• Company accorded its approval for amalgamation of its subsidiary companies
viz: Bharti Telenet Ltd, Bharti Telesonic Ltd, Bharti Broadband Networks Ltd
and Bharti Comtel Ltd through scheme of Amalgamation. The merged entity
would be renamed as Bharti Infotel Ltd
• Airtel launches Local direct dialling facility in Chennai circle
• Bharti Cellular unveils "CareTouch" service
• Cellular brand "Airtel" unveils free multimedia messaging services (MMS) for
its customers. The company has also rolled out pan-India GPRS for its
corporate subscribers
• Launches its `IndiaOne MeetXpress' audio-conferencing service
• Punjab, Haryana get free incoming calls from Airtel
• AirTel provides SMS facilities to hearing impaired in Chennai
• Goa, Maharashtra gets 'voice portal' services by Bharti Cellular
• Launches free additional connection to its new subscribers in New Delhi
• Mr Sin Hang Boon and Mr Wong Hung Khim have resigned from the Board
of Directors of Bharti Tele Ventures Ltd with effect from February 27, 2003.
• Airtel launches its GPRS network in Chennai
• Airtel subscribers cross 3 million mark
• AirTel unveils RAD system
• Mr P M Sinha resigns from the Board of Directors of the Company with effect
from March 31, 2003.
• Bharti TeleVentures announces the completion of merger with Bharti Mobitel
• Bharti Mobitel Ltd. merged with Bharti Cellular Ltd.
• "Airtel" and "Touchtel" jointly offer free Touchtel land line for post-paid
Airtel connection
• Airtel rolls out voice mail service for pre-paid customers
• AirTel unveils new scheme for pre-paid customers giving away free talk time
worth Rs 10 crore
• Airtel surpasses 4 lakh subscriber base in Karnataka
• Bharti announces new tariff plan AirTel 012
• Offers 0-1-2, a new cellular package for the customers, which means zero
charges on incoming calls, Re 1 on mobile-to-mobile outgoing calls, Rs 2 on
mobile-to-mobile STD calls
• Rolls out Airtel messenger service
• AirTel offers bundled handset, connection package for Rs 5715
• Airtel slashes SMS rates to 60 paise; excludes Delhi and Mumbai
• Bharti cellular, wholly owned subsidiary of Bharti Tele-Ventures, increases its
stake to 100% in Bharti Mobile
• Signs distribution pact with Hathway Cable. With this alliance, Bharti is said
to be the first telecom firm to step into television distribution services
• Six cell operators move over from Bharti to VSNL
• Airtel augments cellular coverage in Tamil Nadu by including Arcot &
Walajapet in its network
• Airtel ties up with Coke in Chennai to sell its "Magic" prepaid cards
• AirTel embarks on network expansion in Hyderabad
• Airtel unveils IndiaOne Long Distance Calling Card
• AirTel introduces unified tariff package in Tamil Nadu and Chennai
• Airtel becomes front runner in Karnataka's mobile services market
• Bharti Tele launches 'Always on' service to its subscribers
• State Bank of India and AirTel announce EMI offer at Rs 299
• Bharti and MTV join hands to launch new SIM card
• AirTel unveils new post-paid scheme at zero rental
• AirTel launches `Happy Plan' in AP
• Airtel emerges as the highest selling pre-paid card
• Airtel join hands with Alcatel & Videocon to launch new scheme
• AirTel service provider touches 5 lakh customers in Punjab
• Airtel offers 5 new services for its customers in Mumbai
• Bharti launches first dual band network in Delhi
• Gets 14th place among top 25 Cos in India
• Bharti Mobile crosses 4 lakh mobile subscribers in AP
• Airtel holds top position in terms of dealer penetration
• Prof. V S Raju has been inducted on the Board of Directors of the Company.
• Touchtel launches SMS service in fixed line phones in Karnal and Panipat in
Haryana.
• Airtel unveils special offers in Kerala
• AirTel launches InnoWest for the western region
• Bharti Tele-Ventures enters into an agreement with Telesystem (Mauritius)
Pvt. Ltd
• Airtel slashes out going SMS price to 30ps
• On December 16, 2003, Airtel announced the launch of expense tracker
service, which provides customers the option of tracking their day-to-day
expenses on a daily or monthly basis. This service will allow a user to track
expenses, while on the move by sending an SMS.
• AirTel introduces MTV Club Card in Chennai
2004
• Bharti unveils new card for Mecca piligrims
• AirTel enrolls 50,000 customers in its mobile service in 60 days
• Launches WAP enabled portal Service in Kerala
• Bharti Cellular's AirTel has extended its mobile connectivity to Karaikkal,
Nagur, Mannargudi and Kovilpalayam in Tamil Nadu.
• Airtel customer base touches new high of 5 lakh mark in Andhra Pradesh
• On Pongal, Airtel is launching its first ever MMS downloads in Tamil.
• AirTel tie up with MAA TV
• Airtel launches Rs 50 pre-paids recharge
• AirTel launched a family pack for its post-paid customers in Chennai on
January 29.
• Bharti Tele-Ventures enters into a three year service agreement with Ericsson
• Bharti Tele-Ventures (BTVL) has signed and received unified access service
licence to provide GSM services in Uttar Pradesh (East), West Bengal &
Andaman Nicobar, Orissa, Bihar and Jammu & Kashmir. The licence has been
granted to Bharti Cellular Ltd (BCL), the cellular arm and subsidiary of
BTVL.
• Airtel and Mobilink, the only GSM cellular service provider in Pakistan, sign
the first-ever bilateral roaming agreement between India and Pakistan
• Acquires switching systems from Tekelec
• Bharti Tele-Ventures Ltd signed an information technology outsourcing deal
with infotech major IBM, estimated to be in the range of 0-750 million for a
ten-year period.
• Jayant Khosla, new chief executive officer, Mumbai
• Signs MoU to join the South East Asia - Middle East - Western Europe 4
(SEA-ME-WE-4) consortium along with 15 other global telecom operators.
• Bharti Tele-Ventures has struck a deal with Shyam Telecom to buy out the
latter's 67.5 per cent stake in cellular services company Hexacom for Rs 430
crore.
• Samsung India Electronics Limited has tied up with cellular operator Bharti
for bundling its mobile handsets with a connection.
• The Bharti group finalised a Rs 500-crore deal to share its national long-
distance (STD) network with VSNL in a first-of-its-kind accord between two
top telecom service providers in a bid to optimise capacities in the NLD
segment.
• Internet gateway and services provider, Videsh Sanchar Nigam Ltd. (VSNL)
has signed a Right to Use (RoU) agreement to deploy mobile telephony major,
Bharti Tele-Ventures' existing National Long Distance (NLD) backbone.
• Airtel offers talktime transfer service
• Airtel has announced money-back guarantee offer in case of call drop or poor
network experience for its subscribers
• Bharti launches 2-in-1 card
• Airtel launched two-way international roaming and GPRS for prepaid
customers in the Maharshtra and Goa circles
• Bharti Tele-Ventures has bagged the Asian MobileNews operator of the year
award in India and the subcontinent
• Bharti Tele-Ventures Ltd has awarded a million equipment contract to
Swedish telecoms company Ericsson
• Bharti Televentures announced formation of a new strategic business unit to
offer various telecom and IT services through a single contact
• Bharti Televentures unveiled a mobile portal featuring sports, entertainment
and news among others
• Airtel ties up with Micro Tech to set up 'Mcops' vehicle security system
• Bharti Tele-Venture on July 19 launched "Caller Tunes" service, a
personalized mobile music service where the caller hears songs and other
sound clips instead of the traditional switchboard ring-ring tone
• Airtel, a private telecom services provider, has commissioned its first 24x7
customer service centre in Andhra Pradesh
• Airtel unveils Rs 199 pre paid card
• AirTel join hands with Narsee Monjee Institute of Management Studies
(NMIMS) to offer executive MBA programme
• AirTel introduces new scheme for hearing impaired in Maharashtra & Goa
• AirTel inks pact with JP Mobile
• Rolls out Enhanced Data Rate for Global Evolution (EDGE) network in Pune
on September 9, 2004, Ties up with Nokia for sale of Nokia 6230, an EDGE-
enabled handset.
• AirTel unveils first virtual calling cards in India
• BTVL rolls out EDGE services in Bangalore
• Airtel rolls out Full Talktime Advantage card
• Airtel rolls out wi-fi services in Mumbai
• BTVL launches new 'Airtel Broadband Friendly Offer'
• Airtel launches GPRS services for pre-paid customers
• Airtel partners with ITPO to set up Wi-Fi network in Delhi
• Airtel launches EDGE services and a new pre-paid plan for Chennai
• Airtel introduces LAS in Karnataka
2005
• Airtel launches video services for its GPRS customers on February 22, 2005
• Airtel unveils new TV ad featuring Sachin Tendulkar and Shah Rukh Khan
• Bharti Tele-Ventures launches telecom network in Andaman & Nicobar
• BTVL unveil fixed line, broadband services
• Bharti inks 5-m deal with Nokia for rural network expansion
• Bharti Tele Ventures Ltd has announced that Airtel, ICICI Bank & VISA have
joined hands to launch mCheq - a revolutionary new service - a credit card on
the mobile phone
• Airtel introduces BlackBerry Connect in India
• Bharti Tele Ventures announces agreement with Vodafone
• Airtel unveils 'free flight' offer
• Bharti Tele-Ventures launches under sea cable system
2006
• Airtel unveils Re 1 STD plans

• Airtel launches NetXpert.
• Airtel launches Post2Pre recharging service on April 04,2006.
• Airtel sets up customer centre
• Airtel announced the launch of `Save My Phone Contact' service for its pre-
paid and post-paid customers in Delhi
• Bharti Tele Ventures bags 'Wireless Service Provider of the Year' &
'Competitive Service Provider of the Year' awards
• Cellebrum join hands with Airtel
• Airtel Mega unveiled in Coimbatore
• Bharti Airtel Ltd and Microsoft announced a strategic partnership that will
offer a range of software and services for small and medium businesses
(SMBs) in India.
• Bharti Airtel Ltd on Nov 8, announced a first-of-its-kind alliance with the
Adani Group for establishing an end-to-end modern telecommunication
network infrastructure for the latter's multi-sector special economic zone
(SEZ), located near Mundra Port in Kutch district of Gujarat.
2007
• Bharti Airtel has come out with a slew of initiatives including buying out
SingTel's 50 per cent stake in joint venture under sea cable company Network
i2i
• Bharti Airtel on Feb 11, has been awarded QCI-DL Shah National Award on
Economics of Quality.
• Bharti Airtel Ltd has announces changes in the operational leadership structure
and roles in the Company effective April 01, 2007.
• Bharti Airtel Ltd on April 01, 2007, has announces the reduction in ISD
Tariffs for all its mobile customers in India.
8Airtel signs agreement with HTC for touch screen mobile.
2008
• Nokia Siemens Networks on Jan 3 declared that it has been awarded a multi
million euro contract from Bharti Airtel Ltd for deployment of a single
interactive voice response (IVR) platform across 23 circles. The three-year
turnkey contract comprises designing, planning, systems integration and
optimisation services to raise overall customer experience. The new IVR
solution will enable Airtel to deliver services such as voice SMS, televoting,
call management services, caller ring back tone and voice portal on a faster
time-to-market basis and, therefore, reduce OPEX costs.
• Bharti Airtel Ltd on February 13, 2008 has announced that it has achieved the
60 million mobile, fixed line and broadband customers.
• Bharti Airtel tied up with US-based Apple Inc to bring the popular GSM-
based iPhone in the country.
• Bharti Airtel Ltd has forged a technology alliance with Infosys Technologies
Ltd to launch its Direct-to-Home (DTH) television services. Infosys, through
its digital convergence platform, will offer a suite of products including
devices, application servers and interactive applications for Airtel's DTH
services.
2009
• Bharti Airtel signed a five-year managed services deal with Alcatel-Lucent for
its fixed-line and broadband operations.
• Bharti Airtel launched the 'Airtel Advantage' initiative. The initiative is aimed
at offering the added advantage to Airtel customers to be in touch with each
other at an affordable rate of 50 paise per minute, be it a national long distance
call (STD) or a local call.
• In order to create products and services for the small, medium and large
enterprises, Bharti Airtel and Cisco announced a strategic business alliance.
The alliance would combine the strengths of Airtel's network service and
Cisco' Internet Protocol (IP) technologies.
• Airtel and mChek announce milestone of 1 Million users and introduce a
broad range of new mCommerce services.
2010
• On 14, February 2010, Zain Ghana issued a resolution to accept a $10.7 billion
buyout offer from Bharti Airtel Limited (Bharti) to enter into exclusive
discussions until 25 March 2010, regarding the sale of its African unit, Zain
Africa BV.
• Bharti Airtel submitted its bid for 3G spectrum auction which starts from
April 9, 2010.
• Bharti Airtel has partnered with US-based software maker VMware Inc. It has
done this in order to focus on the cloud-based managed computer services
market.
• On May 18, 2010, Airtel won 3G spectrum in 13 circles: Delhi, Mumbai,
Andhra Pradesh, Karnataka, Tamil Nadu, Uttar Pradesh (West), Rajasthan,
West Bengal, Himachal Pradesh, Bihar, Assam, North East, Jammu &
Kashmir for Rs. 12,295 crores.[30]
• Bharti Airtel wins broadband spectrum in four circles: Maharashtra,
Karnataka, Punjab and Kolkata for Rs. 3314.36 crores.[31]
• On 8, June 2010, Bharti Airtel completed a deal to Zain Telecom's businesses
in 15 African countries for $10.7 billion.
• On August 11, 2010, Bharti Airtel announced that it would acquire 100%
stake in Telecom Seychelles for US$62 million taking its global presence to
19 countries.
• On 20 September 2010, Bharti Airtel said that it has given contracts to
Ericsson India, Nokia Siemens Networks (NSN) and Huawei Technologies to
set up infrastructure for providing 3G services in the country.
• On 18 November, 2010, Bharti Airtel announced a re-branding campaign
wherein, they would be referred as airtel, with a new logo.
PRE PAID FEATURES
Here are some of the many advantages that airtel prepaid brings you.
Total Cost Control

Pre activated STD/ISD without deposits or rentals
Strong Network coverage
Instant Balance and Validity Enquiry
Recharge your airtel Prepaid
Prepaid Roaming
More with airtel Prepaid
Reach us Anytime Anywhere
Total Cost Control

You can control your airtel Prepaid like never before. No more rentals or deposits –
simply recharge as much as you need to from as low as Rs. 10, to as high as Rs.
10,000/-.
Pre activated STD/ISD without deposits or rentals
You can now enjoy a pre-activated STD/ISD on your airtel Prepaid. No more paying
deposits or having a minimum balance in your account to make an STD/ISD call.
Hassle-free calls are here to stay! Click here for more information on STD/ISD rates
in your circle new.
Strong Network Coverage

Enjoy complete clarity when calling with airtel’s world-class technology and
unbreakable network coverage that spans over 23 circles across the country.
Instant Balance and Validity Enquiry

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

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

This unique recharge voucher gives you the option to choose between validity or
talktime, as per your need.
Easy Recharge
Recharge your airtel Prepaid Card electronically with value that suits your needs,
starting from Rs. 10 till Rs. 10,000. You can also recharge your airtel Prepaid while
roaming anywhere in the country. Click here for airtel Easy Charge options.
24-hour Recharge via ATM

Recharge your airtel Prepaid round-the-clock at your nearest ATM. Just walk up to
your nearest ATM, insert the ATM card and enter your ATM PIN number. Select
'Mobile Recharge / Bill Pay' from the main menu and follow the prompts to recharge
your prepaid. This recharge option is available with all leading banks.
Internet Recharge
You may log on to the Internet banking website of your bank and select the prepaid
recharge option to recharge your airtel prepaid. Many leading banks provide Internet
based recharging.
Denomination Calling value Service tax

Proc Fee Rs Validity Days
Rs Rs Rs
50 43.33 2.0 4.67 30
100 88.66 2.0 9.34 30
200 179.32 2.0 18.68 30
300 269.99 2.0 28.01 30
500 451.31 2.0 46.69 30
1000 904.62 2.0 93.38 30
You can also recharge with Rs.99 Lifetime Prepaid Plan to enjoy Lifetime Validity.
Free airtime of Rs.10 available with this recharge.
Prepaid Roaming
airtel Prepaid comes preactivated with 'National Roaming', so you stay connected no
matter wherever you are. You can also send or receive MMS, check your email and
access other GPRS services while roaming in India as you would in your own city.
While traveling abroad you can receive calls & send or receive SMS.
For coverage & charges while roaming, click here
In case you are not able to login to any network while roaming,
please follow these instructions:
More with airtel Prepaid

airtel brings you, a wide range of Services that will change the way you communicate.
Try them and discover a whole new world of fun and excitement.
Call management Services
Call waiting, call hold, call divert and Caller Line Identification Presentation– all with
your airtel prepaid connection.
Voice Mail
When your handset is switched off, or you’re too busy to answer the phone, airtel
Voicemail will answer your calls and record a message. The best part is that there's no
extra monthly cost for setting up Voicemail - you just pay for the phone call when you
use the service.
SMS (Short Messaging Service)

Send messages quickly and easily using text, if it's too noisy to talk or you don't have
much time. It's the way to share those interesting one-liners, important reminders and
rib-tickling jokes, with anyone, anytime, anywhere in the world.
Subscription Alerts
Get regular alerts on news, jokes, business, health and films on your airtel mobile
phone with Subscription Services. SMS to 53333 for News, for Jokes, for Business News, for Sports Alerts &
 for Vaastu tips.
MMS (Multi-media Messaging Service):

Jazz up your messages with pictures, images and video clippings, with MMS from
airtel! To activate MMS on your phone, SMS 'MMS' to 56465 and save service
settings.
airtel Live
Make your mobile the most happening entertainment destination with airtel Live airtel
brings you the latest in entertainment and information services, right on your phone!
airtel Live WAP Services: Download the latest ring tones, games, wallpapers, videos
and much more. You can also get news clips, watch live TV and download full songs
on you phone. To get airtel Live settings on your phone, SMS 'Live' to 56465 and
save the settings that you receive as your preferred connection. airtel Live Portal can
be accessed from you GPRS enabled phone, by sending a SMS 'FUN' to 56465.
airtel Live Voice Services: Just Dial 56465, and name the service. For e.g. say ring
tones to download your favorite ring tones. You can also choose a variety of content
options like Live Cricket Commentary, latest National / International News, Movie
Reviews or Stock Market Updates.
airtel Live SIM Services: Access loads of fun content and exciting services like
cricket, stocks, on your phone at the touch of a few buttons with airtel Live SIM based
Services on your SIM card menu. To download new services on your airtel SIM,
choose the "What's new" option under the "airtel services" menu.
airtel Live SMS Services:You can enjoy a host of services by sending a keyword as
an SMS to 56465! Choose Astrology / Horoscope, Cricket, Bollywood / Hollywood /
Indi Pop Ring tones. In case you need assistance SMS, Help to 56465.
Hello Tunes
Tired of that boring old ‘tring tring’ on your phone? Now when a friend calls, make
them groove to the hottest new tracks burning up the music charts with Hello Tunes
from airtel! Choose from a library of over 80000 songs from more than 16 languages.
Whats more, copy any Hello tune you like by simply pressing ‘*’ on your phone when
the Hello Tune is playing on your friends phone. Click here for more information on
Hello Tunes.
Reach us Anytime Anywhere

In case you need assistance, dial '121' - our number, accessible from anywhere in the
country, even while roaming. You can also send us an SMS to 121 or mail us at
121@airtelindia.com.
*In case of email, mention your mobile no. like, 9810012345, in the subject of the
mail for a quicker response.
POST PAID FEATURES
• Easy Billing
o
Enjoy a host of rich features only with airtel e-bill. Register free on ‘My airtel’ section
and view your monthly bill with call details for last three months. Sort your calls
between personal and official or analyze your usage, at the click of a button. To
change your tariff plan call our IVR at 121 and leave a request, you can also send in
your requests through email 121@airtelindia.com, log your request on My airtel
section of the website or SMS the change to 121.
• Easy Payment Options. Anytime Anywhere

o
You can choose from a host of convenient payment options only with airtel. Walk
into any airtel relationship centre and make your payments by cash or credit card.
Drop a cheque at any of the drop boxes for making payments or simply log on to My
airtel section and pay instantly through your credit card. You can also opt for easy
payment options like:Standing InstructionsYou can give us standing instructions to
debit your credit card account for your monthly airtel bills. All you have to do is fill
the Standing Instruction Form and mail, fax it to us or drop it any of our relationship
centres.Electronic Clearing SystemFill an ECS form and mail, fax it to us or drop it
any of our relationship centres to directly debit your bank account for your monthly
airtel bill.Pay while roaming airtel has introduced 'Anywhere payment' that offers you
the convenience of making payments while you roam. Walk in to any Airtel
Relationship Centre in the country, make payments by cash or credit card and enjoy
uninterrupted Airtel Services.
• Credit limit
o
Your pre-set credit limit mentioned on your monthly bill helps you keep your mobile
charges in control, keeps track of your usage and ensures that your mobile phone is
not misused. Should you exceed your credit limit, you will be informed via a voice or
a non-voice message to make an interim payment and reduce your account balance
below your credit limit. You may also choose to pay us an additional refundable
deposit to enhance your credit limit or opt for our convenient payment method of
Credit Card Standing instruction .You can also make use of ECS facility.
• Strong Network Coverage

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

o
Call long distance calls in India and Overseas with STD / ISD facility on your Airtel
phone.Click here for more information on STD/ISD rates.
• Widest Roaming - National and International

o
Airtel's roaming service allows you to stay connected and use your mobile phone to
make or receive calls from almost anywhere in India and also over 160 countries,
abroad.Click herefor more information on airtel Roaming.
• GPRS - Roaming
o
Use airtel Postpaid's GPRS services, while roaming, to access the internet and office
mails (eg. BlackBerry services), from almost anywhere in India and abroad.Click
herefor more information on airtel’s GPRS Roaming.
• Say it. In more than just words, with Services from airtel
o
airtel brings you a wide range of Services that will change the way you communicate.
Try them and discover a whole new world of fun and excitement.Call management
Services Call waiting, call hold, call divert and Caller Line Identification Presentation,
help you do more with your airtel Postpaid connection! Conference callYou can hold
a teleconference with 5 people simultaneously with Call Conferencing service from
airtel. In fact, you can set up a conference even when the other five are using a
landline phone. To know more, call customer service at 121.Missed call alertA missed
call alert is a SMS that you will receive for all the calls that you missed. The SMS
will detail the CLI and the time when the call was made. To activate, dial *135*2#
then press the call button and wait for the request to be completed.Voice MailWhen
your handset is switched off, or you’re too busy to answer the phone, airtel Voicemail
will answer your calls and record a message. The best part is that there's no extra
monthly cost for setting up Voicemail - you just pay for the phone call when you use
the service.SMS (Short Messaging Service)Send messages quickly and easily, using
text, if it's too noisy to talk or you don't have much time. It's the way to Share those
interesting one-liners, important reminders and rib-tickling jokes, with anyone,
anytime, anywhere in the world.Subscription AlertsGet regular alerts on news, jokes,
business, health and films on your airtel mobile phone with Subscription Services.
SMS for News, for Jokes, for Business
News, for Sports Alerts & for Vaastu tips to
3333.MMS (Multi-media Messaging Service): Jazz up your messages with pictures,
images and video clippings, with MMS from airtel! To activate MMS on your phone,
SMS 'MMS' to 56465 and save service settings. airtel Live!Make your mobile the
most happening entertainment destination with airtel Live! airtel brings you the latest
in entertainment and information services, right on your phone!airtel Live! WAP
Services: Download the latest ringtones, games, wallpapers, videos and much more.
You can also get news clips, watch live TV and download full songs on you phone!
To get airtel Live! settings on your phone SMS 'Live' to 56465 and save the settings
that you receive as your preferred connection. airtel Live! Portal can be accessed from
you GPRS enabled phone, by sending a SMS 'FUN' to 56465.airtel Live! Voice
Services: Just Dial 56465 and say the name of the service. For e.g. say ‘Ring tones’ to
download your favourite ring tones. You can also choose a variety of content options
like Live Cricket Commentary, latest National / International News, Movie Reviews
or Stock Market Updates. airtel Live! SIM Services: Access loads of fun content and
exciting services like cricket, stocks, on your phone at the touch of a few buttons with
airtel Live! SIM based Services on your SIM card menu. To download new services
on your airtel SIM, choose the "What's new" option under the "airtel services" menu.
airtel Live! SMS Services: You can enjoy a host of services by sending a keyword as
an SMS to 56465 ! Choose Astrology / Horoscope, Cricket, Bollywood / Hollywood /
Indi Pop Ring tones. In case you need assistance SMS ‘Help’ to 56465. GPRS
(General Packet Radio Services)Log on to the internet, with GPRS that allows data
transmission at a higher speed. Access e-mails and internet across airtel's pan-India
presence using 'Mobile Office' with your phone or a phone and laptop both.Get the
EDGEBrowse the internet on your mobile phone with airtel's EDGE services. Enjoy
live TV, enhanced WAP experience and airtel Data Cards on our high speed
network.Hello Tunes Tired of that boring old ‘tring tring’ on your phone? Now when
a friend calls, make them groove to the hottest new tracks burning up the music charts
with Hello Tunes from airtel! Choose from a library of over 80000 songs from more
than 16 languages. Whats more, copy any Hello tune you like by simply pressing ‘*’
on your phone when the Hello Tune is playing on your friends phone. Click here for
more information on Hello Tunes.
• Reach us, Anytime Anywhere
In case you need assistance, dial '121' - our number, accessible from anywhere in the
country, even while roaming. You can also send us an SMS to 121 or mail us at
121@airtelindia.com *In case of email, mention your mobile no. like 9810012345 in
the subject of the mail for a quicker response.
• Best Value Plan

o
We also offer ?Best Value Plan' to our customers; get in touch with our customer
support to know yours.
MARKETING STRATEGIES
• MARKETING MIX
The term "marketing mix" was first used in 1953 when Neil Borden, in his American
Marketing Association presidential address, took the recipe idea one step further and
coined the term "marketing-mix". A prominent marketer, E. Jerome McCarthy,
proposed a 4 P classification in 1960, which has seen wide use. The four Ps concept is
explained in most marketing textbooks and classes.
Four P's
Elements of the marketing mix are often referred to as 'the four Ps':
• Product - A tangible object or an intangible service that is mass produced or

manufactured on a large scale with a specific volume of units. Intangible
products are service based like the tourism industry & the hotel industry or
codes-based products like cellphone load and credits. Typical examples of a
mass produced tangible object are the motor car and the disposable razor. A
less obvious but ubiquitous mass produced service is a computer operating
system. Packaging also needs to be taken into consideration. Every product is
subject to a life-cycle including a growth phase followed by an eventual period
of decline as the product approaches market saturation. To retain its
competitiveness in the market, product differentiation is required and is one of
the strategy to differentiate from its competitors.
• Price – The price is the amount a customer pays for the product. It is
determined by a number of factors including market share, competition,
material costs, product identity and the customer's perceived value of the
product. The business may increase or decrease the price of product if other
stores have the same product.
• Place – Place represents the location where a product can be purchased. It is
often referred to as the distribution channel. It can include any physical store
as well as virtual stores on the Internet. Place is not exactly a physical store
where it is available Place is nothing but how the product takes place or create
image in the mind of customers. It depends upon the perception of customers.
• Promotion represents all of the communications that a marketer may use in
the marketplace. Promotion has four distinct elements: advertising, public
relations, personal selling and sales promotion. A certain amount of crossover
occurs when promotion uses the four principal elements together, which is
common in film promotion. Advertising covers any communication that is
paid for, from cinema commercials, radio and Internet adverts through print
media and billboards. Public relations are where the communication is not
directly paid for and includes press releases, sponsorship deals, exhibitions,
conferences, seminars or trade fairs and events. Word of mouth is any
apparently informal communication about the product by ordinary individuals,
satisfied customers or people specifically engaged to create word of mouth
momentum. Sales staff often plays an important role in word of mouth and
Public Relations (see Product above).
Extended Marketing Mix (3 Ps)

Now a days three more Ps have been added to the marketing mix namely People,
Process and Physical Evidence. This marketing mix is known as Extended Marketing
Mix.
• People: All people involved with consumption of a service are important. For
example workers, management, consumers etc
• Process: Procedure, mechanism and flow of activities by which services are
used.
• Physical Evidence: The environment in which the service or product is
delivered, tangible are the one which helps to communicate and intangible is
the knowledge of the people around us.
Four Cs（1）in 7Cs compass model
This system is basically the four Ps [3] renamed and reworded to provide a customer
focus. The four Cs Model provides a demand/customer centric version alternative to
the well-known four Ps supply side model (product, price, place, promotion) of
marketing management.The Four Cs model is more consumer-oriented and attempts
to better fit the movement from mass marketing to symbiotic marketing.
1. Commodity:(Original meaning of Latin: Commodus=convenient)the product

for the consumers or citizens.a commodity can also be described as an raw
material such as; oil,metal ores and wheat, the price of these tend to change on
a daily basis, due to the demand and supply of these commodities.
2. Cost:(Original meaning of Latin: Constare= It makes sacrifices)producing
cost, selling cost, purchasing cost and social cost.
3. Channel:(Original meaning is a Canal)Flow of commodity : marketing
channels.
4. Communication:(Original meaning of Latin:Communio=sharing of meaning)
marketing communication : It doesn't promote the sales.
(Framework of ７ Cs compass model)
• (C1): Corporation and competitor : The core of 4Cs is corporation and

organization, while the core of 4Ps is customers who are the targets for attacks
or defenses.
• (C2) : Commodity, (C3) : Cost, (C4) : Channel, (C5) : Communication
• (C6) : Consumer (Needle of compass to Consumer)
The factors related to customers ja i think so too can be explained by the first
character of four directions marked on the compass model: N = Needs, W = Wants, S
= Security and E = Education (consumer education).
• (C7) : Circumstances (Needle of compass to Circumstances )
In addition to the customer, there are various uncontrollable external environmental

factors encircling the companies. Here it can also be explained by the first character
of the four directions marked on the compass model --- N = National and
International C, W=Weather, S = Social and Cultural C, E = Economic
(Circumstances).
Four Cs（2）
Robert F. Lauterborn proposed a four Cs(2) classification in 1993.[4] The Four Cs
model is more consumer-oriented and attempts to better fit the movement from mass
marketing to niche marketing. The Product part of the Four Ps model is replaced by
Consumer or Consumer Models, shifting the focus to satisfying the consumer needs.
Another C replacement for Product is Capable. By defining offerings as individual
capabilities that when combined and focused to a specific industry, creates a custom
solution rather than pigeon-holing a customer into a product. Pricing is replaced by
Cost reflecting the total cost of ownership. Many factors affect Cost, including but
not limited to the customer's cost to change or implement the new product or service
and the customer's cost for not selecting a competitor's product or service. Placement
is replaced by Convenience. With the rise of internet and hybrid models of
purchasing, Place is becoming less relevant. Convenience takes into account the ease
of buying the product, finding the product, finding information about the product, and
several other factors. Finally, the Promotions feature is replaced by Communication
which represents a broader focus than simply Promotions. Communications can
include advertising, public relations, personal selling, viral advertising, and any form
of communication between the firm and the consumer. the four Ps are (product,
promotion, price, place)
UNIQUE SELLING PROPOSITION

• To best position your practice, you need to develop a powerful and compelling
unique selling proposition (USP).
• What is a USP? A unique selling proposition is a proposition that competitors
cannot make or have not made.
MARKETING PROCESS
• Understand the Marketing Place, Needs, Wants & Demand
• Designing a Customer Driven Strategies
• Prepare a Marketing Plan
• Building Customer Relationship
• Capture value from customers in return
1. Designing a Customer Driven Marketing Strategy:
• Their main strategy that they still follow today is the diversification of
products they offer.
• According to customer’s demand they make their strategies by keeping

following points in mind;
• Which customer they will serve?
Which customer they will serve?

 They serve their customers on the bases of income level, age through market
segmentation.
 Their main segment which they has captured are combination of higher
incomes & dual career families.
How will they serve these customers?
 They fulfill their customer’s demand through;

 Value proposition
 Positioning
 Unique selling proposition (USP)
3. CAPTURE VALUE FROM CUSTOMER IN RETURN:
• Committed to providing uncompromising product quality offering customers

the highest value for money & giving service that is warm, friendly &
personal.
• They also follow social factors to maintain their image through corporate
social responsibility.
4. Designing a Customer Driven Marketing Strategy:
• Their main strategy that they still follow today is the diversification of
products they offer.
• According to customer’s demand they make their strategies by keeping

following points in mind;
DEFINITION
Although some marketers[who?] have added other Ps, such as personnel and
packaging, the fundamentals of marketing typically identifies the four Ps of the
marketing mix as referring to:
Product -An object or a service that is mass produced or manufactured on a large
scale with a specific volume of units. A typical example of a mass produced service is
the hotel industry. A less obvious but ubiquitous mass produced service is a computer
operating system. Typical examples of a mass produced objects are the motor car and
the disposable razor.
Price – The price is the amount a customer pays for the product. It is determined by a
number of factors including market share, competition, material costs, product
identity and the customer's perceived value of the product. The business may increase
or decrease the price of product if other stores have the same product.
Place – Place represents the location where a product can be purchased. It is often
referred to as the distribution channel. It can include any physical store as well as
virtual stores on the Internet.
Promotion – Promotion represents all of the communications that a marketer may use
in the marketplace. Promotion has four distinct elements - advertising, public
relations, word of mouth and point of sale. A certain amount of crossover occurs
when promotion uses the four principal elements together, which is common in film
promotion. Advertising covers any communication that is paid for, from television
and cinema commercials, radio and Internet adverts through print media and
billboards. One of the most notable means of promotion today is the Promotional
Product, as in useful items distributed to targeted audiences with no obligation
attached. This category has grown each year for the past decade while most other
forms have suffered. It is the only form of advertising that targets all five senses and
has the recipient thanking the giver. Public relations are where the communication is
not directly paid for and includes press releases, sponsorship deals, exhibitions,
conferences, seminars or trade fairs and events. Word of mouth is any apparently
informal communication about the product by ordinary individuals, satisfied
customers or people specifically engaged to create word of mouth momentum. Sales
staff often plays an important role in word of mouth and Public Relations (see Product
above).
Broadly defined, optimizing the marketing mix is the primary responsibility of
marketing. By offering the product with the right combination of the four Ps
marketers can improve their results and marketing effectiveness. Making small
changes in the marketing mix is typically considered to be a tactical change. Making
large changes in any of the four Ps can be considered strategic. For example, a large
change in the price, say from $19.00 to $39.00 would be considered a strategic change
in the position of the product. However a change of $131 to $130.99 would be
considered a tactical change, potentially related to a promotional offer.
FINANCIAL ANALYSIS
Financial Statement: -
Finance is defined as the provision of money when it is required. Every enterprise

needs finance to start and carry out its operation. Finance is the lifeblood of an
organization. So, finance should be managed effectively.
Financial statements are prepared primarily for decision making. Financial
Statement Analysis refers to the process of determining financial strength and
weakness of the firm by properly establishing strategic relationship between the items
of the balance sheet and profit and loss account. There are various methods and
techniques used in analyzing financial statements, such as comparative statements,
trend analysis, common size statements, schedule of changes in working capital, funds
flow and cash flow analysis, cost volume profit analysis and ratio analysis and other
operative data. The analysis of financial statement is used for decision making by
various parties.
MEANING AND CONCEPT OF FINANCIAL ANALYSIS:-

The term ‘financial analysis’ , also known as analysis and interpretation of
financial statements’, refers to the process of determining financial strengths and
weakness of the firm by establishing strategic relationship between the items of the
balance sheet, profit and loss account and opposite data.”Analysing financial
statements,” according to Metcalf and Titard, “is a process of evaluating the
relationship between component parts of a financial statements to obtain a better
understanding of a firm’s position and performance”. In the words of Myers,
“Financial statement analysis is largely a study of relationship among the various
financial factors in a business as disclosed by a single set-of statement, and a study of
the trend of these factors as shown in a series of statements.”
The purpose of financial analysis is to diagnose the information contained in
financial statements so as to judge the profitability and financial soundness of the
firm. Just like a doctor examines his patient by recording his body temperature, blood
pressure, etc. before making his conclusion regarding the illness and before giving his
treatment, a financial analyst analysis the financial statements with various tools of
analysis before commenting upon the financial health or weaknesses of an enterprise.
The analysis and interpretation of financial statements is essential to bring out the
mystery behind the figures in financial statements. Financial statements analysis is an
attempt to determine the significance and meaning of the financial statement data so
that forecast may be made of the future earnings, ability to pay interest and debt
maturities (both current and long-term) and profitability of a sound dividend policy.
The term ‘financial statement analysis’ includes both ‘analysis’, and ‘interpretation’.
A distinction should, therefore, be made between the two terms. While the term
‘analysis’ is used to mean the simplification of financial data by methodical
classification of the data given in the financial statements, ‘interpretation’ means,
‘explaining the meaning and significance of the data so simplified.’ However, both
‘analysis and interpretation’ are interlinked and complimentary to each other Analysis
is useless without interpretation and interpretation without analysis is difficult or even
impossible. Most of the authors have used the term ‘analysis’ only to cover the
meaning both analysis and interpretation as the objective of analysis is to study the
relationship between various items of financial statements by interpretation. We have
also used the terms ‘Financial statement Analysis’ or simply ‘Financial Analysis’ to
cover the meaning of both analysis and interpretation.
Objective and Importance of Financial Statements Analysis:

The primary objective of financial statements analysis is to understand and diagnose
the information contained in financial statement with a view to judge the profitability
financial soundness of the firm, and to make forecast about future prospects of the
firm. The purpose of analysis depends upon the person interested in such analysis and
his object. However, the following purposes or objectives of financial statements
analysis may be stated to bring out significance of such analysis :
1. To assess the earning capacity or profitability of the firm.
2. To assess the operational efficiency and managerial effectiveness.
3. To assess the short term as well as long term solvency of the firm.
4. To identify the reasons for change in profitability and financial position of the
firm.
5. To make inter-firm comparisons.
6. To make forecasts about future prospects of the firm.

7. To assess the progress of the firm over a period of time.
8. To help in decision making and control.
9. To guide or determine the dividend action.
10. To provide important information for granting credit.
3.4-Types of Financial Analysis:

We can classify various types of financial analysis into different categories depending
upon:
1. On the basis of material used,
2. On the basis of modus operandi,
3. On the basis of entities used,
4. On the basis of time horizon.
1. On the basis of Material Used: According to material used, financial analysis

can be two types
a. EXTERNAL ANALYSIS
b. INTERNAL ANALYSIS
a. EXTERNAL ANALYSIS: This analysis is done by outsiders who do not have
access to the detailed internal accounting records of the business firm. These
outsiders include investors, potential investors, creditors, potential creditors, credit
agencies, government agencies and general public. For financial analysis, thus
serves only a limited purpose. However, the recent changes in the government
regulations requiring business firms to make available more detailed information
to the public through audited published accounts have considerably improved the
position of the external analysis.
b. INTERNAL ANALYSIS: This analysis is done by persons who have access who
have access to the detailed internal accounting records of the business firm is
known as internal analysis. Such an analysis can, therefore, be performed by
executives and employees of the employees of the organization as well as
government agencies which have statutory powers vested in them. Financial
analysis for managerial purposes is the internal type of analysis that can be
effected depending upon the purpose to be achieved.
2. On the basis of Modus Operandi:

According to the method of operation followed in the analysis can be two
types
(a) Horizontal Analysis
(b) Vertical Analysis
(a) Horizontal Analysis:

It refers to the comparison of financial data of a company for several years. The
figures of this type of analysis are presented horizontally over a number of columns.
The figures of the various years are compared with standard or base year. A base year
is a year chosen as beginning point. It is also called “Dynamic Analysis”. This
analysis makes it possible to focus attention on items that have changed significantly
during the period under review. Comparative statements and trend percentages are
two tools employed in horizontal analysis.
(b)Vertical Analysis:
It refers to the study of relationship of the various items in the financial
statements of one accounting period. In this type of analysis the figures from financial
statements of a year are compared with a base year selected from the same year’s
statement. . It is also called “Static Analysis”. Common size financial statements and
financial ratios are the two tools employed in vertical analysis. Since vertical analysis
considers data for one time period only, it is not vary conducive to a proper analysis
financial statements. However, it may be used along with horizontal analysis to make
it more effective and meaningful.
3. On the basis of entities involved:

According to the method of operation followed in the analysis can be two types
(a)Inter-firm or Cross Sectional Analysis
(b) Intra-firm or Time Series Analysis
(a)Inter-firm or Cross Sectional Analysis:

Cross sectional analysis involves comparison of financial data of a firm with
other firms (competitors) or industry averages for the same time period.
(b)Intra-firm or Time Series Analysis:
Time series analysis involves the study of performance of the same firm over a
period of time.
4. On the basis of time horizon:

According to the method of operation followed in the analysis can be two types
(a)Short term Analysis
(b) Long term Analysis
(a)Short term Analysis:

Short term analysis measures the liquidity position of a firm, i.e. short term paying
capacity of a firm or the firm’s ability to meet the current obligations.
(b)Long term Analysis:
Long term analysis involves the of the firm’s ability to meet the interest costs and
repayment schedules of its long term obligations. The solvency, stability and
profitability are measured under this type of analysis.
Procedure of Financial Statements Analysis:
Broadly speaking there are three steps involved in the analysis of financial
statements. These are
(i) Selection
(ii) Classification
(iii) Interpretation
The first step involves selection of information (data) relevant to the purpose of
analysis of financial statements. The second step involved is the methodical
classification of the data and the third step includes drawing of inferences and
conclusions.
The following procedure is adopted for the analysis and interpretation of financial
statements.
1. The analyst should acquaint himself with principles and postulates of
accounting. He should know the plans and policies of the management so that
he may be able to find out whether these plans are properly executed or not.
2. The extent of analysis should be determined so that the sphere of work may be
decided. If the aim is to find out the earning capacity of the enterprise then
analysis of income statement will be undertaken. On the other hand, if the
financial position is to be studied then balance sheet analysis will be
necessary.
3. The financial data given in the statements should be re-organised and re-
arranged. It will involve the grouping of similar data under same heads,
breaking down of individual components of statements according to nature.
The data is reduced to a standard form.
4. A relationship is established among financial statements with the help of tools

and techniques of analysis such as ratios, trends, common size, funds flow etc.
5. The information is interpreted in a simple and understandable way. The

significance and utility of financial data is explained for helping decision-
taking.
6. The conclusions drawn from interpretation are presented to the management in
the form of reports
Methods or Devices of Financial Analysis:

A Number of methods or devices are used to study the relationship between
different statements. The following methods of analysis are generally used:
i. Comparative statements
ii. Trend analysis
iii. Common –size statements
iv. Funds flow analysis
v. Cash flow analysis
vi. Ratio analysis
vii. Cost-volume-profit analysis
In this project the Comparative Statement and Ratio Analysis is used to study
the financial statement of Orissa State Co-operative Bank Ltd.
Comparative statements:
The comparative financial statements are statements of the financial position at
different periods of time. The elements of financial position are shown in a
comparative form so as to give an idea of financial position at two or more periods.
Any statement prepared in a comparative form will be covered in comparative
statements. From practical point of view generally, two financial statements
1. Balance Sheet
2. Income Statement
Comparative balance sheet

The comparative balance sheet analysis is the study of the trend of the same
items, group of items and computed items, group of items and computed items in two
or more balance sheets of the same business enterprise on different dates. The changes
in periodic balance sheet items reflect the conduct of a business. The changes can be
observed by comparison of the balance sheet at the beginning and at the end of a
period and these changes can help in forming an opinion about the progress of an
enterprise. The comparative balance sheet has two columns for the data of original
balance sheets. A third column is used to show this increase in figures. The fourth
column may be added for giving percentage of increases and decreases.
Guidelines for Interpretation of Comparative Balance Sheet:
While interpreting comparative balance sheet the interpreter is expected to study

the following aspects:
1. Current Financial Position and Liquidity Position
2. Long term Financial Position
3. Profitability of the Concern
1. For studying the Financial Position and short term Financial Position of a
concern, one sees the working capital in both the years. The excess of current
assets over current liabilities will give the figure of working capital. The
increase in working capital means improvement in the current financial
position of the business. An increase in current assets accompanied by the
increase in current liabilities of the same amount will not show any
improvement in short term financial position. One should study the increase or
decrease in current assets and current liabilities and this will enable him to
analyse the current financial position.
The second aspect which should be studied in current financial position
is the liquidity position of the concern. If liquid assets like cash in hand, cash
at bank, bills receivable, debtors, etc. show an increase in the second year over
the first year, this will improve the liquidity position of the concern. The
increase in inventory can be on account of accumulation of stocks for want of
customers, decrease in demand or inadequate sales promotion efforts. An
increase in inventory may increase working capital of the business but it will
not be good for business.
2. The long term financial position of the concern can be analysed by studying
the changes in fixed assets, long term liabilities and capital. The proper
financial policy of concern will be to finance fixed assets by the issue of either
long-term securities such as debentures, bonds, loans from financial
institutions or issue of fresh share capital. An increase in fixed assets should
be compared to the increase in long term loans and capital. If the increase in
fixed assets is more than the long term securities then parts of fixed assets
have not only been financed from long term sources. A wise policy will be to
finance fixed assets by raising long term funds.
3. The new aspects to be studied in a comparative balance sheet questions is the
profitability of the concern. The study of increase or decrease in retained
earnings, various resources and surpluses, etc. will enable the interpreter to see
whether the profitability has improved or not. An increase in the balance of
profit and loss account and the other resources created from profits will mean
an increase in profitability to the concern. The decrease in such accounts may
mean issue dividend, issue of bonus share or deterioration in profitability of
the concern.
4. After studying various assets and liabilities an opinion should be formed about
the financial position of the concern. One cannot say if short term financial
position is good then long term financial position will also be good or vice
versa. A concluding word about the overall financial position must be given at
the end.
Comparative Income Statement:

The income statement gives the results of the operation of a business. The
comparative income statement gives an idea of the progress of a business over a
period of time. The changes in absolute data in money values and percentages can be
determined to analyse the profitability of the business. Like comparative balance sheet
income statement also has four columns. First two columns give figures of various
items for two years. Third and fourth columns are used to show increase or decrease
in figures in absolute amounts and percentages respectively.
Guidelines for Interpretation of Comparative Income Statement:

The analysis and interpretation of income statement will involve the following steps:
1. The increase or decrease in sales should be compared with the increase or

decrease in costs of goods sold. An increase in sales will not always mean an
increase in profit. The profitability will improve if increase in sales is more
than increase in costs of goods sold. The amount of gross profit should be
studied in the first step.
2. The second step of analysis should be the operational profits. The operating
expenses such as office and administrative expenses, selling and distribution
expenses should be deducted from gross profit to find out operating profits.
An increase in operating profit will result from the increase in sales position
and control of operating expenses. A decrease in operating profit may be due
to an increase in operating expenses or decrease in sales. The change in
individual expenses should also be studied. Some expenses may increase due
to the expansion of business activities while others may go up due to
managerial inefficiency.
3. The increase or decrease in net profit will give an idea about the overall
profitability of the concern. Non operating expenses such as interest paid,
losses from sales of assets, writing off deferred expenses, payment of tax, etc.
decrease the figure of operating profit. When all non-operating expenses are
deducted from operational profit, we get a figure of net profit. Some non
operating incomes may also be there which will increase net profit. An
increase in net profit will gave us an idea about the progress of the concern.
4. An opinion should be formed about profitability of the concern and it should
be given at the end. It should be mentioned whether the overall profitability of
the concern is good or not.
Focus of Financial Statement Analysis:
Financial statement analysis involves evaluating different aspects of a business

enterprise, which are of great importance to different users such as management,
investors, creditors, bankers, analyst, investment advisers, etc. generally, the
following analyses are made while making Financial Statement Analysis.
1. Liquidity or short term solvency analysis
2. Profitability analysis
3. Capital structure or gearing analysis
4. Market strength or investor analysis
5. Growth and stability analysis
Application of Financial Analysis:

Following are the application of financial analysis:
1. Assessing Corporate Excellence
2. Judging credit worthiness
3. Forecasting bankruptcy
4. Valuing equity shares
5. Predicting bonds ratings
6. Estimating market risk
Limitations of Financial Statement Analysis:

Financial analysis is a powerful mechanism of determining financial strengths and
weakness of a firm. But, the analysis is based on the information available in the
financial statements. Thus, the financial analysis suffers from serious inherent
limitations of financial statements. The financial analyst has also be careful about the
impact of price level changes, windows dressing of financial statements, changes in
the accounting policies of a firm, accounting concepts and conventions, and personal
judgement, etc. The readers are advised to relate the limitations of financial
statements as given in the previous chapter and also the limitations of ratios as a tool
of financial analysis as discussed in Ratio Analysis. Some of the important limitations
of financial analysis are, however, summed up as below:
i. It is only a study of interim reports.
ii. Financial analysis is based upon only monetary information and non-monetary
factors are ignored.
iii. It does not consider changes in price levels.
iv. As the financial statements are prepared on the basis of a going concern, it
does not give exact position. Thus accounting concepts and conventions
cause a serious limitation to financial analysis.
v. Changes in accounting procedure by a firm may often make financial analysis
misleading.
vi. Analysis is only a means and not an end in itself. The analyst has to make
interpretation and draw his own conclusions. Different people may
interpret the same analysis in different ways.
Overview of Ratio Analysis

Introduction:
Ratio analysis is one of the techniques used to analyse the financial statements. It
is one of the most powerful tools of financial analysis. It is the process of establishing
and interpreting various ratios (quantitative relationship between figures and group of
figures). Through ratio analysis financial statement can analyse more clearly and
decision made from such analysis.
According to Accountant’s Handbook by Wixon Kell and Bedford, a ratio “is an
expression, of the quantitative relationship between the numbers”.
Nature of Ratio Analysis:
Ratio analysis is a technique of analysis and interpretation of financial statements.
It is the process of establishing and interpreting various ratios for helping in making
certain decision. However, ratio analysis is not an end in itself. It is only a means of
better understanding of financial strength and weaknesses of affirm. Calculation of
mere ratios does not serve any purpose, unless several appropriate ratio are analysed
and interpreted. There are a number of ratios which can be calculated from the
information given in the financial statements, but the analyst select the appropriate
data and calculate only a few appropriate ratios from the same keeping in mind the
objective of analysis. The ratios may be used as a symptom like blood pressure, the
pulse rate or the body temperature and their interpretation depends upon the caliber
and competence of the analyst. The following are the four steps involved in the ratio
analysis:
i. Selection of relevant data from the financial statements depending upon the
objective of the analysis.
ii. Calculation of appropriate ratios from the above data.
iii. Comparison of the calculated ratios with the ratios of the same firm in the
past, or the ratios developed from projected financial statements or the ratio
of some other firms or the comparison with ratios of the industry to which
the firm belongs.
iv. Interpretation of the ratios.
Use and Significance of Ratio Analysis:

 Helpful in decision making.
 Helpful in financial forecasting and planning.
 Helpful in communication.
 Helpful in co-ordination.
 Helpful in Control.
 Helpful in efficiency appraisal.
 Helpful in evaluation of financial position.
 Helpful to investors, financial institution, employee.
Limitations of Ratio Analysis:

The ratio analysis is one of the most powerful tools of financial management. Though
ratios are simple to calculate and easy to understand, they suffer from some serious
limitations:
1. Limited Use of Single Ratio. A single ratio, usually, does not convey much of
a sense. To make a better interpretation a number of ratios have to be calculated
which is likely to confuse the analyst than help him ion making any meaningful
conclusion.
2. Lack of Adequate Standards. There are no well adapted standards or rules of
thumb for all ratios which can be accepted as norms. It renders interpretation of
the ratios difficult.
3. Inherent Limitations of Accounting. Like financial statements, ratios also

suffer from the inherent weakness of accounting records such as their historical
nature. Ratios of the past are not necessarily true indicators of the future.
4. Change of Accounting Procedure. Change in accounting procedure by a firm

often makes ratio analysis misleading. e.g; a change in the valuation of
methods of inventories, from FIFO to LIFO increases the cost of sales and
reduces considerably the value of closing stocks which makes stock turnover
ratio to be lucrative and an unfavourable gross profit ratio.
5. Window Dressing. Financial statements can easily be window dressed to

present a better picture of its financial and profitability position to outsiders.
Hence, one has to be very careful in making a decision from ratios calculated
from such financial statements. But it may be very difficult for an outsider to
know about the window dressing made by a firm.
6. Personal Bias. Ratio are only means of financial analysis and not an end in
itself. Ratios have to be interpreted and different people may interpret the same
ratio in different ways.
7. Incomparable. Not only industries differ in their nature but also the firms of
the similar business widely differ in their size and accounting procedures, etc.
It makes comparison of difficult and misleading. Moreover comparisons are
made difficult due to differences in definitions of various financial terms used
in the ratio analysis.
8. Absolute Figures Distortive. Ratios devoid of absolute figures may prove

distortive as ratio analysis is primarily a quantitative analysis and not a
qualitative analysis.
9. Price Level Changes. While making ratio analysis, no consideration is made to

the changes in price levels and this makes the interpretation of ratio invalid.
10. Ratios no Substitutes. Ratio analysis is merely a tool of financial statements.
Hence, ratios become useless if separated from the statements from which they
are computed.
11. Clues not Conclusions. Ratios provide only clues to analysts and not final
conclusions. These ratios have to be interpreted by these experts and there are
no standard rules for interpretation.
Classification of Ratios:
The use of ratio analysis is not confined to financial manager only. There are
different parties interested in the ratio analysis for knowing the financial position of a
firm for different purposes. In view of various users of ratios, there are many types of
ratios which can be calculated from the information given in the financial statements.
The particular purpose of the user determines the ratios that might be used for
financial analysis.
Functional Classification in View of Financial Management or Classification

According to Tests:
Liquidity Ratios:
(A) .
1. Current Ratio
2. Liquid Ratio
3. Cash Ratio
4. Interval Measure
(B) .
1. Debtors Turnover Ratio
2. Creditors Turnover Ratio
3. Inventory Turnover Ratio
Long-term solvency and Leverage Ratios:

1. Debt/Equity Ratio
2. Debt to total capital Ratio
3. Invest Coverage
4. Cash Flow/Debt
5. Capital Gearing
Activity Ratios or Asset Management Ratios:

1. Inventory Turnover Ratio
2. Debtors Turnover
3. Fixed Assets Turnover Ratio
4. Total Assets Turnover Ratio
5. Working Capital Turnover Ratio
6. Payables Turnover Ratio
7. Capital Employed Turnover
Profitability Ratio:
(A) In relation to Sales
1. Gross Profit Ratio
2. Operating Ratio
3. Operating Profit Ratio
4. Net Profit Ratio
5. Expense Ratio
(B) In relation to investments
1. Return on investments
2. Return on capital
3. Return on Equity Capital
4. Return on Total Resources
5. Earnings per share
6. Price-Earning Ratio
HR POLICIES & STRATEGIES
RECURITMENT
Prior to 1979 bank conducted recruitment on its own for personnel in subordinate
clerical and officer cadres including specialist officers. the government evolved
recruitment scheme for public sector in1978 and for its implementation, 7 banking
service recruitment boards were created which were further increased to 15.
The recruitment of subordinate staff continued to be done by the bank itself. bank is
now required to frame its own policy having regard to guidelines issued by the govt of
india. the document consists of two parts. part 1 lays down the policy and part 2 lays
down the procedure for the policy.
RECURITMENT POLICY
OBJECTIVES:
• To ensure that right persons are recruited at the right time as per the
requirement of bank from time to time in cost effective manner
• To ensure that selection process is fair, just, objective and unbiased in all
aspects to provide equal opportunities to all eligible candidates, including
the candidates with rural backgrou8nd and / or weaker section of society.
• To ensure the reservation in appointment is uniformly implemented in

accordance with the norms laid down by the govt of India from time to
time in respect of the reserved for sc/st obc ex-servicemen, disabled etc.
MODES OF RECURITMENT
1. CAMPUS RECURITMENT - depending on officer requirement, bank

recruits from universities, professional institutes etc. The upper age limit
for recruitment of officers through campus recruitment is same as in case
of officer grade posts i.e not below 21 years and not above 30 years.
2. RECURITMENT OF OUSTANDING PERSONS – recruited in

accordance with the scheme for recruitment as approved by the board of
directors.
3. CONTRACTUAL RECURITMENT – experts and specialists are

recruited on contract basis for maximum period not exceeding 3 years. it
may be in the area of marketing, it, hrd, legal security, civil, engineer,
architecting etc.
the terms and conditions approved by board, before engagement.
Medical examination
new recruiters irrespective of cadre are required to submit medical certificate of

fitness issued by a medical officer not below the rank of civil surgeon of district
hospital or by bank’s medical officer. physically handicapped also have to furnish the
nature and extent of disability.
Post Appointment Training
• post appointment training is compulsorily imparted to all new appointees in

clerical cadre at the respective training centers.
• management trainees in scale i undergo training from time to time for the
period of one year.
• technical officers are given induction training either at central staff college or
at respective training centers.
RECURITMENT PROCEDURE
STEP 1 ASSESSMENT OF VACANCIES
Assessment of vacancies is undertaken on annual basis. it is completed by the end

of august every year by each zone. Following have to be taken into considerations:
1. retirement of each cadre

2. The vacancies arising on account of internal promotions.
3. Vacancies because of inter state transfers.
4. Vacancies on account of business expansion.
5. Vacancies arising on account of natural separation as death, resignations
etc.
6. Net vacancies are determined after proper adjustment of an available staff.
All vacancies are by direct recruitment except campus recruitment. these are filled up
through open advertisement. the advertisement must contain number of vacancies, the
minimum education qualification prescribed for the posts, age limit, percentage of
reservation, application fees, test center, date of written examination last date of
filling the application etc.
Additional 14 days time is given for receipt of applications for candidates staying
abroad and living in indian islands as andaman and nicobar or lakshvadeep or regions
like ladakh, northern eastern region, lahaul, spiti. the advertisement is first given in
employment news and then in leading newspaper.
STEP 2 CONDUCT OF EXAMINATION
Pre- examination activities
• receiving applications
• processing of applications
• allotment of roll numbers and printing of call letters
• Making arrangements for conducting the examination at different locations like
hiring venues, appointing testing personnel.
• dispatch of call letters
• Developing suitable selection tools i.e. objectives and descriptive test, answer
sheets etc.
• Printing and packing of test material separately for each venue.
• Making arrangement for dispatch of test material to the test venues.
• Making arrangements for auditing and evaluating the posts examination test
material.
• Short-listing candidates on the basis of the performance on these tests.
• Making arrangements for conducting interviews.
• Finalization of selection list.
STEP 3 CALL LETTERS
After the date of test and venues are finalized, the roll numbers of the candidates are
allotted and call letters will be issued as per the specimen.
EXAMINATION PATTERN
The written to be conducted consists of five types of test, which are as follow.
1. test of general awareness (toga) –it consist of 50 marks

2. test of reasoning ability (tora) - it consist of 75 marks
3. test of quantitative aptitude (toqa)- it consists of 50 marks
4. test of English language (toel) – it consists of 50 marks
5. descriptive test – one have to attempt 3 question out of 4
STEP 4 SKILL TEST
For specialized position in clerical cadre such as typist, stenographer telephone

operators etc skill test will be conducted only for those candidates who qualify in the
objective as well as descriptive papers (d.p)
STEP 5 PERSONAL INTERVIEWS
The candidate who qualify in objective and descriptive papers and skill test also are
sufficiently high in rank will be called for personal interviews conducted by the bank
or any other agency specified by the bank through panel.
The characteristics assessed through written test and personal interviews are as
COGNITIVE CHARACTERISTICS PERSONALITY CHARACTERISTICS

1. Ability to learn new task Motivation and task involvement
2. Numeric computation, and quantitative Concerns for others
skill, arithmetic reasoning.
3. Perceptual speed and accuracy Courteous and pleasant behavior i.e. warmth,
friendliness, cooperative attitude.
4. Proficiency in English Self confidence and temperament
(a) comprehension of general information
in English
(b) Ability to correspond in English
6. Analytical and conceptual skills Inter-personal competency / working in groups
STEP 6 TRAINING SCHEDULE
Pre- recruitment training is imparted to applicants belonging to sc/st and minority

categories. the training is given to familiarize, the applicants with the test in the
written examination. pre- recruitment training for a minimum period of 6 days
duration has to be arranged. the training is free of cost but the trainees have to make
their own arrangements for stay and to meet their expenses.
TRAINING AND DEVELOPMENT
 Assessment of the training needs of the PNB
 Preparation of the Training plan.

Training Director
Facilities Manager
Training Delivery Training Design

Manager manager
Management
Skill Trainers
Trainers
Researcher Designers
Scheduler
ORGANIZATION CHART FOR A TRAINING DEPARTMENT
Assessment of the training needs of Punjab national bank PNB doesn’t view the
training in isolation but integrates the training function within the overall functions
of selection, career path, performance appraisal and overall development of the
human resources. The objective of the training part apart from up gradation of the
knowledge and the skills of the employees is also to improve the aggregate corporate
performance and for this achievement, the training has to be related to performance of
various jobs in functional and managerial areas.
a) In order to assess the training needs of the staff working in the bank, there is a
system of maintenance of inventory cards at regional as well as zonal office
level. While submitting their performance form, the officer staff indicates the
Ares in which they need training as to improve their skills and perform the job
better. The appraising authority and the reviewing authority are required to take
a note of this feedback from the staff and the inventory cards are being
maintained at regional/zonal offices are required to be upgraded and keep up to
date, keeping in view the training need mentioned by the staff.
b) For identifying the training needs, the branch manager should submit the
information on annual basis to the regional office on or before 31st December
every year, the same should be consolidated at regional office for the whole
region and submitted to the zonal office on or before 10th of January every year.
c) The inventory cards keep a record of the training provided to an employee from
time to time and whenever decisions are taken for the nominations of the
participants, these cards are kept in view so as to provide the appropriate
training to the employees keeping in view his self opinion, present assignments
been handled and career path.
d) Zonal training coordinator should frequently interact with the principal/training
manager of the training canter/college looking after the training requirements.
Regional managers and other senior officials visit the branches quarterly to
make a point to interact with the staff members and assessment of the training
requirement is one of the areas, which are discussed to bring all around
improvement in the working of the branch.
No of No. of No. of No. of No. of Total Level of
Training Channels Courses Faculties officers no. Of Training
centers trained Officers
in
1997-
98
PSU 135 220 7463 613 96699 160595 Up to
Banks scale IV
SBI 17 42 1014 144 20623 80510 Up to
&associates scale IV
Private 23 34 567 66 7656 14772 Up to
Sector scale IV
banks
Total 175 296 9044 823 124978 255877
Source: Report of the committee to review the activities and future direction of BTC-vision
2005, RBI may 1999.
TRAINING FACILITIES AVAILABLE FOR OFICERS
PREPARATION OF THE TRAINING PLAN
While preparing the training plan, the budget of the center/college, overall as well as
sub- category wise, should also be kept in view and training programs for different
cadres of employees should be prepared in such a manner that no particular cadre is
given more importance at the cost of others and an attempt is made to cover the
training needs of all cadres of employees and maximize the number of
programmers/participants so as to reach a large number of employees and giving
training to them. Basic Scheme of a planned Training Process
The Human Resources Improved human

Resource
Interaction Training Exercise Interaction
The Business Unit High Degree of Business

Effectiveness
INSTRUCTIONAL DESIGN OF TRAINING PROGRAMME IN PNB

The programme coordinator while designing the programme schedule should notice
following points:
a. The objective of the programme should be clearly spelt out. Not only it should
be mentioned in the programme schedule but it must be made clear to
participants also.
b. The level of the participants, their existing knowledge, skills and experience
should be kept in mind before finalizing the programme schedule to know
from what level of knowledge the trainer should concentrate and carry the
participants with him trill every aspect of the subject is cleared.
c. Training can be very interesting, enriching experience if the faculty provides
variety, mixing practical with theory sessions, quoting from personnel
experiences and allowing time for discussion and absorption.
d. Adequate time should be available for doing justice to all the subjects.
e. Flexibility in the design of the [programme would ensure that participants do

not have to learn those aspects which they already know and whenever such
situation is faced by the faculty, either the level of discussion may be
increased or subject may be changed.
f. An Inbuilt feedback system to facilitate revision, if any, desired by the
participants during the course of the programmed may be planned and some
cushion periods should be provided.
g. The programme coordinator should prepare brief synopsis of each topic to be
covered during the programme in case the standardized synopsis are not
available and he may revise or improve the standardized synopsis also in the
light of latest developments and requirements.
DEFINING FOCUS & OBJECTIVE OF PROGRAMME:
Defining the focus and the objective of the programme is very important of designing
programme. In fact defining focus and objective, target group is also important.
Objective of any training programme is very strongly related to training needs of the
organization & corporate expectations from the training system. Some of the usual
objectives are:
a. Developing of skills (if not existing earlier)
b. Sharpening of skills (if existent but need is there to provide cutting edge)
c. Building up a cadre of a trained person.
d. Creating awareness
e. Improving proficiency (to improve efficiency and speed of handling
transactions)
f. Exposing (to new developments, environment)
g. Upgrading of skills (like training participants from branch small/SSI loans to
handle large borrower accounts).
Identify Training needs
Chalk out the Identify and

detailed Training Identify and nominate the correctly select
Time Schedule Trainee the right training
program
Manage
Conduct the training
Resources
Evaluate training Report training costs
Costs benefit analysis of the

entire training exercise
Training Process in Action

DEVELOPMENT OF TRAINING
While developing the programme schedule, following aspects should be kept in

mind:
a) Total number of working days and sessions available for the training course.
b) The entire area/subject should be spread out/ planned over the entire period of
the programme
c) Specific topics should be laid out in a logical, sequential and succession form
so as to enhance comprehension and assimilation
d) If the training schedule is of long duration or involving various phases or
modules, a tentative programme schedule should be prepared for the entire
period but detailed and specific programme should be prepared for each
week/fortnight/phase or module well in advance.
e) Normally a full training consists of 5 sessions of minimum 70 minutes each at
training center/college with 3 sessions before launch and 2 sessions after
lunch. Enough caution/flexibility should be built up in the programme
schedule to allow scope for increasing sessions on existing proposed topics,
adding new topics, undertaking more exercises
Concept of Welfare Schemes
Meaning and Definition
Welfare means faring or doing well. It is a comprehensive term, and refers to the
physical, mental, moral and emotional well being of an individual. Further, the
term welfare is a relative concept, relative in the time and space. It, therefore,
varies from time to time, from region to region and from country to country.
Reported the Royal Commission on labour “Labour welfare is a term which must
necessarily be elastic, bearing a somewhat different interpretation in one country
from another, according to the different social customs, the degree of
industrialization and educational level of the workers.”
Types of Welfare Activities
Welfare activities could be classified into two broad categories:
A. On the basis of nature welfare activities are as follows -

1. Economic
2. Recreational
3. Facilitative
B. On the basis of location of welfare activities these are -

1. Welfare measures inside the workplace; and
2. Welfare measures outside the workplace.
3.
On the basis of nature, welfare activities are explained here as under
1) Economic services - These propose to provide some additional economic

security over and above wages or salaries like pension, life assurance, credit facilities
etc. establishing a proper pension programme will reduce dissatisfaction in the area
of economic security. Pension is a kind of deferred payment to meet the needs of the
employees in their old age.
Office employees often are in need of money for purchase of cycle, scooter, radio,
sewing machine, fan etc to raise their standard of living. To meet their requirements
the employer may advance them the money, which is paid back by the employees in
the form of monthly installments to be deducted from their salaries.
2) Recreational services - Office employees are in need of occasional diversion

because their attitude improves when the routine of everyday living is broken
occasionally. The management may provide for indoor games like table tennis in the
common for employees. Also provide reading rooms, libraries, radios, etc for the
recreation of the employees.
3) Facilitative services - These are the conveniences, which the employees

ordinarily require like:
a) Provision for canteen, shelter, rest rooms and lunchrooms: Eating is
naturally a very important thing for an employee to keep his heath improves his
efficiency in working. Unless proper facilities for food, tea, and rest rooms are
available, health and consequential efficiency of the workers will go down.
b) Housing facilities: Some organizations construct quarters for their employees
and provide the same either free or at a nominal rent.
c) Medical facilities: Health is one of the foremost things for the employees and
it is but natural that there may be injuries because of accidents while working. So aid
facilities must be provided for with in the office premises. In addition medical scheme
is generally in operation under which reimbursement of medical expenses actually
incurred is allowed.
d) Washing facilities: the legal requirement as per Factories Act cater for providing
wash basins and washing facilities to be conveniently accessible to all workers which
should be clean, properly separated for the use of male and female employees.
e) Leave travel concession: many organizations reimburse actual fares incurred by an
employee in undertaking a journey along with his wife and minor children once
during a number of years.
f) Educational facilities: educational facilities may be provided by the organization
to the employee’s children by starting schools up to the secondary stage.
Welfare activities on the basis of location are as given below
1. Welfare measures inside the workplace
A. Conditions of the work environment:

a) Neighborhood safety and cleanliness; attention to approaches.
b) Housekeeping; up keeping of premises-compound wall, lawns, gardens, and so
forth, egress and ingress, passages and doors; white-washing walls and floor
maintenance.
c) Workshop (room) sanitation and cleanliness; temperature, humidity,
ventilation, lighting, elimination of dust, smoke, fumes, gases.
d) Control of effluents.
e) Convenience and comfort during work, that is, operatives’ posture, seating
arrangements.
f) Distribution of work hours and provision for rest hours, meal times and
breaks.
g) Workmen’s safety measures, that is, maintenance of machines and tools,
fencing of machines, providing guards, helmets, aprons, goggles, and first aid
equipment.
h) Supply of necessary beverages, and pills and tablets, that is, salt tablets, milk,
soda.
i) Notice boards: posters, pictures, slogans; information of communication.
B. Conveniences:
a) Urinals and lavatories, washbasins, bathrooms, provision for spittoons; waste
disposal.
b) Provision of drinking water; water coolers.
c) Canteen services: full meal, mobile canteen.
d) Management of workers’ cloak rooms, rest rooms, reading room and library.
C. Workers’ Health Services: Factory health care; dispensary, ambulance,

emergency aid, medical examination for workers; health education, health research;
family planning services.
D. Women and Child Welfare: Antenatal and postnatal care, maternity aid, crèche
and child care; women’s recreation (indoor); family planning services.
E. Workers’ Recreation: Indoor games; strenuous games to be avoided during

intervals of work.
F.Employment Follow-up: Progress of the operative in his work; his adjustment

problems with regard to machines and workload, supervisors and colleagues;
industrial counseling.
G.Economic Services: co-operatives, loans, financial grants; thrift and saving

schemes; budget knowledge, unemployment insurance, health insurance, employment
bureau, profit sharing and bonus schemes; transport services; provident fund, gratuity
and pension; rewards and incentives; workmen’s compensation for injury ; family
assistance in terms of need.
H.Labour-Management Participation:
a) Formation and working of various committees, that is, works committee, safety
committee, canteen committee; consultation in welfare area, in
b) Production area, in the area of administration, in the area of public relations.
c) Workmen’s arbitration council.
d) Research bureau.
I Workers’ Education: reading room, library, circulating library; visual education;

literary classes, adult education; daily news review; factory news bulletin; co-
operative with workers in education services.
2. Welfare measures outside the workplace
Housing: bachelors’ quarters; family residencies according to types

and rooms.
b) Water, sanitation, water disposal.
c) Roads, lighting, parks, recreation, playgrounds.
d) Schools: nursery, primary, secondary and high school.
e) Markets, co-operatives, consumer and credit societies.
f) Bank
g) Transport
h) Communication: post, telegraph and telephone.
i) Health and medical services: dispensary, emergency ward, outpatient
and in-patient care, family visiting; family planning.
j) Recreation: games; clubs; craft centers; culture Programmes, that is,
music clubs; reading rooms and library; open air theatre; swimming
pool; athletics, gymnasia.
REWARD SYSTEMS
If employees’ perceive that their efforts will be accurately appraised and if they
further perceive that the rewards they value are closely linked to their evaluations.
More specifically, the rewards are likely to lead to high employee performance and
satisfaction when they are -
a) Perceived as being equitable by the employee;

b) Tied to performance and
c) Tailored to the needs of the individual.
These conditions should foster a minimum of dissatisfaction among employees,

reduce withdrawal patterns and increase organizational commitment. If these
conditions do not exist, the probability of withdrawal behavior increases, and the
prevalence of marginal or barely adequate performance increases.
Employee benefits like flexible work hours, maternity leave, and day care centers may
be most relevant for the impact they have on reducing absenteeism and improving job
satisfaction.
PERFORMANCE APPRAISAL
The performance Appraisal system is an important tool for assessing the performance,
qualitative attributes and the potential of officers in any organization. through
effective use of this tool the management can take crucial decisions in respect of the
officers in the areas of placement, career development, promotion ,etc. this system
also acts as a feed-back mechanism for monitoring the performance of officers under
various parameters. It helps them to improve their performance and prepare
themselves for shouldering higher responsibilities in the organization.
In other words, performance appraisal means systematic evaluation of the personality
and performance of each employee by his supervisor or some other person trained in
the techniques of merit rating. It employs various rating techniques for comparing
individual employees in a work group,
OBJECTIVES OF PERFORMANCE APPRAISAL
• Helps the employees to overcome his weakness and improve over his strength
and thus enable him to improve his performance and that of the department.
• Generate adequate feedback and guidance from the reporting officers to the
employee.
• Contribute to the growth and development of the employee.
• Helps in creating a desirable standardized culture and traditions in
organizations.
• Helps in identifying employee for the purpose of motivating, training &
development.
• Generate significant, relevant, free and valid information about
employee.
Thus a good performance appraisal system should primarily focus on employee

development and at the same time.
There are two broad methods of merit rating may be classified into:
• TRADTIONAL METHODS
• Μ Ο DERN METHODS
A) DETERMING THE OBJECTIVES OF PERFORMANCE APPRAISAL:

Before any performance appraisal programmed is initiated, it is essential to
determine its objectives. The objectives of the appraisal programme may be either to
appraise the actual performance of individual to do higher jobs. Sometimes,
performance appraisal is associated with specific objectives like training and
development, transfer and promotion, etc.
B). ESTABILISHING STANDARDS OF PERFORMACE:
For effective rating of employees, it is necessary to establish standard or
performance against which their performance should be compared. However, an
approach that is more preferable is to establish, in writing, definite standard of
accomplishment, which the employee can reasonably be expected to meet.
C). FREQUENCY OF APPRAISAL:
The frequency of appraisal differs from organizations to organization and with the
nature of duties performed. There are spot appraisals, monthly, quarterly, and six
monthly or yearly appraisals. But most of the organizations conduct yearly or half
yearly appraisals because more frequent appraisals besides taking away time of the
appraiser or raters may create a sense of fear amongst the rates.
D). DESIGNING OF FORMS:
The Punjab National Bank (officers) service regulations, which came into effect from
1st July 1979, formed the basis of the performance appraisal system and the
promotion policy. A new promotion policy was formulated based on marks under
various parameters such as:
• WRITTEN TEST.
• EDUCATIONAL QUALIFICATION.
• INTERVIEWS.
• BRNCH EXPERIENCE.
• WORKING PERFORMANCE.
The present appraisal system of the bank had been serving the objectives for
which it was meant since 1994, but to keep pace with the fast changing economic
and banking scenario and meet the competition, it was imperative to develop and
utilize on human resource appropriately.
To bring appropriate changes for restructuring the govt . of India formed the
committee of human resource Management to study all significant areas along
with this Boston consultancy group was also appointed. The New Performance
Appraisal System was approved by the board in its meeting dated 15 th December
2003, for being introduced w.e.f. 1st April ‘2004.
DATA ANALYSIS
DATA ANALYSIS
Question 1) Have you heard a name of Airtel?

Answer a) Y-yes
b) n- no
c) c- can’t say
7.00 / 7.0%
n
19.00 / 19.0%
74.00 / 74.0%
Analysis: we concluded that more than 70% of the people liked the industry which
conveys a good image of the company.
Question 2) Response of people about Airtel?
Answer a) y-yes
b) n-no
c) c-can’t say
c
14.00 / 14.0%
y n
52.00 / 52.0% 34.00 / 34.0%
Analysis: we concluded that more than half of the people consider Airtel is a nice
product, only a few said NO. That means for people it is a expensive product.
Question 3) Response of people that Airtel will give a healthy competition to
other companies?
Answer a) y- yes
b) n- no
c) c- can’t say
c
13.00 / 13.0%
n
28.00 / 28.0%
y
59.00 / 59.0%
Analysis : we concluded that more than 50% of the people believe that Airtel will
give a healthy competition to small companies and it will prove to be more superior
than other small companies.
Question 4) Response of people that AIRTEL will bring a revolution in industry?
Answer a) y-yes
b) n-no
c) c- can’t say)
c
14.00 / 14.0%
n
20.00 / 20.0%
66.00 / 66.0%
Analysis: we concluded that about 66% of the people said that AIRTEL will bring a
revolution in the industry as it is growing at a very fast rate day by day.
Question 5) Factors why people like AIRTEL?
Answer a) 1-affordability
b) 2-shape
c) 3-design
d) 4-other design
4.00
11.00 / 11.0%
3.00
18.00 / 18.0%
1.00
2.00 61.00 / 61.0%
10.00 / 10.0%
Analysis: we concluded that all the factors contribute in increasing the liking of the
people, but the most effective one is the affordability of the AIRTEL.
Question 6) Proportion of people who will shift to AIRTEL?
Answer a) Y-yes
b) n-no
c) c-can’t say
y
45.00 / 45.0%
22.00 / 22.0%
n
33.00 / 33.0%
Analysis: we concluded that in the coming time people will more often start shifting
to AIRTEL as they produce the most Affordable products as compared to other
products manufacturing companies.
Question 7) Why would people prefer AIRTEL as their brand?
Answer a) 1-comfort
b) 2-safety
c) 3-reputation
d) 4-other reasons
4.00
38.00 / 38.0%
1.00
23.00 / 23.0%
2.00
15.00 / 15.0%
3.00
24.00 / 24.0%
Analysis: we concluded that people prefer AIRTEL as their product due to many
factors. Some of them are Comfort, Safety, and Reputation etc.
Question 8) AIRTEL is made for villages or cities? Discuss
Answer a) 1-town/cities
b) 2-villages
c) 3-both
d) 4-can’t say
4.00
13.00 / 13.0%
3.00
26.00 / 26.0% 1.00
58.00 / 58.0%
2.00
3.00 / 3.0%
Analysis: we concluded that more than 50% of the people believe that Airtel is good
for villages, while 26% of the people believe it is good for villages as well as cities.
FINDINGS
&
RECOMMENDATIONS
FINDINGS AND RECOMMENDATIONS
FINDINGS
1) The retailers on their outlets do not properly place the glow signboard and the
company or distributors do not do the distribution of the boards properly.
2) Sales promotion schemes are important to influence the consumer. The retailer
was dissatisfied by the promotional schemes of the company. The distributors
were not distributing all the schemes properly to the retailer.
3) The competitor’s sales promotion schemes were not much effective but
schemes were properly distributed to the retailers.
4) The company has strong distribution channel but the retailers were not
satisfied by the services of the distributors.
5) Number of root vehicle is very less as compare to the size of the market.
6) The merchandising equipments distributed by the company are not being
maintained properly by the company.
RECOMMENDATIONS
1) The company must ensure that Airtel is not used to display vehicles
properly.
2) The company must keep check on the maintenance of vehicles on the
outlets.
3) The glow signboard should be placed at the public places where maximum
people can be influenced by the sales promotion schemes by the company.
4) The company should properly maintain all merchandising equipments on all
outlets.
5) Number of root vehicle should be increased as the size of market is relatively
large.
6) As the sales promotion schemes are major tool to influence the buyer
as well as to the retailer, so the company should maintain the proper flow of
the promotional schemes as compare to the competitors.
7) The company must ensure that promotional schemes are distributed
properly by the distributors.
8) Retailer- distribution relation should be made friendly.
9) The executive of the concerned market should be made more
responsible towards his/her job.
CONCLUSION
The aim of this project was to comparatively study on operators and others operators
and try to reveal future prospects of Airtel .In my Marketing research I found that the
demand of is going to increase day by day. The company should participate in
advertising to acquire as much benefits as possible, thus competing successfully with
other operators.
The final survey incremented my knowledge regarding how to market one’s product
efficiently and how to deal with various types of people. Thus I greatly enjoyed this
project and learnt a lot. Development of good relations with the dealers is must.
Company should also make efforts to attract more and more customers through
various schemes etc.
After conducting this survey on Airtel, I come to the conclusion that,
company has huge potential in Delhi region & it can capture major
share by providing excellent after sales service. There are some other
conclusions are also included:
 The market reach of the company is very good.
 The growth of the product is also appraisable
 The company is a major player in the sector of power
generation.
 The service providing network of the company is very strong.
BIBLIOGRAPHY
WEBSITE
• www.google.com
• www.wikipedia.com
• www.Airtel.com
MAGAZINES / NEWSPAPERS
• Business Today
• The Financial Express
• The Times of India
• India today
• Hindustan Times

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A

Summer Training Project

SUBMITTED BY: UNDER GUIDANCE OF:

BHARATI VIDYAPEETH UNIVERSITY, SCHOOL OF

I ANKIT KATHURIA have completed the Summer Training Project

supervision and help to me by number of people.

by my project guide _____________and other staff members of AIRTEL.

during the course, for completion of my Project Report.

• H.R. POLICIES & STRATEGIES

• CONCLUSIONS & SUGGESTIONS

Bharti Airtel Limited usually referred to simply as "airtel", is an Indian

Coverage map of Bharti Airtel across 19 countries

Its area of operations include:

• 3 countries in the Indian Subcontinent:

Bangladesh, India and Sri Lanka

Jersey and Guernsey

Airtel operates in the following countries:

Country Site Remarks

Logo used by Airtel till 2010 November

The chronology of events since Bharti Tele-Ventures was incorporated in 1995:[29]

• Bharti Cellular launched cellular services as "AirTel" in Delhi.

• STET International Netherlands NV, or STET, a company promoted by

• British Telecom acquired a 21.05% equity interest in Bharti Cellular

• Warburg Pincus (through its investment company Brentwood Investment

• Bharti Tele-Ventures acquired an effective equity interest of 40.5% in Bharti

• Bharti Tele-Ventures acquired NYLIF's 3% equity interest in Bharti Cellular

• Airtel breaks interconnectivity with Tata Teleservices in Andhra Pradesh

• Airtel unveils Re 1 STD plans

8Airtel signs agreement with HTC for touch screen mobile.

PRE PAID FEATURES

Total Cost Control

Total Cost Control

Strong Network Coverage

Instant Balance and Validity Enquiry

Recharge your airtel Prepaid

More Recharge options:

Flexible recharge voucher

24-hour Recharge via ATM

Denomination Calling value Service tax

100 88.66 2.0 9.34 30

200 179.32 2.0 18.68 30

300 269.99 2.0 28.01 30

500 451.31 2.0 46.69 30

1000 904.62 2.0 93.38 30

More with airtel Prepaid

SMS (Short Messaging Service)

MMS (Multi-media Messaging Service):

Reach us Anytime Anywhere

POST PAID FEATURES

• Easy Payment Options. Anytime Anywhere

• Strong Network Coverage

• Long Distance Calling Facility

• Widest Roaming - National and International

• Reach us, Anytime Anywhere

• Best Value Plan

• Product - A tangible object or an intangible service that is mass produced or

Extended Marketing Mix (3 Ps)

1. Commodity:(Original meaning of Latin: Commodus=convenient)the product

(Framework of ７ Cs compass model)

• (C1): Corporation and competitor : The core of 4Cs is corporation and

• (C7) : Circumstances (Needle of compass to Circumstances )

In addition to the customer, there are various uncontrollable external environmental

UNIQUE SELLING PROPOSITION

• Designing a Customer Driven Strategies