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“CONSUMER BEHAVIOUR OF AIRTEL”
FOR PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION (2007-2009)
SUBMITTED TO: U.P. TECHNICAL UNIVERSITY Bharadwaj
SUBMITTED BY: Shailendra Kumar MBA III SEM.
KRISHNA INSTITUTE OF ENGINEERING & TECHNOLOGY
(AFFILIATED TO U.P. TECHNICAL UNIVERSITY, LUCKNOW)
ACKNOWLEDGEMENT PREFACE EXECUTIVE SUMMARY OBJECTIVE OF THE STUDY RESEARCH METHODOLOGY INTRODUCTION COMPANY PROFILE FINDINGS AND ANALYSIS SUGGESTIONS SWOT ANALYSIS RECOMMENDATION LIMITATIONS CONCLUSION BIBLIOGRAPHY QUESTIONNAIRE -- 4 -- 5 -- 7 -- 9 -- 11 -- 15 -- 30 -- 58 -- 68 -- 70 -- 74 -- 77 -- 80 -- 82 -- 84
Credit also goes to all my friends whose encouragement kept me in good stead. make most of the opportunity by expressing my sincerest thanks to Mrs. Mani Tyagi and all my faculties whose teachings gave me conceptual understanding and clarity of comprehension. I express my gratitude. (SHAILENDRA KUMAR BHARADWAJ) 5 . I am also thankful to authority of Airtel for providing me the information. Krishna Institute of Engineering & Technology. Last of all but not the least I would like to acknowledge my gratitude to the respondents without whom this survey would have been incomplete. who has through his vast experience and knowledge has been able to guide me. I express my gratitude to Mr. Chetan Kumar (Branch Manager). which ultimately made my job more easy. both ably and successfully towards the completion of the project. Their continuous support has given me the strength and confidence to complete the project without any difficulty. I would hereby.ACKNOWLEDGEMENT I am sincerely thankful to all those people who have been giving me any kind of assistance in the making of this project report.
Prefac e 6 .
The survey was conducted so as to analyze the big scale sector prevailing in the current industry and the improvement that can be made upon it. The differences in service quality that exists in the market. What the customer’s preferences are provided by the Airtel? 7 .PREFACE I. Ghaziabad. being a student of MBA. The project title “Consumer Behaviour of Airtel” is the analysis of the big scale sector of communication. of KIET. Market research study has been conducted in order to bring out the picture of big scale sector that exists in this industry. Shailendra Kumar Bharadwaj. This project involves the big scale level provided by Airtel to its customers.
Executiv e Summar y 8 .
future prospect and government policies. it is very essential to not only exist but also to excel in the market. collaboration. to survive in the market.EXECUTIVE SUMMARY The project is an extensive report on how the Airtel company markets its strategies and how the company has been able in tackling the present tough competition and how it is cooping up by the allegations of the quality of its products. export scenario. 9 . the company not only needs to maximize its profit but also needs to satisfy its customers and should try to build upon from there. The report includes some of the key salient features of market trend issues. advertising. This report also contains the basic marketing strategies that are used by the Airtel company of manufacturing process. production policy. technology. The report begins with the history of the products and the introduction of the Airtel company. Today’s market is enormously more complex. In today’s world of cutthroat fierce competition. Hence forth.
Objectiv e of the Study 10 .
2. technology. To identify the difference in market performance of Airtel industry. production policy. advertising. export scenario. future prospect and government policies.OBJECTIVE OF THE STUDY 1. 11 . To study the market of Airtel Industry in big scale sector. collaboration. 3. To compare various parameters of manufacturing process.
Researc h Methodo logy 12 .
Further direct interview method. Primary data was collected using the following techniques Questionnaire Method Direct Interview Method and Observation Method The main tool used was. where a face-to-face formal interview was taken. Lastly observation method has been continuous with the questionnaire method. Secondary data has been used to support primary data wherever needed. As the prime objective of the project is to compare Airtel with the existing competitors in the market and the impact of WLL on Airtel. as one continuously observes the surrounding environment he 13 . the questionnaire method.RESEARCH METHODOLOGY Achieving accuracy in any research requires in depth study regarding the subject. the research methodology adopted is basically based on primary data via which the most recent and accurate piece of first hand information could be collected.
14 . # Target geographic area. # Some dealers were also interviewed to know their prospective. # The date during which questionnaires were filled. policies. Sample size of 100 was taken. Interviews with the managers of GSM service providers were also conducted. the questionnaire was a combination of both open ended and closed ended questions. Procedure of research methodology # To conduct this research the target population was the mobile users. Who are using GSM technology. current issues.works in. # Finally the collected data and information was analyzed and compiled to arrive at the conclusion and recommendations given. # To these 100 people a questionnaire was given. Bharti’s history. Sources of secondary data Used to obtain information on.
# Internet # Magazines # Newspapers # Journals # Bharti Circulars # Bharti News Letters 15 .procedures etc. wherever required.
Introduct ion 16 .
The circles of Jammu and Kashmir and Andaman and Nicobar had no bidders. The first cellular service was provided by. For the auction. 17 . while West Bengal and Assam had only one bidder each. Chennai and Kolkatta) and 20 circles. it was stipulated that no firm can win in more than one metro. Mumbai. The regulatory body at that time — the Department of Telecommunications (DOT) — allocated two cellular licenses for each metro and circle. three circles or both. The circles are further classified under "A. Thirty-four licenses for GSM900 cellular services were auctioned to 22 firms in 1995.INTRODUCTION In the early 1990s. Modi Telstra in Kolkatta in August 1995. the Indian government adopted a new economic policy aimed at improving India's competitiveness in the global markets and the rapid growth of exports." "B" and "C. Key to achieving these goals was a world-class telecom infrastructure. the telecom service areas are divided into four metros (New Delhi." with the "A" circle being the most attractive and "C" being the least attractive. In India. which roughly correspond to the states in India.
As a result.EARLIER ROADBLOCKS AND THEIR RESOLUTION Indian Cellular market immediately after the first round of licensing in 1994-96 was beset by several problems for 3 . Prior to the creation of TRAI. and the president officially announced the TRAI ordinance on 25 January 1997. licensing and telecom operations. Under this new policy. these functions were the sole responsibility of the DOT.In 1996. Some of these roadblocks / 18 . In March 1999.1 INDIAN CELLULAR MARKET . the Telecom Regulatory Authority of India (TRAI) bill was introduced in the Lok Sabha. the old fixed-licensing regime was to be replaced by a revenuesharing scheme whereby between 8-12 percent of cellular revenue were to be paid to the government. 1. diverting funds away from network development and enhancements.4 years till the New Telecom Policy of 1999 was announced. The government decided to set up TRAI to separate regulatory functions from policy formulation. a new telecom policy was put in place (New Telecom Policy [NTP] 1999). by 1999 many operators failed to pay their license fees and were in danger of having their licenses withdrawn. High license fees and excessive bids for the cellular licenses put tremendous financial burden on the operators.
current position is tabulated below: 19 .
pass through income. Regulatory authority not in place Telecom Regulatory Authority of India (TRAI) firmly in place. 20 . spectrum availability and allocation and the like remained unresolved for long periods. Issues relating to unfavorable interconnect terms for private operators.spate of acquisitions / mergers.ROADBLOCKS CURRENT POSITION High license fees Migration to revenue sharing mode in 1999 mitigates high initial fund requirements for payment of license fees. Inadequately funded businesses / weak and fragmented promoters Businesses that have since been adequately funded growing at over 60% per annum. intra circle long distance. with 4/5 major groups emerging in the last one/two years. while businesses with weak promoters continuing to languish . and its role being accepted by all operators. with operations and policy making roles vested in different bodies. Deptt of Telecommunications (DOT) restructured.
and change of partners allowed as a matter of routine allowing ease of entry / exit . Licensing tenure increased from 10 to 20 years Large up front cash requirements for license fee payments mitigated with migration to revenue sharing mode allowing promoters to deploy more capital for capital expenditure. intra circle long distance allowed. Foreign ownership / change of partner limitations Foreign ownership norms clarified.) resolved to the satisfaction of all parties with changes in methodology / revenue sharing.Interconnect terms since rationalized. risks on pass through income to DOT / BHARTI (Mahanagar Telecom Nigam Ltd. Problems in Financial closures due to: Licensing tenure of 10 years Large up front cash requirements from promoters due to heavy license fee burden in initial stages of deployment Asset based financing approach by Indian Financial Institutions.paves the way for full 21 . project financing being considered by most financial institutions. spectrum availability cleared with vacation of frequencies for usage by GSM operators.
not everything is rosy. Inadequate growth of market / subscribers Roadblocks spelt out earlier resulted in low market / subscriber growth. The cellular penetration rate is still very low at 0.8 percent in a nation of over one billion people. Bell South International has 22 . Telstra from Modi Telstra and both the Telecom Organization of Thailand and Jasmine International from JT Mobile. In 1999 alone. many foreign companies had pulled out from their cellular joint ventures in India due to the difficult operating environment and bureaucracy.control of businesses by foreign companies. In June 2001. Telecom Malaysia sold its stake in Usha Martin Telecom. market / subscriber base expected to zoom 1. In recent years. Swisscom pulled out from Sterling Cellular. In 2000. British Telecom exited from Bharti Cellular.2 DEVELOPMENTS IN THE CELLULAR INDUSTRY The interconnection regime between cellular operators and fixed-line operators is still biased against the former. and both Shinawatra of Thailand and Bezeq exited from Fascel. but with corrective measures taken. Despite the recent gains of the cellular industry.
acquired major stakes in Sterling Cellular (December 1999). The string of sell-outs notwithstanding. thus circumventing the 49 percent limit on foreign ownership in Indian cellular operators. Hong Kong-based Hutchison Whampoa. giving competition to the lone operator there. via Hutchison Telecommunications (HK). which was later renamed Bharti Mobile (December 1999). Hutchison Whampoa practically controls Fascel and Usha Martin Telecom. Through a partnership with local company. Spice Communications. Bharti is likely to merge 23 .also indicated its intention to pull out from Skycell Communications. and the former is reviewing various options. and Hong Kong-based Distacom is seeking to sell its stake in Spice Communications. and Skycell Communications renamed Bharti Mobinet (August 2000). Not to be outdone. Going forward. Usha Martin Telecom (mid-2000) and Fascel (September 2000). Bharti Enterprises — another major cellular player — acquired control of JT Telecom. Hutchison Whampoa is also the controlling shareholder of Hutchison Max Telecom. First Pacific's (based in Hong Kong) continued commitment to Escotel is uncertain. Bharti also acquired the Punjab license of Essar and started operations. Kotak Mahindra Finance. there has been a merger and acquisition wave sweeping across the Indian cellular industry in recent years.
and Reliance and Idea cellular with one each. as the third nationwide cellular operator. This was followed by Tamil Nadu in July 2002. which will drive demand. most telecom circles will have four cellular operators. Escotel and Reliance have not made any headway. Future rate cuts are expected. followed by Escotel with four. Bharti emerged as the No. launched services in Kolkatta and Bihar in January 2002. Five companies together bid Rs16. However. BHARTI. 24 . which will result in lower tariffs. Hutchison with three. Bharti came out with its long-awaited initial public offering (IPO) in January 2002. together with falling handset prices and the introduction of prepaid services. this has been postponed until after mid October. BSNL. Once BSNL rolls out its service. 1 bidder with eight new licenses. the third cellular operator for Delhi and Mumbai.3 billion to bag the licenses for the fourth operator slots in four metros and 13 circles.all its cellular companies into one entity. Bharti and Hutchison have already commenced operations in all the circles while Idea is set to launch in Delhi. A nationwide launch was scheduled for 2 October 2002. In the midst of declining interest in technology stocks. There will be tremendous competitive pressure. started services in March 2001.
Leveraging on the success of its cellular service, the company got a very good response from the primary market. The total size of the IPO was 185 million shares at a floor price of Rs10. The issue was oversubscribed by more than 2.5 times, netting Rs8.3 billion. This will be used to fuel its investment in long-distance, basic and cellular services. As of October 2002, only BPL Mobile has launched commercial general packet radio service (GPRS) in Mumbai. However, large-scale uptake remains elusive. While both Bharti and Idea have GPRSenabled networks, there is caution on their part to launch the service. With hardly any applications, the success of GPRS remains a question. Building visibility and awareness Deviating from competing on the price platform, cellular operators are actively promoting their brand and service portfolio through highvisibility advertising and promotional campaigns. Cellular operators like Bharti, Orange and BPL Mobile have been advertising aggressively on hoardings and kiosks. Public transport like the city rail system and cabs are used widely to carry the message of mobility. Customer-focused activities are gaining traction among cellular
operators with the establishment of longstanding consumer benefit programs. Orange in Mumbai offers "Orange Holidays" and "Orange Monsoon Offers" at very attractive rates and added benefits like discounts on airfare, food and beverages, among others. Others offer special privileges in retail outlets, cinemas and music shops. Enterprise mobile applications — promising revenue stream All along, customer acquisition and the top line have been the focus. Few operators have concentrated on offering differentiated services for businesses. However, as operators realize that offering basic voice and Short Message Service (SMS) will get them the numbers but not the margins, some are now seriously looking at the enterprise segment for provisioning superior services. Cost-centered solutions like closed user group (CUG), value-adds like unified messaging and instant alerts are being offered. A variety of mobile applications are finding takers among the enterprise segment. Bharti is in the process of introducing a facility to fleet management companies so that they can improve the efficiency of trucks or buses by tracking movement and ensuring higher-use, accurate route planning. Premium automakers are also installing a global system for mobile communications inside a vehicle to help trace
lost vehicles and track down stolen cars. Corporations can choose enhanced services like user-defined call routing to prevent misuse. Calls can be barred, limiting access to select numbers and diverting calls to one single number. Broadcasting services are also quite popular, especially among fast food centers that have a central number. Group SMS is quite popular, especially among enterprises both in the service as well as the fast-moving consumer goods (FMCG) segment that have a large field force and need to provide regular updates on inventory status, discount schemes and movement of goods from warehouse to the retail outlet. Banks too find bulk SMS service very useful to forward transactional alerts to their customers.
1.3 FUTURE TRENDS AND DEVELOPMENT There will be more competition, forcing operators to constantly focus on differentiations to maintain their lead. • The implementation of enhanced networks like 2.5G will enable operators to offer data services. This is an opportunity to customize and differentiate better.
• The entry of state-run operators like BSNL and BHARTI means that prices will no longer be controlled, thus there is less chance of a cartel being formed. • Network coverage in terms of geographic spread and quality of coverage is crucial especially for the business subscriber. • The bigger the service provider's national presence, the better it is for businesses. On the roaming front, signing up with a national operator is advantageous. • Limited mobility wireless in local-loop services (by fixed network service providers) will be a disadvantage for cellular operators in the short term. Consequently, operators need to streamline their customer relation activities and adopt aggressive subscriber acquisition and retention strategies. 1.4 REGULATORY ISSUES The operations of this sector are determined as under the Indian Telegraph Act of 1885. A document buried in the sands of time. The next major policy document, which was produced, was the National Telecom Policy of 1994, a consequence of the on going process of liberalization.
it sought to achieve the impossible in finite time like improve quality of service and its availability. at reasonable rates. wide coverage (a phone in every village). August 1995 January 1996 November 1998 VSNL launches Internet services TRAI formed Internet policy announced The National Telecom Policy of 1994 document. which laid out broad policy guidelines rather than a series of action points.Year 1851 1943 1985 1986 1991 1994 1994 September 1994 Event First telephones in India Nationalization of telephone companies DoT was created Creation of BHARTI and VSNL Telecom equipment liberalized Licenses for paging Telecom policy announced Guidelines for private sector participation in basic services November 1994 December 1994 Cellular licenses issued for metros Tenders for cellular licenses in 19 cities apart from 4 metros January 1995 Tenders for 2nd operator in basic services apart from DoT on circle basis. The targets in quantifiable terms were 29 . etc. Like other policies.
the nation was divided into 20 circles (akin to a state) for basic and 21 circles for cellular telephony. The intention. telephone on demand by 1997. The Eighth Plan had also allowed private operators in value added services. DoT/ BHARTI have the option to become the third cellular operator in future. though noble failed to achieve its goals because of improper implementation. Mumbai falls in Maharashtra circle and Delhi in itself a circle. The major policy direction it showed was to allow private sector entry in both basic and value added services. and a PCO pop of 500. The basic premise on which competition has been introduced is that every circle will have one private operator apart from DoT/ BHARTI for basic and two operators for cellular. which was broadening the reach of telephony in India. the economic costs are still borne by the end user. BOOT and BOLT was not used at all. It was also affected by the resource crunch. The basic theme. To facilitate licensing. Even liberalization policies were not implemented properly. The regulator TRAI was set up after delays and confusion and even after its creation.5mn additional lines. DoT continued to fight with it in courts. has not been met. Government did not achieve most of its stated targets. 30 . and financing options like BOT.installation of 9.
Value-added services (including cellular services) were thrown open to private sector participation in 1992. 31 . Reorganization of DoT. An independent telecom regulatory Authority of India was set up in 1997. A new Policy for Internet Service Policy Providers (ISPs) was announced in 1998 allowing independent service providers to enter the sector ending the earlier monopoly of VSNL. Basic services were opened to private participation in 1994 by dividing the country into 21 telecom Circles and allowing one private operator per Circle to compete with DoT. separating policymaking function and service provision and corporatization of DoT's operational network are two major institutional reforms. telecom equipment manufacturing was completely deregulated in 1991.The telecom sector has witnessed some fundamental structural and institutional reforms in the past decade. which need to be implemented.
Compan y Profile 32 .
Bharti has been a pioneering force in the telecom sector.COMPANY PROFILE Vision "As we spread wings to expand our capabilities and explore new horizons. Established in 1985.21 million total customers 33 . first private basic telephone service provider in the country. the fundamental focus remains unchanged: seek out the best technology in the world and put it at the service of our ultimate user: our customer. With many firsts and innovations to its credit. first Indian company to provide comprehensive telecom services outside India in Seychelles and first private sector service provider to launch National Long Distance Services in India. Bharti Enterprises has been at the forefront of technology and has revolutionized telecommunications with its world-class products and services. ranging from being the first mobile service in Delhi." These are the premise on which Bharti Enterprises has based its entire plan of action. Bharti had approximately 3.
Maharashtra circle. Himachal Pradesh.– nearly 2. Apart from being the largest manufacturer of telephone instruments. it also has a fixed-line operations in the states of Madhya Pradesh and Chattisgarh.000 fixed line customers. In addition. The Company is also implementing a submarine cable project connecting Chennai-Singapore for providing international bandwidth. Delhi. Bharti has recently launched national long distance services by offering data transmission services and voice transmission services for calls originating and terminating on most of India's mobile networks. Kolkata. Its services sector businesses include mobile operations in Andhra Pradesh. Delhi. Kerala. Haryana. Karnataka. Mumbai.88 million mobile and 334. Punjab. it is also the first telecom company to export its products to the USA. Karnataka and Tamil Nadu and nationwide broadband and long distance networks. Bharti Enterprises also manufactures and exports telephone terminals and cordless phones. Tamil Nadu and Uttar Pradesh (West) circle. Chennai. Madhya Pradesh circle. Bharti Tele-Ventures' strategic objective is “to capitalise on the growth opportunities that the Company believes 34 . Gujarat. Haryana.
35 • . • Focus on satisfying and retaining customers by ensuring high level of customer satisfaction. and Emphasize on human resource development to achieve operational efficiencies.are available in the Indian telecommunications market and consolidate its position to be the leading integrated telecommunications services provider in key markets in India. • Position itself to tap data transmission opportunities and offer advanced mobile data services. with a focus on providing mobile services”. • • Offer multiple telecommunications services to provide customers with a "one-stop shop" solution. Capture maximum telecommunications revenue potential with minimum geographical coverage. • Leverage strengths of its strategic and financial partners. The Company has developed the following strategies to achieve its strategic objective: • Focus on maximizing revenues and margins.
Businesses Bharti Tele-Ventures current businesses include • Mobile services Fixed-line National and international long distance services VSAT. 36 .approximately 92% of India's total mobile subscribers resided in the Company's fifteen mobile circles. Internet services and network solutions • • • Competitive Strengths Bharti Tele-Ventures believes that the following elements will contribute to the Company's success as an integrated telecommunication services provider in India and will provide the Company with a solid foundation to execute its business strategy: • Nationwide Footprint . These 15 circles collectively accounted for approximately 56% of India's land mass. • Focus on telecommunications to enable the Company to better anticipate industry trends and capitalize on new telecommunications-related business opportunities.
•Build sub-brands within each of these services and •Use Bharti as the mother brand providing the group its corporate identity as well as defining its goal to become a national builder of telecoms infrastructure. • Quality management team with vision and proven execution skills.• The strong brand name recognition and a reputation for offering high quality service to its customers. and • The Company's strong relationships with international strategic and financial investors such as SingTel. Brand Architecture: Bharti is working on a complex three-layered branding architecture — to: •Create specific brands for each service. Warburg Pincus. Asian Infrastructure Fund Group and New York Life Insurance. Error: Reference source not found 37 . International Finance Corporation.
The flagship brand for cellular operations all across the country.The brand for national long distance (NLD) telephony Though the costs of creating new brands are heavy but the group wants to create “distinct independent brands to address different customers and profiles”.AirTel . Touchtel . let’s first look at the brand building exercise associated with AirTel — a brand that had to be repositioned recently to address new needs in the market. India One . Brand Strategy: To understand the brand strategy. 38 .The brand earmarked for basic service operations.
for customers who stood out in a crowd. The idea was to become a badge value brand. For the average consumer. Bharti could have addressed the customer by rationally explaining to him the economic advantage of using a mobile phone. cellular telephony wasn’t a mass market by any means. In simple terms. So the AirTel “leadership series” campaign was launched showing successful men with their laptops and in their deluxe cars using the mobile phone. owning a cellular phone was expensive as tariff rates (at Rs 8 a minute) as well as instrument prices were steep — sometimes as much as buying a second-hand car.” he explains. it meant AirTel was positioned as an aspirational brand that was meant for leaders. “Instead of the value-proposition model. we decided to address the sensory benefit it gave to the customer as the main selling tack. But Sachdev says that such a strategy would not have worked for the simple reason that the value from using the phone at the time was not commensurate with the cost. Did it work? Repeated surveys following the launch showed that there were three core benefits that were clearly associated with the brand — 39 .When the brand was launched seven years ago.
Once you reached them you had to expand the market so there was need to address to new customers.leadership. dynamism and performance. efficient but also human. it became necessary for AirTel to appeal to a wider audience. These were valuable qualities. The brand had become something like Lufthansa — cold and efficient. What they needed was to become Singapore Airlines. it had now become important for Bharti to “humanize” AirTel and use that relationship as a major differentiation. there was no emotional dimension to the brand — it was perceived as cold. 40 . The leadership series was okay when you were wooing the crème de la crème of society. Sachdev and his team realized that in a business in which customer relationships were the core this could be a major weakness. distant and efficient. A change in tack was important because this was a time when the cellular market was changing. but they only took AirTel far enough to establish its presence in the market. As tariffs started dropping. And the various brand-tracking exercises showed that despite all these good things. The reason? With tariffs identical to competitor Essar and roughly the same level of service and schemes.
Bharti was already the leading cellular subscriber in Delhi with a base of 3. Thus.77 lakh (it now has 1. a survey showed that 50 per cent of the new customers choose a mobile phone brand mostly through word-of-mouth endorsements from friends. existing customers were an important tool for market expansion and Bharti now focused on building closer relationships with them. Leadership did not mean directing subordinates to execute orders but to work along with a team to achieve common objectives — it was. And with tariffs becoming more affordable — as cell companies started cutting prices — it was time to expand the market. a relationship game that needed to be reflected in the AirTel brand. again.By that time. That is precisely what the brand tried to achieve through its new positioning under the AirTel “Touch Tomorrow” brand campaign. This set of campaigns portrayed mobile users surrounded by caring family members. Also. family or colleagues.2 million customers). Says Sachdev: “The new campaign and positioning was designed to highlight the relationship angle and make the brand 41 . How could Bharti leverage this leadership position down the value chain? Surveys showed that the concept of leadership in the customer’s minds was also changing.
To bring in new customers. there was nothing for younger people.” As it looks to expand its cellular services nationwide —to eight new circles apart from the seven in which it already operates — Bharti is now realizing that there are new compulsions to rework the AirTel brand. the company decided that it needed to segment the market. Right now. the company is unwilling to discuss the new positioning in detail. launched last year. But broadly. the focus is on positioning AirTel as a power brand with numerous regional sub-brands reflecting customer needs in various parts of the country. One such experiment. Bharti has also understood that one common brand for all cellular operations might not always work in urban markets that are now getting increasingly saturated. is Youtopia. a brand aimed at the youth in the 14 to 19 age bracket and for those who are “young at heart”. With its earlier positioning. AirTel was perceived as a brand for the well-heeled older customer. and a new exercise is being launched to this effect. AirTel hoped to reverse that. With Youtopia. 42 .softer and more sensitive. If AirTel is becoming more humane and more sensitive as a brand.
had less to do with the branding exercise as with inefficiency of service (accusingly slow download speeds) and the limited utility of WAP services.In order to deliver the concept. The brand was created to offer mobile users Internet-interface services or what is known as WAP (Wireless Application Protocol). This. AirTel offered rock bottom tariff rates (25 paise for 30 seconds) at night to Youtopia customers — a time when they make the maximum number of calls. 43 . “The name was chosen from the popular movie title It Takes Two To Tango: basically. however. It also set up merchandising exercises around the scheme — like a special portal for young people to buy things or bid for goods. says Sachdev. The idea was to bring Internet and mobile in perfect harmony. you need the two services to tango to offer customers a new choice”. The company is now looking at offering other services at affordable prices to this segment which include music downloads on the mobile and bundling SMS rates with normal calls to make it cheaper for young people to use. The other experiment that Bharti has worked on is to go in for product segmentation through the Tango brand name.
accessible and. To achieve its objectives Bharti did three things. Such a customer used the phone sparingly — mostly for emergencies — and was not willing to pick up a normal mobile connection with its relatively high rentals (pre-paid cards do not include rental charges). most importantly.Subsequently. The Magic: Perhaps the more ambitious experiment has been with Magic — the pre-paid card. PHASE I – Magic was aimed at bringing in infrequent users of a mobile phone into the market and assure him that he would have to pay only if he made a call. 44 . feasible as a means of expanding the market even faster. the ads were withdrawn. but the company re-iterated that the branding exercise could be revived because Tango will be the brand to offer GPRS services — or permanent Internet connectivity on the mobile phone — which AirTel is expected to launch soon. The idea was to make the brand affordable.
45 . the branding strategy was aimed at roping in only interested customers — that is. the company roped in Karisma Kapoor and Shah Rukh Khan for a major ad campaign all across Delhi. mobile service providers could find themselves under threat again.000 with no strings attached and was simple to operate. customers who were already inclined to opt for mobile services. a ruse that saw the number of subscribers go up from 5. This apart.47 lakh to 12 lakh today. The company is now re-working its Magic strategy even further. overtaking Essar’s branded pre-paid card Speed. which was launched much ahead of Magic. But now.• One. the product was made accessible and distributed through small stores. to make the product more “approachable” to the customer. telephone booths and even kirana shops so that the offering was well within arm’s reach. the company came with vernacular ad campaigns like “Magic Daalo Se Hello” which appealed to local sensibilities. • Two. Earlier. with basic service providers having been allowed limited mobility at far cheaper rates. • Third. the product was made available at prices ranging from Rs 300 to Rs 3.
user imagery.romance driven strategy platform makes the value proposition of AirTel Magic . tone & language created to connect the category to the lives of the SEC B & SEC C segment – the middle class non-mobile user. insiders say the new branding strategy would be aimed at offering them value which they had not perceived would be available from using a pre-paid card.‘Mumkin Hai’ come alive • All elements . While the exact strategy is under wraps.any pre-paid card brand goes on TV A combination of the film genre exposed through the TV medium designed to connect with the masses of India • • Youth based . • AirTel Magic positions itself on the platform of being excellent for emergency situations . 46 . PHASE II Bharti used AirTel Magic to build a strong value proposition and accelerate market expansion through India’s first national pre-paid card TV brand campaign • First time ever in India .increasing productivity as a part of everyday life.That is why the new exercise is aimed at co-opting non-adopters. context.
anything that you think is possible is possible with AirTel Magic. in the Sec B & C segment is aimed at accelerating market expansion.per month AirTel Magic is so easy to buy.300/. The brand is positioned to be relevant to the mass-market who want to make all their dreams. letting you befriend the world and opening up new horizons.) Improving productivity. AirTel today unveiled its strategy for market expansion with the launch of it’s new AirTel Magic pre-paid card brand campaign – ‘Magic hai to Mumkin hai’. 47 . (At just Rs. It gives you the freedom to control your life in a way never possible before. Indeed. India’s leading pre-paid mobile card. The new campaign for AirTel Magic is all about empowering millions of Indians to be on top of their lives. The value proposition is centered around a person’s desire to make all his / her dreams. hopes & desires come alive… instantly. ambitions & aspirations instantly possible.• Sharukh Khan makes ‘everything in life possible’ while romancing pretty Kareena Kapoor with AirTel Magic. The new brand slogan ‘Magic hai to Mumkin hai’ has been specially created to capture this effectively. 15-30 years of age. The strategy is targeted at the non-user segment defined as young adults.
Both these stars have said ‘Mumkin hai’ and made it happen for themselves. holds millions of Indians together as one. magnifies the empowering optimism of “Mumkin Hai”. dancing… the Indian cinema. (Poignantly conveying that special feeling we all get when a dream is 48 . talent. in the endearing situation of a boy-girl romance. hard work and the sheer ability to make a mark in such a short time. This genre connects millions across India.This strategy is designed to help us talk to this segment directly in the tone. well known to most as Bollywood. Kareena’s success is due to her ‘attitude’. manner & language of the masses. sets his eyes on Kareena Kapoor and wins her love with the help of AirTel Magic. The genre of this new strategy & campaign is Hindi cinema led. The “Mumkin hai” value proposition will help us expand the market and gain a higher percentage of market share in the process. The spirit of romance. The brand ambassadors Sharukh Khan and Kareena Kapoor embody this ‘can do’ or “Mumkin Hai” spirit (infact that is the reason they were selected as brand ambassadors). Where Sharukh Khan. Sharukh rose from a TV actor to become India’s top film star and national heartthrob. The new TV campaign of AirTel Magic crafted in the Hindi film idiom.
made possible and a victory of the heart is won). brand positioning & brand slogan is an outcome of an extensive nationwide research and is an integral part of AirTel Magic’s new multi-media campaign. B & C. The new strategy aims at correcting the perception that the mobile category is useful mainly for ‘business’ or ‘work’ related scenarios.any pre-paid card brand gives such freedom to recharge any value • A combination of the film genre exposed through the TV medium 49 . The new strategy. PHASE III Bharti used AirTel Magic to build a strong value proposition and accelerate market expansion through India’s first national pre-paid card TV brand campaign • First time ever in India . The estimated addressable market of such customers in the next two years is around 25 million in AirTel’s 16 states. The strategy & new brand campaign is targeted at the large untapped base of intending mobile customers from Sec A. The campaign has been created by Percept Advertising.
ambitions & aspirations instantly possible. (Rs.At a amount of your choice you can recharge your account with available validity time . letting you befriend the world and opening up new horizons. The new campaign for AirTel Magic is all about empowering millions of Indians to be on top of their lives. Servi Amount ce (Rs. The value proposition is centered around a person’s desire to make all his / her dreams. The new brand slogan ‘Aisi azadi aur kahanhas been specially created to capture this effectively. Indeed. The brand is positioned to be relevant to the mass-market who want to make all their dreams.designed to connect with the masses of India • Youth based . hopes & desires come alive… instantly . anything that you think is possible is possible with AirTel Magic.‘Aisi azaadi aur kahan?” come alive • Sharukh Khan makes ‘everything in life possible’ AirTel today unveiled its strategy for market expansion with the launch of it’s new AirTel Magic pre-paid card brand campaign – ‘Magic hai to Mumkin hai’.romance driven strategy platform makes the value proposition of AirTel Magic . .) Tax Processin g Talk Validi ty (Day 50 Time Fees(Rs.) .Improving productivity. It gives you the freedom to control your life in a way never possible before.
63 183.74 88.26 11.44 67.11 350 405.59 65. 150 150 150 150 150 150 150 150 150 150 150 150 150 150 150 Fees(Rs.44 5.36 Tax ( Rs.89 112.33 146.78 400 29.04 525 38.15 567.56 7.19 115 123.(8%) 54 60 75 100 125 150 175 200 216 225 250 275 300 4 4.44 650 48.) (8%) ) 324 24 350 25.85 775 57.96 14.15 700 51.) (8%) ) 850 62.67 18.63 425 31.81 16 16.56 498. s) 30 30 30 30 30 30 30 30 30 30 30 30 30 30 (Day 60 51 .81 312.04 s) 25 30.52 20. ) 150 637.07 30 183.96 (Rs.96 336.59 580.22 220.48 475 35.74 (Rs.56 5 44.41 800 50.37 22.41 9.67 375 27.11 12.) s) 150 174.93 360 26.52 289.78 Talk Time 5 5 5 10 10 10 10 20 20 20 20 20 Validi ty (Day (Rs.56 451.22 Servi Amount ce Tax ) 25 25 25 25 50 50 50 50 85 85 85 85 85 Processin g Fees(Rs.89 540 40 600 44.19 500 37.37 243.33 197.04 135.48 169.
37 300 4329.41 366 9000 666.11 150 1238. • To make the service simpler for customers using roaming facilities.67 150 683.33 366 9999 740.63 366 6000 444. food services and cinema amongst others.33 60 1000 74.89 60 1800 133. Airtel has devised common numbers for subscribers across the country for services like customer care.11 60 1300 96.67 300 8033.59 300 7107.56 366 7000 518.85 60 2160 160 150 1850 60 3000 222.44 300 5255. Working on the above game plan Bharti is constantly coming up with newer product offerings for the customers. The focus.33 150 1516.PROCESSING FEE SERVICE TAX Other Brand Building Initiatives:The main idea is to stay ahead of competition for at least six months.7 150 1146.3 60 1500 111.22 150 2627. is to offer better quality of service.3 150 1053.900 66.52 300 6181. 52 .78 60 5000 370.67 60 2000 148.7 60 1400 103. • It will also launch a unified billing system across circles so.07 150 775.15 150 1701. of course.89 150 961.33 366 YOUR TALK TIME = MRP .67 300 8958.48 366 8000 592.93 60 1080 80 150 850 60 1200 88.
the company is also working on a loyalty program. • Bharti expects that most of its new customers (one estimate is that it would be 60 to 70 per cent of the total new subscriber base) would come from the pre-paid card segment. but the facility would be limited to the region in which they buy the card. To ensure that customers don’t migrate to other competing services (which is known as churn and ranges from 10 to 15 per cent of the customer base every month). So. for the first time for a cellular operator. it will provide real benefits to customers.customers moving from one place to another do not have to close and then again open new accounts at another place. a storehouse of 40. • To assist customer care personnel to deal with subscriber queries. has decided to offer roaming services even to its pre-paid customers. This will offer subscribers tangible cash benefits depending upon their usage of the phone. they must be given value-added products and services which competitors don’t provide. The idea is to create an Airtel 53 .000 frequently asked questions and their answers have been stored on the computers. • The loyalty program will not be only for a ‘badge value’. • Bharti.
• Pre. A key area is to increase the number of activation centers. In comparison. The cost per picture is between Rs 5 to Rs 7. • Bharti is also aware that it has to make owning a ready-to-use cellular service much easier than it is today. First. all within 15 to 20 minutes. one 54 . • Another key area which Bharti is concentrating its attention upon is a new roaming service launched in Delhi under which calls of a roaming subscriber who is visiting the city will be routed directly to his mobile instead of traveling via his home network. Now activation can be done by all of them. Unlike post-paid. Earlier Bharti had 250 Airtel Connect stores which were exclusive outlets (for its services) and about 250 Airtel Points which were kiosks in larger shops.paid cards are really catching up with the mobile phone users and it is actually helping the market to increase. they are easier to obtain and convenient to use.community. • The company also offers multi-media messaging systems under which customers having a specialized phone with a in-built camera can take pictures and e-mail it to friends or store it in the phone. the competition takes two to four hours. and not only by Connect outlets.
Bharti is focusing on two factors to make pre-paid cards more attractive. Keeping the entry cost low for consumers and making recharging more convenience. • Bharti is in the process of launching a new system in alliance with Mumbai-based company Venture Infotech which will enable a pre-paid card user to renew his subscription by just swiping a card.need not pay security deposits for picking up a pre-paid card. the game is now moving beyond price to expanding distribution reach and servicing a well-spread-out clientele with technology and strategic alliances. to reach its Magic pre-paid cards to subscribers' doorsteps. mobile 55 . As befits a fast-moving consumer service. The system will not only save users the hassle of going out and buying a card every time it expires but also enable mobile companies to reduce the cost of printing and distributing cards. Apart from improving the convenience of recharging.' a company delivering food at home. The company is also joining hands with local grocery shops which will enable users to recharge their cards by just making a phone call to the shop. • Bharti Televentures has tied up with 'Waiter on wheels. It is often available even with paanwalas.
The company is constantly innovating to enhance the value proposition for its pre-paid service. customers can also call CareTouch for bill payments at free of cost. CareTouch. • Bharti Cellular has also launched a special service. Dedicated ‘CareTouch’ executives are expected to assist customers with any service on priority basis. Customers can dial 777 and enjoy a slew of services. Bharti Cellular is offering a range of services without going through an interactive voice recorder ensuring that they save time. for high-value. single-point access for any assistance they require. the first ‘on-air’ SMS based interactive music dedication show exclusively for AirTel and 56 . which includes easier payment of bills. corporate customers. and value-added services without any additional paper work. • AirTel presented MTV Inbox. They are leveraging technology to expand their distribution network and deliver round-the-clock recharge options to its MOTS (Mobile On the Spot) subscribers. service on priority basis. Besides the regular proactive reminder calls for bill payment.operators are beefing up their distribution channels. providing them with instant.
Both brands joined hands to target the high growth youth segment. Highly interactive VJ based show with real-time feedback mechanism.AirTel Magic customers. 57 .
and then reacting in “real-time” are essential to attract and retain customer loyalty — a key element of creating brand equity in the present situation. Unflinching orientation to customer needs is the second key success factor. too many companies mistakenly allocate a disproportionate amount on mere advertising and promotion. at the same time. Pro-active tracking of shifts in consumer behavior. As far as allocation of time and financial resources are concerned. becoming more individualistic in their needs and far more demanding with the passage of time.Bharti’s View on its Branding strategy:First. Customers (be it for industrial products or consumer goods and services) across the world are more informed and. brand building efforts in today’s context have to be seen in a more holistic manner. Customizing the product (and communication of its benefit) to meet the specific needs of various consumer/customer sub-segments is the third element in creating brand appreciation. anticipating redefined or emerging customer needs. This is not to say that advertising and 58 . Delivering value on a sustained basis is perhaps the most potent key to build a brand that lasts.
production. not only will the cost of building a regional or a national (or an international) brand will continue to rise but also the time taken to do so will be longer and will need sustained and focused efforts. This can be the beginning of a virtuous cycle wherein brand equity continues to increase as the enterprise sustains delivery of an appropriate product or service at an ever increasing value. and delivery operations for the product itself. the enterprise itself becomes more competitive. On the contrary. crucial to note that in the years to come. however.promotion are less relevant. businesses need to budget for an increasingly higher spend on their brand promotion but this has to be undertaken in tandem with enterprise-wide “reengineering” of the business philosophy and core design. with more choices and higher media clutter. 59 . It is. The positive spin to this argument is that by first addressing the fundamentals.
Findings and Analysis 60 .
OCCUPATION 10% 20% AGE GROUP 15% 15-21 15% 28-35 20% FINDINGS AND ANALYSIS Age Group Graph 55% As we can see from the above graph. Tele callers etc. The next age group are the people who are 28-35 years old. the people who are in the age 21-28 STUDENTS of 21-28 years are the ones who are the maximum users of EXECUTIVES HOUSEHOLDS OTHERS group mobile phones. They are 65% of the total people who were interviewed. So. And the next age group is the youngest generation who are 15-21 years old. This segment is the one which gives maximum 65% business to the mobile operators. Occupation Graph As the above graph shows that 55% of the total people interviewed are working. They are the young executives. They are 20% of the total. small units 61 . They are those who are at home or have small business units etc. This segment constitutes the young executives and other office going people. The next category is the households. They are 15% of the total interviewed people. who require mobile for their official purposes. They are school and college going students and carry mobile phones to flaunt. managers. who are either housewives. these people are the ones who are the maximum users of mobile phones.
of people who are using Airtel. that could be one of the reasons of such a low percentage. 15% people had Idea connections. 10% of the people were fully dissatisfied with the customer services of Airtel.CUSTOMER SATISFACTION LEVEL SERVICE PROVIDER 10% 20% 5% 15% which operate from their homes etc. They are the ones who have the maximum share in the market but they are lagging behind in the customer services. He can even switch over his brand. 60% of the people are dissatisfied with the customer services provided by Airtel. It seems that people are more aware of Airtel than any other brand. 305 of the people interviewed had Hutch connections. The next segment is the students. 20% of the people 62 . As it came very late in the market when Airtel had established it self very well. They are 20% of the whole . Customer Service At Airtel Graph As the above graph clearly shows that customer services at Airtel seems poor. And 10% of 10% 30% the whole is a category who are the professionals. The next popular brand was Idea. They are 15% of the whole. So. The next popular brand is Hutch. 60% FULLY DISSATISFIED 50% PARTIALLY FULLY DISSATISFIED Service Provider Graph IDEA AIRTEL HUTCH OTHERS The above graph shows a slice of 50%. The remaining 5% had trump connections. These are the total no. This could leave an impact on the mind of the consumer.
And the remaining 12% had an expense more than RS 1000. Airtel should make sure that Magic is available in each and every nook and corner of the market. Type Of Card Graph CASH CARD 85% Rs 600 Rs 450 Rs 200 64% Cash cards seemed quite popular among the people interviewed.TYPES OF CARDS SIM CARD seemed partially15% satisfied with the customer services and only 10% 24% Monthly Expense seem to be fully satisfied with 12% Airtel’s customer services. they could the ones having sim connections or having cash cards and having a lot of business calls on 63 . 24% people spend RS 300 per month as their monthly mobile expense. which is a very small amount. 85% of the total mobile users were having cash card connections. Monthly expense graph People on an average spend RS 500 per month as their mobile phone expense. 64% people spend this amount. This means that the cash cards should be easily and readily available in the local markets. 15% of the people were having sim connections which is the regular bill.
in order to get the answer for this question they were first explained the concept.AWARENESS OF WLL WLL AWARENESS ABOUT PLAYERS TATA INDICOM 15% their mobiles. NO 45% RELIANCE 85% YES 55% Awareness About WLL Graph WLL seemed to be a new word for many of the people. As Reliance had done so much advertising and has it banners 64 . Only. Awareness of WLL Players Graph Reliance was the brand which was popular amongst the interviewed people. So. 55% people knew what WLL is all about. 45% of the people were not at all aware of such a technology.
this could be one the reasons of its popularity. Now when I compared Airtel with its competitor from the point of view of the consumer I found that on the basis of Tariff plan. So. Airtel has a hold in the market because it has the maximum no. because of less promotions done by them as compared to Reliance.and hoarding spread all over Delhi. As far as WLL is concerned people are aware about it but not many people are aware about Tata. value added services and billing accuracy Airtel is at par or ahead of its competitor but in the case of customer care and availability they lag behind there competitors. 500 as their mobile expense. Possibly. On the basis of analysis of the questionnaire I have found that the maximum no. of people who use mobile phones are in the age group of 20 to 28. of prepared cards than post paid cards. Tata was hardly a known brand in this new field. who are the young executives and other office goers. There are more no. so it must improve upon it customer services. People at this point of time are not interested to switch over 65 . They spend a maximum of RS. The mobile users want to spend money side by side than to spend money at the end of the month on a big bill. of connections. As. They only Know more about Reliance.
from GSM to WLL. 66 .
Suggesti ons 67 .
* Catalogues should be distributed among customers. PCO & general stores. 1. PLACE * The brands must be made available easily in. PROMOTION *Company must undertake extensive promotional activities like advertisements must be released in different Medias to create brand awareness. Its demand should be increased. Sales promotion tools like gifts. in terms of quality. 68 .SUGGESTIONS Following are the few suggestions to AIRTEL for improving the market share and image of the products concerned. 3. contests and coupons must be given to retailers as well as customers and prospects. 2. *Free samples should be distributed among the prospects. PRODUCT *Modification must be brought about in AIRTEL.
SWOT Analysis 69 .
• Increase in advertisement spends affect the company’s margins. • It has a clear and well-defined organization structure and limits of financial authority. Weakness: • Little efforts over the Advertising of products. superior quality products and an enviable distribution network. hence can’t compete in low price 70 . • It has a strong brand name. • The company‘s bottom line falls victim to the bloated and highly paid workforce. • Premium priced products. • Distribution channel is not accurately categorized. which affects its margins.SWOT ANALYSIS Strengths • Being one of the largest companies in India the company has achieved a degree of focus in its core business of its products.
• Company’s major raw materials are influenced by government policies / controls as well as vagaries of the monsoons. Opportunities: • The company's financial performance can receive a major boost from its cost reduction efforts. Threats • The slowdown in the economy has restricted topline growth of most FMCG majors and for Airtel also it will be difficult to maintain historical growth rates in such a depressed scenario. • There is a lot of scope of product and market diversification. • Exports of products will also have huge chances in the coming years. Fluctuations in the prices of raw materials would have 71 .segment. • No separate strategy for rural market. Rural penetration too holds vast potential to bring about growth. • Airtel’s business has ample scope for gaining market share from the unorganized sector.
72 . Moreover.significant impact on costs and margins of the company. inordinate hike in Broad Band Internet products would also increases company’s production and distribution cost.
RECOMMENDAT ION 73 .
RECOMMENDATION I have made following recommendation to the company after doing the summer training there: • The company should modify its credit policy as they only target the cash paying customers who are not easy to trace. • The company should offers such rate in the market so 74 . • The company should makes its marketing strategy flexible enough in order to face competition. • The company should emphasis more on the quality of Pharmaceuticals Products it was mostly claimed by the exporters that their receipts from company doesn’t matches with the sample’s quality shown before giving orders. as it has been recommended by exporters to make the delivery on time. • The company should keep an eye on the proper delivery of the goods to exporter on time. • The company rate policy must be flexible enough to catch new customers because if company offers lower price to a new customer then he may continue buy the goods and can be a permanent customer for the company.
The company should take the opinion of exporters from time to time to know what problems they are facing from the company’s side? And if any change they require in present supplying condition? 75 .that it may able to catch a biger market share and it should be able to compete with the local traders and commission agents while having a brand name.
LIMITATI ON 76 .
Lack of proper information and experience also because 77 . Some retailers/wholesellers refuses to cooperate with the queries. 5. on many occasions the respondent groups gave us a cold shoulder. Money played a vital factor in the whole project duration. Lack of time is the basic limitation in the project. 4. The following points in this direction would add to our total deliberations:- 1. 6.LIMITATIONS No project is without limitations and it becomes essential to figure out the various constraints that we underwent during the study. 3. During the study. which was being studied. Some retailers/wholesellers gave biased or incomplete information regarding the study. The respondents from whom primary data was gathered any times displayed complete ignorance about the complete branded range. 7. 2.
78 .hurdle for me. 8. Some retailers did not answer all the questions or do not have time to answer.
CONCLUSI ON 79 .
Cash cards are the most popular type of mobile connections. I can conclude that Airtel lagged behind its competitors as far as customer service and availability is concerned. it tries its best to understand the need of its important customer. As Airtel is the only company having the maximum no of mobile connections so it must seriously look into the loop holes of the existing customer service department.CONCLUSION After analyzing the findings of the research. The maximum no. As we know that now airtel has already launched its product with logo “’ Aisi azaadi aur kahan”’ has already became popular in market. 80 . Maximum no. of people spend RS 500 on their connections. So we can say that inspite of so many competitor in the market Airtel is having a good position just because every time. as they are consumer friendly and recharging the connection is not a problem. of people who use the mobile are in the age group of 20 to 28.
BIBLIOGRAPHY 81 .
com www. All the material detailed below provides effective help and a guiding layout while designing this text report. 2004) 82 . while finalizing and for analyzing quality problem in details the following Books.BIBLIOGRAPHY In this project report.airtelworld. Websites: www.google.com Magazines: Airtel (2 July to 10 July 2004) Airtel India page of HT paper (Thursday 1December 2004) Cowards India (26 December to 4 Jan.india.com www. Magazines/Journals and Web Sites have been referred.
Question naire 83 .
which Brand you. Q.3 Among them. I am a student of MBA of Krishna Institute of Engineering & Technology. Ghaziabad.1 For how long you have been using Airtel Product? Please give your precious time for 0-2 Years 2-5 Years 5-10 Years More than 10 years Q. filling these details. prefer most? Idea Hutch Airtel Q.5 Do you collect any information search before making purchase? Yes No. 84 .2 Are you using other product instead of Airtel? Yes No Q. 4 How would you rate the experience with Brand? Excellent Good Average Idea Hutch Airtel Below Average Q.QUESTIONNAIRE Dear Sir/Madam. doing my summer training project on consumer behavior from Airtel.
which Brand will you go for and why? ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ 85 .8.9 If you have to purchase a new connection or product in near future. 6. which sources are used? Magazines Dealers Sales Executives Operators reference Pamphlets and catalogue Reference from friends and relatives Any other Q.least) Brand credibility Price and Discount After sales services and parts.Q.7 What are the features you look for in a product before making purchase decision? Give preferences (1-Highest. Which of these marketing / sales schemes attracts you while purchasing any connection? Good Network Discount scheme Service package Any other Q. network Value for money Vehicle performance Add on features or ergonomics of design Q.6 If yes.
Q.11 How would you rate Airtel performance as your expectation on 5 points scale (5 Highest) 1 2 3 45 After Sale service Maintenance Product as per expectation Q.12 What are you suggestions for improving the product quality.10 Are you aware of various promotional activities being run by Airtel. service availability and parts availability? ___________________________________________________ ___________________________________________________ ___________________________________________________ ___________________________________________________ 86 . if yes then how? Are you satisfied with these promotional activities? Very Satisfied Somewhat Not Satisfied Satisfied satisfied Customer Care By Ad Films By Camp 24 hrs call center services Q.
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