You are on page 1of 77



Project Report Submitted Towards Fulfilment of PGDM 10-12

Under The Guidance Of MR ALOK SINGH(ZSM Varanasi) SUBMITTED TO:



CONTENTS:1. Acknowledgement

2. Objective of the Study

3. Introduction

4. Research methodology

5. Executive Summary

6. Company Profile

7. Business & Marketing Strategies

8. Data Analysis

9. Conclusion

10. Bibliography

11. Declaration

12. Questionnair



My special & sincere thanks to Mr.Alok singh Zonal Sales Manager who has always inspired me & guided me throughout my project. I am also thankful to the library of the institution for providing me necessary material & all those who helped me in completion of my project. At last but not the least I would thank to my parents for their financial support throughout the project.

(Aditya singh)


To study consumer decision-making & preferences. To study the level of customer satisfaction in Airtel. Comparative study of different mobile companies. To study marketing strategies adopted by Airtel. To study customer purchase decision behaviour. To study the market potential. To understand the needs of different consumer segments.OBJECTIVE OF THE STUDY To study the consumer trends in telecommunication sector. 4 .

However. the growing popularity of wireless telephones has added another dimension to the communications equation—mobility.” With the dramatic changes in interpersonal communication over the past decade. wireless by induction 1865: Induction and Dr. Internet messaging has emerged as the primary medium for transferring information quickly. and reliably. As more Indians rely on cellular communication. Let‘s have a review of telecommunication History:- Telecom history 1842: Wireless by conduction 1843: Early electromagnetic research.TELECOM HISTORY SINCE 1842 TILL NOW………. Loomis 5 .. inexpensively. this market is expected to see explosive growth over the forecast period.

Hughes and the first radio-telephone reception 1880: The photo phone and the first voice radio-telephone call 1880 to 1900: Radio development begins in earnest 1910: The first car-telephone 1924: The first car-mounted radio-telephone 1937: Early conventional radio-telephone development The modern era begins 1946: The first commercial American radio-telephone service 1947: Cellular systems first discussed 1948: The first automatic radio telephone service 1969: The first cellular radio system 1973: The Father of the cell phone 1978: First generation analog cellular systems begin 1980: Growth of Japanese cellular development 1981: NMT -.E.the first multinational cellular system 1982: The rise of GSM 1990: North America goes digital: IS-54 6 .Early radio discoveries 1879: D.

practical radio system took a long time and happened in different phases. In 1820. lighting.1791 to 1867 In 1821 Michael Faraday reversed Oberstar‘s experiment and in so doing discovered induction. Michael Faraday . 1924) While puzzling over the mysteries of radio. if fully understood and applied. This helped him build the world's first electricity generator. Danish physicist Christian Ousted discovered electromagnetism. many inventors worked concurrently on power generation. eventually publishing his results on induction in 1831.Prehistory (Birth to Bell Labs. 7 . the science that could help generate electrical power and. He worked on different electrical problems in the next ten years. telephone. The thorough understanding of electricity required to produce a reliable. telegraphs. and later. usher in the era of telecommunication.

Joseph Henry helped Morse build a telegraph relay or repeater that allowed long distance operation. Henry created the forerunner of the telegraph.1797 to 1878 In 1830 the great American scientist Professor Joseph Henry transmitted the first practical electrical signal.Joseph Henry . not by passing signals though the atmosphere but through the earth and water. Morse also experimented with wireless. showing that electromagnetism could do more than just create current or pick up heavy weights -. And that man was Samuel Finley Breese Morse. While Henry did not pursue electrical signaling. In a stunning demonstration in his Albany Academy classroom. applied for its patent in 1838 and was finally granted it in 1848. he did help someone who did. Samuel Morse .it could communicate. The telegraph brought the country closer and eventually the world. 8 .1791 to 1872 In 1837 Samuel Morse invented the first practical telegraph. Without a cable.

his experiment. Few tinkered exclusively with wireless since a basic radio theory had not yet been worked out. conventional telegraphy carried over wires suspended on poles. Morse laid wires between Governor's Island and Castle Garden. This is wireless by conduction. 1842. Over the next thirty years most inventors and developers concentrated on wire line telegraphy. did produce a good understanding of wireless by induction since wires ran parallel to each other and often induced rogue currents into other lines. that is.Wireless by conduction On October 18. a distance of about a mile. But before he could complete this demonstration a passing ship pulled up his cable. New York. Morse proceeded without the cable. Telegraphy. Part of that circuit was under water. ending it seemed. however. passing his telegraph signals through the water itself. 9 . Undaunted.

electricity and magnetism were all related and that all electromagnetic phenomena travelled in waves. At one location he even flew a metal-framed kite on a metal wire. perhaps taking inspiration from Benjamin Franklin. At another location a similar kite picked up these signals and noted them with a galvanometer. Between 1866 and 1873 he transmitted telegraphic messages at a distance of 18 miles. 10 . Loomis In 1865. a dentist Dr.Early electromagnetic research In 1843 Faraday began intensive research into whether space could conduct electricity. Induction and Dr. In 1864 Maxwell released his paper "Dynamical Theory of the Electromagnetic Field" which concluded that light. Mahlon Loomis of Virginia may have been the first person to communicate through wireless via the atmosphere.

But it was not until 1888 that Professor Heinrich Hertz of Bonn. Germany. a science close to telephony. could produce and detect radio waves consistently and reliably. Hughes took to the streets with his telephone. a device now often used as a metal detector. Thomas Alva Edison noticed unusual looking electro-magnetic sparks. 1875. 11 . intently listening for the clicking produced by his clockwork transmitter. gradually diminishing until it no longer could be heard. Discouraged. He transmitted signals from one room to another in his house in London. while working on acoustical telegraphy.E. London-born David Hughes discovered radio waves but was told incorrectly that he had discovered no such thing. he pursued radio no further. Hughes noticed a clicking noise in his home built telephone each time he worked using his induction balance. But since the greatest range there was about 60 feet. On November 22.Early radio discoveries Maxwell's 1864 conclusions were distributed around the world and created a sensation. D. Hughes and the first radio-telephone reception From 1879 to 1886.

Bell was also first with radio.Alexander Graham Bell was the man who invented the telephone and made the first call on a wired telephone to Thomas Watson. Jagadish Chandra Bose demonstrated electromagnetic waves in 1895 "by using them to ring a bell remotely and to explode some gunpowder". not voice. thus producing the first land-based wireless mobile transmitting data. conclusively proved Maxwell's prediction that electricity could travel in waves through the atmosphere. Ships were the first wireless mobile platforms. In 1901. the extensive and systematic experiments into radio waves that Hertz conducted were recognised and validated by inventors around the world. Unlike Hughes. In 1901 Marconi placed a radio aboard a Thorny croft steam-powered truck. his radio-telegraph system sent signals across the Atlantic Ocean. 12 . 1888 onwards: Radio development begins in earnest In 1888 the German. Heinrich Hertz. Marconi established the first successful radio system.

Access was not by radio. which provided much better reception and volume. Massachusetts. regularly worked the first car telephone. with Armstrong's regenerative circuit. but a means of verbal communication. 1906. Around the same time. Radio was no longer limited to telegraph codes. tubes were developed that could either transmit or receive signals. a triode was powered by an external source. She would hook them over a pair of telephone wires. allowing far greater signal strength to be developed both for wireline and wireless telephony.In December 24. which produced a signal to an operator in the nearest exchange. like fishing rods. instead there were two long sticks. seeking a pair that was free. the man who founded Ericsson in 1876. no longer just a wireless telegraph. Reginald Fessenden accomplished the first radio bandwave communication of human speech over a distance of 11 miles. Lars Magnus Ericsson. When they were found. handled by Hilda. and his wife Hilda. Lars Magnus would crank the dynamo handle of the telephone. No longer passive like a crystal set. to ships in the Atlantic Ocean. the triode tube was developed. The first car-telephone From 1910 onwards. were stable and 13 . from Brant Rock. Later.

History of cellular mobile telephony: 1982 to 2001 1980 . The first car-mounted radio-telephone Bell Laboratories claims to have invented the first version of a mobile in 1924.American Mobile Phone System (AMPS) standard 1986 . voice-based radio-telephone and the adjoining photograph from their site certainly seems to confirm it.Nordic Mobile Telephony (NMT) 900 MHz 1991 . In 1919. the forerunner of Ericsson's radio division. Heavy equipment maker ASEA. three firms came together to develop a wireless company that one day would have a reach across the globe.First cellular phones began to appear 1982 .powerful enough to carry the human voice and sensitive enough to detect those signals in the radio spectrum. boiler and gas equipment maker AGA and telephone manufacturer LM Ericsson.Nordic Mobile Telephony (NMT) standard 1983 . It was a two-way. formed SRA Radio.Commercial launch of the GSM service 14 .

Coverage of main roads GSM services start outside Europe 1994 . This scenario in a unified Europe was undesirable. analog cellular telephone systems experienced rapid growth in Europe. which was incompatible with those of others.Japanese Digital Cellular (JDC) 1996 . and in 1982. because not only was the mobile equipment limited to operation within national boundaries. the Conference of European Posts and Telegraphs (CEPT) form a study group called the Group Special Mobile (GSM) to study and develop a pan-European public land mobile system. particularly in Scandinavia and the United Kingdom. Each country developed its own system. in equipment and operation. The proposed system had to meet certain criteria.USA Personal Communications Systems (PCS) 1982 .1993 . This was an undesirable situation. which included: 15 . The Europeans realized this early on. but also limited to the market for each type of equipment.The beginning During the early 1980s. but also in France and Germany.

Low terminal and service cost.1. 5. Spectral efficiency 7. ISDN compatibility. Good subjective speech quality. 16 . 2. Ability to support handheld terminals. 3. 6. 4. Support for a range of new services and facilities. Support for international roaming.

17 . The European Commission (EC) issued a directive which required member states to reserve frequencies in the 900 MHz band for GSM to allow for roaming.September . but the original GSM acronym remains.Nordic Telecom and Netherlands PTT proposed to the CEPT the development of a new digital cellular standard that would cope with the ever-burgeoning demands on European mobile networks.Main GSM radio transmission techniques were chosen. with a launch date of 1 July 1991. The original French name Groupe Spéciale Mobile was changed to Global System for Mobile communications. 1987 . 1986 .13 operators and administrators from 12 areas in the CEPT GSM advisory group signed the charter GSM (Groupe Spéciale Mobile) MoU "Club" agreement.

GSM responsibility was transferred to the European Telecommunication Standards Institute (ETSI). 1989 – 1998 In 1989. there were 1. and phase I of the GSM specifications was published in 1990. They had faith in the advancements in compression algorithms and digital signal processors to allow the fulfillment of the original criteria and the continual improvement of the system in terms of quality and cost. Australia and many Middle and Far East countries opting for GSM. Commercial services started in mid 1991.3 million subscribers worldwide. The developers of GSM chose an unproven (at that time) digital system. By the beginning of 1994. 1990 Phase 1 GSM 900 specifications were frozen 18 . as opposed to the then standard analog cellular systems like AMPS in the United States and TACS in the United Kingdom.GSM specifications were drafted. The European Telecommunications Standards Institute (ETSI) defined GSM as the internationally accepted digital cellular telephony standard. and by 1993 there were 36 GSM networks in 22 countries. with 25 additional countries like South Africa.

1991 First GSM specification was demonstrated. GSM World Congress at Berlin had 630 participants. 1993 GSM was demonstrated for the first time in Africa at Telkom '93 in Cape Town.The first GSM network operator was Oy Radiolinja Ab in Finland. DCS specifications were frozen.DCS adaptation started. Validation systems implemented. 19 . December 1992 . First GSM World congress at Rome had 650 participants. 1992 January . GSM World Congress at Nice had 690 participants.13 networks were on air in 7 areas.

GSM World Congress at Lisbon progressed with 760 participants. Telkom '93 was held in Cape Town.69 networks were on air in 43 areas. 1994 First GSM networks in Africa were launched in South Africa. GSM World Congress at Athens drew 780 participants. Vodacom became the first GSM network in the world to implement data/fax. By December 1993. 32 networks were on air in 18 areas. 1995 GSM MOU was formally registered as an association registered in Switzerland with 156 members from 86 areas. GSM World Congress at Madrid attracted 1400 participants.Roaming agreements between several operators were established. December 1994 -. 20 . Phase 2 data /fax bearer services were launched. First GSM systems were shown.

First PCS 1900 network was shown live 'on air' in the USA.December 1995 .6 kbps multimedia data via GSM.Nokia shows 33. 8K SIM was launched. GSM World Congress was held in Cannes. Ericsson 337 wins GSM ‗phone of the year‘. US FCC auctioned off PCS licenses. Geneva -. Data and SMS roaming started. 21 . Namibia goes on-line. 1996 December 1996 . GSM phase 2 standardisation was completed. Fax.117 networks were on air in 69 areas. Telecom '95.120 networks were on air in 84 areas. including adaptation for PCS 1900. USA. GSM MOU Plenary was held in Atlanta GA.

GSM Conference held in Cannes. By May 2001 there were 500m GSM 900/1800/1900 users worldwide.Pre-paid GSM SIM cards were launched. Bundled billing was introduced in South Africa. 500 million people are GSM users. 16 billion SMS messages were sent in April 2001. 22 . 2001 Feb -. Option International launches the world's first GSM/Fixed-line modem. By April. Libya goes on-line.

and services. multimedia. namely WAP. and mobile positioning systems. video and control. PDA's. Bluetooth will allow for short-range data communication between consumer appliances in a domestic 23 . rapid advances . initially carried by second generation GSM and in the future by third generation UMTS wireless networks. speech. From marginal penetration 15 years ago. Bluetooth.“Trends in Mobile Communications” The growth and penetration of sophisticated digital communication systems. The wireless application protocol (WAP). has been increasing constantly over the last decade. UMTS. In particular. these systems and services are becoming a commodity in both professional and consumer markets worldwide. audio.both in technology and services . The developments in these fields are still going strong. infrastructures. such as data. Current wireless network and mobile phone services roll-out is centered around four available technologies. and mobile telephony. Examples of these services are the Internet. electronic mail. pagers.can currently be observed in wireless and mobile systems that support the communication of different media. will turn the mobile phone into a networked smart-phone capable of low to medium data rate Internet functionalities.

Such communication and information-oriented systems are emerging as hybrids between the mobile phone and the wireless laptop personal computer. and (embedded) software. In the first place. With higher bit rates supporting more advanced services. We will soon live in an environment that supports us by providing ubiquitous Computing for a wide variety of tasks and services. and a speech interface. and the development of sophisticated 24 .that is everywhere and at all time .environment. durable products and services already contain an everincreasing number of sensors. three developments are of importance. processing units. In the second place.available. When projecting the progress in mobile networks and services into the future. Positioning systems will become integral part of mobile phones such that services can be made dependent on the location of the user in the network. Daily life consumables. we can observe that more and more mobile phone-like devices start to include accessories such as a small keyboard. a display. we observe that computing resources are becoming ubiquitously . The personal computer has entered daily life as a necessary commodity. actuators. the integration of the personal computer and personal communication devices will be pushed even further.

Successful growth and diffusion of mobile communication services is focusing greater attention on how mobile communication relates to the 25 . the user is identifiable. so the potential for competition between networks can be exploited.communication systems in today's society relies heavily on the availability of computation resources. it is necessary for regulatory authorities to review current frameworks in those instances where regulation might impede the offering of certain pricing structures. “Cellular Mobile Pricing Structures and Trends” Successful growth and diffusion of mobile communication services is focusing greater attention on how mobile relates to fixed networks. such as calling party pays. Accordingly. The device (and therefore the user) is always online. This issue is critical in putting fixed and mobile networks on an equal footing. the device can be personalized. and the system knows about the user‘s position. we observe that communication and computing is becoming increasingly personal. Testing the demand for new pricing structures can be left to the market. Finally.

Internet and electronic commerce. and policy makers need to review current regulatory frameworks to enhance pricing innovation and competition in the provision of these services. 26 . These services are the harbingers of? third generation? information services over mobile networks. This report reviews and benchmarks the pricing of emerging services such as short message services.

What's more. alongside other possible descriptions. "social" and "responsible". this can vary according to the product category. particularly in the urban areas. wherever the consumer may be. As well as setting quality standards for products. The likelihood is that in the long term health. this attitude also demands delivery at the right time and in the right place. convenience or cheapness. At any moment. moreover. every consumer has something of this instant consumer in his or her make-up. as safety already is. animal welfare or his or her own health. much less predictable and increasingly concerned with instant gratification. it is a question of the consumer as a "moving target" and how we can increase our chances of "scoring a hit". One moment. 27 . it has to be possible to satisfy his or her requirements. this instant consumer will be demanding products on the basis of flavor.Individual customization An important trend in our society is agility or mass individualization. Consumer behavior is much more volatile. In modern thinking about categories of consumers. the environment and animal welfare will be significant factors in the concept of quality. such as "rational". and in the next breath will be voicing concerns about the environment. The expectation is that in due course this trend towards individualization will become a more important factor in the emerging markets too.

In the future there will have to be product development that takes the dynamic of the market and the divergent wishes of the consumers as its starting point and uses the technologies of the future: biotechnology.Changes in consumption patterns are an important factor in this development. where 50% of the food consumed is prepared outside the home. sensor technology and modern information technology (IT). consumers are increasingly also obtaining their food through other outlets: company canteens. To achieve this. convenience and presentation. "Young couples" in Europe are rapidly moving towards the situation that already exists in the United States. While the retail trade is evolving from supermarket to household service provider in response to mass individualization. This places different demands on products in terms of keeping qualities (shelf life). take-away meals. old people's homes etc. product development will have to be tackled in a more structured way. and knowledge deriving from different areas of research will have 28 . Consumer-driven technology development These trends in the market and among consumers generate a demand for a more differentiated and more rapidly changing product range and also call for a different approach to technology development (dedicated production systems). snack bars. separations technology.

The development of sensor technology in the agro sector.offer interesting prospects of made-to-measure food! In the future. The full vertical integration of links in a chain can mean a loss of be integrated more effectively. for instance. "made-to-measure food" will also mean "food produced in a way that the public finds socially acceptable". will play a major role. It would appear to be more efficient to opt for a continuation of 29 . trends such as mass individualization call for a responsive answer to a sharply fluctuating market demand. This places considerable demands on the organization of agricultural production chains. in low concentrations. affect human health . Such aspects as the environment. requires the integration of materials technology.substances that. This will have to be specifically taken into account in the development of technology. animal welfare etc. New scientific developments also provide interfaces through which the sector may respond to wishes relating to health: both the information about genetic aspects and the new insights into bioactive components . From chains to flexible networks As well as imposing requirements in terms of technology development. biotechnology and process technology.

leading to responsive networks that combine the advantage of co-ordination with the flexibility of more loosely linked organizations. These independent organizations work closely together in the flow of goods along the chain in order to achieve the desired "customer value" at the lowest possible cost.the development of the chain concept. 30 .

31 .

behaviour. Preparing the blue print to undertake the research called research design. Like a medical doctor. ―A research design is the arrangement of condition for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure". 32 .RESEARCH METHODOLOGY: Defining the research problem: A researcher must find the problem and formulate it so that it becomes susceptible to research. a researcher must examine all the symptoms (observed by him) concerning a problem before he can diagnose correctly. Research methodology: After defining the research problem the foremost step will be planning for the further investigation. And therefore. In other words. I have also defined the research problem i. to study consumer trends. preferences and level of satisfaction in Airtel communication Ltd.e.

 Comparative study of different mobile companies.  To understand the needs of different consumer segments. behaviour.  To study marketing strategies adopted by Airtel.  To study customer purchase decision behaviour.  To study the level of customer satisfaction in Airtel.  To study the market potential. followed are described as under: The research procedures Research Objectives:  To study the consumer trends in telecommunication sector.Under this chapter methodological step has been adopted in the study of consumer trends. preferences and level of satisfaction in Airtel communication Ltd. 33 .  To study consumer decision-making & preferences.

Research Instrument I used direct observation. Research Data Data is the key activity of marketing research. survey of the market and some information collect by interview of the users of the cellular at Newdelhi. Hence the first step in statistical work is to obtain data. 34 .Research Approach The research approach for the purpose was secondary research to collect the information on the subject. Research Design In this project use exploratory research design and for data collection fill-up the questionnaires from the customer of mobile. customer data & survey as research instrument. Data constitute the foundation of statistical analysis and interpretation. The design of the data collecting method is backbone of research design.

When the data are required for the particular study can be found neither in the internal record of the enterprises nor in published sources. Survey 35 . Primary data can be collected in four ways:- 1. consist of original information for the fulfilment of project objective. Focus 3. namely: 1. Primary Data Secondary Data Primary Data: Primary data are gathered for the specific purpose or for a specific research project. In some cases it may become necessary to collect original data. Observation 2. 2.Data can be obtained from two important sources.

4. External data are those specially produce for outside consumption. which already exists somewhere. government publication and books. professional bodies etc. Internal data are reports and memos generated within an organisation to facilitate its operations. Secondary data provide starting point for research and after that the advantage of low cost and ready availability. Secondary data can be divided into two types: 1. Internal data 2. 36 . External data When researcher uses the data that has already been collected by other data are called secondary data. Secondary data can be obtained from journals i. internal sources report.e. Experiment Secondary data: Secondary data are the data.

Sources from which I have taken the secondary data are as under: 1. Surveys and customer data & report 37 . Airtel website 3. Direct observation 2. Books for marketing management 4.


In the last 9 years in Escorts.Airtel Limited.Profile of: Mr. Mr Rajan Swaroop is a qualified professional with over 21 years of working experience in Automotive. Swaroop is a graduate of Mechanical Engineering from IIT Delhi and Post Graduate in Management from Indian Institute of Management. Mr. Whilst in the strategy role. He was the Director & CEO of Telecom Equipment manufacturing company. he was involved in a turn around. Another six years was spent in the IT 39 . Mr Swaroop was involved in setting up of Airtel. Mr Swaroop spent six years in operating roles with automotive and light engineering company like MICO (subsidiary of Robert-Bosch) and Metal Box. he has handled various roles including Head of Strategic Planning and Investment at Corporate Office. in Escorts Communication. Executive Director Airtel Mobile Communications Ltd. Escorts Communications Limited and currently as CEO of a set of Internet Services Companies . Telecom and IT industries. whilst in Airtel. four new businesses were set up. Ahmedabad. Prior to Escorts. Sunil Mittal.

He has also done Post Graduate Diploma in HRD from Ahmedabad and in Training & Development from ISTD. he has also been associated with education exchange programs with international business schools such as Kellogg's Business School. Rajan Dutta. marketing and subsequently. Chief of HR & TQM Mr. Mr. Dutta has successfully introduced and implemented some of the HR & TQM 40 . where he was responsible for business development. During these years. gardening. A specialist Trainer. listening to music etc. Poonam has been in advertising and marketing field for 15 years with leading advertising companies and currently involved in supporting some social service organisations. Delhi. North Western University and Georgetown University. as a profit center head. Rajan Dutta is an Economics Honours Graduate and an MBA. Job Evaluator & Total Quality Management facilitator. Profile of: Mr. He is interested in reading.Industry with Computer Point. New York. His wife.

interventions in organizations and professional bodies that he has been associated with. He has held senior level positions during his last 20 years of work in companies like Vam Organics, Modi Xerox and RPG Group where he was the Group Vice-President-HR

He is currently the Chief of HR & TQM in Airtel Mobile Communications Ltd. Mr. Dutta is the Chairman of National Centre for Quality Management (NCQM) Delhi, Executive Committee Member of Delhi Management Association. He was the past President of National HRD Network-Delhi and currently the Board Member of HRD Network, National Chapter. He is also a member and speaker to various HRD Committees like CII, FICCI, ASSOCHAM, AIMA and several other professional and educational institutions in India and abroad.

He has authored and contributed to various newspapers, magazines and books in



Airtel comes to you from Bharti Cellular Limited - a part of biggest private integrated telecom conglomerate, Bharti Enterprises. Bharti provides a range of telecom services, which include Cellular, Basic, Internet and recently introduced National Long Distance. Bharti also manufactures and exports telephone terminals and cordless phones. Apart from being the largest manufacturer of telephone instruments in India, it is also the first company to export its products to the USA. Bharti is the leading cellular service provider, with a footprint in 15 states covering all four metros and more than 7 million satisfied customers. VISION: To make mobile communications a way of life and be the customers' first choice. the


MISSION: We will meet the mobile communication needs of our customers through: • Error. build winning teams and lead by example.  We will follow the highest standard of professional integrity & behaviour. speed & innovation. 44 .free service delivery • Innovative products and services • Cost efficiency • Unified Messaging Solutions CORE VALUE:  We will delight our customer with our simplicity.  We will create a fun filled and friendly workplace.  We will honours our commitment.  We will respect individual.

Bharti Tele-Ventures is India's leading private sector provider of telecommunications services based on a strong customer base consisting of 7.76 million mobile and 657. according to the COAI. which constitute. The Indian mobile market.1million subscribers as of June 30. 1999 to approximately 60.2 million subscribers as of March 31. 2008. as of April 30.Airtel Mobile Communications Limited Bharti Tele-Ventures Limited was incorporated on July 7. 1995 for promoting investments in telecommunications services. 45 . 2007. has increased from approximately 1. The mission is to meet the mobile communication needs of the customer through 1) error free service 2) Innovative products and services and 3) cost efficiency. Its subsidiaries operate telecom services across India.000 fixed line customers. 6. The Company‘s strategic objective is to consolidate its leadership position amongst the mobile service providers in India. Bharti Tele-Ventures vision for its mobile business is “To make mobile communications a way of life and be the customers first choice”.42 million total customers.

Bharti Tele-Ventures. and greater variety and usage of value added services. higher quality mobile networks and services. the mobile penetration rate in India. It proposes 46 . Bharti Tele-Ventures believes that the demand for mobile services in India will continue to grow rapidly as a result of the following factors: lower tariffs and handset prices over time.Despite this rapid growth. at approximately 4.8%as of June 30. By 2009it is projected at 70million by COAI and 64 MILLION by Granter. through its subsidiary has the licenses to provide GSM services in all the twenty-two telecom circles in India. 2008 significantly lower than the average mobile penetration rate in other Asian and international markets. greater economic growth and continued development of India's economy. The number of mobile subscribers in India is expected to show rapid growth over the next four years. growth in pre-paid customer category.

MOBILE FOOTPRINT The map below depicts the location of. Bharti Tele-Ventures' existing mobile circles in India: 47 . which collectively covered only 56% of India's land mass. consolidate all its subsidiaries providing mobile services under Bharti Cellular Limited. approximately 92% of India's total mobile subscriber market resided in the Company's sixteen mobile circles. and provides certain information for. As of June 30.

2008 and are based on data released by COAI. Similarly demographics of Uttar Pradesh (West) & Uttaranchal does not include Noida & Ghaziabad as they are included in Delhi NCR.SOURCE: (1) Population estimates are as per National Census. (4) Demographics of Haryana does not include Faridabad & Gurgaon as they are included in Delhi & NCR. The significant growth in the Company's mobile business has been through a combination of organic growth and acquisitions of additional licenses and has been summarized below. 1) Comprises the circles of Delhi and Himachal Pradesh. Mobile market size comprises the total number of mobile subscribers of all the service providers in a circle. 2001. (3) Demographics of Maharashtra and Tamil Nadu do not include demographics of state capitals (metros) Mumbai and Chennai respectively. (2) Mobile subscriber statistics are as of June 30. 2001 and are as of March 1. The information given below is for the total market and is not representative of our market share or network coverage. 48 .

Karnataka and Andhra Pradesh.2) Comprises the circles of Delhi. Karnataka. Himachal Pradesh. 49 . Andhra Pradesh and Chennai. 4) Comprises the sixteen operational circles of Bharti Tele-Ventures. 5) Based on data released by the COAI on the total number of persons subscribing to mobile services in our licensed areas. 3) Comprises the circles of Delhi. Himachal Pradesh.

thereby increasing the mobile customer base rapidly. proactive retention programs and roaming packages across all of its mobile circles.  Attract and retain high revenue generating customers by providing competitive tariffs.  Provide affordable tariff plans to suit each segment of the market with a view to expand the reach. 50 .  Build high quality mobile networks by deploying state-of-the-art technology to offer superior services.MOBILE STRATEGY Capture maximum telecommunications revenue potential with minimum geographical coverage to maximise its revenues and margins.  Use the experience it has gained from operating its existing mobile networks to develop and operate other mobile networks in India and to share the expertise across all of its existing and new circles. offering high quality customer support.

At Airtel. Some services which we are providing :           SMS Astrology Music Messaging Ring tones Dial-a-Ring tone Logos Blinking SMS Flash SMS Jokes Love Logos Caller Line Identification           Voice Mail Itemised Billing Inquiry Services Picture Messages Yahoo Dating Yahoo! Mail Yahoo Messenger Group Messaging Mobile Banking News Updates 51 . we have always sought to enhance value for you as a customer by providing you the most relevant and easy to use services through innovation and by harnessing the latest developments in technology. Our services range from CLI to Music Messaging to Lost Call Alerts – all to serve you better. In line with this strategy. we have constantly introduced innovative products and services to suit your unique needs and wants.

300 worth of talktime for a month. Once that money gets exhausted you can buy another recharge coupon for the same or different denomination depending on your future need. we have a solution for you. if you feel that you need Rs. you can buy a recharge coupon which gives you that much talktime on your cellphone. Prepaid connections account for almost 60 to 70 percent of the total new entrants 52 .“COMPANY’S PLANS” PREPAID PLANS Are you wary of committing yourself to a date for making your bill payments? Is it too much of a bother for you to remember dates for bill payments? Do you often end up paying late fees against your monthly utility services bills? Do you end up spending too much if you have the option to pay the bill later? Think over for if one of these represents you. Start thinking prepaid is our advise! So what exactly is this prepaid! It is simply a way of going cellular by paying for the talk time in advance.g. Prepaid allows you to be in control of your cellular expenses even while you are spending. You will be surprised that today In India. For e.

into cellular telephony... Total Cost Control Enjoy the liberty of total cost control with your Airtel Pre-paid! Recharge as much as you feel the need to! Now that's what we call complete freedom! No Rentals Buy an Airtel prepaid card without having to pay any rentals! No deposits Your Airtel prepaid card comes without you having to pay heafty deposits! STD/ISD facility till the last rupee Now experience complete freedom like never before with Airtel! Our STD/ISD facility allows you to make long distance calls in India and 53 . ADVANTAGES OF PREPAID Some of the many advantages that you enjoy with Airtel Pre-Paid. That‘s because almost every one of us wants to be in control of our cellular expense.

It provides the 54 . recharge you Airtel prepaid card anytime. thus giving you the choice to either reject or take the call. anywhere! Caller Line Identification Call Line Identification gives you the power to know the phone number of the calling party even before you answer the call.Overseas from your cellular phone! Instant Balance Inquiry Check your talk-time instantly by calling our toll-free number! 60 second pulse Airtel provides you with a 60-second pulse rate! Freedom for you to experience like never before! Instant Recharge Avail of instant recharge on your Airtel prepaid card with just a few simple steps! 24-hour recharge facility With our round-the-clock recharge facility.

So that the next time you want to call the same person. call hold and call divert – all with your Airtel prepaid card! Short Messaging Service (SMS) With Airtel‘s Short Messaging Service (SMS). you can get up to-theminute cricket scores. you don't need to retype his number. order flowers as well as send couriers or check your daily horoscope! Voice Mail service Voice Mail lets you receive messages even when your handset is switched off or when you are outside the coverage area. Call Hold and Call Wait Avail of special services like call waiting. send messages and jokes to your friends and colleagues. anytime anywhere! SMS based Information Services With Airtel's SMS based information services. simply use your phone book. You can 55 .added advantage of saving the incoming number directly in the Handset Phone Book. Call Divert.

56 . from anywhere in the world. innovative yet simple new ways to communicate. with each message of two-minute duration. To give you the unlimited freedom to reach out to your special people in your special way. just when you want to. Voice Mail can store up to 75 messages. emotions and feelings. We shall be glad to help you out in every possible way. POST PAID PLANS Airtel welcomes you to a vibrant world of unlimited opportunities.listen to your messages whenever you feel like. just call us on 121 your Airtel Prepaid phone. send us an E-mail or meet us in person. If you are on Airtel postpaid. just call us on 9897012345 or toll free 121 from your Airtel Postpaid phone. More exciting. CUSTOMER CARE Do you need any clarifications on your bills? Do you have any feedback or query on our Products & services? You can call us. not just through words but ideas. CONTACT US BY PHONE If you are on Airtel.

There are 10 songs under each option and the customer can either go on to listen to the song clippings of 90 seconds each or move on to the next or previous song. UP(West) & Uttranchal and Kerala today announced the launch of a new innovative service called ―Music Messaging‖. one of the leading cellular operators in Haryana. For using the service. Merrut : Airtel. While listening to the song. This will lead him to the options Hindi and English songs. The service will allow music lovers to listen to the various songs and then dedicate the same to any other Airtel mobile subscriber along with a personalized voice message. The music message will then be received by the person to 57 . the subscriber may choose to dedicate the song to some other Airtel Subscriber after recording a 10 second long personalized voice message. Airtel launches “Music Messaging” service Customers can dedicate songs along with their voice messages.These toll free numbers however. the customer simply needs to dial 646 from his mobile and follow the voice prompts. 22. cannot be dialed when you are roaming. 2003. Dec.

I am sure this service will be liked by all our customers and more specially the youth‖ 58 . Rather it is a driver of self-identity and creative pursuits especially for the youth segment which constitutes about 70 % of the new customers that we enrol every month. Announcing the launch of the service. N. We have always sought to provide our customers with new and exciting services that have been made possible through innovation and use of latest technology. AirtelHaryana said ―The mobile phone today is no longer just a communication device. The launch of this new service is another step in the same direction as it enables customers to add a musical edge to their messages-nothing can be more powerful than a message in one‘s own voice along with a song to suit the situation. Once delivered.whom it has been dedicated as a Voice Message with the CLI of the sender.Aibara.F. The charge for the service is just Rs 7/minute for a 60 second pulse. Mr. COO. the message begins with the sender‘s voice message followed by a 30 second clip of the song that has been dedicated.


BHARTI CELLULAR FOOTPRINT Bharti is to first achieve critical mass. Airtel Cellular turned to drilling deep. It controls a portfolio of India's most attractive and contiguous telecom geographies. Airtel Cellular accesses over 45% of India's total telephony potential. Thereafter. the company has been providing excellent service to its subscribers in various states. Andhra Pradesh. Gujarat. In keeping with this. Chattisgarh and Delhi (inclusive of NCR). including the states of Maharashtra (excluding Mumbai). 60 . Goa. With the objective of critical mass achieved. then drill deep instead of spreading thin. it is ready for controlled expansion. Madhya Pradesh. With a footprint dominating the map of India.

61 .

Some Marketing And Business Tools Adopted By AIRTEL As To Promote Its Activities: Seminars: seminars are conducted at different places by the expert time by time to make people aware. Publicity: publicity is done through various media. Stalls at famous places: they conduct their stall after a particular period of time on the famous and public place to attract them towards themselves. DSA (Direct Sales Agency) Print media Hoarding Banners Advertisement 62 .

Leaflets Follow ups 63 .

64 .

Rose comm.STOCK Airtel Outlet name market % Dashant comm. Arun electronics Aman comm. Jasleen comm. Ashish Airlink New photo comm. 40% 67% 36% 45% 38% 45% 38% 42% 43% Competitor's market% 60% 33% 64% 55% 63% 55% 62% 58% 57% Airtel market% 45% 45% 42% 43% 43% 57% 38% 40% 29% Competitor's Airtel Lapu Competitor's Market% 55% 55% 58% 57% 57% 43% 63% 60% 71% % 41% 45% 43% 40% 38% 29% 38% 38% 29% Lapu % 59% 55% 57% 60% 63% 71% 62% 62% 71% TOTAL 45% 55% 43% 57% 37% 63% 65 . Ringing tone Harjas comm.

80% 71% 70% 60% 60% 55% 50% 40% 40% 33% 29% 30% 29% 29% 59% 55% 55% 67% 64% 58% 57% 55% 60% 57% 57% 57% 55% 63% 63% 62% 63% 62% 58% 60% 62% 57% 71% 71% 45% 41% 45% 45% 42% 43% 36% 45% 43% 40% 38% 38% 43% 45% 43% 38% 38% 38% 42% 43% 40% 38% 20% 10% 0% Dashant comm. Ringing tone Harjas comm. Airtel market % competitor's market% Airtel market% competitor's market% Airtel Lapu % competitor's Lapu % 66 . Arun electronics Aman comm. Jasleen comm. Ashish airlink New photo comm. Rose comm.

k.Marketing Anand mart Mobile villa S.K.D.Agg.STOCK Airtel Outlet name market % Gee communication B.H enterprises Mobile city Vishnu electronics TOTAL 43% 64% 61% 68% 80% 37% 58% 74% 44% 58% 61% Competitor's market% 57% 36% 39% 32% 20% 63% 42% 26% 56% 42% 39% Airtel market% 40% 50% 9% 27% 40% 50% 38% 42% 33% 38% 24% Competitor's market% 60% 50% 91% 73% 60% 50% 62% 58% 67% 62% 76% Airtel Lapu % 33% 40% 41% 44% 44% 30% 45% 53% 45% 43% 43% Competitor's Lapu % 67% 60% 59% 56% 56% 70% 55% 47% 55% 57% 57% 67 .cen Matrix telecom Gupta properties M.TV.

STOCK OF JANAKPURI 100% 90% 80% 70% 91% 80% 73% 70% 60% 56% 44% 40% 63% 58% 50% 50% 37% 30% 20% 9% 62% 55% 74% 67% 62% 58% 57% 56% 55% 58% 53% 47% 45% 44% 42% 43% 42% 38% 33% 26% 68% 67% 64% 60% 60% 61% 59% 57% 56% 60% 50% 50% 44% 50% 43% 40% 40% 39% 41% 36% 40% 33% 32% 27% 30% 20% 10% 0% 45% 42% 38% Airtel market % competitor's market% Airtel market% competitor's market% Airtel Lapu % competitor's Lapu % 68 .


70 .


72 .

com www.R.Websites & Search Engine: www. Kothari 73 AIRTEL‘s reports Books & magazine on mobile communication Marketing Management by Philip Kotler Research Methodology by

74 .

Diploma.DECLARATION I Hereby Declare That The Summer Training Project Entitled “TO STUDY THE CUSTOMER SATISFACTION IN AIRTEL” submitted in fulfilment of 'PGDM” is of my original work and not submitted for the award of any other Degree. (ADITYASINGH) QESTIONNAIRE 75 . Fellowship or other similar TITLE or PRIZE.

……………………………………………………………………………… Address: ………………………………………………………………………………………… Contact Number: …………………………. 1. Please do not hesitate to inform us of any observation that you think may be relevant. WHICH PRODUCTS OF AIRTEL THEY WERE SELLING AND WHICH NOT? ________________________________________________________________ ________________________________________________________________ _________________________________________________ 2. We hope that you are satisfied with the product and quality of the services offered by the Airtel.. WHY WERE THEY NOT SELLING THAT PARTICULAR PRODUCT.Dear Sir/Madam. As there is always scope for improvement. I would. we would like to get your opinion in these areas. therefore. We are thankful to you for patronizing AIRTEL. We assure you that we would try to come up to your expectations. request you to kindly assist us in our efforts by sparing a little time to give us your valuable feedback and suggestions in the feedback form below. 76 .. Name:……………………………………………………………………………………… Occupation: .

________________________________________________________________ ________________________________________________________________ _________________________________________________ 4. ________________________________________________________________ ________________________________________________________________ _________________________________________________ 77 . WHAT IS THE LEVEL OF STOCK MAINTAINED BY THEM. THEIR FEEDBACK IN COMPARISON WITH THE COMPETITORS. WHAT ARE THE DIFFICULTIES FACED DURING SELLING THE PRODUCTS. ________________________________________________________________ ________________________________________________________________ _________________________________________________ 5.________________________________________________________________ ________________________________________________________________ _________________________________________________ 3.