Declaration

I undersigned ………………………a student of T.Y.B.B.A., here

by declare that the project work presented in this report is my own

work and has been carried out under the supervision of prof. Kuldeep

Jobanputra of R.P.Bhalodia College, Rajkot.

This work has not been previously report submitted to any other
university for any other examination.

Date: Signature
(……………………..)

Place: Rajkot

ACKNOWLEDGEMENT

1
 With great experience & enthusiasm I have presented my individual report in
the T.Y. B.B.A. The Market research reports on Airtel on advertisement
effectiveness.

I convey to my gratitude to University, Mr. Kuldeep Jobanputra for his

valuable guidance in the completion of my project report.

I am also thankful those persons who help me to compel it. I am hardly

thankful to whole Airtel consumers, & especially for MR. AJAYBHAI. He has
provided me totally information about my report.

Preface

2
 In this era of globalization where every minute India is moving a step ahead
and expanding it horizontally, management in India is heading towards a profession.
The demand for management’s professionals is increasing day by day. In such a
competitive surroundings it becomes a requirement to have an edge over others and
B.B.A is such a course, which helps and assists students in doing that.

The practical studies are treated as a different subject in B.B.A which helps
the students in practically applying their theoretical knowledge. It helps us to face
competition, builds up our confidence and also add something to our personality.
Over and above in this fast moving economy, here practical studies play an important
role in our carriers.
.

3
 INDEX

Sr.no particulars Pg.no

1. General information 5

2. Marketing information 10

3. Marketing research 25

4. Research analysis & Finding 42

5. SWOT analysis 53

6. Suggestion 55

7. Concussion 57

8. Bibliography 59

4
 GENERAL
INFORMATION

5
 AIRTELATBRIFE

NAME OF FIRM: - Airtel

YAER OF ESTABISHED: - 1976

ADDRESS: - Maitri Communication,

Dealer of Airtel,
Mavdi Main Road,
Opp fire station,
Rajkot-30005.

E-MAIL:- support@airtel.in

WEB SITE: - www.airtel.in

AWARDS AND CERTIFICATE: - AWARD FOR 4 YAER (1997 TO 00)

BEST CELLULER COMPANY

FORM OF ORGANISATION: - PRIVATE LIMITED

BRANCHES: - ALL OVER IN INDIA

SIZE OF THE UNIT: - LARGE SCALE UNIT

FORM OF ORGANIZATION: - MULTINATIONAL CO...

6
 About Bharti Televentures

Bharti Tele-Ventures is India's leading private sector provider of

telecommunications services based on an aggregate of approximately
1,932,000 customers comprising of mobile, fixed-line and Internet
customers, as of June 30, 2002. Of these, 1,607,000 are mobile
customers. The company also provides VSAT, Internet and broadband
network solutions. In addition, it offers national long distance services
by providing data transmission services and voice transmission
services.

Bharti Tele-Ventures is a holding company and its operations are

segmented into four divisions, operated by wholly owned subsidiaries:
Mobile - Bharti Cellular, Access - Bharti Telenet, Long Distance -
Bharti Telesonic, Broadband Solutions - Bharti Broadband Network.

The Company today offers mobile services in Fifteen out of 22

circles in India. As of June 30, 2002, approximately 93% of India's
total number of mobile subscribers resided in BTVL's existing and
proposed mobile circles, according to COAI reports.

Bharti Tele-Ventures was the first private sector operator to

provide fixed-line services in India when it commenced providing
services in the Madhya Pradesh & Chattisgarh circle in June 1998.
BTVL recently launched its fixed-line services in the license areas of
Haryana, Delhi, Tamil Nadu and Karnataka and thus became the first
private sector service provider to provide fixed-line services in all its
remaining licensed areas.

7
 Bharti Tele-Ventures has always believed in creating strong
partnerships with its joint venture partners. Today, Singlet and War
burg Pincus are its leading partners. The other partners include leading
international financial investors such as International Finance
Corporation, Asian Infrastructure Fund Group and New York Life
Insurance.

8
 About Airtel

Airtel ……….. A vibrant new World of unlimited opportunities,

where "Air' symbolized a word of unlimited freedom to think
…………. to dream & to achieve, where "Tel' connotes new innovative
yet simple ways to communicate spontaneously, not just through words
but through ideas, emotions and feelings. Together they represent a
sensitive contemporary confident symbol for those who believe in true
leadership.

Airtel comes to you from Bharti Cellular Limited - a part of the

biggest private integrated telecom conglomerate, Bharti Enterprises.

Bharti Enterprises has been at the forefront of technology and

has revolutionized telecommunications with its world-class products
and services. Established in 1976, Bharti has been a pioneering force in
the telecom sector with many firsts and innovations to its credit. Bharti
has many joint ventures with world leaders like Singtel (Singapore
Telecom); War burg Pincus, USA; Telia, Sweden; Asian infrastructure
find, Mauritius; International Finance Corporation, USA and New York
Life International, USA.

Bharti provides a range of telecom services, which include

Cellular, Basic, Internet and recently introduced National Long
Distance. Bharti also manufactures and exports telephone terminals and
cordless phones. Apart from being the largest manufacturer of
telephone instruments in India, it is also the first company to export its
products to the USA.

Bharti is the leading cellular service provider, with a footprint in

15 states covering all four metros. It has over one million satisfied
customers.

9
 Launching of Airtel in Gujarat

Ahmedabad, August 5, 2002: Bharti Cellular Limited, a

subsidiary of Bharti Tele-Ventures, India's leading telecom
conglomerate, today announced the launch of Airtel mobile services in
Gujarat.

Speaking on the occasion Mr. Sunil Bharti Mittal, Chairman and

Group Managing Director, Bharti Enterprises said "It is my proud
privilege to bring Airtel to Gujarat. Today we bring to Gujarat a world-
class network and a slew of unique benefits for the first time in India
that only a true pan-India mobile player can offer."

Mr. Sanjay Kapoor, Executive Director, Bharti Cellular Limited

said, "Ariel’s entry in Gujarat is a defining event which brings to our
customers a bouquet of unique benefits. We are sure our service
offerings will further stimulate growth and enhance the quality
standards of mobile services in Gujarat."

10
 Awards

August 7, 2008: Bharti Airtel adjudged the ‘Best cellular services provider’
and ‘Best broadband service provider’ at the 2008 V&D 100 Awards.

July 11, 2008: Bharti Airtel Limited voted as India’s most innovative
company, in a survey conducted by The Wall Street Journal. Bharti Airtel was ranked
as the most innovative in responding to customer needs in a survey conducted to
determine Asia’s 200 most-admired companies.

The Asia Pacific Award for the Most Innovative HR practices-2000 The
Golden Peacock National Training Award for excellence in Training practices-2000
The Golden Peacock National Quality Award-2001.

June 13, 2008: Sunil Bharti Mittal received U.S.-India Business Council's
'Global Vision' Award. The prestigious award recognizes his entrepreneurial zeal and
contribution to Indian business

Vision

"To make mobile communications a way of life and be the

customers' first choice."

Mission

We will meet the mobile communication needs of our customers

through:

• Error- free service delivery

• Innovative products and services
• Cost efficiency
• Unified Messaging Solutions

11
 Privacy Policy

Airtel values the privacy of information pertaining to its

associates. We do not use or disclose information about your individual
visits to our portal or information that you may give us, such as your
name, address, email address or telephone number, to any outside
sources.

We will not use information about you without your permission

and will provide the means for you to manage and control the
information that you have provided. We will enable you to
communicate your privacy concerns to us and that we will respond to
them appropriately. We do not disclose any personal information to
advertisers and for other marketing and promotional purposes that
could be used to personally identify you, such as your password, credit
card number and bank account number. The credit card transaction
information is protected by the industry standard Secure Socket Layer
(SSL).

12
 MARKETING
DEPARTMENT

13
 IMPORTANCE OF MARKETING DEPARTMENT

Marketing is the focus point of all business activities because the objectives of
all business enterprise are to satisfy the needs and wants of the customers. Production
and purchase has no meaning unless a firm is able to market the goods and services.
Nothing happens unless somebody sells something. Marketing is the distinguishing
feature of business. A business is essential part from all other human organization by
the fact that it markets the product or services. Marketing is the basic operative
function of all business firms. It serves on the basis of business planning and
generates revenue for the firm. Efficient marketing management is essential for the
survival and growth of every enterprise.

Marketing is a system of integrated business activities designed to develop

marketing plans and programs leading to the satisfaction of customer wants.

Marketing department represents an important functional area of business

management efforts for the flow of goods and services from the producer to the
consumers.

Marketing department of the Bharti televenture Limited is a crucial part of its

organization. The company can achieve its subsidiary objectives along with the
primary objectives with the help of marketing department. It not only helps the
company to achieve the goals that are directly related to marketing department but

14
also helps in achieving the goals that are related to other departments of the
organization.

With the help of the marketing department Bharti televenture as a company

has not been successful in gaining the sales volume but also earned goodwill for itself.
As a result of the efforts made by the marketing department. Bharti televenture is
enjoying a prestigious position in the telecom industry.

15
 ORGANIZATIONAL STRUCTURE

Organization means it is a group of people working together co-operatively

under authority towards achieving goals and objectives that mutually benefits the
organization. It may also be said as grouping activities is to be performed. We can
also define as establishing relationship for the purpose of handling people to work
effectively by maintaining horizontal and vertical coordination.

Market is related with creation of standard of living. Organization is a form

of co-operative efforts. It can be said that marketing organization consists of no. of
people with many different position.

“Take all the things away from me, take my wealth, take my industries, take
my land, but with help of my efficient organization I will bring these all back within
only 5 years.”

Andrew Carnegie

16
DISTRIBUTION CHANNEL

Company

Distributor

Dealer

Salesmen

Retailer

Customer

17
 MARKETING MIX

Marketing is a comprehensive term; it includes all resources and a set of

activities that facilitate the flow of goods & services from product to consumers. To
plan out marketing activities and to provide better facilities we have to select specific
market target in from of market segments or sub division of market. The marketer
formulates a combination of a number of devices or types of marketing activities that
are co-ordinate into single marketing programmed to reach a particular target or
market segment. The combination of those marketing methods or devices is known ad
the marketing mix.

Product mix Price mix

Brand pricing
Style pricing policy
Colour basic price
Design terms of credit
Product line discount
Package allowance
Warranty
service

Marketing
Strategy
Marketing mix
Focus on the target
Market

Place mix
Promotion mix distribution channel
personal selling wholesaler
advertising retailer
publicity mercantile agents
sales promotion physical distribution
dealers aids transport
consumer aids warehouse
inventory

18
 COMPETITORS

In the fast growing world of technology almost each and every company may
be having some or the other competitors.

Airtel faces competition from the following competitors in the local

market.
“Poor firms ignore their competitors; average firms copy their
competitors; winning firms lead their competitors.”

Today in this competitive world AIRTEL has got many competitors

which are as follows: -

 VODAFONE
 IDEA
 BSNL
 RELIANCE
 TATA INDICOM

19
 CHARTS SHOWING DIFFERENT ADVERTISING
MEDIA

OUTDOOR DIRECT MAIL

MISC. ADVTG.
ADVTG. Circular
PRESS ADVTG. Radio & TV
Posters BusinessReply
Newspaper Cinema &Slides
Boards Envelopscards
Magazines & Fair&Exhibition
Electric Display Price List
Journals Loud Speakers
SandwichBoard Catalogue
Demonstration
Business Terms Folders &
Posters &
& Trains Booklets
Telegraph Dept.
Sky Advertising PersonalLetter
Others
Others Others

To serve the above-mentioned objective and to obtain the fruits by delivering

all the benefits, advertising is the only way to reach the customers at minimum cost
and maximum benefits.

The company can advertise the products by taking the help of its own
advertising department or by advertising agency. The agency’s major role is purchase
of media time and space besides it is directly responsible for development of all
advertising copy and of the commercial.
There are various tools which are used to advertise the product or service like
print media, direct mail, outdoor media, broadcast media, transit media and other form
like demonstration, exhibition etc. newspaper & magazines at national levels and they
also advertise on T.V. or different channels ZEE, SONY, DDI, etc. they take the help
of advertising agency.

AIRTEL advertisement in all leading newspapers likes the Times of India, The
Economics Times and they also take the help of transit media. Their theme of
advertising is “Public awareness” which is becoming true because in this
competition market. There was a controversy whether advertisement is expenditure or
an investment.

20
 SALES PROMOTION

Sales promotion refers to activities other than personal salesmanship,

advertising and publicity which stimulate consumers purchasing, dealer effectiveness
e.g. Display, exhibition and showroom demonstration, free samples, coupons,
premiums and various other nonrecurring selling efforts not in the ordinary routine.

It is plus ingredient in the marketing mix whereas advertising and personal

salesmanship is essential & basic ingredients in the marketing mix.

SALES PROMOTION
(BRIDGE)

PERSONAL
SELLING

ADVERTISING

21
 In short, sales promotion is a bridge or connecting link covering the gap
between advertising and personal salesmanship the two wings of promotion.

22
MARKETING
RESEARCH

23
 Introduction to Market Research

According to American Marketing Association “Marketing research is the

systematic gathering, recording and analyzing of data about problems relating to the
marketing of goods and services.”

Management in any organization needs information in large quantity about

potential markets and environmental forces in order to develop successful strategic
marketing plans, and to respond to such changes in the market place. A mass of data
is available both from external sources and within the firm. This forms a solid
platform for a research to take place.

Marketing Research includes all the activities that enable an organization, to

obtain the information it needs to make decisions about its environment, its marketing
mix and its present or potential customers and consumers. More specifically, Market
Research is the development, interpretation and communication of decision oriented
information to be used in the strategic marketing process.

Marketing Research is the systematic design, collection, interpretation and

reporting of information for help marketers solve specific marketing problem or to
take advantage of marketing opportunities. It is a process of gathering information not
currently available to decision makers. Marketing Research is conducted on a special-
project basis, with the research methods, adopted to the problems being studies and to
changes in the environment. The Market Research society defines Marketing
Research as “the collection and analysis of data from a sample of individuals or
organizations relating to their characteristics, behavior, attitudes opinions or
possessions. It includes all forms of marketing and social research such as consumer
and industrials surveys psychological investigations, observational and panel studies.”

24
 Nature of Research

The Marketing Research is carried out on Retailers of Airtel Limited is in

nature of Applied Marketing Research. The research where the application of all
Marketing Concept and Strategies have been put into practice. The nature of research
is also Syndicate Research, which can be carried out by anyone, a part from Research
Organization. The Research has been carried out through the universally favored
approach of a personal interview survey.

Applied Research is the one, which is carried out by applying all the
marketing concepts into a subject that needs to be researched and through this
application, the findings are presented in the forms of a report.

I am using Applied Marketing Method at there

25
 Objectives of Study
Any activity done or to be done has certain objective behind it. As
project report is a practical subject and also marketing is ever changing so not just
depend on books and past data which are available to me, I prefer survey of consumer
which is required to know the Buyer Behavior how differ from one shop to another
and one consumer to another.

The objectives of this survey on Advertising and Brand are:

 To identify the effectiveness of Airtel Advertising.

 To what extent they influence the purchase decision of the customers.
 To identify Brand awareness of Airtel.
 To know the importance of Brand Airtel among consumers.

26
 Sample Survey

The gathering of primary data through experimentation involves use of

sampling, survey method and observations. The survey conducted on Retailers for
Hutch Cellular Limited involved a survey based on personal interview.

The details of the selected samples for the survey are as under:

 City chosen for Sample Survey:- Rajkot city

 Sample size:- 50 samples

 Area selected :- Kotharya road,

Manhar plot,
Raiya road,
Dhebar road,
Palace road,
Sardar nagar road,
Dr. Yagnik road,

27
MARKET RESEARCH METHODOLOGY

Formulation of Research Problem

Research Design

Determination of Sources of Data

Collection of Information

Processing and Analysis

Present the finding

28
 FORMULATION OF RESEARCH PROBLEM

First step of the marketing research process is the formulation of research

problem. Marketing management must be carefully note to define the problem too
broadly or too narrowly for the marketing researcher. The marketing manager and the
researcher must work closely together to define carefully and agree on the research
objectives. The manager’s best understand marketing research and how to obtain the
information. In order to avoid waste of time and money it is necessary to define the
problem in specific terms.

The survey has been undertaken in order to answer some questions like

 Are you like to see advertisement?

 Through which media you came know about it?
 Do you know about the brand ambassador of the Air-tel?
 In your opinion through which media company can get maximum reward?

29
 RESEARCH DESIGN

The second step of the marketing research process calls for determining the
information needed and developing a plan for gathering it efficiently. A research
design can be defined as “The plan, structure and strategy of investigation conceived
so as to obtain answers to research questions and to control variance.”. Designing a
research plan calls for decisions on the data sources, research approaches, research
instrument, sampling plan and contact methods.

Once it is realized that the secondary data are insufficient, the researcher needs to
decide upon one alternative design to collect the primary data. The three basic
methods which can be used are: -

1. The Observational Method: -

This method involves direct observation of people and situation through one way
mirrors, hidden cameras or disguised observers. Direct observation involves watching
actual behavior; indirect observation involves inferring behavior by looking at the
result of that behavior.

2. The Experimental Method: -

The most scientifically valid research is experimental research. The purpose of

experimental research is to capture cause-and-effect relationship by eliminating
competing explanations of the observed findings. To the extent that the design and
execution of the experiment eliminate alternatives hypothesis that might explain the
result, research and marketing managers can have confidence in the conclusion. This
method however, involves more time and is costly.

30
3. The Survey Method: -

Surveys are best suited for descriptive research. This method involves learning
about people’s knowledge, beliefs, preferences and satisfaction and to measure these
magnitudes in the general population. As in observation, survey research can be
structured or unstructured. Structured survey use formal lists of question asked of all
respondent the same way where as in unstructured researcher use an open format that
lets the interviewer probe respondents and guide the interview, depending on their
answers. There are three types of surveys namely:

 Telephone Survey
 Mail Survey
 Personal Interview

Here, for the survey of retailers of Airtel I have used personal interview method as
tool for data collection.

31
 DETERMINATION OF SOURCES OF DATA

In marketing research literature, there are two types of data: primary data and
secondary data. The researcher can gather primary data or secondary or both.

1. Primary Data:

The first hand data collected for a specific purpose or for a specific research
project constitutes primary data.

When the needed data do not exist or are inaccurate, incomplete or unreliable
the researcher collects primary data. Most marketing research projects thus involve
some primary data collection. The main primary data sources consist of consumers,
dealers, buyers, etc. Consumers and buyers constitute the main source of information
in most researches. A buyer may not be the user of the product, although in some
cases the consumer and the buyer may be the same person.

The normal producer is to interview some people individually or in groups to

get on idea of how people feel about the topic in question and then develop a formal
research instrument.
(a) Survey by Questionnaire.
(b) Panel Research.
(c) Observation Approach.
(d) Experimental Research

2. Secondary Data:

Information collected by other organization or individuals which might be

relevant to the study constitutes secondary data.

Researchers usually start their investigation by examining secondary data to

see whether their problem can be partly or wholly solved without collecting costly

32
primary data. Secondary data provides a starting point for research and offer the
advantages of low cost and ready availability.

(a) Published Survey of Markets.

(b) General Library Research.
(c) Government Publications and Reports.
(d) All Advertising Media (Newspapers, magazines etc.)
(e) Trade Associations.
(f) Universities.
(g) Internal Sources.

33
 COLLECTION OF INFORMATION

Marketing researchers have a choice of two main research instruments in

collecting primary data: Questionnaire and mechanical devices.

Questionnaire:

A questionnaire consists of questions presented to the respondents for their

answers. Because of its flexibility, the questionnaire is by for the most common
instrument used to collect primary data.

In preparing a questionnaire, care should be taken in choosing the questions

and their form, wording and sequence. The questions included in the questionnaire
can be closed end questions prosperity all the possible answers and are easier to
tabulate and interpret. Open end questions allow respondents to answer in their own
words and they often reveal more as they give an insight into how people think.

In my study, the questionnaire contained both open-end and closed-end

questions depending upon the type of information to be gathered.

Mechanical Device:

Mechanical devices are occasionally used in marketing. They are used to

measure the interest or emotions aroused by exposure to a specific situation.

Sampling plan:

After deciding research approach and instruments the marketing researchers

must design a sample plan. This calls for three decisions.

34
Sampling Unit:

The marketing researcher must define the target population that will be
sampled. In my case the target population was the retailers selling sim card of Airtel
Limited at Rajkot.

Sample Size:
Large samples give more reliable results than small samples. However, it is
not necessary to sample the entire target population or even a substantial portion to
achieve reliable results. In my survey the sample size was 50.

Sampling Procedure:
To obtain a representative sample a probability sample of the population
should be drawn. Probability sampling allows the calculation of confidence limits for
sampling errors. When the time and cost are involved the in probability sampling is
excessive, marketing researcher will take non-probability samples.

The various sampling method are as under:

Probability Sampling Non-probability Sampling

Simple random sample convenient sample

Stratified random sample Judgment sample
Cluster sample Quota sample

My survey falls under the category of the convenient sample under

Non-probability sampling. In this method the researcher is free to select. The
respondents are selected on the basis of the being available at the time of survey.

35
 INTRODUCTION OF ADVERTISEMENT

Companies must do more than make good products-they must inform

consumers about product benefits and carefully position products in consumers’
minds. To do this, they must skillfully use the mass-promotion tools. And advertising
is the most effective tool.

We are in 21st century, where there is cut-throat competition in the market and
there are also numbers of Multinational Companies are as well as many MNC’S are
coming day by day in our country, by offering world-class technology. It is very easy
to enter in the market but very tough to survive or stay in competitive market.
According to Peter Drucker, “Marketing means only create consumers.” But in reality
it is too tough, so we must have such planed marketing strategies which catch the
consumer once and never allows them to switchover other products. Out of all
strategies advertising strategy is very important.

Advertiser includes not only business firms, but also charitable organizations
or trust, professionals, Government agencies that direct message to target publics. Ads
are a cost-effective way to disseminate messages, whether to build brand preference
or to educate people to avoid hard drugs.

Meaning
The term advertising originated from the Latin word “Adverto” which means
to turn around. Thus according to this meaning advertising means an activity
employed to draw attention to any object or purpose.

Definition

“Advertising is causing to know, to remember to do.”

36
 Advertising can be defined as mass, paid communication (presentation and
promotion) of goods, services or ideas by an identified sponsor. It is paid
communication because the advertiser has to pay for the space or time in which his
advertisement appears. Advertising appears in recognized media, such as newspapers,
magazines, radio, television, cinema film, outdoor hoardings and posters, direct mail
and transit.

STRENGTH OF ADVERTISING AS A PROMOTIONAL TOOL

Advertising is a major promotion tool. It has the following basic plus points or
strength as a promotion tool:

1. It offers planned and controlled message.

2. It can contact and influence numerous people simultaneously, quickly and at a

low cost per prospect, hence it is called mass means of communication.

3. It has the ability to deliver message to audience with particular demographic

and socio-economic features.

4. It can deliver the same message consistently in a variety of contexts.

5. It can reach prospects that can not be approached by salesmen.

6. It helps to presell goods and pull the buyers to retailers.

7. It offers a wide choice of channels for transmission of such as visual.

8. It is very useful to create maximum interest and offer adequate knowledge of

the new product when the innovation is being introduced in the market.

37
 IMPORTANCE OF ADVERTISING

Nothing can except the mint can make money without advertising. Mass
production and mass distribution totally depend on all forms of advertising and
publicity. We can tell numerous people about a product or service in the quickest time
interval at the lowest possible cost.

Advertising by facilitating mass production and mass distribution has provided

immense employment opportunities to people. It is responsible for creating and
delivering rising standard of living to innumerable people. It has made possible
tremendous industrialization and economic development in many countries. It is the
backbone of modern national and international marketing. Modern advertising
informs guides, educates as well as protects buyers, so that they can buy intelligently
and raise their standard of living. In the marketing programme of a business
enterprise, advertising is an indispensable tool supplemented by salesmanship and
sales promotion. Advertising is to business what steam, electric or nuclear energy
(motive power) is to industry. The wheels of industry and commerce cannot move
with desirable speed without the propelling power of promotion mix.

The advertising purpose and tasks of Airtel are set by marketing plans and
strategies. Advertising is the use of paid for, sponsor identified material in mass
media. The real purpose of advertising of Airtel is not only one, viz., to sell something
a product, a service, or merely an idea through effective communication. It attempts to
stimulate sales to all customers (present, former and future). It has other purposes as
well. It is used to reassure buyers that they have really made the best purchase. Thus,
advertising of Airtel can build up brand loyalty. It can enhance the morale of the
salespeople and dealers thereby securing enthusiastic distribution of products. It is
also employed to promote the bright image of the company in the society.

38
 SELECTION OF ADVERTISING MEDIA

Selection of media is a crucial part of advertising. The steps here are deciding
on desired reach, frequency, and impact; choosing among major media types;
selecting specific media vehicles; deciding on media timing; and deciding on
geographical media allocation. Then the result of these decisions needs to be
evaluated.

Media are the channel or medium by which advertisement reaches to the

consumer. They are called wider and variety vehicles for advertiser for transmission
of promotional message. While selecting media the characteristics of target audience
is the major factor which decides how to give advertisement.

Suppose a company who has target audience related to higher class and upper
middle class can go through vehicle like television.

The media planner has to know the capacity of the media types to deliver
reach frequency, and impact. The major advertising media along with their costs,
advantages and limitations should consider.

39
 RESEARCH
ANALYSIS & FINDINGS

40
Are you like to see advertisement?
Yes 46
No 4

50
45
40
35
No. of person

30
25 Series1
20
15
10
5
0
Yes No

Analysis

From the above mentioned graph we can analyze that out of 50 Person which I
have gone through, all of them are watching the advertisement and 50 out of them 46
are watching the advertisement and only 4 people are not like to watching
advertisement.

Suggestion
I would not like to do any suggestion because most of the people are watching
advertisement of Airtel.

41
Have you seen the advertisement of Air-tel?

Yes 45
No 5

50
45
40
35
No.of people

30
25 Series1
20
15
10
5
0
Yes No

Analysis

From the above mentioned graph we can analyze that out of 50 Person which I
have gone through, all of them are watching the advertisement of Airtel and 50 out of
them 45 are watching the advertisement of Airtel and only 5 people are not aware
about the Airtel advertisement.

Suggestion
I would not like to do any suggestion because most of the people are watching
the Airtel advertisement.

42
Through which media you came know about it?

Newspaper 20
Hording 10
Television 8
Retailer shop 10
Other sources 2

25

20
No.of person

15
Series1
10

0
Newspaper Hording Television Retailer Other
shop sources

Analysis

From the above mentioned graph we can analyze that out of 50 Person which I
have gone through, all of them are watching the advertisement of Airtel and 50 out of
them 20 are watching through Newspaper,10 are watching through hording,8 are
watching through television,12 are watching through retailer and remaining are
watching through other sources.

Suggestion
I would like to suggestion to company that they can increase their
advertisement in television because maximum people are watching advertisement in
television.

43
In advertisements which factor are very attractive? (Rank them)

Theam 12
Color combination 10
Brand ambassador 3
Massage 24
Other Factors 1

Importent Factores

Theam
Color combination
Brand ambassador
Massage
Other Factoers

Analysis
From the above mentioned graph we can analyze that out of 50 Person which I
have gone through, all of them are watching the advertisement of Airtel and 50 out of
them 12 are saying that Theam is important factors, 10 are saying color combination,
3 are saying brand ambassador 24 are saying Massage.

Suggestion
I would like to suggest to the company that they can Focuses more and more
in their advertisement massage and theam because more people are concern with the
massage in compare to other.

44
Do you know about the brand ambassador of the Air-tel?

Yes 32
No 18

35
30
no.of person

25
20
Series1
15
10
5
0
Yes No

Analysis

From the above mentioned graph we can analyze that out of 50 Person which I
have gone through, all of them are watching the advertisement of Airtel and 50 out of
them 38 are saying that they know about the brand ambassador of Airtel and only 18
are not know about the brand ambassador of Airtel.

Suggestion
I would like to suggest to the company that they can show the brand
ambassador of company is in maximum time in their advertisement because
maximum people can aware about that.

45
Do you get all information through advertisement of Air-tel?

Yes 24
No 26

26.5
26
No. of Person

25.5
25
Series1
24.5
24
23.5
23
Yes No

Analysis

From the above mentioned graph we can analyze that out of 50 Person which I
have gone through, all of them are watching the advertisement of Airtel and 50 out of
them 24 are saying that they get all information through Airtel and 26 are say that
they are not getting all information through advertisement of Airtel.

Suggestion
I would like to suggest to the company that they can show the maximum
information in their advertisement.

46
Give your opinion about an attractiveness of air-tel advertisement?

Excellent 10
Best 15
Good 18
Average 7

Excellent
Best
Good
Average

Analysis

From the above mentioned graph we can analyze that out of 50 Person which I
have gone through, all of them are watching the advertisement of Airtel and 50 out of
them 10 are saying that the attractiveness is Excellent,15 are saying that best,18 are
saying Good, and 7 are saying Average.

Suggestion
I would like to suggest to the company that they have increase their
attractiveness in their advertisement because give maximum information.

47
Every time company should change their advertisement?

Yes 40
No 10

50
40
No. of people

30
Series1
20
10
0
Yes No

Analysis

From the above mentioned graph we can analyze that out of 50 Person which I
have gone through, all of them are watching the advertisement of Airtel and 50 out of
them 40 are saying that company can change their advertisement frequently, and only
10 are say they are not change their advertisement.

Suggestion
I would not like to suggest to the company because company can change
advertisement frequently.

48
In your opinion to gat maximum sale in Air-tel which policy of
advertisement should company follow?

Introduce new advertisement 19

Change in advertisement 16
Calibrate change 10
Continue with the same 5

Introduce new
advertisement
Change in
advertisement
Calibrate change

Continue with the

same

Analysis

From the above mentioned graph we can analyze that out of 50 Person which I
have gone through, all of them are watching the advertisement of Airtel and 50 out of
them 40 are saying that company can change their advertisement frequently, and only
10 are saying that they are not changing their advertisement.

Suggestion
I would not like to suggest to the company because company can change
advertisement frequently.

49
\
In your opinion through which media company can get maximum

reward?
Newspaper 15
Hording 8
Television 10
Retailer shop 22
Other sources 5

25
No of person

20
15
Series1
10
5
0
r

on

s
p
ng
e

ce
ho
ap

si
di

ur
rs
vi
sp

or

so
le

le
H
ew

Te

ai

er
N

et

th
R

Analysis

From the above mentioned graph we can analyze that out of 50 Person which I
have went through, all of them are watching the advertisement of Airtel and 50 out of
them 15 are saying that company can get maximum reward throw newapaper,8 are
saying throw hording,10 are saying throw Telivision,22 are saying throw Retailer
shop.

Suggestion

50
 I would not like to suggestion to company that people can maximum reward
throw the retailer shop so they can give their advertisement in there retailers.

Which company’s
Airtel 13
Vodaphone 13 advertisement
TATA 6
Reliance 8
you most like?
Idea 10

14
12
No. of person

10
8
Series1
6
4
2
0
e

e
el

a
TA
n

nc

e
rt

ho

Id
TA
Ai

ia
ap

el
R
d
Vo

Analysis

From the above mentioned graph we can analyze that out of 50 Person which I
have went through, all of them are watching the advertisement of Airtel and 50 out of
them 13 are saying that they have like a airtle’s advertisement,13 are saying
vodaphone,6 saying TATA,8 saying Reliance, 10 saying Idea.

51
Suggestion
I would not like to suggestion to company that they have give more and more
advertisement in compare to other company. And get maximum selling in market.

FUTURE PLANS

FUTURE PLANS

As we know that each and every company want to achieve high position in
this competitive market. One must decide about future because it is uncertain.

52
So format a future goal and go ahead. Here following are the main future plans
of Airtel.

 To increase the market share

 To share maximum market in advertisement
 To provide maximum numbers of satisfied services to their retailers
 Secondly their long term plan is to be consistent in the policy adopted by them for
the purpose of outright excellence in their field.

Thus Airtel has no plans in particular except to lead the market in the crucial times
of Cellular wars, and out rightly exceed the usage of land lines by wireless cellular
telephones and maintain their standard of quality coverage.

53
SWOT ANALYSIS

54
 SWOT ANALYSIS

High market share brand

S Strength
image
To attract all class of
W Weaknesses
customer

Good service will

O Opportunities
increase the no. of users

Emerging Competition
like Reliance, TATA,
T Threats
BSNL, VODAFONE,
etc.

55
CONCLUSION

56
 CONCLUSION

Airtel has good reputation in the market. Objective of survey is to know the
advertisement effectiveness. I have already discussed the objects in the survey.

The organization has good reputation in the market; however, it requires some
efforts to maintain the reputation for the betterment of its future. However, now they
are taking reasonable steps to improve its brand name and sales target.

Lastly, I can say that Airtel has bright future for the coming years. And I hope
this project report will help them taking right decision and fulfill their customer
demands.

Again, I am thanking to all who directly or indirectly helped me.

Wishing Airtel, the best success …………………

57
SUGGESTIONS

58
 SUGGESTIONS

After making a survey in Rajkot on Airtel, I have come to some conclusive

suggestions, which are necessary for the company. From my point of view to

maintain and improve the market share of Airtel, my main points or suggestions

are:

 The company can also takes advantage of reduced taxes and other incentives
granted by certain states in India for locating manufacturing facilities in such
states and economic zone.

 Most of the retailers of Rajkot don't know about the services provided by
Airtel. So company should concentrate on this point and advertise so they
attract customers.

 Now a day advertisement is very important role in selling so they can increase
their advertisement in all different sectors.

So these are my suggestion to Airtel for his better future…..

59
BIBLIOGRAPHY

60
 BIBLIOGRAPHY

1. Marketing Management

- By PHILIP KOTLER

2. Market Research

- By LUCK RUBIN

3. Web site

- www.airtel.in

61
 MARKETING RESEARCH REPORT ON
Advertising Effectiveness of Air-tel

Q1Name: _________________________________________

Q2 Age: ____________________________________
Q3 Gender: Male Female

Q4 Occupation: _____________________________

Q5 Contact no: _____________________________

Q6 are you like to see advertisement?

(a) Yes (b) No

Q7 Have you seen the advertisement of Air-tel?

(a) Yes (b) No

Q8 if yes, then through which media you came know about it?
(A) Newspaper
(B) Hording
(C) Television
(D) Retail shop
(E) Other sources

Q9 In advertisements which factor are very attractive? (Rank them)

Theam Color combination Brand ambassador

Message Other factors

Q10 Do you know about the brand ambassador of the Air-tel?

62
 (a) Yes (b) No

Q11 Do you get all information through advertisement of Air-tel?

(a) Yes (b) No

Q12 Give your opinion about an attractiveness of air-tel advertisement?

Excellent Best Good Average

Q13 Every time company should change their advertisement?

(a) Yes (b) No

Q14 In your opinion to gat maximum sale in Air-tel which policy of

advertisement should company follow?

(A) Introduce new advertisement

(B)Change in advertisement
(C) Celebrity change
(D) Continue with the same

Q15 In your opinion through which media company can get maximum
reward?

Newspaper Television Hording Others

Q16 which company’s advertisement you most like? Why?

(A) Air-tel ____________________________________
(B)Vodafone _________________________________
(C)TATA _____________________________________
(D)Reliance _________________________________
(E)Idea ______________________________________

Q17 any, suggestion, if would you like to say for Air-tel?

63
___________________________________________________________
___________________________________________________________
___________________________________________________________

THANK YOU……

64