EXECUTIVE SUMMARY

The project aims at understanding the Marketing strategies at Airtel and its impact on the perception of Airtel Cellular Services. Research has demonstrated conclusively that it is far more costly to win a new customer than it is to maintain an existing one. And there is no better way to retain a customer than to exceed his expectations. For this purpose it is essential to know the level of customer satisfaction. The focus of my research was the measurement of customer satisfaction level for the services provided by Bharti Airtel. The research was done for the corporate clients of Bharti Airtel. My job was not only to represent the Corporate Sales Dept. and collect the feedback from the clients but also to get the major complaints resolved through internal counselling. There can be no better opportunity to interact with the external as well as the internal customers of an organization. Finally the results of the research verify the fact that keeping the customer satisfied is the best strategy to not only retain the existing customers but also to expand the business to new horizons.

TABLE OF CONTENTS

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16.

TELECOMMUNICATION MARKET IN INDIA GSM MARKET IN INDIA INTRODUCTION TARIFF STRUCTURE PROMOTIONAL STRATEGY MARKET SITUATION COMPETITIVE SITUATION MARKETING STRATEGY ADAPTED BY BHARTI OBJECTIVE RESEARCH METHODOLOGY LIMITATION FINDINGS SWOT ANALYSIS CONCLUSION QUESTIONNAIRE BIBLIOGRAPHY

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TELECOMMUNICATION MARKET IN INDIA
The Indian telecommunications Network with 250m telephone connections is the fifth largest in the world and is the second largest among the emerging economies of Asia. Today it is the fastest growing market in the world and represents unique opportunities for UK companies in the stagnant global scenario. Tele-density, which was languishing at 2% in 1999, has shown an impressive jump to 9.5% in 2006 and 10.5% in 2007 and is set to increase to 20% in the next five years beating the Govt. target by three years. Accordingly, India requires incremental investments of USD 20-25 bln for the next five years. Private operators have made mobile telephony the fastest growing (over 164% p.a.) in India. With more than 33 million users (both CDMA and GSM), wireless is the principal growth engine of the Indian telecom industry. Given the current growth trends, cellular connections in India will surpass fixed line by late 2004/early 2005. Intense competition between the four main private groups Bharti, Vodafone, Tata and Reliance and with the State sector incumbents-BSNL and MTNL has brought about a significant drop in tariffs. There has been almost 74% in cell phone charges, 70% in ILD calls and 25% drop in NLD charges, resulting in a boom time for the consumers. The Government has played a key enabling role by deregulating and liberalising the industry, ushering in competition and paving the way for growth. While there were regulatory irregularities earlier, resulting in litigation, these have all been addressed now. Customs duties on hardware and mobile handsets have been reduced from 14 percent to 5 percent. The Indian government has merged the IT and Telecom Ministries to speed up reforms and decision on the Communication Convergence Bill to enable the common regulation of the Internet, broadcasting and telecoms will be taken after the new Government assumes responsibilities in may this year. An independent regulatory body (TRAI) and dispute settlement body (TDSAT) is fully functional.

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the cellular subscriber base in the country has almost doubled in March 2005. which operates in Seven circles.9 lakh subscribers. MTNL is the ninth largest operator. The cellular subscriber club expanded by 21. Madhya Pradesh and West Bengal recorded a jump of 10.18 % to reach 43. Unlike fellow public sector undertaking. which operates in Mumbai and Delhi. the cell club has reported a 7. which operates in 22 circles. Andhra Pradesh. during March 2005. is the third largest operator with a subscriber base of 32 lakh. which operates in 23 circles. is the fourth largest operator with a subscriber base of 17. Vodafone. Gujarat. MTNL. Uttar Pradesh (West). BSNL has been a very aggressive player in the market.9 lakh subscribers added in February 2005 and 2. which operates in only eighteen circles. While the subscriber base-jumped by 3. continues to be the country's largest cellular operator. higher than BPL's 11. till it was too late in the day. having a subscriber base of 9.40 lakh. has a subscriber base of 37 lakh subscribers. were taken by surprise and did not take effective steps to counter it.92% growth. and is expanding at the rate of 25% per year thereafter. with a base of 8. BSNL.80 lakh. "Cellular operators who expected BSNL to go the MTNL way." said a telecom analyst. This is much higher than 5. Year-on-year. Karnataka and Tamil Nadu jumped by 10. displacing Vodafone from the second position. subscriber base of category A circles of Maharashtra. followed by Reliance Telecom's 8. The subscriber numbers per operator drop sharply with the sixth largest operator. Idea. 2007. Thus BSNL stands second largest cellular operator in terms of subscriber base at the end of the fiscal ending March 31.INDIAN CELLULAR MARKET The Bharti Group. Uttar Pradesh (East).13 lakh in January 2005. Category B circles of Kerala.32 lakh subscribers. with a 4 . Belying fears of a slowdown in cellular subscriber acquisitions.69%.64 lakh. the highest growth in any month so far. Punjab.39 lakh in the metros. Haryana. with 50 lakh subscribers. Spice Communications.38% to 44. Rajasthan.31 lakh subscribers across four circles.31 lakh last month.

the Capital's cellular subscriber base of over 80 lakh is still higher than Mumbai's 66. higher than the 1. Circle C has reported 12.75 lakh monthly additions in the third quarter. while Mumbai added 1.total base of 33. the first two months of 2007 had seen the growth slowing down.180 subscribers.58.646 added by Delhi.74 lakh subscribers. While the cellular industry has been on roll for the first three quarters of the previous financial year with an average of 16.74 % growth with subscriber numbers jumping to 5.89 lakh.63. Among the metros. 5 .08 lakh.

Much of this success can be attributed to the stabilisation of the licensing and regulatory environment.1 billion growing at roughly 1. 'The policy's mission statement is 'affordable communications for all'. However. India's telecommunications have undergone a steady liberalisation since 1994 when the Indian government first sought private investment in the sector. More significant liberalisation followed in 1996 with the licensing of new local fixed line and mobile service providers.7 per cent a year.GSM India With a population of around 1. 6 .GSM MARKET IN INDIA Regional Interest Groups . it has been the government's New Telecom Policy (1999) that has had the most radical impact on the development of GSM services. the past 12 months have seen the region's promise beginning to come to fruition. After two rather difficult years. India is potentially one of the most exciting GSM markets in the world. There is a genuine commitment to creating a modern and efficient communications infrastructure that takes account of the convergence of telecom.

' Competition in the mobile sector has already had a visible impact on prices with calls currently costing less than 9 cents per minute. With India's low PC penetration and high average Internet usage -at 14-20 hours a month per user it is comparable to the US -the market for mobile data and mcommerce looks extremely promising. "For GSM. India is a success story. In the year ahead. a figure that is set to be supplemented by a further Rs. which cover the seven largest cities. Such depth of coverage has required enormous investment from India's operators. the policy places significant emphasis on greater competition for both fixed and mobile services. The good news is that subscriber growth is beginning to look healthy. It is one of the fastest growing markets with its subscriber 7 .IT and media. India has more than 40 networks. In addition. One of the challenges facing GSM operators in India is the diversity of the coverage regions -from remote rural regions to some of the most densely populated metropolitan areas in the world. India fastest growing GSM mart India is expected to have 145 million GSM (global system for mobile communications) customers by 2007-08 compared to 26 million subscribers as on March 2005. It is estimated that more than Rs200 billion had been invested in India's GSM industry by mid-2000. This means that service costs have fallen by 60 per cent since the first GSM networks became live in 1995. according to the Global Mobile Suppliers Association. GSM India will work with its members to realise the potential of early packet services in anticipation of the award of 3GSM licences. WAP services have already been launched in the subcontinent and the first GPRS networks are in the process of being rolled out. 300 billion over the next five years. over 7000 towns and several Lacs villages. It also helps explain why a recent Telecom Asia survey revealed that more than 70 per cent of Indian mobile subscribers felt that prices were now at a reasonable level.

a key measure of profitability. president of GSA.86 billion) compared with 64 billion rupees a year earlier. said at a news conference in New Delhi. the GSM market reached 1 billion users in February 2005. spectrum charges and other taxes. In North America GSM growth is bigger than CDMA (code division multiple access)." Alan Hadden. it is amongst the highest taxed industries in the country. At this pace. Mobile carriers pay as much as 25 percent of their revenue as licence fee.V. Ramachandran. which is a major contributor to business plans. he said." he said. But the monthly average revenue per user. Commenting on the raging debate over GSM versus CDMA in mobile services arena. Although India‟s mobile sector is the world‟s fastest growing major wireless market."Almost every Latin American operator has chosen GSM. director general at COAI. adding GSM accounted for 80 per cent of the new subscriber growth in 2005. declined 17. Globally. It also supports automatic international roaming.” Ramachandran said the sector was still losing money but declined to elaborate. “These revenue growth rates cannot be maintained unless there is a concerted effort by the government to cut excessive levies and allow sharing of infrastructure” “But the potential to do much better exists as there is still huge demand in the sector.08 billion rupees ($1. and is an open mobile standard. Hadden said: "GSM is the world's most successful mobile standard with over 1 billion users. According to T.4 percent to 432 8 . The Cellular Operators Association of India (COAI) said revenue for fiscal 2003/04 stood at 83." India’s GSM mobile firms’ revenue up 30 pct India‟s private telecoms firms offering GSM-based mobile services reported a 24 percent rise in revenue in the year to March 2007 but said future growth rates could slow because of heavy taxes on the nascent industry.base doubling in 2005. Sales jumped because of a doubling of the GSM (Global System of Mobile Communications) user base as more people entered the flourishing market thanks to one of the lowest call rates in the world. the target of 150 million subscribers by 20072008 is definitely achievable.

Roughly three percent of Indians own a mobile phone compared with about 20 percent in China.63 million in February. and Mahanagar Telephone Nigam Ltd. Carriers are now subsidising handset costs to woo users into the underpenetrated industry forecast to have more than 250 million customers by 2007. 28 percent owned by Singapore Telecommunications. Ramachandran blamed the slowdown on a majority of small GSM operators being unable to expand networks into rural swathes where demand remained largely untapped. “Our surpluses are not enough to cover costs of network expansion and financing charges on loans.rupees in the fourth quarter compared with 523 rupees in the first quarter due to a cut in tariffs and excessive competition among companies. Growth slowing.” he said. Ramachandran said. 9 . There are 150 million GSM customers and more than 96 million users of the rival CDMA-based mobile services in the country.9 million in the previous month and 1.25 million users took up the service in April compared with 1. The pace of growth in monthly additions is slowing after just 1. Reliance Infocomm Ltd and the Indian GSM-unit of Vodafone group battle in the hotly competitive sector. the secondranked player. We are making money only to cover operating expenses. About a dozen firms such as Bharti Airtel Ltd. demand untapped: The association has not included the financial performance and the GSM-user base of state-run firms Bharat Sanchar Nigam Ltd.

are beginning to lose some sleep over what was earlier termed as `niche‟ and `minuscule‟ data carriage market by the operators Apart from the strong success of the two CDMA operators whose networks are based on code division multiple access (CDMA). the miserable showing of the four global standard for mobile (GSM) based networks that launched general packet radio service (GPRS) service for data connectivity in last three years. Global mobile Suppliers Association (GSA) now believes that even though India will primarily remain a voice traffic-led market in next two-three years. has the vendors worried.who incidentally also have their other foot firmly placed in the CDMA pie. 10 . an optimism that it‟s trying to make GSM operators feel as well.DOES GSM HAVE THE EDGE? GSM operators are not the only ones who are worried about the rapid strides made by CDMA mobile players Reliance Infocomm and Tata Indicom in the Indian cellular market? The GSM suppliers – both handset and equipment . the data traffic component will grow by 25-30 per cent.

a major reason why GPRS growth has been so slow. Alcatel and Lucent Technologies . Vodafone. but the data transfer speeds of GPRS have been abysmal. the two CDMA operators have about 120 lakh connections.THE CDMA CHALLENGE CDMA players had launched their services with CDMA 2000 1X-based networks. on the other hand. always-on connectivity to the Internet. which has not significantly improved the subscriber‟s experience of surfing the Net on/from mobile. In comparison. BPL Mobile and Idea Cellular had launched GPRS. but the actual speeds have not exceeded 14-18 kbps. Ericsson. the country has between 2. GSM operators.met on Tuesday in the capital to persuade the operators to adopt EDGE (Enhanced Data rates for GSM Evolution) and leave GPRS behind as a dream gone sour. Though no figures are available as to how many use these 11 . All these sets are data compliant. Siemens.000 lakh GPRS users only. The field trials gave a speed of around 54 kbps. As against the total GSM cellular base of 5. have had to migrate from the frustrating experience of WAP (wireless application protocol) to GPRS. Only Airtel.61 crore. which can give hi-speed.80. and other data services. an organisation comprising Nokia. The top brass of GSA.

but perhaps after seeing the response to Bharti‟s service. promises the launch of many data applications. He felt India could have as many as 200 million GSM subscribers by 2007-2008. EDGE holds the promise of delivering data speeds of around 170-180 kbps (as against the theoretical speed of around 380 kbps) which. up from nine million in December 2004. Overall. Bharti is almost there But first. the figure is believed to be respectable as a percentage ratio for CDMA. Almost every country has a GSM-based network and even those US operators. pointed out Hadden at the GSM Evolution Forum. Vodafone and BPL are yet to hold the trials. were migrating gradually to GSM. there are 76 operators in 50 countries that have committed to deploy EDGE.1 billion GSM subscribers worldwide as against 250 million CDMA customers. there are over 1. if achieved. The company was the first to conduct field trials in November with its equipment supplier Ericsson. Idea too held EDGE field trials in February this year with its vendor Nokia. claimed chairman of GSA India chapter Rakesh Malik.for data services. sources said. GSA president Alan Hadden predicted that GSM growth will far outstrip CDMA as was happening globally. The two companies would eventually migrate to EDGE. which operated on now-defunct TDMA technology. the EDGE! Bharti Cellular is close to commercially launching its EDGE service in Delhi and Mumbai by end May or early June. The scalable cost of migrating from GPRS to EDGE is not too high and mainly comprises software upgrades in case of a modern network such as Bharti and Hutch. According to GSA. The revenue of top 25 global operators from data averages 18 per cent and 22 of these operators run GSM networks. not CDMA. Will GSM maintain its headstart? At the GSM Evolution Forum held in New Delhi. The Forum is a global GSA program to assist the operators for evolution to third generation 12 .

full multimedia messaging. “Besides. While the two CDMA operators have been giving out handsets that can give hi-speed data transfer. 81 operators have launched 77 CDMA 2000 1X networks whereas nine have launched services based on 1xEV-DO platform across Asia. Even now. provided their handset supports all this. besides high-speed Internet and e-mail access. GPRS handsets have not become commonplace and GPRS feature is found only in mid and high-end segment handsets. “People are using their phones for much more than voice.” he added. the automatic roaming provided by GSM networks in almost 200 countries is a power that CDMA doesn‟t give you. capable of delivering services comparable to 3G WCDMA. same has not been the case with GSM. At least. The first CDMA 2000 1X was commercially deployed in October 2000. EV-DO and EV-DV are the next level of evolution on the CDMA 2000 1X platform. Fifteen networks have commercially launched EDGE as it can run 3G like services in the existing spectrum for the operators without needing a 3G license. Already.” said Hadden. End sum game When the networks deploy EDGE. 13 . 16 new 1X and six 1xEV-DO networks are scheduled to be deployed in 2004. Where are the models? What will matter a lot in this war will be the availability of EDGE compliant handsets at affordable rates. We know for sure that almost 20-25 per cent of the revenue for some GSM operators comes from roaming customers. subscribers can expect the delivery of advanced mobile services such as easy downloading of video and music clips. according to CDMA Development Group. But CDMA is no pushover with Korea and Philippines as the shining jewels in its crown. the Americas and Europe.(3G) technologies. Even the migration to a full-fledged 3G level of Wideband CDMA (WCDMA) will be smooth with EDGE.

Reliance plans to offer its CDMA subscribers much more than what GSM players intend to deliver through their EDGE for their subscribers. For now. but India will probably be more like the Chinese market with both standards co-existing. GSM lobby may continue to remain gung ho over the future of their technologies over that boosted by the American firms Qualcomm and Motorola. More importantly. equivalent to what a leased line in many middle level corporates gives. WCDMA for example promises delivery of a phenomenal 2 megabytes per second (mbps). including video telephony. Who succeeds in this battle for mobile customer‟s eyeballs is most difficult to predict. but Indian market could well throw an interesting scenario that industry experts will do well to watch. GSM rules! 14 .But the real cruncher will be the migration at a later stage to 3G technologies such as WCDMA. EV-DO or EV-DA as and when the government decides what to do with the 3G licences. A Korea and Japan may not be waiting to happen in India. In the coming months. WCDMA will spawn a whole new range of full motion audiovideo applications.

Basic. Its subsidiaries operate telecom services across India. which constitute. 2007. 44. 1995 for promoting investments in telecommunications services. which include Cellular. Bharti has also put its footsteps into Insurance and Retail segment in collaboration with Multi. Internet and recently introduced National Long Distance. Bharti provides a range of telecom services.National giants. 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 also manufactures and exports telephone terminals and cordless phones. with a footprint in 23 states covering all four metros and more than 50 million satisfied customers. Bharti Enterprises. Bharti Airtel is India's leading private sector provider of telecommunications services based on a strong customer base consisting of 50 million total customers.a part of the biggest private integrated telecom conglomerate. Airtel comes to us from Bharti Airtel Limited . 15 . as of March 31.INTRODUCTION Airtel (Bharti Airtel Ltd.6 million mobile and 5. Bharti is the leading cellular service provider.) Bharti Airtel Limited was incorporated on July 7.4 million fixed line customers.

No more rentals or deposits – simply recharge as much as you need to from as low as Rs. from a variety of tailor– made recharge coupons with different denominations. Going mobile with Airtel Prepaid is a new way of life. With a host of great features. press 'OK' or 'YES' button and your account balance will be displayed on the screen of your handset.S E R V I C E S Airtel Prepaid Airtel Prepaid. India's leading integrated telecom service provider. which are available at a number of outlets across your city. 16 . Recharge your Airtel Prepaid Recharging is Easy. Hassle-free calls are here to stay! Strong Network Coverage Enjoy complete clarity when calling with Airtel‟s world-class technology and unbreakable network coverage that spans over 23 circles across the country. Simply follow the procedure mentioned below. also simple to use. to as high as Rs. Instant Balance and Validity Enquiry Your account balance is updated on the screen of your handset at the end of each chargeable call. Total Cost Control You can control your Airtel Prepaid like never before. 10.000/-. Airtel Prepaid makes everything that you dreamt and believed. 10. Pre activated STD/ISD without deposits or rentals You can now enjoy a pre-activated STD/ISD on your Airtel Prepaid. You can also call 123 from your mobile phone and listen to the voice announcement or simply dial *123#. No more paying deposits or having a minimum balance in your account to make an STD/ISD call. possible. the Ready Cellular Card from Airtel comes to you from Bharti Enterprises. The calling value on your card keeps reducing as you make calls or use any other chargeable service. to recharge your phone. Choose the Airtel Prepaid Recharge Coupon that‟s right for you.

SMS <SUB NEWS> to 3333 for News. Voice Mail When your handset is switched off. Try them and discover a whole new world of fun and excitement. if it's too noisy to talk or you don't have much time. <SUB JOKE> for Jokes.you just pay for the phone call when you use the service. <SUB SPO> for Sports Alerts & <SUB VAASTU> for Vaastu tips. anytime. important reminders and rib-tickling jokes. with MMS from 17 . or you‟re too busy to answer the phone. While traveling abroad you can receive calls & send or receive SMS. so you stay connected no matter wherever you are. MMS (Multi-media Messaging Service): Jazz up your messages with pictures. with anyone. call divert and Caller Line Identification Presentation – all with your Airtel prepaid connection. SMS (Short Messaging Service) Send messages quickly and easily using text.Prepaid Roaming Airtel Prepaid comes preactivated with 'National Roaming'. a wide range of Services that will change the way you communicate. Subscription Alerts Get regular alerts on news. images and video clippings. Other Services Airtel brings you. health and films on your Airtel mobile phone with Subscription Services. business. check your email and access other GPRS services while roaming in India as you would in your own city. <SUB BIZ> for Business News. You can also send or receive MMS. Call management Services Call waiting. The best part is that there's no extra monthly cost for setting up Voicemail . Airtel Voicemail will answer your calls and record a message. call hold. jokes. It's the way to share those interesting one-liners. anywhere in the world.

Airtel Live! Portal can be accessed from you GPRS enabled phone. Airtel Live! Voice Services: Just Dial 56465. videos and much more. To download new services on your Airtel SIM. right on your phone! Airtel Live! WAP Services: Download the latest ring tones. Airtel Live! Make your mobile the most happening entertainment destination with Airtel Live! Airtel brings you the latest in entertainment and information services. SMS 'MMS' to 56465 and save service settings. Help to 56465. by sending a SMS 'FUN' to 56465. watch live TV and download full songs on you phone. In case you need assistance SMS. Cricket. Bollywood / Hollywood / Indi Pop Ring tones. stocks. Airtel Live! SMS Services: You can enjoy a host of services by sending a keyword as an SMS to 56465! Choose Astrology / Horoscope. say ring tones to download your favorite ring tones. For e. SMS 'Live' to 56465 and save the settings that you receive as your preferred connection. 18 . To get Airtel Live! settings on your phone. choose the "What's new" option under the "Airtel services" menu. Airtel Live! SIM Services: Access loads of fun content and exciting services like cricket. on your phone at the touch of a few buttons with Airtel Live! SIM based Services on your SIM card menu. Movie Reviews or Stock Market Updates.Airtel! To activate MMS on your phone. wallpapers. You can also get news clips. and name the service. games. latest National / International News. You can also choose a variety of content options like Live Cricket Commentary.g.

19 . This would directly take you to your favorite artist's Hello Tunes listing. even while roaming. What's more you can directly call the number for your kind of music.com.Hello Tunes Tired of that boring old „tring tring‟ on your phone? Well now when a friend calls. flowers and greeting cards. Bhajans to Jazz. call 678005 for English New and 678001 for Hindi New.our toll-free number. Copy a Hello Tune Get the tune you want.g. Gift a Hello Tune Forget gifting chocolates. Follow the simple voice instructions and key in the 10-digit Airtel mobile number that you want to gift the Hello Tune to. Simply walk into your nearest Airtel Shop and walk out with your favorite song. you can make them groove to the hottest new tracks burning up the music charts with Hello Tunes from Airtel! You get a wide choice of songs in the Popular & New Arrivals categories that are updated regularly. Just call 55055 and choose the song that you want to gift. Say it with a song instead! Gift a Hello Tune to that special someone. just key in the 10-digit Airtel mobile number you want to copy the Hello Tune from and you get the same Hello Tune assigned to your number. You will get an SMS notification upon successful receipt of that gift. Reach us Anytime Anywhere In case you need assistance. Hard Rock to Gujrati Garba. accessible from anywhere in the country. Once inside the copy feature. You can also send us an SMS to 121 or mail us at 121@airtelindia. all you have to do is call 55055 and follow the simple voice instructions to copy your favorite Hello Tunes.Airtel Music Shops Buying your favorite Hello Tune or Ring tone is as simple as recharging your phone with talk time. dial '121' . e. Bhangra Beats to foot tapping Tamil Hits from a list of more than 18000 songs. Buy Music . Choose from Bollywood Hits to Indipop Remixes.

To give you the unlimited freedom to reach out to your special people in your special way. at the click of a button. Drop a cheque at any of the drop boxes for making payments or simply log on to My Airtel section and pay instantly through your credit card. Anytime Anywhere You can choose from a host of convenient payment options only with Airtel.*In case of email. To change your tariff plan call our IVR at 121 and leave a request. Sort your calls between personal and official or analyze your usage. Register free on „My Airtel‟ section and view your monthly bill with call details for last three months. 20 . fax it to us or drop it any of our relationship centres. not just through words but ideas. Easy Payment Options. All you have to do is fill the Standing Instruction Form and mail. More exciting. like. emotions and feelings. Easy Billing Enjoy a host of rich features only with Airtel e-bill. Airtel Postpaid Airtel welcomes you to a vibrant world of unlimited opportunities. innovative yet simple new ways to communicate. just when you want to. in the subject of the mail for a quicker response. You can also opt for easy payment options like: Standing Instructions You can give us standing instructions to debit your credit card account for your monthly Airtel bills. 9810012345. Walk into any Airtel relationship centre and make your payments by cash or credit card. mention your mobile no.

Walk in to any Airtel Relationship Centre in the country. keeps track of your usage and ensures that your mobile phone is not misused. 21 . You may also choose to pay us an additional refundable deposit to enhance your credit limit or opt for our convenient payment method of Credit Card Standing instruction . Credit limit Your pre-set credit limit mentioned on your monthly bill helps you keep your mobile charges in control. fax it to us or drop it any of our relationship centres to directly debit your bank account for your monthly Airtel bill. Should you exceed your credit limit. make payments by cash or credit card and enjoy uninterrupted Airtel Services.You can also make use of ECS facility. Pay while roaming Airtel has introduced 'Anywhere payment' that offers you the convenience of making payments while you roam.Electronic Clearing System Fill an ECS form and mail. you will be informed via a voice or a non-voice message to make an interim payment and reduce your account balance below your credit limit.

GPRS . abroad. Try them and discover a whole new world of fun and excitement. In fact.National and International Airtel's roaming service allows you to stay connected and use your mobile phone to make or receive calls from almost anywhere in India and also over 160 countries. Long Distance Calling Facility Call long distance calls in India and Overseas with STD / ISD facility on your Airtel phone. Missed call alert 22 . To know more. call divert and Caller Line Identification Presentation. Say it. you can set up a conference even when the other five are using a landline phone. while roaming. Call management Services Call waiting.Roaming Use Airtel Postpaid's GPRS services. call customer service at 121.It offers you world class technology and unbreakable network coverage that spans over 23 circles across the country. to access the internet and office mails (eg. BlackBerry services). call hold. Widest Roaming . from almost anywhere in India and abroad.Strong Network Coverage Enjoy complete clarity when calling with Airtel . help you do more with your Airtel Postpaid connection! Conference call You can hold a teleconference with 5 people simultaneously with Call Conferencing service from Airtel. with Services from Airtel Airtel brings you a wide range of Services that will change the way you communicate. In more than just words.

The SMS will detail the CLI and the time when the call was made.you just pay for the phone call when you use the service. dial *135*2# then press the call button and wait for the request to be completed.A missed call alert is a SMS that you will receive for all the calls that you missed. Airtel Voicemail will answer your calls and record a message. To activate. Voice Mail When your handset is switched off. or you‟re too busy to answer the phone. The best part is that there's no extra monthly cost for setting up Voicemail . 23 .

right on your phone! Airtel Live! WAP Services: Download the latest ringtones. watch live TV and download full songs on you phone! To get Airtel Live! settings on your phone SMS 'Live' to 56465 and save the settings that you receive as your preferred connection. wallpapers. SMS 'MMS' to 56465 and save service settings. Airtel Live! Make your mobile the most happening entertainment destination with Airtel Live! Airtel brings you the latest in entertainment and information services. important reminders and rib-tickling jokes. MMS (Multi-media Messaging Service): Jazz up your messages with pictures. using text. anywhere in the world. videos and much more. business. You can also choose a variety of content options like Live Cricket Commentary. latest National / International News. <SUB JOKE> for Jokes. You can also get news clips. Movie Reviews or Stock Market Updates. Airtel Live! SIM Services: Access loads of fun content and exciting services like cricket. Subscription Alerts Get regular alerts on news. on your phone at the touch of a few buttons with Airtel Live! SIM 24 . health and films on your Airtel mobile phone with Subscription Services.g.SMS (Short Messaging Service) Send messages quickly and easily. Airtel Live! Voice Services: Just Dial 56465 and say the name of the service. SMS <SUB NEWS> for News. For e. <SUB SPO> for Sports Alerts & <SUB VAASTU> for Vaastu tips to 3333. with MMS from Airtel! To activate MMS on your phone. if it's too noisy to talk or you don't have much time. games. images and video clippings. jokes. anytime. with anyone. It's the way to Share those interesting one-liners. by sending a SMS 'FUN' to 56465. Airtel Live! Portal can be accessed from you GPRS enabled phone. <SUB BIZ> for Business News. stocks. say „Ring tones‟ to download your favourite ring tones.

In case you need assistance SMS „Help‟ to 56465. Airtel Live! SMS Services: You can enjoy a host of services by sending a keyword as an SMS to 56465 ! Choose Astrology / Horoscope. Cricket. 25 .based Services on your SIM card menu. choose the "What's new" option under the "Airtel services" menu. To download new services on your Airtel SIM. Bollywood / Hollywood / Indi Pop Ring tones.

Get the EDGE Browse the internet on your mobile phone with Airtel's EDGE services. Hello Tunes Tired of that boring old „tring tring‟ on your phone? Well now when a friend calls. call 678005 for „English New‟ and 678001 for „Hindi New‟. 26 . you can directly call the number for your kind of music. What's more. enhanced WAP experience and Airtel Data Cards on our high speed network. e. with GPRS that allows data transmission at a higher speed. you can make them groove to the hottest new tracks burning up the music charts with Hello Tunes from Airtel! You get a wide choice of songs in the Popular & New Arrivals categories that are updated regularly. Enjoy live TV. Access e-mails and internet across Airtel's pan-India presence using 'Mobile Office' with your phone or a phone and laptop both.g. This would directly take you to your favourite artist's Hello Tunes listing.GPRS (General Packet Radio Services) Log on to the internet.

Bhangra Beats to foot tapping Tamil Hits from a list of more than 18000 songs. Simply walk into your nearest Airtel Shop and walk out with your favourite song.Airtel Music Shops Buying your favourite Hello Tune or Ringtone is as simple as recharging your phone with talktime. Gift a Hello Tunes Forget gifting chocolates. just key in the 10-digit Airtel mobile number you want to copy the Hello Tune from and you get the same Hello Tune assigned to your number. Choose from Bollywood Hits to Indipop Remixes. You will get an SMS notification upon successful receipt of that gift. flowers and greeting cards. all you have to do is call 55055 and follow the simple voice instructions to copy your favourite Hello Tunes. Bhajans to Jazz. Just call 55055 and choose the song that you want to gift. 27 . Follow the simple voice instructions and key in the 10-digit Airtel mobile number that you want to gift the Hello Tune to. Buy Music . Say it with a song instead! Gift a Hello Tune to that special someone. Once inside the copy feature. Hard Rock to Gujrati Garba.Copy a Hello Tunes Like a tune you want.

like 9810012345 in the subject of the mail for a quicker response. accessible from anywhere in the country.40 Rs. dial '121' ./min) STD RATES (Rs.2.) Incoming Calls (Rs./min) USA.00 Rs. Airtel Prepaid Regular 449 SUK Pulse Rate Price of Pack (Rs. all over the city at over retail outlets including 24-hour outlets.2.449 Nil Free while in home network Airtel GSM / CDMA (10 Digit) LOCAL RATES (Rs. Rs.2.75 Rs.75 Rs. *In case of email. Europe (Fixed Line).our toll-free number.2. mention your mobile no.20 Rs.) 60 sec Rs.75 Landline / WLL ISD (Rs. even while roaming. all over the city at over retail outlets including 24-hour outlets. Airtel Prepaid Ready Cellular Card and Recharge Cards are available. TARIFF STRUCTURE Prepaid Tariffs Airtel Prepaid Ready Cellular Card and Recharge Cards are available. Anytime Anywhere In case you need assistance.6.40 28 .) Free Airtime on Pack (Rs.1.Reach us. Canada.2./min) Rs.

Rs.1. Norfolk Island. Hong Kong.24 months.20 Rs.00 Rs. Tokelau. Thailand. Gulf. Tuvalu. So get set to enjoy a world of limitless possibilities! Reference Tarif Packages (RTP) ON TIME CHARGES Activation Charges Membership Fee Security Deposit MONTHLY CHARGES (FIXED) Rs. New Zealand. Singapore. Sakhalin SMS (Rs.2.9. Europe (Mobile).Australia. SAARC countries. Africa & Rest of the world Cuba.) Local National International Other Details *Rs 50 Local Airtel-Airtel Mobile talktime per month for 6 months * First month Airtel-Airtel credit within 72hrs of activation & balance credit by 1st week of every month) *The SMS charge as applicable is per 160 characters * Validity. Diego Garcia.00 Rs. Indonesia. Sao Tome & Principe.5. Vanuatu. Cook Islands. convenient payment options and host of rich features. Nauru. 250 Rs. Guinea Bissau. Malaysia.00 Rs. Solomon Islands.40. 250 NA Rs. 524 29 .20 POSTPAID Airtel Postpaid allows you to choose from a variety of affordable talk plans.

00 Rs. Guinea Rs.99 Africa & Rest of the world Cuba.00 Bissau. Cook Island. Europe (Mobile). Tokelau. 1. 2. Norfolk Island. Hong Kong. 3. Rs. SAARC Countries. Thailand.99 Rs 1. Rs 9.99 Austalia.00 30 . 99 Airtel GSM / Landline / CDMA (10 WLL Digit) Local Rates STD RATES 50 – 200 Km 200 – 500 Km 500 + Km ISD USA. 5. Diego Garcia. Solomon Islands. Canda. Malaysia.99 Rs 1.00 Rs. 1.Bill plan Charge Monthly Rental Clip MONTHLY CHARGES (OPTIONAL) Clip Rs. Nauru. Indonesia. Tuvalu.20 Rs. new Zealand Gulf. Europe (Fixed Line). Vanuatu. 444 Rs. Singapore. 7. 40.00 Rs.) Rs. Sao tome & Principle. Sakhalin SMS Local National International Value Added Services (Rs. 150 NA Rs.

5. Tokelau. 50 NA Rs. Vanuatu. 3. Sakhalin SMS Local National Intentional VAS Rs 1. at Rs 2 / min. 50 Rs. 799 for 2 years.00 Rs 2.00 Rs. Cook Islands. Solomon Islands. Nauru. 150 NA  This Bill Plan is also available under Advance Rental of Rs. 150 Rs.00 Rs. Diego Garcia.   Monthly rental Rs 75 per month/Special offer for Airtel Telephone service customers for availing Airtel Mobile services 31 .00 Rs. Tuvalu. Local Pack Airtel to other local mobiles (non Airtel) At Rs 1 / min   Monthly rental Rs 25 per months/STD Pack Airtel to other mobiles (non Airtel) & fixed lines nos.Airtel One Standard 150 ONE TIME CHARGES Activation Charges Membership Fee Rs 250 Rs 250 (Converts into security after 24 months) Security Deposit MONTHLY CHARGES (FIXED) Bill Plan Charge Monthly Rental Clip MONTHLY CHARGES (OPTIONAL) Clip Bissau. Norfolk Island.

Benefits:     Non security deposit. 50 NA Rs 299 Rs.If you already have Airtel Telephone service. All other options and charges are as per the existing Airtel One Standard 150 Plan. Airtel one Standard 299 ONE TIME CHARGES Activation Charges Membership Fee Rs 250 Rs 250 (Converts into security after 24 months) Security Deposit MONTHLY CHARGES (FIXED) Bill Plan Charge Monthly Rental Clip MONTHLY CHARGES (OPTIONAL) Clip Rs. you can buy a new Airtel Mobile connection under Airtel One Standard 150 Plan. Advance rental of Rs 499 gives you a rental discount of Rs 150 every month for the next 2 months. For details. Monthly rent of Rs 25 for reduced call rates to your Airtel fixed line has been waived off for 1 year. at just 50 P / min. 150 Rs. call us 516-12345 Advance Rental benefits (1year scheme) Pay an advance rent of Rs 499 and enjoy Airtel One Standard 150 plan at Zero monthly rental for one year. 299 NA 32 . No membership / activation fee Enjoy calls to your Airtel fixed line no.

40 Rs.00 Rs. new Zealand Gulf.00 Rs. Rs. Thailand. 2.00 Rs. Europe (Mobile).00 Rs. Vanuatu. 2. Solomon Islands. Tuvalu.00 Rs. Indonesia. 2. Europe (Fixed Line). 2. SAARC Countries. 2. 1.40 Rs. Sakhalin SMS Local National International Value Added Services (Rs. 1. 2. 2. 5.20 Rs.40 Rs. 1. Malaysia. Diego Garcia.00 Rs.00 Rs. Rs 9. Singapore. 2. Nauru.00 Austalia. 2. 7. Guinea Rs. Tokelau. Sao tome & Principle.) Rs.40 Rs. Norfolk Island.99 Africa & Rest of the world Cuba.Airtel GSM / Landline / CDMA (10 WLL Digit) LOCAL RATES STD RATES 50-200Km 200 – 500 Km 500 + Km ISD USA.00 Bissau. 3.00 You also enjoy 25 FREE local mobile to mobile SMS 33 .00 Rs.40 Rs. Hong Kong. 40. 2. Cook Island.40 Re. Canda. 1.

Tokelau. 99 NA With Senior Citizen Plan 34 . Nauru. Sakhalin SMS Local National International VAS Rs. 250 (Concerts into security deposit after 24 months) Security Deposit MONTHLY CHARGES (FIXED) Bill Plan Charge Monthly Rental Clip Cuba. 5. Solomon Islands. 2.50 NA Rs.00 Rs. Cook Islands. 1. Vanuatu.00 Rs. Tuvalu. 250 Rs. Sao Tome & Principle. Norfolk Island.00 Rs.Senior Citizen Plan ONE TIME CHARGES Activation Charges Membership Fee Rs. 150 Rs. Diego Garcia. Guinea Bissau. 51 Rs. 3.

) – Rs. 35 .5 / min. Airtel to Airtel (1 STD no.You can take 3 Friends and Family numbers: Airtel to Airtel (1local no.5 / min ISD calls to US / Canada / South East Asia / Australia / New Zealand) – Rs. 9.) – Rs 1.99 / min    You also get FREE alert subscription worth Rs 30 / alert or 3 months on:    News Astrology Health Tips The SMS charges as applicable is per 160 Characters. 0.

Chief Operating Officer. AirTel will incorporate the latest branding in all of its communication and will soon be going in for an enhanced promotional drive to establish the brand's presence. Bharti Mobile Limited.PROMOTIONAL STRATEGY Airtel to “Touch Tomorrow” with a new brand vision The Bharti Mobile promoted AirTel cellular service will go in for repositioning of its brand image. which underscores a more caring. According to Mr. followed by "The Good Life". LIFE TIME PLAN PRE-PAID card users need not worry anymore about recharging their coupons every month. IVRS. The new campaign is in two phases .not only to reflect our corporate ethos but also business strategy".platform .Touch Tomorrow . Black and White colours along with lower case typography to convey warmth.the first of which will communicate overall brand philosophy and the second products and services. The new identity will have the logo in Red. 36 .399. Subscribers availing themselves of this scheme will also get full talk time for the recharge coupon they purchase and also have the option to buy Taiwanese manufactured Bird mobile handsets for as low as Rs. Touch Tomorrow is meant to embrace the new generation of mobile communication services and the changing scope of customer needs and aspirations that come along with it The new communication is about a new dimension in the cellular category that goes beyond the Internet. 999. more customer centric organization. Karnataka "We are adopting a new brand. roaming. Aimed at re-engineering its image as just simply a cellular service provider to an all out information communications services provider. Jagdish Kini. Company has launched a plan that allows users to take a pre-paid connection with lifetime validity for a one time payment of Rs. which underscores the leading theme for the new brand vision. The new brand ethos is portrayed in two distinct fashions . SMS. 1.the tag line "Touch Tomorrow". etc but which engulfs the whole gamut of wireless digital broadband services that will constitute tomorrows cellular services.

not only to reflect our corporate ethos but also business strategy". At this point of time. SMS. followed by "The Good Life".The Bharti Mobile promoted AirTel cellular service will go in for repositioning of its brand image. This coupled with the steep license fee paid to DOT put pressure on the operators to break-even by rapidly expanding their markets. IVRS. which underscores a more caring. Bharti Mobile Limited. Essar Cellphone followed by launching its services informally in Oct 95.the tag line "Touch Tomorrow". The new brand ethos is portrayed in two distinct fashions . more customer centric organization. this led to a number of schemes being offered and prices crashing. 37 33 . The new campaign is in two phases .the first of which will communicate overall brand philosophy and the second products and services. The average capacity installed was for 1. Aimed at reengineering its image as just simply a cellular service provider to an all out information communications services provider. etc but which engulfs the whole gamut of wireless digital broadband services that will constitute tomorrows cellular services. Touch Tomorrow is meant to embrace the new generation of mobile communication services and the changing scope of customer needs and aspirations that come along with it The new communication is about a new dimension in the cellular category that goes beyond the Internet. According to Mr.MARKET SITUATION At the time of launch The first mover in the market was Airtel which launched its services in Delhi in Aug 1995 (Informal launch).platform .5 lakh subscribers. Karnataka "We are adopting a new brand. awareness level was low and both operators independently tried to spread awareness and educate the people Once the networks were commercially launched.Touch Tomorrow . which underscores the leading theme for the new brand vision. it became a number game with a multitude of schemes being offered to woo customers Initially the cellphone was perceived as a status symbol and utility took a back seat The target segment in Delhi were corporate and the high income group. roaming. Chief Operating Officer. In the first two years. the market was at a nascent stage. Jagdish Kini.

      Major Accounts (Direct Channel) Handles corporate (named and famed) accounts Forecasting of sales Mapping the accounts Providing after sales support to the subscribers. both the players have been dependent on tactical advertising However. Maintaining call reports for records. However. This is a very competitive industry with the two companies differentiating either on value-added services or price. on the other hand. 1. Essar is trying to counter this by emphasising on the reach of its network and the quality of its service. Airtel is perceived as the high quality provider and has a premium image. Essar is somewhat not been very successful largely due to the inconsistency in advertising To promote themselves. Essar.COMPETITIVE SITUATION Airtel launched its services before Essar and skimmed the market picking up the bulk of the high usage premium clients. is perceived as the lower end service provider. Handling distribution Maintaining records and level check of the channel partner Liaisoning between the channel partner and the company. Airtel positions itself as the market leader on the basis of the number of subscribers. SALES DEPARTMENT AND STRATEGY A. IDC (indirect Channel)      C. Providing Feedback to the marketing department regarding the requirement of the market. Target achievement Training the executives of the channel Distribution Support Logistics 38 . B. they have restrained from using comparative advertising Hoardings have been a very popular medium for carrying the advertisements Airtel has also been advertising on television using the Bharti Telecom name.

minimization of risk exposure. Retail   Locate shops to open retail counters. Monitor the operations at the AirTel distribution outlets Organize training. Monitor the retail counters. 5.    3    4 Rental Provide cellular services (SIM cards) on rent. if they need any assistance Pass on the sales lead to the channel department. better ability to fine-tune a product / service to the requirement of target buyer and the resultant ease in designing a proper designing marketing mix strategy In this case segmentation is on the bade of income. Telesales Call customers and generate sales lead. MARKET SEGMENTATION Segmentation is beneficial because of better predictability of the target consumer group.  Monitor handset and SIM card requirements of channel partners and co-ordinate with stores Settle areas of concerns such as incentive claims of channel partners 2. In evaluating different market segments the company looks at two factors The overall attractiveness of the segments and the company's objectives & resources The present market for Cellular phones. Audit   Consultant to the AirTel showrooms. Follow up with the customers. pagers and conventional phones is as follows 39 . Provide cellular phones on rent Useful for people visiting Delhi for a short interval.

About 15% are foreign organisations and the rest are professionals and small businessmen.Premium Upper Cellular Phones Pager X X Lower X X X Middle Upper X X X Lower X X Economy Upper X Lower - Conventional Phones X X Market Segment Targeted TARGET MARKET SEGMENT Airtel has targeted the premium and upper middle class. 40 . It Is also planning to target the business tourists during their stay in the capital About 60% of the clientele are top executives of corporate houses. During the introduction stage there was intense pressure to get consumers across to hook up with their brand. POSITIONING The product is sought to be positioned as a business efficiency tool. a lifestyle revolution and a status symbol The emphasis is to remove misconception that the cellphone is an expensive means of communication and drive home the point that the cellphone is actually a day-to-day utility PRODUCT POLICY AND PLANNING The product or service is the heart of the marketing mix. Without a product or a service customers' needs cannot be satisfied. The rationale behind it is that only those segments should be targeted who value time and have the paying capacity. because getting them to switch brand loyalty later would be hard So far Airtel marketers have been concentrating totally on the business executive class but now that the basic viable volumes has beer) built up and prices have declined to a certain extent they are planning to venture further a field.

In order to do so Airtel is trying to optimise the price performance package by offering suitable "product bundling". Effective product segmentation has to be carried on continuously because basic services can be and will be copied and in time become expected component of the product. At present the cellular phone market has reached the maturity stage. Airtel's main marketing strategy is to be a first mover all the time. it offers free Airtime services and other concessions to make the prices and thus the product more attractive.if the user is not able to answer a call for some reason the caller can leave messages in the voice mail box which can be later retrieved by the user ii) Short Message Service The short message service is like a two-way pager. value added services become the effective differentiator. In addition. It has also opened a 24 hours customer service. Airtel seeks to carry out this segmentation through provision of new information services and making new facilities available. This involves the selection of the suitable hardware (handset) and its software (its services. Only price doesn't serve as an effective differentiator. 41 . the premium segment is nearing saturation the company targeting the upper middle and middle-middle class. The product policy and planning depends on the stage of the product life cycle. It has recognised the significance of making the first move-.The basic product promise by Airtel is mobility. Voice Mail service This system is similar to the answering machine . Since. It gives an option of sending and receiving text messages directly from one mobile phone to another without the intervention of an operator.because in the field of Communication & Information Technology changes occur at a tremendous pace. The "Value Added Services" provided from Airtel are:1).) with reasonable price in order to deliver maximum price performance to its customers.

in peak hours. All it requires is the payment of an initial amount. Roaming facility is available manually* as well as semi-automatically. In the early stages getting increases to subscribe may be easier than getting them to talk since they will find it costlier to use the mobile phone as compared to a conventional phone [if is believed that initially cellphones would be used buy] viii) Roaming Facility Roaming facility is available while the subscriber is travelling. or to limit the outgoing calls to a listed number. The billing is done in the home network (Delhi). Call Broadcast et cetera. to permit only local calls.iii) Mobile Fax 1 Data Service This service helps the subscriber to send and receive Faxes. 42 . vi) Outgoing call restriction To prevent or limit outgoing calls. where a GSM network is available. Besides these some other services provided by Airtel are . Also possible to exclude one or several countries. Once a subscriber is In any other city or country. v) Caller ID Displays calling person's number. access E-mail. for example. download computer files from other systems and remotely log on to another computer and surf the Internet. It is in the operators -Interest that they not only get many subscribers but also get them to use the mobile facility frequently. simply insert the SIM card of the local operator Into your handset and start talking. This is a useful service for people who travel to Delhi often and those who want to control the expenses on their calls. or any geographical region.Call conferencing. viii) Call forward Incoming calls can be forwarded to another fixed or mobile phone. iv) Cash Card The cash card is a pre-paid and pre-activated card which allows the buyers to buy air time in advance.

Since this is a high-involvement expensive product. Therefore it care of the has come up with various innovative tariff schemes to take needs of different category of customers. hence emphasis is on maintaining a 'Smiling and a Friendly Atmosphere' to please and retain the customer. Airtel realises that attracting people 'Is easy but converting them into loyal customers is hard. the cellular services are more expensive than the land line based telephone services. a) They take personal responsibility to "get" the answer for any problem faced by the customer b) They anticipate customers' problems and take pro-active steps to prevent them c) d) e) They give answers to the questions & requests. 43 .* ** Manual Roaming means a separate SIM card is provided for each city Semi automatic roaming means one card has the facility for different cities. the service provider has to fully take care of the customers. PRICE AND PRICING POLICY AIRTEL has realised that the Indian market is price sensitive. quickly & efficiently. This is due to the reason that the operating companies are required to pay a fee to the government for using airtime.Generally. They end the interaction on a positive or a humorous note-making the last 30 seconds count. AIRTEL'S MARKETING ORIENTATION. They have a positive tone & manner while interacting with customers.

When the name was well entrenched in the Delhiites‟s mind.). In the next phase the campaign associated Airtel with Cellular only thereafter was the Bharti Cellular connection brought up. Airtel.' bearing just the company's name and without explaining what Airtel was.000 direct callers were sent out. 4 crores. What now the buyer is looking at is to get the optimum price-performance package. it is the network efficiency and the quality of service that becomes important. Airtel's campaign in the capital began with a series of 'teaser' hoardings across the city. also the fact that a Cellular phone is a high involvement product. As of today the awareness level Is 60% unaided.MARKETING STRATEGY ADOPTED BY BHARTI Bharti has spent a considerable amount on advertising its mobile phone service. This implies that if potential or knowledgeable consumers are asked to name a Cellular phone service provider that is on the top of his/her mind 60% of them would name Airtel. The objective behind designing a promotion campaign for the „Airtel‟ services is to promote the brand awareness and to build brand preferences. the company had put up large no of hoardings and kiosks in and around Delhi. This also serves as an effective differentiator Brand awareness is spread through the' campaigns and brand preference through brand stature. About 50. It is trying to set up a thematic campaign to build a stronger brand equity for Airtel. Besides print advertising. In the first four months alone Airtei's advertisement spend exceeded Rs. Vans with Airtel logos roamed the city. the Airtel campaign began to focus on the utility of Cellphone. The image of the service provider counts a great deal. handing out brochures about the company and its services to all consumers. Given the Cell phone category. As for aided it -is 100% (by giving clues and hints etc. price doesn't qualify as an effective differentiator. 44 . Since the cellular phone category itself is too restricted.

The status of the product in terms of its life cycle has just reached the maturity stage in India. The population which has just realised the importance of cellular phones has to be roped in. The product promise (which might cost different 1 higher) is an important variable in determining the target audience. The right hand side shows the revenue share earned from the three types of users. 45 . other promotional strategies that Airtel has adopted are . tenor and the stance of the visual ads are designed to convey the image of a market leader in terms of its market share. Airtel 's campaign strategy is designed keeping in mind its marketing strategy. The diagram on the left hand side shows the percentage of the users classified into heavy.Brand strength of a product or the health of a brand is measured by the percentage score of the brand on the above aided and the unaided tests. It is still on the rising part of the product life cycle curve in the maturity stage. The media channel is chosen with economy in mind. The target segment is not very concrete but. The figures show that Airtel is a healthy and a thriving brand. Concerts like the "Freedom concert" are being organised by Airtel in order to promote sales. since heavy users comprise only 15 . which might comprise a sales target and a game plan with due regard to Its competitor. But. The tone. It tries to portray the image of being a "first mover every time" and that of a "market leader". The print advertisements and hoarding are placed in those strategic areas which most likely to catch the attention of those who need a cellular phone. medium and low categories. Every company has a goal. values its heavy users the most and constantly indulges in service innovation. It is for this reason that the service provider offers a plethora of incentives and discounts.20% of the population the other segment cannot be neglected. keeping in mind the importance of the customer retention. there is an attempt to focus on those who can afford. Airtel. Besides this.

(ii) There have been educational campaigns. congratulatory advertisements. attacking advertisements and tactical advertisements.(i) People who have booked Airtel services have been treated to exclusive premiers of blockbuster movies. 46 . image campaigns. promotional advertise-ments. pre launch advertisements. Airtel has tied up with Lufthansa to offer customer bonus miles on the German airlines frequent flier's programs. launch advertisements.

For this the.DISTRIBUTION Company Franchisee Distributor Dealers Dealer Customer Customer The. Each franchises has to invest Rupees Ten Lakhs. Hence the dealers can also go for their own promotions like banners and discounts on festivals etc.company whose operations are concentrated in and around Delhi. The franchises can it any number of dealers as long as their territories do not overlap.Each franchises or distributor can have any number of dealers under him as long as the person is approved by the Airtel authority. The franchises can carry out his 1 her own promotional strategy. It 27 Franchisees and 15 Distributors. to obtain a franchise and should employ an officer recruited by Airtel. company contributes 75% of the money and the franchises contributes 25% of the money. The dealer provides service promptly. But unfortunately Airtel has not been very successful in controlling territorial overlaps of dealers.They also have 8 'instant access cash card counters. The dealer has to invest Rupees. One Lakh as an initial investment. The dealer of Airtel are not allowed to provide any other operators' service. The dealers under the franchisee receive the same commission. This person acts as an liaison between the company and the franchises. Target set for distributors and the dealers is 100 -150 activations per month. The consumer on providing the bill of purchase for the handset and proof of residence has only to 47 . The franchises and the dealer obtain the feedback from the customers and they are sent through the liaison officer on a day-to-day basis to Airtel.

The staff of the dealers and the franchisees are provided training by the Airtel personnel.wait an hour before getting connected. The complaints encountered by the franchisees and dealers are either handset being non-functional or the SIM Card not getting activated. Anything more complicated is referred to the main Airtel office in Delhi. 48 .

His card activates Airtel cellular services and contains a complete micro-computer chip with memory to enable one to enjoy one's cellular phone thoroughly. Each SIM card contains a PIN code (Personal Identity Number) which may be entered by one. Indians are at the beginning of the maturity stage. but also gets a host of benefits that let him/her manage his/her time like never before. Just plug your SIM card into your cellular phone. always. the subscriber wouldn't just get a personal phone that lets him/her be in touch. PRODUCT LIFE CYCLE The pattern of cellphone subscriber growth observed elsewhere in the world reveals that the growth in the market is Initially slow followed by a sharp acceleration. but so far that has not happened in India. 49 . enter the PIN code and it becomes 'your' personal phone'.that is the key to operating his/her cellular phone. An Airtel subscriber is provided with a Subscriber Identity Module Card (SIM card) .WHAT DOES AIRTEL OFFER? With Airtel. As far as the Product Life Cycle is concerned.

Price to match or best competitors Build more intensive distribution. Maximise market share Maximise profits whole defending market share 50 . Increase to encourage brandswitching. Sales Promotion Use heavy sales promotion to entice people to subscribe. Build awareness and interest in the mass market Stress brand differences and benefits.Introduction Growth Maturity MARKETING OBJECTIVES Create product awareness and trial Strategies Product Offer a basic product/ service. Offer value added services Increase in number of value added services.plus Price to penetrate market Distribution Build selective distribution Build Intensive distribution. Advertising Build product awareness among early adopters and dealers. Increase to build and maintain relationships with customers. Price Charge cost.

 To understand the various Marketing Strategies which Airtel has adopted to survive in highly competitive cell phone industry. 51 .OBJECTIVES OF THE STUDY Objectives:  To study the importance and development of tele – communication industry in today‟s scenario.  To make a comparative study of the major players in Indian Service Provider.

which provides guidelines for the rest of research process. 52 45 . TYPE OF RESEARCH DESCRIPTIVE RESEARCH The study follows descriptive research method. It is the map of blueprint according to which. the type of data collected. Here the researcher attempts to present the existing facts by collecting data. Descriptive studies aims at portraying accurately the characteristics of a particular group or situation. Descriptive research is concerned with describing the characteristics of a particular individual or a group. the type of hypothesis formulated. The methodology includes collection of primary and secondary data. Research design is prepared after formulating the research problem. RESEARCH DESIGN A research design is a basis of framework. method used for data collecting and analyzing the data etc. the research is to be conducted. It deals with the objective of a research study. The research design specifies the method of study. the method of defining the research problem.RESEARCH METHODOLOGY Research methodology is a way to systematically solve the research problem.

SOURCES OF DATA Data are the raw materials in which marketing research works. websites. journals. The task of data collection begins after research problem has been defined and research design chalked out. newspapers. memorandums of settlements. and from library books 53 45 . Data collected are classified into primary data and secondary data  PRIMARY DATA Questionnaires were used for collecting primary data  SECONDARY DATA Secondary data were collected from the company‟s annual publications.

LIMITATIONS
Every attempt will be taken to obtain the error free and meaningful result but as nothing in this world is 100% perfect I believe that there will still the chance for error on account of following limitations(1) (2) (3) Respondent‟s unavailability. Time pressure and fatigue on the part of respondents and interviewer. Courtesy bias.

54

FINDINGS
1. Do you believe that India is potentially one of the most exciting mobile service providers in the world? Company Airtel Vodafone Idea MTNL Yes 4 4 4 4 No 1 1 1 1

As according to the above table 16 (80%) out of the total 20 interviewed people in all the above four specified Indian mobile service providers are of belief that India is potentially one of the most exciting mobile service providers in the world, whereas some 4 (20%) of them do not agree to this view.

No

1 0

1

1

1

Yes

4 2 4

4 6 8
AirTel Vodafone

4
10 12
Idea MTNL

4 14 16 18

55

2. Do you find that the government’s telecom policy has had the most radical impact on the development of mobile service providers? Company Airtel Vodafone Idea MTNL Yes 4 3 3 5 No 1 2 2 --

As according to the above table 15 (75%) out of the total 20 interviewed people in all the above four specified Indian mobile service providers find that the government‟s telecom policy has had the most radical impact on the development of mobile service providers, whereas some 5 (25%) of them deny this.

5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Yes No
AirTel Vodafone Idea MTNL

56

Do you believe that one of the challenges facing mobile operators in India is the diversity of the coverage regions? Company Airtel Vodafone Idea MTNL Yes 2 3 3 2 No 3 2 2 3 As according to the above table 10 (50%) out of the total 20 interviewed people in the mobile service providers are of belief that one of the challenges facing mobile operations in India is the diversify of the coverage regions.5 2 1.5 0 Yes No AirTel Vodafone Idea MTNL 4.3. whereas interestingly another 10 (50%) of them deny this. To what extent. 3 2. does you find that mobile service providers is a very complex standard? Company To some extent (1-5) Airtel 3 To great extent (6-10) 2 57 .5 1 0.

5 AirTel 2 1.5 1 0.Vodafone Idea MTNL 2 2 3 3 3 2 As according to the above table 10 (50%) out of the total 20 interviewed people in all the above four major the mobile service providers in Indian Cellular industry find only to some extent that GSM is a very complex standard.5 0 Vodafone Idea MTNL To some extent To great extent 58 . whereas the another 10 (50%) respondents find to great extent that mobile service providers is a very complex standard. 3 2.

Do you believe that mobile service providers comes close to fulfilling the requirements for a personal communication system? Company Airtel Vodafone Idea MTNL Yes 9 8 8 5 No 1 2 2 5 As the above shows 30 (75%) out of total 40 respondents are of the belief that mobile service providers comes close to fulfilling the requirements for a personal communication system.CONSUMER LEVEL 1. whereas 10 (25%) of them are in no way to this belief. 3 2 No 2 2 MTNL Idea Vodafone 2 3 Yes AirTel 3 3 59 .

2. whereas the remaining 8 (10%) respondents deny this. No 1 0 3 2 2 Yes 9 5 10 AirTel 7 15 Vodafone Idea 8 20 25 MTNL 8 30 35 60 . Do you find that mobile service providers as the most exciting and satisfying mobile standard? Company Airtel Vodafone Idea MTNL Yes 9 7 8 8 No 1 3 2 2 As the above shows 32 (80%) out of total 40 respondents find that mobile service providers as the most exciting and satisfying mobile standard.

3. Do you believe that your service provider has a genuine commitment to creating a modern and efficient communications? Company Airtel Vodafone Idea MTNL Yes 10 8 10 8 No -2 -2 As the above shows 36 (90%) out of total 40 respondents are of the belief that their service providers have a genuine commitment to creating a modern and efficient communications whereas the remaining 4 (10%) respondents deny this. 2 0 No 2 0 MTNL Idea Vodafone 8 10 Yes AirTel 8 10 61 .

WEAKNESSES      To prove credibility Price pressures Need for Government support Awareness Sales and Marketing 62 .SWOT ANALYSIS STRENGTHS        Cost advantage Current leaders in quality service Largest distribution network Ability to constantly innovate Highly skilled workforce Entrepreneurial zeal Airtel‟s increased equity and market cap.

Thus opportunity to wipe it out. THREATS  Foreign investment   Global trends moving from GPS to WLL. Lack of global parity in telecom tariff  Other competition 63 . Low penetration level in rural markets.OPPORTUNITIES       To sustain passion and commitment Airtel‟s market share increasing at other service provider expense. Attain higher value services Collaborative business needs to be explored Vertical repeatable solutions.

of users who were willing to switch from their respective subscribers showed interest in Airtel. Also the company is now providing more services like the door to door services which is you dial the Airtel customer care and would like to send someone flowers the Airtel company delivers those flowers to the person concerned. Hence. these statistics imply a bright future for the company.CONCLUSION From above the details I conclude that 70% Airtel users preferred to remain with Airtel. Call conferencing is also another feature Airtel provides. Also Airtel is providing free text messaging service and free voice mail service. Also good no. 64 .

Do you believe that India is potentially one of the most exciting mobile service providers in the world? Company Airtel Vodafone Idea MTNL 2. Do you believe that one of the challenges facing mobile operators in India is the diversity of the coverage regions? Company Airtel Vodafone Idea MTNL Yes No 65 . Do you find that the government’s telecom policy has had the most radical impact on the development of mobile service providers? Company Airtel Vodafone Idea MTNL Yes No Yes No 3.QUESTIONNAIRE NAME: ____________________________________ ADDRESS: ____________________________________ OCCUPATION: ____________________________________ 1.

To what extent.4. does you find that mobile service providers is a very complex standard? Company To some extent (1-5) Airtel Vodafone Idea MTNL To great extent (6-10) 66 .

Do you find that mobile service providers as the most exciting and satisfying mobile standard? Company Airtel Vodafone Idea MTNL Yes No 3. Do you believe that mobile service providers comes close to fulfilling the requirements for a personal communication system? Company Airtel Vodafone Idea MTNL Yes No 2.CONSUMER LEVEL 1. Do you believe that your service provider has a genuine commitment to creating a modern and efficient communications? Company Airtel Vodafone Idea MTNL Yes No 67 .

C. June 2005. T. Boston. In EUROCON 88. Winch.  Robert G. Two User Location Strategies for Personal Communication Services. Artech House.  Seshadri Mohan and Ravi Jain. Cellular Radio Systems. In D.BIBLIOGRAPHY  Bernard J. 1993. Radio Equipment for GSM. editors. 1993. Mallinder.  Moe Rahnema. Balston and R. Specification Methodology Applied to the GSM System. April 1993. 1(1). IEEE Personal Communications.V Macario.M.  C. McGrawHill New York. Overview of the GSM System and Protocol Architecture. 1994. Watson. Telecommunication Transmission Systems. IEEE Communications Magazine.     Vodafone Airtel Idea MTNL 68 .