Mahesh Project

RJS Institute Of Management Studies
EXECUTIVE SUMMARY
Today there is cut throat competition among the telecommunication industry. Retaining
the customers is highly important and getting the new customer into the company also
otherwise it may be drawback by the company. It may lead to a stiff competitor where we
can’t stay or survive in the market so it as to start the business in a market or areas. By
this also the company will satisfy the customer who is desperate to have the Airtel
connection. Where market planning should be done to have new market to do the
business and know the others service providers drawbacks and make those opportunities
to Airtel and be in the market. By market planning we will come to know the need of the
product or survive to the people where we are not able give the connection at that time
business or pulsing of the customer will be know and make decisions whether to enter
the market or not. Airtel Telephone and Broadband service started in the year 2002 in
Bangalore first in Indore in 1998.Airtel first started by the name Touchtel in 2005
changed in to Airtel .where it will be providing Value Added service guarantee to the
customer where other service providers not giving to the customers.
OBJECTIVES:
To study the methods adopted by Airtel for identification of new market.
To study the preference of the customer of the customer for the service provided by
Airtel.
To study the growth potential for Airtel.
To conduct this study a sample size of 100 respondents are choosen
Market planning -1-

CHAPTER - 1
INTRODUCTION
The Indian telecommunications sector is one of the fast growing sector and is going to
witness one of the fastest growth rates globally with a Compounded Annual Growth Rate
(CAGR) of around 19% up to2008.In contrast, the growth in telecom services worldwide
is projected about 5% in 2007 and with an uncertain future.
The cellular market, which has been the front-runner in the growth of the local
telecom industry, will maintain a CAGR of 46%, making in the highest growth market in
Asia pacific. This growth rate is expected to be more than that of china's.
The subscriber base, currently estimated at 8 million, will grow around 44 million
by 2008 with the entry of new players. The revenue from cellular subscribers, which is
currently pegged at $909 million (around Rs.4500 crore) at a CAGR of 38.3%.
However, while deregulation has set the pace for growth, a lot remains to be done
to maintain the momentum. Lack of interconnection guidelines, cap on foreign direct
investment at 49%, high percentage of revenue sharing towards license fees and spectrum
charges, long gestation periods for resolving conflicts and lack of control mechanisms to
combat anti competitive practices have been restraining the growth potential in this
segment.
Market planning -2-

Overview
The Indian telecommunication network with 45 million telephone connections in the

sixth largest in the world and the second largest among the emerging economies of Asia.
The present tele-density is 4.4 per hundred, and the targets are to achieve 15 per hundred
by 2010. Accordingly, India’s 10th five year plan 2002-07 projects Rs.1750 billion worth
of investments in 50 million fixed lines, 30 million cellular lines and 20 million internet
connections.
VISION
"To be most admirable brand by 2010 in India."
MISSION
We will meet the mobile communication needs of our customers through:
• Delighting the customers
• Having top talented [executives]I
• Benchmarking competation
New Delhi: Bharti Airtel Ltd. announced that it has crossed the 25-million
customer base mark. In a statement issued here, the company said, "The 25 million
Market planning -3-

customer base covers mobile, landline as well as broadband customers."
TELEPHONE NETWORKS STATUS AS OF MARCH 2006
Teledensity 6.0%
Basic phone lines 45 million
Telephone exchanges switching capacity 33, 695, 49.59 million
Cellular subscriber 8.5 million
Internet Subscribers &Users 5.0 million, 9.8 million
Paging Subscribers 1.5 million
Optical fiber reute length 250,000 km
Television sets 85 million
PCs 7.0 million
Cable TV Connections 45 million
The telecom market in India continues to grow at an annual rate of 23%. A number of
stumbling blocks have fallen and money more are expected to come tumbling down soon.
Private operators have made mobile telephony the fastest growing (over 100% p.a.) in
India. Now they are venturing in to more traditional areas such as long distance and
international fixed line calling. Three main groups -Bharati, Tata and Reliance are braving
the hazards of competing with the private sector incumbents. This is boom time for the
consumers, who have been paying among the world's highest tariffs so for.
The Indian government has merged the IT and Telecom Ministries to speed up reforms
and has tabled the Communication Convergence Bill in the parliament to enable the
Market planning -4-

common regulation of the internet, broadcasting and telecom. An independent regulatory

body is fully functional.
Main competitors:
The competition varies across the segments, but the current players include the
state-owned operators, operating on the basis of 'level playing field'. In the public sector,
the main players are:
• Bharat Sanchar Nigam Ltd. (BSNL)

• Mahanagar Telecom Nigam Ltd. (MTNL)
• Videsh Sanchar Nigam Ltd. (VSNL)
• Power Grid corporation of India Ltd-(forthcoming projects)
• Gas Authority of India Ltd.(GAIL)-(forthcoming projects)
• Railtel Corporation of India Ltd.(Railtel)-(forthcoming projects)
In the private sector the main players are:
• Reliance Telecom Ltd.

• Tata Teleservises Ltd.
• HFCF Infotel Limited.
• Shyam Telelink limited
• Hughes Telecom (I) Ltd.
• Global tele systems Ltd.
• Birla Group, BPL, Hutchinson, RPG, Sterling etc.
Market planning -5-

• Motorola, Nokia, Siemens, Ericsson etc.
OPPORTUNITIES AND MARKET SEGMENTS
FIXED SERVICE PROVIDER (FSPs)

The government has allowed unlimited competition in the basic sector. Considering the
inherent advantage of scale that the incumbent state operators have, the private networks
are setting their networks very selectively and targeting corporate clients with value added
services.
The leap forward will be when the government allows interconnection between
networks/operators and private companies which are able to capitalize on the
national/international long distance networks. The Government has also allowed the FSPs
to provide limited mobility by using WLL technology.
Cellular Mobile Telephone services (CMTS)

There are 25 private companies operating Cellular Services in 18 Telecom circles and 4
metro cities, representing a geographical coverage of 35 percent in the country. Presently,
there is two private service operators in each area and third incumbent state operator.
Licenses have been issued to private companies for the 4th operator in each region, which
provides opportunity for cellular infrastructure network providers. The industry is
Market planning -6-

projected to reach about 100 million subscribers by 2010.

Internet Service Provider (ISP) Policy
The Internet has become very easily accessible with cyber cafes/ kiosks increasing their
density, not only in the Metro towns but also in semi-urban towns. Free entry and 100%
FD in ISPs has kept Internet access prices low. There is no restriction on the number of
internet companies and more than 450 companies have commenced services. Internet
telephony has been allowed officially from 1 April 2002. The liberal Government policy is
expected to promote fast proliferation of Internet within the country, and will give a boost
to its applications such as Electronic Commerce, VPN etc.
International Long Distance Services

The ILD market in India is worth about one billion. The ratio of incoming and outgoing
calls is about 5:1 due to the highly skewed monopolistic pricing so far by the state
operator VSNL.
The sector has been opened to competition from April 2002. The ILD prices are
expected to fall by at least 40-60%. This reduction will be compensated by an increasing
globalization, greater telephone penetration and rising number of Indians living and
traveling abroad. The market is projected to be 7.5 billion minutes and worth 1.44 bn
2010.
National Long Distance Services
In august 2000, the NLD service was finally opened to unrestricted competition. Due to
the initial lack of clarity on critical issues like equal access, interconnectivity and mile
access, there were not many takers. With the opening up of the basic services and ILD,
companies are now gearing up to provide integrated service. The NLD market is thus on
the verge of seeing significant competition in 2002, resulting in more choice and lower
prices.
Global Mobile personal Communication by Satellite (GMPCS) Service
Market planning -7-

Government of India introduced GMPCS service in August 1998 on certain terms

and conditions e.g. FDI cap of 49%;location of Gateways in India / maintenance of
Gateways with organization designated by the Government; award of licenses on a "first-
come-first serve basis" without any limit after clearance of individual proposals for
security angle.
Very Small Aperture Terminal (VSAT) Service
VSATs in India used to operate on the INSAT series of satellites on the extended
c-band but now the government has allowed Ku-band and also a foreign satellite on the
Ku-band format. The Indian VSAT industry is estimated at Rs.3.7 billion. India has a total
installed base of 6.423 VSATs on the shared hub front. TDMA dominates the scene with
86% market share whereas DAMA accounts for only 14% of the total VSAT sales. The
new revenue sharing policy along with the lifting up of the 64kbps ban for 412kbps will
help the industry achieve growth of about 30-35%.
Public Mobile radio Trunked service (PMRTS)

The PMRTS industry in India is still a small and fragmented sector. DOT has come out
with guidelines for the migration of existing operators to digital technology and allowing
PSTN and inter-site connectively. Once these guidelines are translated in to policy, the
process of consolidation in the industry will be catalyzed. During 2000-01, the total
PMRTS subscriber's base was 23,345. The services have already in 31 cities by 21
companies.
The other services available are: paging services, value added services, voice mail
& adiotex service.
Market planning -8-

CHAPTER – 2
COMPANY PROFILE
Background of BTNL:
Bharti Telenet Limited (BTNL) is a joint venture between Bharti Enterprises and Telecom
Italia. It is the fast basic telephone operated services in Madhya Pradesh and one backed
by the credentials of two telecom leaders. Bharti enterprises has two decades long of
experience in the telecom industry and has long of pioneering products and services to its
credit.
Airtel, Delhi's first and India's largest cellular phone services that is
revolutionizing telecommunications with the VAST services in collaboration with British
telecom, India's first and largest manufacture and exporter of push button telephones and
unique distinction of becoming the National Telecom Operators of Seychelles.
Airtel is the brand for BTNL, which for the fixed line services of Madhya Pradesh
It operates in five places in M.P., Bhopal, Indore, Gwalior, Raipur and Jabalpur. It began
Market planning -9-

in June 1998.
Airtel has best systems in place providing better service. These are:
1) Switching and transmission systems from Alcatel, the world leaders in telecom
equipment.
2) Optical fiber cables from finolex and lucent.
3) Customer support system from Ericsson, Hewlett Packard.
4) World-class services standards from Deutsche Telepost Consulting GmbH.
Bharti Airtel Limited, a part of Bharti Enterprises, is India's leading provider of

telecommunications services. The businesses at Bharti Airtel Limited have been structured
into two main strategic business groups: the Mobility Leaders business group and the
Infotel Leaders business group. The Mobility business group provides GSM mobile
services across India in twenty three telecom circles, while the Infotel business group
provides broadband & telephone services, long distance services and enterprise services.
All these services are provided under the Airtel brand. BHARTI Tele-Ventures Ltd, the
telecommunications services provider, is renamed Bharti Airtel Ltd and now its Bharti
Telemedia services The board of directors of the company approved the change of name .
The change is subject to approval from shareholders and regulatory clearances.
"The word Tele-Ventures reflected the activity of the company - to undertake

ventures/make investments in the telecom sector," said a company release.
"However, after the merger of Bharti Cellular Ltd and Bharti Infotel Ltd with Bharti
Tele-Ventures Ltd, the company has become an operating company in the telecom sector.
The name change will reflect the present nature of activities of the company."
Mr. Sunil Bharti Mittal, Chairman and Group Managing Director, Bharti Enterprises,
said: "Over the years, we have nurtured and grown the Airtel brand. The use of word
Market planning - 10 -
Airtel in the name of the company will reflect the brand as well as the activity of the
company. Having brought all our service offerings under the Airtel brand umbrella, this
change will be another step towards making Airtel the most admired brand in the
country."
Fixed Line Voice Services
Bharti Airtel became the first fixed-line service provider in India. It is now promoted
under the Airtel brand. Recently, the Government opened the fixed-line industry to
unlimited competition. Airtel has subsequently started providing fixed-line services in the
four circles of Delhi, Haryana, Madhya Pradesh, Karnataka, Tamil Nadu & UP (West).
Airtel Enterprise Services believes that these circles have high communications potential,
especially for carrying Voice & Data traffic. These circles were strategically selected so
as to provide synergies with Airtel’s long distance network and Airtel’s extensive mobile
network.
Airtel Enterprise Services, India's premium telecommunication service, brings to

you a whole new experience in telephony. From integrated telephone services for
Enterprises and small business enterprises to user-friendly plans for Broadband Internet
Services (DSL), they bring innovative, cost-effective, comprehensive and multi-product
solutions to cater to all your telecom and data needs.
AIRTEL SERVICES IN KARNATAKA

Airtel is India's first and largest telephone service provider and with the support of wide
spectrum of discerning and prestigious customers from corporate Banks, PSUs,
Government and Residential Segments. Today we have the patronage of more than
1,50,000 subscribers in the state of Madhya Pradesh & Chattisgarh, Delhi,Haryana,Tamil
Nadu & Karnataka thus making India's largest private Telephone Service.
The technology deployed by Airtel is advanced and its state-of-the-art exchanges
are technologically superior and completely digitalized.Airtel connects through its very
own reliable and high capacity Transmission links that would span across the state of
Karnataka thus providing high quality, uninterrupted and reliable telephony.
While selecting the latest technology our emphasis has been to address all the
network elements switching, transmission, local access, network management & billing
systems to ensure higher uptime and better quality of service.
Technology Partners
Airtel with its state-of-art telecom infrastructure and technology have some of the
best "Telecom Global Giants" as their technological partners. These are BT (UK), siemens
(Germany), Emtel/MIC (Mauritius), MSI (UK), Duraline Corporation (USA) and
Singapore Telecom (SINGTEL, Singapore).
We would like to reiterate that while we provide superior quality and responsive
service, we also offer tangible benefits as detailed below:
• 24-hour customer call center.
• Host of supplementary Voice services like CLI, call forwarding, delayed hotline,
DND (Do Not Disturb), three party conferencing, Remote Telephone Management
etc.Value added services like high-speed data transfer on ISDN (Integrated Service
Digital Network) and leased line networks.
• Advanced Value-added facility of CENTREX, for your wired premises. This
facility allows you to avail intercom facility on your direct lines at no extra cost.
This facility not only allows you to save high capital and maintenance cost of
EPABX, it also ensures your organization from product obsolescence and future
up gradation.
• Attractive Internet Service Offer

Data Network & Services
Data Network is the modern way of establishing effective and efficient means of
communications. Airtel is establishing the state-of-the-art network infrastructure in all
major cities of Karnataka. The physical layer of the network infrastructure is optical fiber
cable (OFC), with a self-healing ring protection (SDH) technology. We offer high-speed
data transmission with ISDN and point to point leased network solutions, which can be
customized to your requirements and applications.
Airtel Technology Advantages

The technology deployed by Bharati is the latest state-of-the-art and its exchanges within a
city, between cities and between zones are connected through very reliable and high
capacity transmission links on optical fiber cables on SDH (Synchronous Digital
Hierarchy) providing high quality uninterrupted and reliable telephony. Each zone has a
'Mother Exchange' (large capacity Main Switching Unit) connected to many 'Daughter
Exchanges' (local exchanges-RSUs / DLCs on copper & BTSs for wireless).
While selecting the latest technology our emphasis has been to address all the network
elements switching, transmission, local access, network management & billing system to
ensure higher uptime and better quality of service.
• Switching - EWSD (Siemens make) digital switches with latest software and
hardware to provide more user-friendly features. CCS #7 signaling ensures faster
dialing. Features like call waiting, Call Forwarding (on busy, on no Reply or
Unconditional), 3 party Conferencing, Distinctive ringing, Delayed hotline, Do
Not Disturb, Malicious Call Identification ,Abbreviated Dialing Dynamic locking,
wake up service, Daily Alarm Service apart from CLIP (Calling Line Identification
Presentation), Centrex & ISDN will be made available.

We will also providing Advanced Intelligent Network (AIN) features like virtue
private network, advance free phone service, prepaid card calling etc.
• Transmission - Transmission (Intercity) and Transport (Intercity) networks are on

Optic Fiber Cables on SDH (Synchronous Digital Hierarchy) equipment, which
ensures uninterrupted connectivity and traffic flow even in case of cable damage.
• Local Access - Majority of the subscribers problems are associated with the 'last
mile' in the subscriber loop, because it suffers from older cables, poor laying
practices / junction boxes, terminations and overhead drop wires. Longer the
lengths of subscriber loop-higher the probability of faults.
• Systems / Billing - Airtel provides customized user friendly billing with facilities
like itemized billing, credit control, combined Departmental telephone expenditure
monitoring and convergent billing facility and ease of bill payment through droop
boxes / Airtel shops or bank counters.
• Customer Care - Airtel achieves higher service standards with a combination of
latest technology giving high network reliability and round the clock responsive
customer care Services. Airtel round the clock responsive Customer Care Support
and fault Repair Service ensures faster problem revolution, enhancing uptime of
customer lines.
BOARD OF DIRECTORS
The Board of Directors of the Company has an optimum mix of Executive and
Non-Executive Directors, which consists of three Executive and fifteen Non-Executive
Directors.
The Chairman and Managing Director, Mr. Sunil Bharti Mittal, is an Executive
Director and the number of Independent Directors on the Board is 50% of the total Board
strength. The independence of a Director is determined on the basis that such director
does not have any material pecuniary relationship with the Company, its promoters or its
management, which may affect the independence of the judgment of a Director.
The Board members possess requisite skills, experience and expertise required to
take decisions, which are in the best interest of the Company.
The composition of the Board is as under:
Sunil Bharti Mittal N. Kumar
Rajan Bharti Mittal Kurt Hellstrom
Akhil Gupta Donald Cameron
Rakesh Bharti Mittal Paul O'Sullivan
Chua Sock Koong Gavin Darby
York Chye Chang Arun Bharat Ram
Syeda Imam Ajay Lal
Professor V.S Raju Pulak Chandan Prasad
Bashir Abdulla Currimjee Paul Donovan
Present Organization of chart of Airtel is follows:
INCLUDEPICTURE
"http://www.bhartiairtel.in/fileadmin/srijan/images/org_structure_ver2_enlarged.png" \*
MERGEFORMATINET
Airtel is presently functioning in Nine states they are:

1) Delhi
2) Karnataka
3) Madhya Pradesh
4) Haryana
5) Tamil Nadu
6) Andra Pradesh
7) Kerala
8) Maharashtra
9) West Bengal
SWOT ANALYSES
SWOT ANLYSIS
Presently Airtel has got 2, 00,000 subscriber base. It is aiming at 3, 00,000 customer by
the end of this fiscal year. Airtel is planning to Invest 65 - 75 corers in Karnataka in the
next 6 months. Presently it is functioning in three centers in Karnataka i.e., Bangalore,
Mangalore and Mysore. It is aiming to function in 27 new centers including the semi
urban area like Hubli, Manipal and Udupi and also in some rural areas.
It presently has got 8 tariff plans, which will help different type of customers. Its rental
varies from Rs.250 monthly to Rs.1650 per month and free calls ranges from 50 to 1800
pulses.
Strengths:
• Airtel is having nearly 40% of market share in business.
• Providing good services when compared to other competitors
• Airtel is the only service provider which is offering several schemes for business
holders.
• Is utilizing promotional activities extensively.
• Is having good billing structure and various easy payment options.
• Customers like be interesting schemes that they are getting regularly.

• Providing a good percentage of commission.
• Airtel has got good brand image.
Weaknesses:
• BSNL has having more market share than Airtel.
• The price charged by Airtel is also higher when compared to BSNL..
• Airtel is facing sever competition from BSNL. TATA INDICOM and RELIANCE.
• No network is most of the main cities in Karnataka.
Opportunities:
• Airtel can come up with more schemes to attract customers.
• It has to increase or expand its network in several areas.
• People should be given than knowledge and benefits of Airtel.
• Should charge lower prize setting up of network for several areas.
• Providing various options in terms of bill payment.
• May use various promotional tools to increase or expand its network.
Threats:
• Introductions of new schemes by its competitors like BSNL, TATAINDICOM,
and RELIANCE.
• Change in the price charged by its competitors like BSNL, TATAINDICOM, and
RELIANCE.
CHAPTER - 3
RESEARCH METHODOLOGY
Back ground of the study:
It may not be an easy task to understand the market and consumer preference
towards the Airtel product. The problems that they face from various things while laying
cables or during planning process.
Title of the study
“IDENTIFICATION OF NEW MARKET FOR AIRTEL SERVICES-A

CASE STUDY CONDUCTED AT AIRTEL DOMLUR”
Statement of the problem:

The problems that are faced by them while establishing or exploring new area
markets and the resultant outcome.
Need for the study:

The present market is flooded with so many competitors products/services from various
companies like BSNL, TATA, RELIANCE.The study is being conducted to find the
potential for Airtel services.
Research objectives:
 To study the methods adopted by Airtel for identification of new market.
 To study the preference of the consumers for the services provided by Airtel.
 To study the growth potential for Airtel.
Research methodology:
Collection and analysis of primary and secondary data.
Source of data:
• Primary data: Collected by using a structured questionnaire.
• Secondary data: Internet, magazines, journals, websites are the source of

secondary data.
Sampling unit:
It consists of
1 Retailers and
2 Internet hubs
3 Residences and
4 Medium sized companies.
Sampling procedure:
Non-probability sampling method
The total size to be selected 50 retailers, 25 residences and 25 internet hubs.
Limitation of the study:

 This study is restricted to Bangalore city only.(East, South, North, Central zones)
 Sample size is only 100 respondents.
CHAPTER - 4
DATA ANALYSIS AND INTERPRETATION
Table 1:
The table showing the percentage of respondents involved in Telecom business.
Age No of Respondents %
<20 24 24
20-35 18 18
35-60 10 10
>60 48 48
Total 100 100
Inference:
The above table shows that out of 100 respondents 24% of the respondents have been
dealing with telecom business below 20, 18% of the respondents have been dealing with
telecom business were 25-30, 10% of them have been dealing with telecom business were
35-60, and 48% of them above have been dealing with telecom business were above 60.
Graph 1:
The graph showing the percentage of respondents involved in Telecom business.
Table 2:
a) Table showing the Occupation of the respondents
Occupation No of Respondents %
Business 50 50
Govt Salaries 32 32
Retired 6 6
Others 12 12
Total 100 100
Inference:
From the above table 50% of the respondents are using Telecom for Business purpose
PCO lines, 32% of the respondents are Govt Employees, Others are 12% and Retired are
6%.
Graph 2:
Graph showing the Occupation of the respondents.
Table 3:
b) Table showing Monthly Income of the respondents.
Monthly Income No of Respondents %
<10000 20 20
10000-30000 30 30
30000-50000 30 30
>50000 20 20
Total 100 100
Source: Primary data
Inference:
From the above table 20 % of the respondents are within 10000 ,30% of them 10000 to
30000,30% of them are 30000 to 50000 and 20%of them are above 50000.
Graph 3:
c) Graph showing Monthly Income of the respondents.
Table 4:
Table showing awareness of Airtel services.
Awareness No of Respondents %
Yes 80 80
No 20 20
Total 100 100
Inference:
Out of 100 respondents surveyed 80 % areaware of the airtel service and 20% are not
aware of the services
Graph 4:
Graph showing awareness of Airtel services.
Table 5:
Table showing factors which service providers are they aware.
Different Service No of Respondents %

providers
BSNL 30 30
Airtel 30 30
Reliance 20 20
Tata 10 10
Others 10 10
Total 100 100
Inference:
Out of 100 respondents 3o% are aware of BSNL,30% are of Airtel,20% are aware of
Reliance,10% of TATA and 10% aware of others.
Graph 5:
Graph showing other service providers are they aware.
Table 6:
Table showing aware of Airtel Telephone and Broadband services.
Awareness Of Airtel No of Respondents %

Yes 64 64
No 36 36
Total 112 100
Inference:
From the survey conducted it was known that 64% are aware of Airtel Telephone and
Broadband services and other 36% are not aware.
Graph 6:
Graph showing the Airtel Telephone and Broadband services.
.
Table 7:
Table showing how did they get to know about Airtel.
How do you know No of Respondents %

about Airtel
Magazine 42 42
Friends 28 28
Family 10 10
Others 20 20
Total 100 100
Inference:
The above table shows that out of 100 respondents surveyed 42% of them knew by
magazine,28% knew by friends, 10% by family and 20% by others.
Graph 7:
Graph showing the how did they get to know about Airtel
Table 8:
Table showing the Broadband connections using by respondents.
Do you have No of %
Broadband connection respondents
Yes 65 65
No 35 35
Total 100 100
Inference:
From the above table we can conclude that 65% of the respondents are using the
broadband connections and rest of them are not using.
Graph 8:
Graph showing the Broadband connections using by respondents.
Table 9:
Table showing from which service provider are they using the connection.
Which Connection Do you No of Respondents %

use
BSNL 65 65
Reliance 15 15
TATA 10 10
Others 10 10
Total 100 100
Inference:
It is clear from the above table that 65% of the respondents are using BSNL 15% by
reliance 10% by TATA, and 10% from others.
Graph 9:
Graph showing from which service provider are they using the connection.
Table 10:
Table showing the respondents expectation towards service providers.
Expectation from No of Respondents %

Service provider
Service 60 28
Tariff or plans 46 21
Speed 60 28
Brand 12 5
Economical 20 9
Others 20 9
Total 100 100
Inference:
The above table 28% of the respondents wants more service and Speed, 21% are look at
Tariff, 9% are need economical and other and 5% look at Brand.
Graph 10:
Graph showing the respondents expectation towards service providers.
Table 11:
Table showing the View towards Airtel Service.
View towards Airtel No of Respondents %

Services
Excellent 70 70
Good 15 15
Average 10 10
Poor 5 5
Total 100 100
Inference:
From the above table we can judge that 70% of the service is Excellent 15% are Good,
10% is Average and 5% is Poor.
Graph 11:
Graph showing the View towards Airtel Service.
CHAPTER – 5
FINDINGS
1) By this 24% of below age 20, 18% of age 20-25, 10% of 35-60 and 48% of age 60 are
using telecom connection.
2) Most of the respondents are dealing with Telecom for business purpose and personal
purpose like 50% are commercial purposes 32% of Govt salary, 6% of retired people and
12 % of others.
3) According to their income level we came to know that 20% of below 10000 income
and 30% of 10000 to 30000 income, 30% of 30000 to 50000\, 20% of above 50000.
4) We came to know that 80% of respondents are aware of airtel services and 20% are un
aware of services.
5) The respondents aware of other service providers like 30% of each BSNL and Airtel,
20% each by reliance and TATA, 10% of others.
6) The respondents are also aware of Airtel Teliphone and broadband fixed line services
like 64% are aware and 36% are not aware.
7) The respondents came to know about Airtel services 42% by Magazine, 28% by friends
10% by family and 20% by other sources.

8) We also found that 65% of respondents are using broadband connection and 35% are
not using.
9) The other service provider like 65% of BSNL, Reliance have 15%, Tata 10% and 10%
of other market share.
10) Respondents expectation towards providers likes 28% of service 21% of tariff, 28% of
speed, 5% of brand 9% of economical and others 9%.
11) Respondent feedback towards Airtel is 70% excellent 15% good, 10% average, poor
5%.
CHAPTER – 6
RECOMMENDATIONS
1. The company has to increase the network in many potential areas left out in the city.
2. The company has to give connection at any place at any time through wireless.
3. There should be a little bit of advertisements in the areas where there is network.
4. The advertisement in the network may be in the form of banners or road shows.
5. The people should be made aware of various benefits they get from the company.
6. The technical part has to be given little importance because any minor problems like
bill jumping and line not connecting too many places.
7. The Airtel services should be differentiated from other providers may be in the form
of painting done or may be by putting some stickers so that people differentiate between
telecom operator’s .
8. More and more interesting schemes should be given to the people who change their
existing line from other operator to Airtel like rental and so on.
9. Some extra benefit should be given to the people who change their existing line from
other operator to Airtel like free deposite and some gift vouchers.
10. Area wise meeting with the users should be done frequently discussed various issues.
CONCLUSION
1. Airtel is the first private company to come up in landline telecom businessin 1995 in
Indore and 2002 in Karnataka.
2. Airtel Company has got a good brand image in the market.
3. Telecom business is very profitable business in the market if take in the business
orientation.
4. People prefer Airtel mainly because of extra monitory or other benefits given by Airtel
like extra Value Added Services and guiding the customers.
5. When a person takes the connection he looks for monitory benefits given by the
operator like free connections without deposit and some cash back offers.
6. Most of the Airtel customers have already received gifts from Airtel schemes like
Suvarna samrudhi and Singapore nodi mazamadi.
7. Airtel network has to be increased or expended.
8. More people should be given the knowledge about Airtel services like the conection
can be used for different purposes [fax,swipping]
Here I can quote some of the customer’s opinion about:
Airtel:
1 According to a customer Airtel has got good billing structure and various easy
payment options.
2 Another customer says that optical fiber network is a huge leap in the
Telecommunication industry and he likes the commission structure and says that
he can save taxes on the commission.
3 One more customer says Airtel! Customer care is good system and he finds very
useful. He also likes the interesting schemes that he keeps getting regularly.
4 In the words of the other customers Airtel lines are clearer than any other telecom
operator’s lines.
5 According to some customers Airtel gives them good profits in terms of
commission.
6 Some of customer the schemes given by Airtel to them encourage them to do
business.
ANNEXURES
“QUESTIONNAIRE
Dear Sir/Madam,
I am a student of R J S ٌInstitute of Management Studies. I am here on a project

assignment as a part of my MBA curriculum representing for Bharti Airtel LTD. If you
could spend few minutes of your precious time for answering the questionnaire, I would
be grateful to you. I assure you that the information provided by you will be used for
academic purpose only.
Name:
Address:
Contact No:
1. Age:
a) <20 [ ] b) 20-35 [ ] c) 35-60 [ ] d) >60 [ ]
2. Occupation:
a) Business [ ]
b) Salaried- [ ]
c) Retired [ ]
e) Others [ ]
3. Monthly Income:
a) Business [ ]
b) Govt-Salaries [ ]
c) Retired [ ]
d) Others [ ]
4. Are you aware of Airtel Services?

Yes [ ]
No [ ]
5. Which Service Provider is are you aware of?

a) BSNL [ ]
b) TATA [ ]
c) Reliance [ ]
d) Airtel [ ]
e) Others [ ]
6. Are you aware of AIRTEL Broadband Services?

a) Yes [ ]
b) No [ ]
7. From whom did you come to know about Airtel Service?

a) Magazine [ ]
b) Friends [ ]
c) Family [ ]
d) Other [ ]
8. Do you have Broadband Connection?

a) Yes [ ]
b) No [ ]
9. Which Service Provider is providing you broadband?

a) BSNL [ ]
b) TATA [ ]
c) Reliance [ ]
d) Others [ ]
10. What do you expect from the Service Provider?

a) Service [ ]
b) Tariff [ ]
c) Speed [ ]
d) Brand [ ]
Reason for choosing that company………………
11. What do you expect from the Service Provider?

a) Service [ ]
b) Tariff plan [ ]
c) Speed [ ]
d) Brand [ ]
e) Economical [ ]
f) Other [ ]
12. Your view about Airtel Telephone Services.

a) Excellent [ ]
b) Good [ ]
c) Average [ ]
d) Poor [ ]
13. Your suggestion about Airtel.

………………………..
………………………..
………………………..
BIBLIOGRAPHY
Books:-
Marketing Management : By Philip Kotler

Marketing Management : By Sharlekar
Web sites:-
www.airtelindia.com
www.bsnl.co.in
http://www.igigroup.com/st/pages/india4.html
Other Source:-
Brochures of airtel
Talk point magazine of airtel
Articles published in newspapers.

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RJS Institute Of Management Studies

Market planning -1-

Market planning -2-

The Indian telecommunication network with 45 million telephone connections in the

"To be most admirable brand by 2010 in India."

We will meet the mobile communication needs of our customers through:

• Delighting the customers

• Having top talented [executives]I

Market planning -3-

customer base covers mobile, landline as well as broadband customers."

TELEPHONE NETWORKS STATUS AS OF MARCH 2006

Market planning -4-

common regulation of the internet, broadcasting and telecom. An independent regulatory

• Bharat Sanchar Nigam Ltd. (BSNL)

In the private sector the main players are:

• Reliance Telecom Ltd.

Market planning -5-

• Motorola, Nokia, Siemens, Ericsson etc.

OPPORTUNITIES AND MARKET SEGMENTS

FIXED SERVICE PROVIDER (FSPs)

Cellular Mobile Telephone services (CMTS)

Market planning -6-

projected to reach about 100 million subscribers by 2010.

International Long Distance Services

Market planning -7-

Government of India introduced GMPCS service in August 1998 on certain terms

Public Mobile radio Trunked service (PMRTS)

Market planning -8-

Market planning -9-

Bharti Airtel Limited, a part of Bharti Enterprises, is India's leading provider of

"The word Tele-Ventures reflected the activity of the company - to undertake

Fixed Line Voice Services

Airtel Enterprise Services, India's premium telecommunication service, brings to

AIRTEL SERVICES IN KARNATAKA

• Attractive Internet Service Offer

Airtel Technology Advantages

Presentation), Centrex & ISDN will be made available.

• Transmission - Transmission (Intercity) and Transport (Intercity) networks are on

Non-Executive Directors, which consists of three Executive and fifteen Non-Executive

management, which may affect the independence of the judgment of a Director.

take decisions, which are in the best interest of the Company.

The composition of the Board is as under:

Sunil Bharti Mittal N. Kumar

Rajan Bharti Mittal Kurt Hellstrom

Akhil Gupta Donald Cameron

Rakesh Bharti Mittal Paul O'Sullivan

Chua Sock Koong Gavin Darby

York Chye Chang Arun Bharat Ram

Syeda Imam Ajay Lal

Professor V.S Raju Pulak Chandan Prasad

Bashir Abdulla Currimjee Paul Donovan

Present Organization of chart of Airtel is follows:

Airtel is presently functioning in Nine states they are:

• Customers like be interesting schemes that they are getting regularly.

Back ground of the study:

Title of the study

“IDENTIFICATION OF NEW MARKET FOR AIRTEL SERVICES-A

Statement of the problem:

Need for the study:

 To study the methods adopted by Airtel for identification of new market.

 To study the growth potential for Airtel.

Collection and analysis of primary and secondary data.

• Secondary data: Internet, magazines, journals, websites are the source of