A PROJECT REPORT ON “STUDY OF MARKETING STRATEGY USED AT AIRTEL FOR CUSTOMER SATISFACTION” SUBMITTED TO UNIVERSITY OF PUNE IN PARTIAL FULFILLMENT

OF BACHELOR IN BUSINESS ADMINISTRATION (BBA) SUBMITTED BY GAURAV PATHAK TYBBA (MARKETING) MARATHWADA MITRAMANDAL’S COLLEGE OF COMMERCE DECCAN GYMKHANA, PUNE: 411004

IINDEX NDEX
TITLE ACKNOWLEDGEMENTS OBJECTIVE OF THE PROJECT HYPOTHESIS METHODOLOGY CHAPTER 1: INTRODUCTION : ROLE OF MARKETING IN CUSTOMER

1 2 3 4 5

6-7
SATISFACTION AN INSIGHT INTO THE WORLD OF AIRTEL ORGANISATION STRUCTURE 1 ORGANISATION STRUCTURE 2 PRODUCTS AND SERVICES OF AIRTEL MARKETING STRATEGIES OF AIRTEL GROWTH OF AIRTEL AWARDS FOR AIRTEL

8 - 13 14 15 16 - 20 21 - 23 24 - 27 28 - 30

FUTURE PROSPECTS OF AIRTEL CORPORATE RESPONSIBILITY CHAPTER 2 : REASONS FOR SELECTING THE TOPIC PURPOSE OF QUESTIONNAIRE CHAPTER 3: APPENDICES: QUESTIONNAIRE ( FOR EMPLOYEES) QUESTIONNAIRE ( FOR CUSTOMERS) CHAPTER 4 : STATISTICAL DATA DATA INTERPRETATION CHAPTER 5: TESTING OF HYPOTHESIS CONCLUSION / FINDINGS CHAPTER 6: BIBLOGRAPHY / REFERENCES

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37 38

39 - 41 42 - 44

45-49 50

51 52

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It is them.B.Y. B. Sharmishtha Joshi who has helped me a lot without whom this project would not be completed . and guided me in completion of this project. I would like thank my parents and .Acknowledgement Acknowledgement It gives me immense pleasure to thank everyone who has helped . supported. Finally. without whom the project would not have been completed. Thus I would like to thank the following persons: The extremely co operative customers of airtel who provided their valuable feedback and helped in survey I really would like to thank the student of T. and Above all family and God.A .

 To study the growth of Airtel  To study future plans of Airtel .Objective of the project Objective of the project  To study the marketing strategies of Airtel  To study the role of marketing strategies in customer satisfaction at Airtel  To study the role of marketing strategies at Airtel to create new customers and retain existing ones.

The hypothesis for the project is as follows:  Airtel is adopting many marketing strategies to increase its customer base  Inspite of the growth of Airtel .Hypothesis Hypothesis Hypothesis is a tentative generalization the validity of which remains to be tested. . a certain section of customers at Airtel are dissatisfied due to network problems and lack of co-operation from Airtel‘s customer care executives.

.  Questionnaire: Questionnaire is used to collect information from respondent.e. the information is not taken from any material source.  Survey technique: Survey research method is technique of investigation by direct observation/respondent or by systematic gathering of data from population. In this study consist of both close ended & open-ended questions. The survey for this project involves sampling technique at different outlets of Airtel. research papers.  Secondary data: It involves collecting information from sources such as books.Methodology Methodology The methodology used for this project is:  Primary data : Collection of Primary data refers to the first hand information i. internet. The secondary data used for this project consists of the above material. magazines. The preparation of this project report involves conducting survey in different outlets of Airtel.

It should include market research. In addition.Role of Marketing in customer satisfaction Role of Marketing in customer satisfaction It takes careful planning and a comprehensive understanding of the marketplace order to develop a business strategy that will ensure success. should be identified in a well-prepared marketing plan. Often. so that the respondents don't have to pay for the privilege of helping you. and the budget needed to attain positive results. a telephone survey. The most successful businesses have undoubtedly started with a marketing plan. A consumer probably won't voluntarily fill out and mail back a long questionnaire without an incentive. with a total length of no more than two pages. These factors. budget. Marketing fulfills a vital function. competition. A good plan will outline how a business can attract and retain customers. the product or service being sold. the target customer group. Market Research : An effective marketing plan begins with conducting market research. This will provide relevant data that will help you solve any potential marketing problems. A business owner must be familiar with the business's customer base. and advertising and promotion. how it will compete against its competitors. and others. business location. or by conducting a focus group. as well as the strengths and weaknesses of the business's competitors. the three most pragmatic ways to conduct market research are by using a direct mail survey. be sure to keep your questions short. If your budget is . If using a direct mail survey. you should include a postage-paid envelope.

also for the satisfaction of customers. if there are competitors in your area and. envelopes. in that you don't have print or mailing costs. if so. postage. and any incentives used. Phone surveys are usually the most cost-effective manner in which to conduct a survey. send a reminder about two weeks after the initial mailing. and have a better chance of getting an individual to respond than if you simply mail a survey. how successful they are in the marketplace.e. phone charges. and usually has the least favorable response rate. if there is a demand for your product or service. . No matter what type of market research you do. selling and marketing the products not just for the purpose of increasing earnings or profit maximization but. Customer satisfaction can be achived by adopting proper marketing trategies and giving due consideration to the customers i. with the printing of direct mail pieces. and preparation of the questionnaire. Keep in mind that direct mail is probably the most costly form of research. your focus should be on gathering enough information to determine who your potential customers are. The main costs are the interviewer's fee.sufficient.

Its contribution in GDP is 2. Indian telecommunication sector has undergone a major process of transformation through significant policy reforms.8% in developed economics. Worlds most affordable color phone made in India–$27. It is increasing at the growth rate of 45% in recent years. India is 4th largest in Asia after china. India is leading SMS user following Philippines. particularly beginning with the announcement of NTP 1994 and was subsequently reemphasized and carried forward under NTP 1999. Indian telecom market is 3rd largest in the world after CHINA & USA . It has achieved a phenomenal growth during the last few years and is poised to take a big leap in the future also. It is one of the prime support services needed for rapid growth and modernization of various sectors of the economy. What is telecom? Systems used in transmitting messages over a distance electronically or the branch of electrical engineering concerned with the technology of electronic communication at a distance.1% as compared to 2. Driven by various policy initiatives. Japan and South Korea. World fastest growing telecom market -8 million plus subscriber addition per month. World cheapest handset was made in India –US$ 17.ANALYSIS OF TELECOM SECTOR Introduction. Millions of mobile phone is sold in a weak. The telecom services have been recognized the world-over as an important tool for socioeconomic development for a nation.42. the Indian telecom sector witnessed a complete transformation in the last decade. Status of Telecom Sector: 621 million connections as on 31st march 2010. India is 5th largest in world.2 now plans web enabled phone at US$ 12.

Apart from the four metros.Uttar Pradesh (W). Jammu & Kashmir.19 telecom circles and 4 metros. the country is broken up to in to 23 service areas . Uttar Pradesh (E).Andhra Pradesh. Gujarat. Maharashtra. Kolkata. Rajasthan. Punjab. Orissa As such.Metros. Tamil Nadu  Circle B – Haryana. Circle B and Circle C. B & C). Mumbai  Circle A . Madhya Pradesh. These are further segregated as follows:  Metros – Chennai. Kerala. . Himachal Pradesh. Circle A. North East. based on their economic development. with Circle A being the relatively more developed regions while Circles B and C are the lesser developed regions.INDIAN MARKET SEGMENT The country is broken into 4 segments. West Bengal and A & N Islands  Circle C – Assam. Bihar. Karnataka. Delhi. the Indian states/regions have been divided into three circles (Circle A.

the scenario completely changed. In addition. Five years later. While factors such as favourable demographics and higher disposable income are reasons for strong growth in the lesser developed states. Circle B and Circle C had a share of 37%. 28%. one cannot ignore the fact that the low cost of services (lower average revenue per user charged by the telecom companies) coupled with low handset costs have added to the growth in subscriber base. Circle B. Circle A.At the end of 2003. telecom operators have entered and increased focus on less developed and rural markets in recent times vis-à-vis metros and bigger cities. Metros now have a share of about 15%. Circle C have a share of about 36%. . while Circle A. metros had a share of nearly 32% in the country‘s total GSM subscriber base. On the other hand. 37% and 13% respectively. and 2% respectively.

..5 MILLION 84 5 MILLION 83.3 MILLION 20 3 MILLION 5.01 MILLION 60 01 MILLION 51.2011 INDIA-671.....2 MILLION 100 2 MILLION 84.8 MILLION 51 8 MILLION 20..6 MILLION 83 6 MILLION 60.36 MILLION 127 36 MILLION 100.6 MILLION 3 6 MILLION ..69 million COMPONY NAME COMPONY NAME BHARTI AIRTEL BHARTI AIRTEL VODAFONE ESSAR VODAFONE ESSAR RELIANCE COMMUNICATION RELIANCE COMMUNICATION BSNL(STATE OWNED) BSNL(STATE OWNED) IDEA CELLULAR IDEA CELLULAR TATA TELECOM LTD TATA TELECOM LTD AIRCEL AIRCEL UNINOR UNINOR MTNL MTNL VIDEOCON VIDEOCON MARKET CAP IN MILLION MARKET CAP IN MILLION 156 MILLION 156 MILLION 127.15 MILLION 5 15 MILLION 3..List of Top Ten Telecom Companies in India As on january.

TOP 5 TELECOM COMPANIES OF WORLD RANK RANK 1 1 2 2 3 3 4 4 5 5 COMPONY NAME COMPONY NAME CHINA MOBILE CHINA MOBILE VODAFONE GROUP VODAFONE GROUP TELEFONICA TELEFONICA AMERICAN MOVIL AMERICAN MOVIL BHARTI AIRTEL BHARTI AIRTEL SUBSCRIBERS SUBSCRIBERS 522mln 522mln 333mln 333mln 202mln 202mln 201mln 201mln 179mln 179mln .

disputations and public interface should be taken care of at the earliest possible time. of India with the aim to accelerate India's growth in export production and international market formulated it. that is. The national telecom policy covers the following objectives: Telephone should be made available everywhere which will be in need of it. all the people should be able to enjoy the telecom services at low-priced range. The national telecom policy as has been designed by the government of India also ensures foreign direct investment and exhilarating domestic investiture. . This policy has been effective from 1994 and the Govt. This national economic policy of telecom department demands superior quality telecommunication services and therefore the development of telecom services are to be given the utmost importance to attain the peak of success. The telecom services should be of global standard and all the grievances from consumers. All the villages should be entitled to universal telecom services. India being one of the largest Country should encompass a major manufacturing unit as well as exporter of the telecom products across the globe.GOVERNMENT POLICIES The government of India has adopted a new economic policy for the telecommunication market in India.

The following sectors in the telecommunication department should be licensed: All the telecommunication or telegraphed services should be licensed that might cover any geographical region by using any kind of technology: .The telecom department is also responsible for the security issues of the country Policy Initiatives by Govt. of India in the Telecommunication Sector also include the new telecom policy which was formulated by the government of India in 1999 has been designed by the government of India with the aim to create an ambiance that will attract foreign direct investment and will also permit infrastructure for communication purposes by making investments on technological development.

India‘s largest mobile operator with 156 million customer‘s captures the maximum market share in telecom sector. Operating in 19 countries it has almost 360 million subscribers in the world making it the 5th largest operator world wide. .CURRENT POSITION BHARTI AIRTEL.

31% 0.80% 0.66% AIRCEL UNITECH MTNL SISTEMA LOOP VIDEOCON STEL HFCL ETISALAT .21% 0.41% 17.46% 0.0.82% 0.11% 0.50% BSNL TATA IDEA 0.00% AIRTEL RELIANCE VODAFONE 21.44% 11.56% 10.95% 6.44% 17.84% 11.

(Long Distance) and Bharti Broadband Networks Ltd. Bharti Telenet Ltd. cellular. BTL entered into technical collaboration with Siemens AG(Germany) for manufacturing electronic push button telephones. it also entered other telecom circles. BTL also signed an agreement with Takacom Corporation (Japan) for manufacturing telephone answering machines.An Insight into the World of Airtel An Insight into the World of Airtel Sunil Bharti Mittal (S. Bharti entered the cellular market by launching services in Delhi. In the same year. he entered the telecom business by establishing Bharti Telecom Limited (BTL) that manufactured telephonic equipment. In 1985. In the early 2000s. The flagship services of the Bharti group included Airtel (cellular). V-SAT and Internet services.B. (Broadband Solutions). These were Bharti Cellular Ltd. (Access). Bharti Telesonic Ltd. Mantra (Internet Services) and Beetel (telephone instruments). Bharti invested heavily in the acquisitions and alliances to expand its cellular market in India. offered various telecom services such as fixed line. Over the next few years. As a part of this. In 1992. a part of Bharti group. (Cellular). The group entered the telecommunication (telecom) industry during the early-1990s (Refer Exhibit I and II for a note on the Indian cellular telephony industry). Bharti acquired JT Mobile . BTL tied up with leading telephone equipment manufacturers from countries such as South Korea and US. Bharti Tele-Ventures. Mittal) laid the foundation of the New Delhi based Bharti Group in the 1970s with a small bicycle-parts business. The operations of Bharti Tele-Ventures were run by four wholly owned subsidiaries. Over the years.

Initially confined only to the Delhi circle. subscribe to various value-added services and pay their mobile bills. Kerala. in late-1995. Call waiting and Information services .(Andhra Pradesh and Karnataka). Through the Airtel brand. Bharti launched Airtel as a post paid cellular service in Delhi in November 1995. Over the next few years. get new connections. The company was the first to provide roaming cellular services and other value-added services such as Smart mail. Delhi. Chennai. This was made possible due to its innovative marketing strategies. . SkyCell(Chennai) and Spice Cell (Kolkata). It was the first cellular operator to set up cellular showrooms. Bharti set many benchmarks for the Indian cellular industry. The company opened its first showroom ‗Airtel Connect‘ in Delhi. Fax. Tamil Nadu. new value added service offerings and efficient customer service. Maharashtra. Airtel‘s services were soon extended to many other places. Andhra Pradesh and Karnataka. continuous technological upgradations. It also entered into collaborative agreements with BPL to gain seamless access in Mumbai. the company redefined the way cellular services were being marketed in the country. It even announced plans to acquire Usha Martin. Airtel Connect was a one stop cellular shop where customers could purchase handsets. Bharti was also the first cellular company to install a second mobile switching center in April 1997. the leading cellular service in Kolkata. Call hold.

Thus. it was not very easy for the company to build Airtel brand. It also provided them with information regarding cellular services and the features of handsets manufactured by various companies. which could afford the rates. Airtel was also positioned in the premium category.20 for landline communication. . the strategy might not have worked as the value delivered by cellular phones during that phase did not match the cost. The tariff rates charged by the government were quite high. Though industry observers felt that this limited its market and that Bharti could have focused on increasing customer awareness (by explaining to them the various advantages of cellular phones). along with their price. all players targeted the premium sector. Bharti thought otherwise. On account of such initiatives. and won the ‗Techies‘ award for four consecutive years (1997-2000). Cellular players has little choice but to impose high call charges on their customers.Bharti was the first company to launch an online e-commerce portal that enabled customers to make online payments. aimed at the elite class of the society. As per a company source. However. during the late-1990s. Airtime rates were as high as Rs 16 per minute as against Rs 1. Airtel was named the ‗Best Cellular Service‘ in the country.

with AXA.293. fixed line.000 fixed line and 119.673..700 mobile. Bharti has been one of the most prominent companies in telecom with interests in cellular. India‘s largest integrated and the first private telecom services provider with a footprint in all the 23 telecom circles. broadband & telephone services (B&T) & enterprise services. – ‗FieldFresh Foods Pvt.000 customers—nearly 2. world leader in financial protection and wealth management.mobile services. It has over 2.‗Bharti AXA Life Insurance Company Ltd. Allll tthese serviices are proviided under tthe Aiirttell brand. 261. Bharti also has a joint venture .for global distribution of fresh fruits and vegetables. Ltd‘ .Airtel comes to you from Bharti Airtel Limited.000 Internet customers. A and national & international long distance services to carriers. Bharti Teletech is the country‘s largest manufacturer and exporter of telephone terminals. hese serv ces are prov ded under he A r e brand Bharti Telenet needs no introduction. and Internet access.‘ . Bharti has a joint venture with ELRo Holdings India Ltd. Bharti has recently forayed into the retail business under a company called Bharti Retail . The Enterprise services provide end-to-end telecom solutions to corporate customers . Bharti Airtel was recently ranked amongst the top 10 best performing companies in the world in the BusinessWeek IT 100 list. Bharti Airtel since its inception has been at the forefront of technology and has steered the course of the telecom sector in the country with its world class products and services. With brands like 'Airtel' and 'Magic' in the cellular space. The businesses at Bharti Airtel have been structured into three individual strategic business units (SBU‘s) . The mobile business provides mobile & fixed wireless services using GSM technology across 23 telecom circles while the B&T business offers broadband & telephone services in 94 cities.

connectivity to Internet Services. Registered as Telecom Seychelles Limited and operating under the brand name of Airtel. Bharti has created a significant position for itself in the global telecommunications sector. Maritime Telecom Services (INMARSAT) and International Collect and Credit Card calling. many international players such as ‗Orange‘ announced plans to enter the Indian market. Bharti Enterprises has successfully focused its strategy on telecom while straddling diverse fields of business.Airtel has always been at the forefront of innovation and change in the Telecom sector in Seychelles. The global telecom . the premier GSM operator in Mauritius. During the late-1990s. Bharti's partners in Airtel are Emtel. Dominating the market with its service and customer commitment . some private investors. It also has an MoU with Wal-Mart for the cash & carry business. International Roaming. PSTN (Fixed Lines). From the creation of 'Airtel'. one of India's finest brands. Ltd. to becoming the largest manufacturer and exporter of world class telecom terminals under its 'Beetel' brand. Fax and Data.Pvt. the company is licensed to offer comprehensive telecom services including GSM Cellular.

In the light of these changes. Bharti realized the need for repositioning Airtel to increase its market share. India being one of the fast developing nations with a vast population base was being seen as a high potential market. In the words of Hemant Sachdev. ―Instead of the valueproposition model. many domestic players also entered the segment. Rather than focusing on the value (delivered by the services). The idea was to become a badge value brand.market was getting saturated and these companies were searching for countries with untapped potentials to increase their markets. Apart from international players. the company chose to address the visual benefits delivered to the customers. Director (Marketing). Bharti Group. we decided to address the sensory benefit it gave to the customer as the main selling tack.‖ . This increased the competition in the sector.

the Sunil Mittal-promoted Bharti Airtel would acquire 49 %stake in South African telecom giant MTN. As per the exploring agreement. The potential value of the Bharti Airtel-MTN deal would amount to $23 billion. . MTN and its shareholders would acquire around 36 % economic interest in Bharti Airtel. If materialized.MERGER AND ACQUITIONS BHARTI AIRTEL WITH MTN on July 31 2010 Bharti Airtel and South Africa's MTN would be India's biggest-ever M&A deal. of which 25% would be held by MTN with the remainder held directly by MTN shareholders while. the two companies have agreed to discuss the potential transaction exclusively by July 31 this year. Bharti would have substantial participatory and governance rights in MTN enabling it to fully consolidate the accounts of MTN. the combined entity would have revenues of over $20 billion and a subscriber base of over 200 million.

a new integrated organizational structure has emerged. responsibilities and reporting relationships of Bharti‘s key team players. with realigned roles. 2006. . this unified management structure of 'One Airtel' will enable continued improvement in the delivery of the Group‘s strategic vision.Organisation Structure – 1 Organisation Structure – 1 As an outcome of a restructuring exercise conducted within the company. With effect from March 01.

2 .Organization Stracture .2 Organization Stracture .

 Call management services: Call line identification (CLI).Dial a service  Sms – based services: Sms games . airtel roaming lite. star peep. 32k sim card. information service.Products and Services of Airtel Products and Services of Airtel  Mobile : Experience total cost control. mobile messenger. mobile chat. text messaging.Call conference . flash and blink sms. airtel roaming. vernacular sms. traffic update.  Voice based services: Voice mail . no rentals and easy billing with Airtel‘s postpaid and prepaid services. net 2 cell. call waiting / hold / divert  Other services: Std / ISD . ringtones and logos. . easy roam east.

have fun and keep in touch with friends and family with Airtel Landline. calling is made more fun & convenient with services and entertainment on Airtel. Experience a world class service and cutting edge technology with Airtel landline and our feature rich Wireless fixed line. Choose any plan that suits your needs. Home phones : Airtel welcomes you to the world of telephony services for your home. You can also get connected to the world of entertainment with a free dial-up connection. With Airtel you get to experience superior voice clarity on our fiber-optic framework more than an ordinary telephone line. What‘s more. Charges are applicable as per the pulse rate.  Broad band services : .

fun.  Send emails and Receive emails instantly : All the emails you've read. redefines your Internet experience. convenient and cost effective  BlackBerry : BlackBerry from Airtel is an 'always connected' wireless solution providing easy and secure access to your email and data. It is fast. India's most preferred high-speed Internet service.Airtel Broadband Services.with up to 32kb downloaded in one go. deleted or moved to a folder will show on both your handset device and your desktop. It uses over-the air technology so there's no need to manually synchronise your message activity. .  Email services Want to access information on your mobile? Airtel brings you Email on the go.You can also create personal email 'distribution lists' and send emails to a predefined group of contacts. You can see more of each individual email .

requirement and suitability. go ahead and talk to your loved ones.0 depending upon the usage patterns.Even if your phone is not STD/ISD enabled.  Wireless internet : . Choose from the options below and stay connected.  Calling cards : Airtel‘s calling card services connect you to the world from India and allow a better way to call back India.  Calling Cards include : Great savings on calling anywhere in India or across the world. These services connect you to your friends and friends in India a cost effective and reliable manner.You can choose from BlackBerry and Windows Mobile 5.

It enables Internet.With Airtel‘s Wireless Internet. anywhere across India. Email. and Office applications with realtimesecure VPN access to corporate applications whilst on the move. Therefore following are the services provided by Airtel        MOBILE HOME PHONE BROADBAND INTERNATE BLACKBERRY EMAIL ON THE GO CALLING CARDS WIRELESS INTERNATE NUMBER PORTABILITY . you have the freedom to access the Internet anytime.

it chose one of the country's most successful music composers. The TVC was a part of the brand repositioning and restructuring efforts for Airtel. Bharti changed . India's largest cellular telephone company released a television commercial (TVC). as part of which. Rahman had been paid Rs 10 million for the campaign.Marketing Strategies of Airtel Marketing Strategies of Airtel In late-2002.R Rahman (Rahman) to promote its brad. A. a sum usually unheard of. which despite using the 'oftrepeated' celebrity endorsement route was unusual in terms of its celebrity selection. The campaign received brickbats as well as bouquets in the media. Airtel claimed to have scored an ace in terms of getting Rahman to compose five exclusive symphonies downloadable as ring tones for Airtel users. The campaign attracted considerable media attention because this was the first time Rahman had agreed to do a television commercial and also because. However. Instead of using the usual movie stars/sports celebrities. both for the selection of Rahman and the TVC's execution. for celebrity endorsers in India. Airtel.

Magic) had top-of-the-mind recall amongst cellular phone users and enjoyed a leadership position in most markets. "Airtel's brand identity and campaign will now have a new younger and international look and feel that builds on the earlier positioning." Manoj Kohli. Kohli said actor Shah Rukh Khan and music director A R Rehman would continue to be AirTel's brand ambassadors.' The company also decided to undertake a comprehensive brand building program for the company and chose the slogan 'Unlimited Freedom' for the same. Commenting on these changes.48 billion and a net loss of Rs 1 billion in the financial year 2000-01. friendliness. said in New Delhi. Bharti Televentures. considering the fact that it was the largest cellular telecom company in the country . "Sachin and AirTel both are leaders having similar values and personality traits like trustworthiness. The Airtel brand (and the pre-paid card service brand.the brand's tagline in early-2002 from 'Touch Tomorrow' to 'Live Every Moment. Industry observers primarily attributed it to Bharti's strong brand building and positioning strategies.Express Yourself -. youthfulness and trend-setters. president (mobility). . The other brand ambassadors ffor Aiirtell are the Indiian team’’s criicket The other brand ambassadors or A rte are the Ind an team s cr cket sensatiion Sachiin Tendullkar and superstar Shahrukh Khan..for its mobile service brand AirTel. company sources said.reaching over 600 million people in 16 (out of 29) states of India. sensat on Sach n Tendu kar and superstar Shahrukh Khan Telecom major Bharti Televentures announced batting maestro Sachin Tendulkar as its another brand ambassador besides unveiling a brand campaign -." Bharti's (Airtel) massive media expenditure plans were no surprise. The company posted revenues of Rs 8.

For A rte . The new campaign exhorts customers to freely express themselves anytime anywhere.. AirTel's vision is to make mobile communication a way of life in the country. Sachiin Tendullkar and Shahrukh Khan :: Brand Ambassadors Sach n Tendu kar and Shahrukh Khan Brand Ambassadors For Aiirtell. Kohli said.He declined to comment on the fees paid to Tendulkar for being the brand ambassador. it is rumoured that the master blaster has signed the endorsement deal for a whopping Rs 10 crore (Rs 100 million). However. Through the 'Express Yourself' campaign.

With more than 140 million subscriptions as of January 2011. along with their price.293. On account of such initiatives. the state run mobile and wireline service provider is the market leader as of 31 December 2006 customer's base. .000 Internet customers.700 mobile.000 fixed line and 119. BSNL.673. India's sixth richest man with a total worth of US$10 billion. during the late-1990s. Airtel was named the ‗Best Cellular Service‘ in the country. The company is the only GSM operator to provide mobile services in all the 23 circles in India. Bharti has been one of the most prominent companies in telecom with interests in cellular. fixed line. and Internet access. 261. Bharti was the first company to launch an online e-commerce portal that enabled customers to make online payments. Bharti Airtel. formerly known as Bharti Tele-Ventures Limited (BTVL) is among India's largest mobile phone and Fixed Network operators.Growth of Airtel Growth of Airtel Bharti Telenet needs no introduction. and won the ‗Techies‘ award for four consecutive years (1997-2000).000 customers—nearly 2. It offers its mobile services under the Airtel brand and is headed by Sunil Mittal. It has over 2. The company also provides telephone services and Internet access over DSL in 14 circles Although Bharti Airtel is the largest mobile service provider. With brands like 'Airtel' and 'Magic' in the cellular space. It also provided them with information regarding cellular services and the features of handsets manufactured by various companies. the company is one of the world's fastest growing telecom companies.

efficient and cold. However. ―The brand had become something like Lufthansa — cold and efficient. electronic and outdoor media (for these campaign) featured cellular users surrounded by caring family members. ―The new campaign and positioning was . Bharti had become the leading cellular player in Delhi (its major market) with a subscriber base of over 0. The advertisements spanning the print. as it had failed to add an emotional dimension to the brand.However. The tariff rates charged by the government were quite high. In words of Preet Bedi.20 for landline communication. What they needed was to become Singapore Airlines. Director. which aimed at strengthening its relationship with its customers. By 1999. Airtime rates were as high as Rs 16 per minute as against Rs 1.‖ In August 2000. Lowe India. The campaign was reportedly successful and resulted in a marginal improvement in Airtel‘s performance. Commenting on the rationale behind the new campaign. the growth was still much below the company‘s expectations In early-2000.38 million. Sachdev said. in its attempt to understand the customer‘s psyche. Cellular players has little choice but to impose high call charges on their customers. it was not very easy for the company to build Airtel brand. These exercises revealed that though the Leadership campaign had been effective. Bharti‘s advertisement expenditure for the year amounted to Rs 450 million. it failed to attract more customers. efficient but also human. Analysts perceived the brand to be distant. Bharti launched its new ‗Touch Tomorrow‘. Airtel conducted many brand tracking exercises.

following statistics have been presented for end of April 2007.000 cellsites and 59% population coverage  After the proposed network expansion.5 billion this fiscal (07-08) n network expansion. In its monthly press release.‖ Recently Sunil Bharti's Airtel launched its calling card in America specially for the NRI (Non-resident Indians) and people calling from America to India at a cheaper rate as compared to the tariff offered by other providers. an additional 30.000 towers will result in the company achieving 70% population coverage  Bharti has over 39 million users as on March 31. 2007 Vodafone sold its 5.  Bharti Airtel added the highest ever net addition of 53 lakh customers in a single quarter (Q4-FY0607) and also the highest ever net addition of 1.6% stake in AirTel back to AirTel for US $1. On February 12.8 crore total subscribers in 2006-07  The company will invest up to $3.  It has an installed base of 40. and purchased a controlling stake in rival Hutchison Essar.designed to highlight the relationship angle and make the brand softer and more sensitive.6 billion. 2007 .

call management.75     Sales : 02. lower than 10. 880.670 billion Closing BSE share price = Rs.7% a year ago  ARPU has dropped to Rs 406  Non-voice revenues.62 Billion $ Profits : 00. an increase from 82. voice mail. Market Capitalisation (as on July 13. hello tunes and Airtel Live) constituted 10% of total revenues during Q4.46 Billion $ Assets : 04. (SMS.5% of Bharti‘s total subscriber base.46 Billion $ Market Value : 41 Billion $ . Rs.7% in the Q4 of the previous year  Blended monthly minutes of usage per customer in Q4 was at 475 minutes  Has completed 100% verification of its subscribers and in the process disconnected three lakh subscribers . It has set a target of 125 million subscribers by 2010  Prepaid customers account for 88. 2007)Approx. 1.

On an overall basis the company ranked second thereby winning silver at the award function.Awards for Airtel Awards for Airtel Airtel's efforts in enabling faster and more affordable communications has been recognized not just in this country but across the world and this is manifested in a series of awards that Bharti has received. winning the coveted MIS Asia IT Excellence Award for the year 2005 at the MIS Asia IT Summit 2005. Some of the recent awards include:   BHARTI TELE ((Aiirtell)) wiins SILVER TROPHY at the CII NATIONAL SIX BHARTI TELE A rte w ns SILVER TROPHY at the CII NATIONAL SIX SIGMA AWARDS ((28-09-05)) SIGMA AWARDS 28-09-05 Bharti Tele-Ventures Limited.  BHARTII TELE--VENTURES ((Aiirrttell)) adds anottherr ffiirrstt by wiinniing tthe prresttiigiious  BHART TELE VENTURES A e adds ano he s by w nn ng he p es g ous ‘‘MIS ASIA IT EXCELLENCE AWARD 2005’’ MIS ASIA IT EXCELLENCE AWARD 2005   The first Indian telecom company to win this award Wins ‗Best Change Management‘ category award for its IT COP (Community of Practice) transformation over 3 years culminating in a strategic ―on demand‖ outsourcing partnership with IBM Bharti Tele-Ventures Limited continued to add to its impressive list of accolades and recognition. India‘s leading private sector provider of telecommunication services has won the top honour for quality amongst all ‗service‘ companies at the CII National Six Sigma Awards. .Bharti won the award in the ‗Best Change Management‘ category and is the only Indian Telecom Company ever to win this award. CII National Six Sigma awards are a part of CII‘s annual National Convention on Six Sigma. Singapore.

Campaign  Airtel‘s Express Yourself had earlier also struck a chord with the international audience when it won the ―World Communications Best Brand of the Year‘ award in October ‘04 in London   Bharttii Telle ((Aiirttell)) draws ttop honours att tthe NDTV Proffiitt Busiiness Bhar Te e A r e draws op honours a he NDTV Pro Bus ness Leadershiip Awards 2007 Leadersh p Awards 2007  Sunil Bharti Mittal chosen as the ‗Business Leader of the Year‘ . agenc es  The Advertising Agencies Association Of India (AAAI).The ‗Best Change Management Category‘ award recognizes and highlights the three-year IT transformation journey undertaken by the IT Community of Practice team at Bharti.  Aiirttell ―Express Yoursellff‖ campaiign wiins ttwo ―Siillvers‖ att tthe  A r e ―Express Yourse ‖ campa gn w ns wo ―S vers‖ a he presttiigiious AAAI awards ffor Brand Campaiign off tthe Year and Bestt pres g ous AAAI awards or Brand Campa gn o he Year and Bes Adverttiisiing Fiillm. Airtel also won a bronze for its ―Smiley‖ Ad. amiidstt sttiiffff compettiittiion ffrom 37 adverttiisiing Adver s ng F m am ds s compe on rom 37 adver s ng agenciies. is an apex body of top 80 member agencies controlling 75% of total advertising business in India  Best advertising film  Airtel Express Yourself being the brand campaign of the year  In addition...

 Bharti Airtel chosen as the top telecom company for second year in a row Sunil Bharti Mittal has been chosen as the NDTV Profit Business Leader of the Year 2007. The award is yet another tribute to his leadership.R. P Chidambaram. Mr. Director on theThermax‘s Board of Directors. In addition. FICCI. Kiran Karnik. Prannoy Roy.Airtel. The award was given away by the Union Finance Minister. The awards not only honour business organizations that have shown exceptional ability in business performance but are also a recognition of the business houses which have fuelled the Indian economy to currently being among the fastest growing economies in the world. Bharti Airtel was adjudged as the top company in the telecom category for second year in succession. President. Infosys. NASSCOM. The distinguished jury for the awards comprised of respected names from the industry such as Dr. . The NDTV Profit Business Leadership Awards followed a stringent six stage nomination and selection process. Ms. Mr. Chairman Emeritus. Mr. N. The award was received by Akhil Gupta on behalf of Bharti Airtel. Amit Mitra. Dr. The honour underlines the Company‘s focus on providing world-class services to customers and leading the telecom revolution in the country. Secretary General. Narayana Murthy. and NDTV's Chairman. Anu Aga. vision and entrepreneurial spirit that has seen Bharti emerge as one of the top business groups in the country.

Bharti‘s advertisement expenditure for the year amounted to Rs 450 million. Himachal Pradesh and Chennai. Commenting on the rationale behind the new campaign. The advertisements spanning the print. As a part of this . Bharti launched its new ‗Touch Tomorrow‘. which had red.‖ Bharti also created a new logo for the Airtel brand. Madhya Pradesh. electronic and outdoor media featured cellular users surrounded by caring family members. ―The new campaign and positioning was designed to highlight the relationship angle and make the brand softer and more sensitive. black and white colors with ‗Airtel‘ enwrapped in an eclipse.Future prospects of Airtel Future prospects of Airtel In August 2000. Which is shone in following fig. Sachdev said. which aimed at strengthening its relationship with its customers. The tagline ‗Touch Tomorrow‘ was placed below in a lower case typography to convey a warm and informal style. THE NEW AIRTEL LOGO AFTER THE TOUCH TOMORROW CAMPAIGN The campaign was first rolled out in the states of Karnataka.

The mobile services from Bharti Airtel will be launched under the Airtel brand in the Island nation. Mobile Services. audiences to SEC B audiences. President. Bharti Airtel Lanka Private Limited. The company also announced its plans to invest approximately USD 200 million in the Sri Lankan market. today announced its plans to launch world class 2G and 3G services in Sri Lanka by the end of the current financial year (2007-08). a subsidiary of Bharti Airtel Limited. The company also increased its Touch Point network. While the Touch Tomorrow campaign was still running. one of Asia‘s leading integrated telecom services companies. Airtel also shifted its focus from SEC. Sanjay Kapoor. This was done in order to facilitate its entry into new areas of the telecom sector and establish itself as a global telecom brand. Bharti announced a major brand restructuring exercise at the corporate level.  Bhartii Aiirtell Gears Up to llaunch Mobiille serviices iin Srii Lanka  Bhart A rte Gears Up to aunch Mob e serv ces n Sr Lanka    Plans to invest USD 200 million in the next five years World class 2G and 3G services to be launched by end of FY 2007-08 Mobile services to be launched under Airtel brand The customers in Sri Lanka can look forward to a host of innovative products and services at affordable prices from Airtel‘s vast portfolio. With mobile penetration of .campaign. According to Mr. Bharti Airtel : ―We are committed to offering world-class and affordable 2G and 3G services to customers in Sri Lanka.

around 30% and growing at a rate of approximately 2 million mobile users per annum. Augustt 6. consumer durables and other general merchandise items. .. footwear. groceries and staples. manuffacturers and ffarmers and-carry to serve sma reta ers manu acturers and armers  Business-to-business wholesale cash-and-carry joint venture to set up world-class modern supply chain and back-end logistics infrastructure  Driving efficiencies across the supply chain will help minimize wastage and provide small retailers quality merchandise at competitive wholesale prices. Our plans for Sri Lanka clearly demonstrate our commitment to the market and also our confidence in the potential that this market holds in Airtel‘s overseas expansion journey. The first wholesale cash-and-carry facility is targeted to open by the end of next year. Under the agreement. 2007 : Bharti Enterprises and Wal-Mart Stores.000 square feet and sell a wide range of fruits and vegetables.. a joint venture for wholesale cash-and-carry and back-end supply chain management operations in India. stationery.000 and 100.000. today announced that they have signed an agreement to establish Bharti Wal-Mart Private Limited. A typical facility will stand between 50.. Bharti and Wal-Mart will hold a 50:50 stake in Bharti Wal-Mart Private Limited. New Dellhii. we are excited about our entry into this market. Over the next seven years. clothing. New De h Augus 6 2007 Inc. the venture is expected to open 10 to 15 wholesale cash-and-carry facilities and employ approximately 5. in line with Government of India guidelines.‖  Bhartii Enterpriises and Wall-Mart jjoiin hands iin whollesalle cash Bhart Enterpr ses and Wa -Mart o n hands n who esa e cashand-carry to serve smallll retaiillers.

It also will serve other retailers such as Bharti Retail. fruit and vegetable resellers.The wholesale cash-and-carry venture will invest in setting up an efficient supply chain. and the supply chain will enable minimum wastage. Wholesale cash-and-carry operations provide small retailers and business owners a wide range of quality products at competitive wholesale prices that help them enhance their businesses and profitability. The Bharti Wal-Mart business-to-business (B2B) wholesale cash-andcarry joint venture will serve kirana stores. restaurants and other business owners. thereby maximizing value for farmers and manufacturers on the one end and retailers. and in turn. The venture will support farmers and small manufacturers who have limited infrastructure and distribution strength. consumers on the other. particularly of fresh foods and vegetables. . which is setting up a chain of stores in India that are 100 percent owned and operated by Bharti. This will link farmers and small manufacturers directly to retailers.

CSR is a way of life. It is an integral part of the way Bharti conducts its business. fairness and being correct Meeting and going beyond compliances and legal requirements Showing respect and sensitivity towards stakeholders and communities. The essence of Bharti‘s commitment to Corporate Social Responsibility is embedded in the ‗Corporate Values‘. Corporate Social Responsibility (CSR) in Bharti encompasses much more than only social outreach programs.Corporate Responsibility at Corporate Responsibility at Bharti (Airtel) Bharti (Airtel) At Airtel. Bharti encourages employees to take decisions and design business-linked processes that are sensitive to communities and environment. Each department and employee strives to be sensitive to the stakeholders and environment within their work context. which stem from its deepest held beliefs. and Nurturing the environment . These Values are:     To be responsive to the needs of our customers To trust and respect our employees To continuously improve our services – innovatively and expeditiously To be transparent and sensitive in our dealings with all stakeholders Airtel encourage their employees to take decisions and design business processes. keeping in mind the following:     Ethics.

investing in consumer awareness campaigns to ensure safe use of mobile are some examples of the above. covers noise-making DG sets at extra cost. community and environmentBharti Airtel sensitizes its employees towards CSR issues at various forums. Confidence Plan for hearing impaired people. Such sensitization exercises have resulted in many socially and environmentally sensitive decisions on the ground. each employee is sensitized towards CSR issues and thus operations at the ground level are influenced. For example. At Airtel. We feel that it is important that each employee should understand the importance of environmental. . social and economical aspects while taking business decisions.Airtel practice their CSR beliefs and commitments through a threepronged approach:   Engaging with stakeholders Ensuring stakeholder sensitive policies and practices Undertaking programs for our employees.

This year Bharti enterprises entered into a joint venture with retail giant ―Wal-Mart‖ This astonishing growth of Airtel . inspite of innumerable competitors such as Reliance communications ( Rcom). The growing client base and also the growing mergers and acquisitions of Bharti has created a curiosity in me to know the reasons for such growth and customer satisfaction. . ( Tata indicom) has encouraged and in a way compelled me to select it as a topic for study. This Airtel chairman. Sunil Mittal was awarded ―Asia‘s Businessman Of The Year‖.Reasons for selecting the topic Reasons for selecting the topic Life without communication is almost impossible and Airtel has become a leading name in the field of communication. Airtel has been providing its services to all sections of the society Since 1985 and has created a huge customer base. And connectivity. Tata Tele services ltd.

Purpose of Questionnaire Purpose of Questionnaire
Questionnaire is used to collect information from respondent through use of survey techniques. The purpose of this questionnaire is to know the problems of customers as well as the employees of Airtel.

This questionnaire will also help inunderstanding the growth pattern and the various marketing strategies used to satisfy its customers.

It has also helped to know that Airtel provides its services not only to a specific segment of society but also to the lower strata of the society. Questionnaire helps to gather first-hand information or practical experience And provides a strong base for a good survey and research study.

QUESTIONNAIRE QUESTIONNAIRE
-- NAME OF THE EMPLOYEE :: NAME OF THE EMPLOYEE -- ADDRESS :: ADDRESS -- DESIIGNATIION :: DES GNAT ON -- DURATIION OF EMPLOYMENT WIITH AIIRTEL :: DURAT ON OF EMPLOYMENT W TH A RTEL -- MOST PREFFERED SERVIICES BY CONSUMERS :: MOST PREFFERED SERV CES BY CONSUMERS              

MOBIILE:: MOB LE HOME PHONES:: HOME PHONES CALL CARD:: CALL CARD BROADBAND:: BROADBAND WIIRELESS IINTERNET:: W RELESS NTERNET BLACKBERRY:: BLACKBERRY EMAIIL SERVIICES EMA L SERV CES

--WHIICH CONNECTIION DO CONSUMERS PREFER ?? WH CH CONNECT ON DO CONSUMERS PREFER  PRE PAIID  PRE PA D

((

)) ))

 POST PAIID ((  POST PA D

---

DOES AIIRTEL PROVIIDE CUSTOMER--CARE SERVIICES ?? YES / DOES A RTEL PROV DE CUSTOMER CARE SERV CES YES / NO NO WHAT CUSTOMER--CARE SERVIICES DOES AIIRTEL PROVIIDE WHAT CUSTOMER CARE SERV CES DOES A RTEL PROV DE ??

___________________________________________________________ ___________________________________________________________ ______________________________________

- WHO ARE THE TARGET CUSTOMERS ?? WHO ARE THE TARGET CUSTOMERS        

CHIILDREN (( )) CH LDREN ADULTS (( )) ADULTS COLLEGE STUDENTS (( )) COLLEGE STUDENTS OTHERS (( )) OTHERS

-- WHO ARE YOUR TARGET CUSTOMERS (( BASED ON IINCOME WHO ARE YOUR TARGET CUSTOMERS BASED ON NCOME GROUP)) ?? GROUP
     

LOWER IINCOME GROUP LOWER NCOME GROUP MIIDDLE CLASS M DDLE CLASS HIIGHER IINCOME GROUP H GHER NCOME GROUP

(( (( ((

)) )) ))

--

DO YOU EXPERIIENCE JJOB SATIISFACTIION AT AIIRTEL ?? YES DO YOU EXPER ENCE OB SAT SFACT ON AT A RTEL YES / NO / NO WHAT MEASURES DOES AIIRTEL ADOPT FOR EMPLOYEE WHAT MEASURES DOES A RTEL ADOPT FOR EMPLOYEE SATIISFATIION ?? SAT SFAT ON _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ __________________________________________ __________________________________________

--

-

WHAT MARKETIING STRATEGIIES DOES AIIRTEL ADOPT TO WHAT MARKET NG STRATEG ES DOES A RTEL ADOPT TO SATIISFY IITS CUSTOMERS?? SAT SFY TS CUSTOMERS
 CREATIING A BRAND NAME USIING POPULAR BRAND –  CREAT NG A BRAND NAME US NG POPULAR BRAND –

AMBASSADORS (( AMBASSADORS

))

 CONDUCTIING AND ORGANIIZIING VARIIOUS CONTESTS AND  CONDUCT NG AND ORGAN Z NG VAR OUS CONTESTS AND

COMPETIITIIONS THROUGH WHIICH AWARENESS IIS CREATED COMPET T ONS THROUGH WH CH AWARENESS S CREATED AMONG CUSTOMERS REGARDIING THE PRODUCTS (( )) AMONG CUSTOMERS REGARD NG THE PRODUCTS TELECOM COMPANIIES BY CHANGIING THE CALL RATES TO TELECOM COMPAN ES BY CHANG NG THE CALL RATES TO MAKE THEM MOST AFFORDABLE FOR THE MAKE THEM MOST AFFORDABLE FOR THE CUSTOMERS(( )) CUSTOMERS

 COMPETIING WIITH THE DIIFFERENT CALL RATES OF  COMPET NG W TH THE D FFERENT CALL RATES OF

. DIISTRIIBUTIING FREE SIIM CARDS ((  D STR BUT NG FREE S M CARDS -- )) WHAT MEASURES DOES AIIRTEL ADOPT TO RETAIIN IITS WHAT MEASURES DOES A RTEL ADOPT TO RETA N TS CUSTOMERS ?? CUSTOMERS __________________________________________________________ __________________________________________________________ __________________________________________________________ __________________________________________________________ ________________________________________ ________________________________________ -- IIN YOUR OPIINIION.ARE THE CUSTOMERS OF AIIRTEL GROWIING ?? ARE THE CUSTOMERS OF A RTEL GROW NG YES / NO YES / NO -- IIS AIIRTEL GROWIING IIN COMPARIISON WIITH OTHER S A RTEL GROW NG N COMPAR SON W TH OTHER TELECOM COMPANIIES ?? YES / NO TELECOM COMPAN ES YES / NO -.CHANGES YOU WOULD LIIKE TO SEE IIN AIIRTEL ?? CHANGES YOU WOULD L KE TO SEE N A RTEL __________________________________________________________ __________________________________________________________ __________________________________________________________ __________________________________________________________ ________________________________________ ________________________________________ . N YOUR OP N ON SATIIFIIED ?? YES / NO SAT F ED YES / NO ARE ARE THE THE AIIRTEL A RTEL CUSTOMERS CUSTOMERS -.

DOES AIIRTEL PROVIIDE CUSTOMER--CARE SERVIICES ?? DOES A RTEL PROV DE CUSTOMER CARE SERV CES YES / NO YES / NO -ARE THE CUSTOMER--CARE EXECUTIIVE CO--OPERATIIVE ?? ARE THE CUSTOMER CARE EXECUT VE CO OPERAT VE YES / NO YES / NO .QUESTIONNAIRE QUESTIONNAIRE -----NAME OF THE CUSTOMER :: NAME OF THE CUSTOMER ADDRESS :: ADDRESS AGE:: AGE IINCOME GROUP:: NCOME GROUP MOST PREFERED SERVIICES BY YOU :: MOST PREFERED SERV CES BY YOU               MOBIILE:: MOB LE HOME PHONES:: HOME PHONES CALL CARD:: CALL CARD BROADBAND:: BROADBAND WIIRELESS IINTERNET:: W RELESS NTERNET BLACKBERRY:: BLACKBERRY EMAIIL SERVIICES EMA L SERV CES WHIICH CONNECTIION YOU ARE USIING ?? WH CH CONNECT ON YOU ARE US NG --  PRE PAIID  PRE PA D (( )) ))  POST PAIID ((  POST PA D -.

WHIICH SCHEME IIS MOST PREFERED BY YOU ?? WH CH SCHEME S MOST PREFERED BY YOU ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ -.WHY DO YOU PREFER AIIRTEL OVER OTHER CONNECTIIONS ?? WHY DO YOU PREFER A RTEL OVER OTHER CONNECT ONS ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ -.H O W D O Y O U F IIN D T H E S P E E D O F IIN T E R N E T S E V IIC E S HOW DO YOU F ND THE SPEED OF NTERNET SEV CES P R O V IID E D B Y A IIR T E L ?? PROV DED BY A RTEL .DURATIION OF YOUR ASSOCIIATIION/ USAGE WIITH AIIRTEL ?? DURAT ON OF YOUR ASSOC AT ON/ USAGE W TH A RTEL       L E S S T H A N 6 M O N T H ’’S LESS THAN 6 MONTH S 6 MONTHS – 1 YEAR 6 MONTHS – 1 YEAR 1 YEAR OR MORE 1 YEAR OR MORE (( (( (( )) )) )) -.D O Y O U U S E IIN T E R N E T S E V IIC E S O F A IIR T E L ?? Y E S / N O DO YOU USE NTERNET SEV CES OF A RTEL YES/NO -.WHAT CUSTOMER--CARE SERVIICES DOES AIIRTEL PROVIIDE ?? WHAT CUSTOMER CARE SERV CES DOES A RTEL PROV DE ______________________________________________________________ ______________________________________________________________ ____________________________________________________________ ____________________________________________________________ __________________________________________________________ __________________________________________________________ -- REASONS REASONS CUSTOMERS:: CUSTOMERS FOR FOR SATIISFACTIION /DIISSATIISFACTIION OF SAT SFACT ON /D SSAT SFACT ON OF ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ -.-.

A R E Y O U S A T IIS F IIE D W IIT H T H E S E R V IIC E S P R O V IID E D B Y ARE YOU SAT SF ED W TH THE SERV CES PROV DED BY T H E C O M P A N Y ?? Y E S / N O THE COMPANY YES/NO -.W H A T A R E T H E P R O B L E M S F A C E D W H IIL E U S IIN G WHAT ARE THE PROBLEMS FACED WH LE US NG A IIR T E L S E R V IIC E S ?? A RTEL SERV CES ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ___________________________________________ ___________________________________________ -.      FAST FAST SLOW SLOW (( (( )) )) )) A V E R A G E (( AVERAGE -.C H A N G E S Y O U W O U L D L IIK E T O S E E IIN A IIR T E L ?? CHANGES YOU WOULD L KE TO SEE N A RTEL ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ _________________________________________________ _________________________________________________ .

Statistical Data Statistical Data lower middle-class higher middle class youth CUSTOMER-BASE OF AIRTEL .

Dissatisfied customers Satisfied customers SATISFACTION OF CUSTOMERS .

90 80 70 60 50 40 30 20 10 0 pre paid users post paid users User Classification at Airtel .

Internet 16% BlackBerry 15% mobiles 69% Most preferred services at Airtel .

free SIM card call rates brand ambassador organizing competitions 0 50 100 150 200 Marketing strategies used for customer satisfaction .

 Most of the customers of Airtel are satisfied with Airtel and its services provided but Airtel too has few dissatisfied customers.  The number of pre-paid customers at Airtel is more than number of post-paid customers.  Airtel provides many services such as BlackBerry.Data interpretation Data interpretation The survey conducted using questionnaire and through statistical data depicts that :  The customer base of Airtel is growing tremendously and airtel has customers from all sections of society but majority of customers of Airtel consist of the youth while the lower middle-class and higher middle-class to consume a considerable part of the customer base. internet and mobile service. . but the mobile service provided by Airtel is indeed most popular.

even after this collaboration the telecom business of the company is not hampered  Airtel is adopting many marketing strategies such as providing competitive rates.  Bharti Tele is the only Indian company or rather the only telecom company who has entered into a joint collaboration with Retail giant WAL-MART and has thus entered into the retal sector but. . distributing free calling cards. signing popular celebrities as brand ambassador to increase its customer base.Testing of Hypothesis Testing of Hypothesis  Airtel has a huge market capitalization and has indeed defeated its competitors like Reliance Communication.  The Airtel customers have to face a major problem of network and also lack of co-operation from customer care executives. Tata indicom  Use of questionnaire technique has been done which has proved that Airtel provides its services to all sections of society be rich or poor. Idea.  Thus the hypothesis for the project is proved and is null hypothesis.  The Airtel customers are indeed large in number but airtel has to face the wrath of dissatisfied customers.

 Airtel is adopting latest techniques and is also trying to improve its network rapidly. Measures adopted by Airtel to overcome the problems :  The customer-care executives at Airtel are provided with proper training related to successful handling of customers needs by the Human Resource Department. Airtel is striving towards maintaining its market position. inspite of facing innumerable problems . BTL entered into technical collaboration with Siemens AG (Germany) for manufacturing electronic push button telephones. . Problems faced by Bharti Tele (Airtel) :  Customers of Airtel have to face a major problem of poor network. Thus. The company opened its first showroom ‗Airtel Connect‘ in Delhi. in late-1995. It was the first cellular operator to set up cellular showrooms.Conclusion Conclusion In 1985. Sunil Mittal entered the telecom business by establishing Bharti Telecom Limited (BTL) that manufactured telephonic equipment.  Complaints regarding poor customer-care services and lack of co-operation form customer-care executives is common. In the same year.

bhartitele.S.com Marketing management : S.wikeipedia.airtelforyou.com www. Sherlekar .com www.icfai.google.com www.com www.Biblography Biblography www.

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