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CHAPTER I INTRODUCTION Airtel comes to you from Bharti Airtel Limited, India's largest integrated and the first

t private telecom services provider with a footprint in all the 23 telecom circles. Bharti Airtel since its inception has been at the forefront of technology and has steered the course of the telecom sector in the country with its world class products and services. Bharti Airtel has been leveraging the allup employee engagement framewor! to drive business for the last five years. #lace awards were created to recognise the efforts of allup reat "or! allup clients in

using the engagement framewor! to drive their businesses. $%&# or $mall %eam &ngagement #rogramme develops the functional and people management s!ills of vertical heads by giving them challenging targets and leadership roles in cross'functional teams in order to groom them as future business leaders. (Life) helps families of employees come closer to one another and thus helps in building a (conducive) wor! atmosphere, says *r. +rish $han!ar, ,irector, -., Bharti Airtel Ltd. Bharti &nterprises has successfully focused its strategy on telecom while straddling diverse fields of business. /rom the creation of 'Airtel', one of India's finest brands, to becoming the largest manufacturer and e0porter of world class telecom terminals under its 'Beetel' brand, Bharti has created a significant position for itself in the global telecommunications sector. Bharti Airtel Limited is today ac!nowledged as one of India's finest companies, and its flagship brand 'Airtel', has over 22 million customers across the length and breadth of India.
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"hile a 2oint venture with TeleTech Inc., 3$A mar!ed Bharti.s successful foray into the 4ustomer *anagement $ervices business, Bharti &nterprises. ,ynamic diversification has continued with the company venturing into telecom software development. .ecently, Bharti has successfully launched an international venture with &L .othschild e0clusively to mar!ets in &urope and 3$A. TELECOMMUNICATION INDUSTRY %he telecommunications industry is responsible for radio, television, voice communications, and
broadband services

roup

owned &L.5 -oldings India Ltd., to e0port fresh Agri products

. %he growth and

innovation of the telecom industry has enabled people to communicate across the globe and access endless amounts of information over the internet. Broadband services are becoming faster and easier to access with
fiber optic networ!s

and

wireless services li!e "i*a0 and 4,*A

. *any of the ma2or

telecom companies have merged over the last 16 years in order to offer massive product and service portfolios, as well as further capitali7e on
bundled media pac!ages

8'triple play9:. %hese new technologies and growth

through mergers are enabling these companies to find new revenue sources and growth opportunities in a mostly mature mar!et. "orld)s telecom industry is an uprising industry, proceeding towards a goal of achieving two third of the world's telecom connections. 5ver the past few years information and communications technology has changed in a dramatic manner and as a result of that world telecom industry is going to be a booming industry. $ubstantial economic growth and mounting population enable the rapid growth of this industry.

%he telecommunications mar!et is e0pected to rise at an 11 percent compound annual growth rate at the end of year 2616. %he leading telecom companies li!e A%;%, <odafone, <eri7on, $B4 4ommunications, Bell $outh, =west 4ommunications are trying to ta!e the advantage of this growth. %hese companies are wor!ing on telecommunication fields li!e broadband technologies, &, &8&nhanced ,ata rates for data service etc. %he telecom industry is ta!ing a crucial part of world economy. %he total revenue earned from this industry is 3 percent of the gross world products and is aiming at attaining more revenues. 5ne statistical report reveals that appro0imately 1?.@A of the world population has access to the Internet. %he telecom industry has grown and evolved at an incredible pace for the last 26 years, dramatically changing the way people communicate and transforming everyday life along the way. *obile broadband subscribership has topped 266 million worldwide. And the rollout of 3 networ!s in emerging mar!ets means there is the potential for mobile broadband subscribers to outnumber wireline broadband subscribers within the ne0t decade. %his rapid growth has created a dynamic and competitive industry climate with continually evolving technology and staggering financial sta!es. %he shift of revenue from fi0ed to mobile and from voice to data is accelerating. ,ata and media are being untethered from specific devices or networ!s. #owerful new mobile devices deliver a combination of functions previously available only from multiple tools.
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lobal &volution: technologies, LA>'"A> inter

networ!ing, optical networ!ing, voice over Internet protocol, wireless

%he telecommunications industry was comprised of a club of big national and regional operators. 5ver the past decade, the industry has been swept up in rapid deregulation and innovation. In many countries around the world, government monopolies are now privati7ed and they face a plethora of new competitors. %raditional mar!ets have been turned upside down, as the growth in mobile services out paces the fi0ed line and the internet starts to replace voice as the staple business. Indian Teleco Ind!"tr#

%he India telecom mar!et ran!s among the fastest growing industries in the country. %he improvement in the standard of living and the development of infrastructure and connectivity are some of the mains reasons for the significant growth of the telecom industry. %he growth is e0pected to be more over the years. #resently, there are around 266 million telephone lines in India which ma!e it the third largest phone networ! in the world after 4hina and the 3$. %oday, the telecom mar!et in India en2oys a growth rate of around BC A which is the highest in the whole world. India continues to be one of the fastest growing telecom mar!ets in the world. .eforms introduced by successive Indian governments over the last decade have dramatically changed the nature of telecommunications in the country. %he sector ran!s second in the world, with over 22C.D million telephone subscriptions by 2611'end.%he fast trac! growth of the Indian telecom industry has made it a !ey contributor to India)s progress. India adopted a phased approach for reforming the telecom sector right from the beginning. #rivati7ation was gradually introduced, first in value'added services, followed by cellular and basic
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services. An independent regulatory body, %elecom .egulatory Authority of India 8%.AI:, was established to deal with competition in a balanced manner. %his gradual and thoughtful reform process in India has favored industry growth. %oday, there are more than 22C million telecom subscribers in India. &very month, ?'D million new subscribers are added. 3pcoming services such as 3 and "i*a0 will help to further augment the growth rate. /urthermore, the Indian economy is slated to sustain its D'@ per cent growth rate in the near future. %his is supported by the political stability that the country is e0periencing currently. India)s demographic outloo! ma!es it one of the largest mar!ets in the world. A conducive business environment is also created by a favorable regulatory regime. %here e0ists enormous business potential for telecom companies on account of the country)s low teledensity, which is close to 1@ per cent presently. %he Indian telecom industry is growing at the fastest pace in the world and India is pro2ected to be the second largest telecom mar!et globally by 2611 %he Indian %elecommunications networ! with 266 million connections is the fifth largest in the world and the second largest among the emerging economies of Asia. %oday, it is the fastest growing mar!et in the world and represents uniEue opportunities for 3.$. companies in the stagnant global scenario. Mo$ile Airtel has nationwide presence and is the mar!et leader with a mar!et share of almost completely 8as of *ay 2616:. It is ?th most valued brand according to an annual survey conducted by Brand /inance and %he &conomic %imes in 2616.

5n 1@ 5ctober 266B, Airtel announced the launch of a Blac!Berry "ireless $olution in India. %he launch is a result of a tie'up between Bharti %ele'<entures Limited and .esearch In *otion 8.I*:. %he Apple i#hone
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was rolled out in India on 22 August 266F by

Airtel ; <odafone. Both the cellular service providers rolled out their AppleiPhone 3GS in the first Euarter of 2616. -owever, high prices and contract bonds discouraged consumers and it was not as successful as the i#hone is in other mar!ets of the world. %he Apple i#hone B was introduced on 2D *ay 2611 by Airtel ; Aircel. %he i#hone B$ in India was available on Airtel and Aircel. "hile in other countries carrier loc!ed phones 8phones using the networ! only of carrier from which they are brought: have less price compared to fully unloc!ed phones 8phones having the allowance of using any networ! supported: the carrier of India $ell at the same price of an unloc!ed version and are available more e0pensive than other countries, and therefore having less buys. %& 5n 1F *ay 2616, 3 spectrum auction was completed and Airtel

will have to pay the Indian government 12,2@C crore 83$G2.D billion: for spectrum in 13 circles, the most amount spent by an operator in this auction. Airtel won 3 licences in 13 telecom circles of IndiaH ,elhi,*umbai, Andhra #radesh, +arnata!a, %amil >adu, 3ttar #radesh 8east:, .a2asthan, "est Bengal, -imachal #radesh, Bihar, Assam, >orth &ast, Iammu ; +ashmir. Airtel also operates 3 in *aharastra, oa, +anpur and +ol!ata through Airtel a 3 presence in 1C out of 22 circles in India. an services agreement

with <odafoneand in u2arat through an agreement with Idea. %his gives

5n 26 $eptember 2616, Bharti Airtel said that it has given contracts to &ricsson India, >o!ia $iemens >etwor!s 8>$>: and -uawei %echnologies to set up infrastructure for providing 3 services in the

country. %hese vendors will plan, design, deploy and maintain 3 '-$#A 8third generation, high speed pac!et access: networ!s in 13 telecom circles where the company has won 3 awarded networ! contracts for seven 3 licences. "hile Bharti Airtel has circles to &ricsson India, >$>

would manage networ!s in three circles. 4hinese telecom eEuipment vendor -uawei %echnologies has been introduced as the third partner for three circles. 5n 2B Ianuary 2611, Airtel launched 3 services in Bangalore, services in the

+arnata!a J its largest circle by revenue. "ith this launch, Airtel became the third private operator 8fifth overall: to launch its 3 country following .eliance 4ommunications and %ata ,ocomo. 5n 2D Ianuary 2611, Airtel launched 3 in 4hennai and 4oimbatore. 5n 2D Iuly 2611 Airtel launched 3 in three ma2or cities in +erala 8%rivandrum, 4ochin and 4alicut: with 3 between idea. Airtel plans to cover 1,C66 cities across 13 circles by the end of *arch 2612. %he company, which has 3 licences for 13 circles, is also in tal!s with other service providers to roll out the services in the remaining 16 circles as part of its roaming offerings. Airtel had about 3 million 3 subscribers as of *ay 2611. networ! sharing agreement

'& 5n 1@ *ay 2616, the broadband wireless access 8B"A: or B spectrum auction in India ended. Airtel paid 331B.3? crores for spectrum in B circles. %he circles it will provide B in are *aharashtra, +arnata!a, #un2ab and +ol!ata. Airtel has selected >o!ia $iemens >etwor!s to build and operate its %,'L%& networ! in *aharashtra. Airtel is e0pected to launch B services in by the end of 2612

using %,'L%& technology in 2.3 -7 freEuency band. (AS )ra!d %here has been lot of criticism about Airtel for its unauthorised <A$ activation. *any of its services were activated automatically according to a complaint forum. $everal thousands of users were falsely billed, for e0ample downloading wallpaper or ringtones. In return Airtel launched $%5#K$%A.% 121 services for such issues. Alternatively, you can sign up on the 9,o >ot ,isturb9 list to avoid all telemar!eting calls and $*$es. Contro*er"# Bharti Airtel 8India: along with Loop 8%.AI: for violation of *obile
*obile Idea

4ellular

, .eliance

4ommunications and <odafone was issued notices by %elecom


India number portability

.egulatory Authority of

8*>#: regulations.

According to %.AI, they had received complaints from customers regarding wrong re2ection of porting reEuests by telecom operators and 16 had been charged for a message reEuesting porting code through number 1@66. Bharti Airtel faces the largest number of complaints, at F@3
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by ,ecember 2611, for re2ecting mobile number porting reEuests. #eople having cancer due to tower above building are also reported while they mostly are found to be of Airtel and has one of the worst towers in India. Tele edia %he %elemedia business provides services in F@ Indian cities and consists of two brands. Airtel Broadband provides broadband and I#%< services. Airtel provides both capped as well as unlimited download plans Lreduced speeds at unlimited data are impliedM. %he ma0imum speed available for home users is 1?*bitKs. Airtel /i0ed Line which provides fi0ed line services. Airtel has about 3.1? million wireline customers, of which B2.?A are broadbandKinternet subscribers as of August 2616. 3ntil 1F $eptember 266B, Bharti provided fi0ed'line telephony and broadband services under the %ouchtel brand. Bharti now provides all telecom services including fi0ed'line services under a common brand 9Airtel9. Di+ital Tele*i"ion %he ,igital %< business provides ,irect'to'-ome 8,%-: %< services across India under the brand name Airtel digital %<. It started services on @ 5ctober 266F and has about 32.BB million customers as of August 2616. Enter,ri"e %he &nterprise business provides end'to'end telecom solutions to corporate customers and national and international long distance services
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to telcos through its nationwide fiber optic bac!bone, last mile connectivity in fi0ed'line and mobile circles, <$A%s, I$# and international bandwidth access through the gateways and landing stations. It has two sections under it. Mo$ile data "er*ice %he different services under mobile data are Blac!Berry services,a web'enabled mobile email solution wor!ing on '#ush %echnology', 3$B modem that helps in getting instant access to Internet and corporate applications, Airtel ,ata 4ard that gives the liberty to access the internet anytime, &asy *ail is a platform that provides access to personalKcorporate e'mails independent of handset operating system and application services that shorten the Eueues at the billing section, off'load the pressure on the billing staff and bring convenience to the user. Enter,ri"e $!"ine"" "ol!tion" %here are two !ind of solutions offered by Airtel. 5ne is #.$

Based $olutions li!e mobile applications tools for enterprise, %rac! *ate, automatic meter reading solutions etc. and the other is $*$ Based $olutions li!e interactive sms, bul! sms, inbound call center solutions. Android-$a"ed ta$let Beetel %eletech Ltd., a unit of Bharti &nterprises Ltd., on 1F August launched a @,@@@ rupees 8G226: D'inch tablet in India based on oogle Inc.'s Android operating system. %he offering is intended to capitali7e on the e0pected demand for cheap computing devices in the world's fastest'growing and second'largest mobile phone mar!et.

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Rest of the World A.rica Ban+lade"h Sri Lan/a Channel I"land"0 1er"e# and &!ern"e# 5n 1 *ay 266D, Iersey Airtel and owned subsidiaries of the Bharti uernsey Airtel, both wholly

roup, announced they would launch

mobile services in the British 4rown ,ependency islands of Iersey and uernsey under the brand name Airtel'<odafone after signing an agreement with <odafone. Airtel'<odafone operates a 3 Iersey and uernsey. Iersey and considered to be 1@. Subscriber Base Bharti Airtel has about 2B3.33? million subscribers worldwide J 232.@C million in India and $outh Asia and C6.@B@ million in Africa as of the end of ,ecember 2611. %he numbers include mobile services subscribers in 1@ countries and Indian %elemedia services and ,igital services subscribers. uernsey are British 4rown ,ependencies. %hey are networ! in

not independent countries. %herefore, Airtel's countries of operation is

STATEMENT O) THE PROBLEM

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4ellular services are performing well. But it is not that much level it has to face much competition due to the technology development. %oday fashion becomes yesterday)s model of the cellular. *ar!eting the product is the difficult wor! of the mar!eter. ,emand of the customer is related to the product increase in some times and vice versa. %he wide mar!et is not converted by the mar!eter due to their incapability. mar!et demand is essential one. 4onsumer demand is to be considered because, the consumer as a !ing of mar!eting. *ar!eter should fulfil the consumer needs. SCOPE O) THE STUDY %he mar!et and mar!eting are important in the modern world. %his analysis consists of the airtel cellular service in $alem mar!et, mar!et segments and coverage are included under this evaluation. $chemes, types of recharge, mar!et area, beneficiaries of Airtel card and competitors were studied under this head. %he study limits within the $alem city only. It involves the respondents of all category consumers wor!ing in various fields li!e overnment employees, private sector, professionals, self employee and etc.. %he study is aimed to analysis the mar!et and mar!eted area of Airtel cellular service over the %amil >adu and the respondents of the various type of customers in $alem.

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OB1ECTI(E O) THE STUDY %o study the consumer trends in telecommunication sector. %o study consumer decision'ma!ing ; preferences. %o study mar!eting strategies adopted by Airtel. %o study the level of customer satisfaction in Airtel. %o study the mar!et potential. %o study customer purchase decision behaviour. %o understand the needs of different consumer segments. 4omparative study of different mobile companies.

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METHODOLO&Y .esearch in common parlance refers to a search for !nowledge. 5ne can also define research as a scientific and systematic search for pertinent information as a specific topic. In fact, research is an of scientific investigation. %he Advanced Learner)s ,ictionary of 4urrent &nglish lays down the meaning of research as Na careful investigation or inEuiry specially through search for new facts in any branch of !nowledge.O .edman and *ore define research as a Nsystemati7ed effort to gain new !nowledge.O $ome people consider research as movement, a movement from the !nown to the un!nown. It is actually a voyage of discovery. "e all possess the vital instinct of inEuisitiveness ma!es us probe and attain full and fuller understanding of the un!nown. %his inEuisitiveness is the mother of all !nowledge and the method, which man employs for obtaining the !nowledge of whatever the un!nown, can be termed as research. De.inin+ the re"earch ,ro$le 0 A researcher must find the problem and formulate it so that it becomes susceptible to research. Li!e a medical doctor, a researcher must e0amine all the symptoms 8observed by him: concerning a problem before he can diagnose correctly. And therefore, I have also defined the research problem i.e. to study consumer trends, behaviour, preferences and level of satisfaction in Airtel communication Ltd.

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PRIMARY OB1ECTI(ES0 %o identify the mar!et standing of the airtel limited with its competitive telecom companies. %o study and analy7e the perception status and the movement of the airtel services along with its competitors. SECONDARY OB1ECTI(ES0 /ind out the potential mar!et and also prefer to write for competitive. /ind out the potential customers, who can be very beneficial for the company. %o ma!e aware the customer about company)s services and to educate them and aware about the different benefits. %o have a healthy conversation with customer to build a good relationship, to find out the problem related with the service of the company. %o motivate the customer towards company)s services and to collect the meaningful suggestion for company betterment. %o formulate the competitive mar!eting strategies to have better approach to the customer. %o study the present, past and response of customer towards the services of airtel.

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RESEARCH DESI&N *ar!eting research is often concerned with the behaviours of the consumer in the respect mar!eting research have drawn heavily on the behavioural. $ciences such a psychology and sociology in fact the contribution of these science to mar!eting research have been very significant especially with regard to two aspect. 1. %he research techniEue used by psychology and they have amply used sociologists being of considerable relevance to mar!eting researchers. 2. %he concept and the theories of these behavioural sciences are also proved to be relevant to mar!et researcher. %ype of information to be collectedH a. #hrasing of the Euestionnaire. b. 5rder or seEuence of the Euestion. c. >umber of Euestion to be as!ed. d. Lay out of the Euestionnaire.

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LIMITATIONS In this pro2ect, I have tried to present facts with figures penetrating to my survey s!ill it has some limitation, which are there in this pro2ect need identification. %he sample survey is done on a very small number of people thus the results drawn may be different from the opinion of the universe. %he time of two months is very less for covering all the aspects of the pro2ect. %he feedbac! received from the individuals is according to his perception, limited e0posure and personal !nowledge level. <ery less time was there for interacting with corporate clients. #roblem in meeting with the concern person without appointment. %he last but not the least is that the database which I gathered from the websites is not so reliable because many times I face a difficulty to find the address of the companies and sometimes the companies change the address and not upgrade in the websites due to which I waste my time as well as money also.

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CHAPTER SCHEME %he introductory chapters deals with the introduction, evolution of mar!et scope of the study, statement of the problem, ob2ectives, -ypothesis, methodology, statistical tools and limitation of the study. %he second chapter include the profile of the study, company profile and area of the study. %he third chapter consists of review of literature. %he fourth chapter contains of analysis and interpretations of data relating to Airtel cellular service. %he final chapter (resume) consolidates findings, suggestions and conclusion.

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CHAPTER II COMPANY PRO)ILE %elecom giant Bharti Airtel is the flagship company of Bharti &nterprises. %he Bharti roup, has a diverse business portfolio and has created global brands in the telecommunication sector. Bharti has recently forayed into retail business as Bharti .etail #vt. Ltd. under a *o3 with "al'*art for the cash ; carry business. It has successfully launched an international venture with &L .othschild roup to e0port fresh agri products e0clusively to mar!ets in &urope and 3$A and has launched Bharti APA Life Insurance 4ompany Ltd under a 2oint venture with APA, world leader in financial protection and wealth management. Airtel comes to you from Bharti Airtel Limited, India)s largest integrated and the first private telecom services provider with a footprint in all the 23 telecom circles. Bharti Airtel since its inception has been at the forefront of technology and has steered the course of the telecom sector in the country with its world class products and services. %he businesses at Bharti Airtel have been structured into three individual strategic business units 8$B3)s: ' *obile $ervices, Airtel %elemedia $ervices ; &nterprise $ervices. %he mobile business provides mobile ; fi0ed wireless services using $* technology across 23 telecom circles while the Airtel %elemedia $ervices business offers broadband ; telephone services in @C cities. %he &nterprise services provide end'to' end telecom solutions to corporate customers and national ; international long distance services to carriers. All these services are provided under the Airtel brand

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Airtel Brand Airtel was born free, a force unleashed into the mar!et with a relentless and unwavering determination to succeed. A spirit charged with energy, creativity and a team driven Nto sei7e the dayO with an ambition to become the most globally admired telecom service. Airtel, in 2ust ten years of operations, rose to the pinnacle of achievement. As India's leading telecommunications company Airtel brand has played the role as a ma2or catalyst in India's reforms, contributing to its economic resurgence. %oday we touch peoples) lives with our *obile services, %elemedia services, to connecting India's leading 1666Q corporate. "e also connect Indians living in 3$A, 3+ and 4anada with our call home service. (ISION 2 PROMISES By 2611 Airtel will be the most admired brand in IndiaH Loved by more customers %argeted by top talent Benchmar!ed by more businesses N"e at Airtel always thin! in fresh and innovative ways about the needs of our customers and how we want them to feel. "e deliver what we promise and go out of our way to delight the customer with a little bit moreO

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Cor,orate Re",on"i$ilit# at Bharti Airtel At Bharti, 4$. is a way of life. &ach department and employee strives to be sensitive to the sta!eholders and environment within their wor! conte0t. Bharti encourages employees to ta!e decisions and design business'lin!ed processes that are sensitive to communities and environment. 4orporate $ocial .esponsibility 84$.: in Bharti encompasses much more than only social outreach programs. It is an integral part of the way Bharti conducts its business. %he essence of Bharti)s commitment to 4orporate $ocial .esponsibility is embedded in the (4orporate <alues), which stem from its deepest held beliefs. %hese <alues areH 1. %o be responsive to the needs of our customers 2. %o trust and respect our employees 3. %o continuously improve our services J innovatively and e0peditiously B. %o be transparent and sensitive in our dealings with all sta!eholders "e encourage our employees to ta!e decisions and design business processes, !eeping in mind the followingH &thics, fairness and being correct *eeting and going beyond compliances and legal reEuirements $howing respect and sensitivity towards sta!eholders and communities, and >urturing the environment

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"e practice our 4$. beliefs and commitments through a three' pronged approachH &ngaging with sta!eholders &nsuring sta!eholder sensitive policies and practices 3nderta!ing programs for our employees, community and environment En*iron ent3 Health and Sa.et# At Bharti we believe in the philosophy to refuse, reduce, reuse and recycle. %he company has ta!en many initiatives in this regard, both within the offices for the benefit of our employeesR and for outside world for the convenience of the people /ew e0amples of the initiatives ta!en are mentioned belowH 8a: *ost of the new Airtel buildings recycle waste water for sanitary and cooling of eEuipment purposes e.g. , replenishment where appropriate. 8b: All Airtel offices have energy efficient light fittings and , sets. "e sets and A4 systems. %hese buildings also have rain water harvesting systems for ground water

also ensure automation that enables energy savings in our buildings. Building *anagement $ystem 8B*$: J Intelligent Building concept is being followed in all the new Airtel building and campuses that are coming up. %he B*$ controls %he -eating, <entilation and Air' conditioning 8-<A4: system,, electricity load management, water management, par!ing management, security and safety systems to ensure an efficiently run building on optimal resources.

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8c: >ew buildings also incorporate the concept of and &nergy "heel which optimises energy efficiency in buildings. %he A4 system in our buildings adds a certain amount of fresh air periodicallyR In the process of adding this fresh air the cool air within the building vents out which may result into higher usage of energy to bring the coolingK temperature bac!. %he &nergy "heel concept ensures that as we bring the fresh air in it is pre'cooled thereby optimi7ing energy efficiency. 8d: Air Euality is chec!ed periodically in all Bharti Airtel offices, and based on the results, duct cleaning, carpet cleaning, chair and sofa shampooing is underta!en. "ater Euality is also monitored in cooling towers for , sets and Air 4onditioner systems so that water born diseases such as legionella, etc. are avoided. 8e: 3se of air curtains on ma2or office e0its and double gla7ing also results in significant energy saving. 8f:At the time of oil change in , sets etc. the discarded oil for disposal

is only sent to companiesK vendors approved by the 4entral #ollution 4ontrol Board 84#4B: for proper disposal as per 4#4B approved processes. All Bharti Airtel offices follow the basic reEuirements specified by the #ollution 4ontrol Board: and ensure statutory compliance. 8g: All Bharti Airtel offices have fire alarm systems. #eriodic fire drills are carried out in Bharti Airtel offices as a practice. All Airtel offices are provided with /irst Aid bo0es and have identified people as /irst Aid specialists. Co !nit# Initiati*e"

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4orporate $ocial .esponsibility is embedded in, and built upon, the stated (values) of Bharti J the institution. %hese values guide all our activities and each employee is encouraged to ta!e decisions and design business'lin!ed processes that are sensitive to communities and environment. N"e have an obligation to fulfill to society and the communities in which we operate, and help improve the Euality of life for everyone, today and in the future.OBased on the basic guidelines and direction provided in the 4ode of 4onduct, Bharti has underta!en many community programs. Bharti)s contribution to society is 8a: Bharti)s 4orporate $ocial .esponsibility 84$.: Initiatives, including initiatives underta!en by way of employee mobili7ation as well as running environment related programsR and 8b: Bharti /oundation, a separate vehicle established in 2666 to lead the 4$. agenda of Bharti roup of 4ompanies. BUSINESS DI(ISIONS Bharti Airtel offers $* mobile services in all the 23'telecom

circles of India and is the largest mobile service provider in the country, based on the number of customers. %he group offers high speed broadband internet with a best in class networ!. "ith Landline services in @B cities we help you stay in touch with your friends ; family and the world. %he group focuses on delivering telecommunications services as an integrated offering including mobile, broadband ; telephone, national

2B

and international long distance and data connectivity services to corporate, small and medium scale enterprises. %he Airtel subscriber base according to 4ellular 5perators Association of India 845AI: as of ,ecember 2616 wasH

2C

Metro"
-yderabad SF,@BD,FD6 4hennai J 2,@BD,FD6 ,elhi J D,B26,1D1 *umbai J 3,2?3,?FF +anpur ' 3,2C@,?FD +ol!ata J 3,1F1,6D3

4A4 Circle
Andhra #radesh J 1C,32@,C@F

u2arat J C,@F6,62B

+arnata!a J 1B,66B,2BD *aharashtra J D,F?C,B2C %amil >adu J @,1CD,2@C

4B4 Circle
-aryana J 1,FC?,6@3 +erala J 3,3F3,6@D *adhya #radesh J F,C2D,CFB #un2ab J C,@B?,DB2 .a2asthan J 12,661,BB2 3ttar #radesh 8&ast: J 11,BCC,?3F 3ttar #radesh 8"est: J C,BDC,FB3 "est Bengal J D,C@2,BFD

4C4 Circle
Assam J 2,F2F,B@6 2?

Bihar J 13,@61,1?3 -imachal #radesh J 1,C2F,D2D Iammu and +ashmir J 1,FD@,F2F

>orth &astern $tates J 1,DBF,262


5rissa J B,@F@,162

Airtel is the mar!et leader in India with about 1C2,B@C,21@ out of the total DBC,666,666 subscribers in India or about 26.B?A mar!et share as of ,ecember 2616. %he Brand %rust .eport published by %rust .esearch Advisory, places Airtel as the only mobile operator in the top 16 most trusted brands in India. MTN In *ay 266F, it emerged that Bharti Airtel was e0ploring the possibility of buying the *%> roup, a $outh Africa'based telecommunications company with coverage in 21 countries in Africa and the *iddle &ast. %he /inancial %imes reported that Bharti was considering offering 3$GBC billion for a 166A sta!e in *%>, which would be the largest overseas acEuisition ever by an Indian firm. -owever, both sides emphasi7e the tentative nature of the tal!s, while %he &conomist maga7ine noted, 9If anything, Bharti would be marrying up,9 as *%> has more subscribers, higher revenues and broader geographic coverage. -owever, the tal!s fell apart as *%> group tried to reverse the negotiations by ma!ing Bharti almost a subsidiary of the new company. In *ay 266@, Bharti Airtel again confirmed that it is in %al!s with *%> and companies have now agreed discuss the potential transaction
2D

e0clusively by 31 Iuly 266@. Bharti Airtel said in a statement 9Bharti Airtel Ltd is pleased to announce that it has renewed its effort for a significant partnership with *%> roup9. %al!s eventually ended without agreement, due to the $outh African government opposition. Joint Ventures Airtel-Eric""on As per a five'year managed services agreement signed recently . &ricsson will manage and optimi7e Airtel)s mobile networ!s in Africa. &ricsson will moderni7e and upgrade Airtel)s mobile networ!s in Africa with the latest technology including its multi standard .B$ ?666 base station.As part of the moderni7ation, &ricsson will also provide technology consulting, networ! planning ; design and networ! deployment.&ricsson has been the managed services and networ! technology partner in the Asian operations. Signature tune %he signature tune of Airtel is composed by Indian musician A. ..
.ahman

. %he tune became hugely popular and is the world's most

downloaded mobile music with over 1C6 million downloads. A new version of the song was released on 1F >ovember 2616, as part of the rebranding of the company. %his version too was composed by .ahman himself.

2F

AIRTEL CUSTOMERS Bharti had D.@@ 4r subscribers, as on $eptember 36, 2611, an increase in the total subscriber base of CDA over the corresponding period last year and maintained its leadership position through an improved mar!et share of all India wireless subscribers at 2B.?A as on $eptember 36, 2611, up from 23.BA corresponding to the same period of last year. 4ommenting on the results and performance, Mr5 S!nil Bharti Mittal3 Chair an 2 Mana+in+ Director3 Bharti Airtel Li ited , said N"ith record customer additions every month, Airtel continues to consolidate its leadership position in the mar!et. %he successful launch of ,%- service has provided another opportunity to the brand to strengthen it)s connect with the customers, while generating a new revenue stream.O Bharti Airtel Li ited - S! ar# o. Con"olidated )inancial

State ent" ' represents 4onsolidated $tatement of Income as per 3nited $tates enerally Accepted Accounting #rinciples 83$ AA#: 5perating -ighlights 8A mount in .s. 4r, e0pert ratios: 6!arter Ended 8/igures in nos, e0cept ratios:Se,t5 89:: Se,t5 89:9 Y-o-Y &ro7th Partic!lar" #articulars 3nit A!dited $ept. IuneA!dited ='on'= $ept. 36,T'on'T %otal revenues @,626 36, 36, 3,33Drowth &BI%,A 3,?@@ 2,D16 2611 2616 4ash profit from operations 3,12C 2,C@D 4ustomers on our Income before income ta0es 1,@D2 1,DBD >etwor! >et income 2,6B? 1,?1B *obile $ervices 666's DD,BD@ ?@,3FB 12A %el'media $ervices 666's 2,C6@ 2,3@B CA %otal 666's D@,@F@ D1,DDD 11A
2@

B2A 266@ 3DA 26A 13A 2DA BF,FD? 2,6DC C6,@C1

rowth

C@A 21A CDA

Mar/et Share o. Ma;or

o$ile O,erator" a" o. Se,te $er 89:: <=> Mar/et Share 2B.@? 1F.22 1D.D? 12.1@ @.FF @.CB D.BC

Mo$ile O,erator" Bharti Airtel Reliance Communication Vodafone Essar BSNL Idea Cellular Tata Teleser ices !thers

36

In*e"tor Relation" 4reating value for our customers, employees, investors, partners, vendors and the society at large lies at the root of our fundamental business strategy. 5ur core principles of trust and transparency have come a long way in helping us develop and nurture long'term relationships with our !ey sta!eholders. 5ur performance e0udes from our belief in and commitment to the telecom sectorR and translates into creating innovative e0citing opportunities for one and all. "e are one of India)s leading providers of telecommunication services with a nationwide presence in all the 23 licensed 2urisdictions 8also !nown as %elecom 4ircles:. "e served an aggregate of F2,DBF,D@6 customers as of 5ctober 31, 2611R of whom F6,1@@,DBD subscribe to our $* services and 2,CB@,6B3 use our %elemedia $ervices either for voice andKor broadband access delivered through ,$L. "e are the largest wireless service provider in the country, based on the number of subscribers as of 5ctober 31, 2611. "e also offer an integrated suite of telecom solutions to our enterprise customers, in addition to providing long distance connectivity both nationally and internationally. "e have recently forayed into media by launching our ,%- $ervices in 5ctober 2611. All these services are rendered under a unified brand NAirtelO.

31

)act "heet >ame Business ,escription Bharti Airtel Limited. #rovides $* mobile services in all the 23 telecom circles in India, and was the first private operator to have an all India presence. #rovides tele'media services 8fi0ed line and broadband services through ,$L: in @C cities in India. &stablished Iuly 6D, 1@@C, as a #ublic Limited 4ompany Audited: .s. 1FB,262 million 8year ended *arch 31, 266D' Audited: As per Indian GAAP Accounts #roportionate &BI%,A .s. 11B,61F million 8year ended *arch 31, 2611 ' Audited: .s. DB,B6D million 8year ended *arch 31, 266D ' Audited: As per Indian GAAP Accounts $hares in Issue Listings 1,F@F,161,?6B as at $eptember 36, 2611 %he $toc! &0change, *umbai 8B$&: %he >ational $toc! &0change of India Limited 8>$&: *ar!et 4apitalisation *ar!et 4apitali7ation 8as on Ianuary 6C, 2612: Appro0. .s. 1,361 billion 4losing B$& share price U .s. ?FC.3C
32

#roportionate .evenue .s. 2D6,122 million 8year ended *arch 31, 2611'

4ustomer Base

F6,1@@,DBD 2611:

$*

mobile

and

2,CB@,6B3

%elemedia 4ustomers 8status as on 5ctober 31, 5perational >etwor! #rovides $* mobile services in all the 23

telecom circles in India, and was the first private operator to have an all India presence. #rovides telemedia services 8fi0ed line: in @C cities in India. Co ,an#?" C!rrent Sit!ation Bharti Airtel is one of India)s leading providers of

telecommunication services with a nationwide presence in all the 23 licensed 2urisdictions 8also !nown as %elecom 4ircles:. "e served an aggregate of F2,DBF,D@6 customers as of 5ctober 31, 2611R of whom F6,1@@,DBD subscribe to our through ,$L. "e also offer an integrated suite of telecom solutions to our enterprise customers, in addition to providing long distance connectivity both nationally and internationally. "e have recently forayed into media by launching our ,%- $ervices in 5ctober 2611. All these services are rendered under a unified brand NAirtelO . %he company also deploys, owns and manages passive $* services and 2,CB@,6B3 use our %elemedia $ervices either for voice andKor broadband access delivered

infrastructure pertaining to telecom operations under its subsidiary Bharti Infratel Limited. Bharti Infratel owns B2A of Indus %owers Limited. Bharti Infratel and Indus %owers are the two top providers of passive infrastructure services in India
33

4ompany shares are listed on %he $toc! &0change, *umbai 8B$&: and %he >ational $toc! &0change of India Limited 8>$&: Partner" %he company has a strategic alliance with outside $ingapore, in the company. %he company)s mobile networ! eEuipment partners include &ricsson and >o!ia. In the case of the broadband and telephone services and enterprise services 8carriers:, eEuipment suppliers include $iemens, >ortel, 4orning, among others. %he 4ompany also has an information technology alliance with IB* for its group'wide information technology reEuirements and with >ortel for call center technology reEuirements. %he call center operations for the mobile services have been outsourced to IB* ,a!sh, -indu2a %*%, %eletech ; *phasis. Mana+in+ Director?" ,ro.ile $unil Bharti *ittal 4hairman ; *anaging ,irector since 5ctober 2661 Board director sinceH Iuly 1@@C AgeH C1 years $unil Bharti *ittal is the Chair an 2 Mana+in+ Director o. Bharti Airtel Ltd5 head Euartered at >ew ,elhi, India. Bharti Airtel, India)s leading private integrated telecom company, has been at the forefront of the telecom revolution and has transformed the telecom sector with its world'class services built on leading edge technologies. Bharti has been a pioneering force
3B
SingTel

. %he investment

made by $ing%el is one of the largest investments made in the world

in the telecom sector and today en2oys a strong nationwide presence. S!nil started his career at a young age of 1F after graduating from #un2ab 3niversity in India and founded Bharti, with a modest capital, in the year 1@D?. %oday, at B@ he heads a successful enterprise, amongst the top C in India, with a mar!et capitali7ation of over 3$G B6 billion and employing over 36,666 people Bharti has grown successfully in partnership with various leading companies of the world ' $ingapore %elecom, <odafone, "arburg #incus, British %elecom to name a few. %he other businesses in the group are consumer electronics 8Beetel:, life insurance with APA of /rance 8Bharti APA:, and a 2oint venture with the .othschild group to develop Indian horticulture and e0port fruits and vegetables to the world 8/ield/resh: Bharti has recently entered into a I< with "al'*art for setting up supply chain, logistics and cash and carry to support the burgeoning retail mar!et in India. $unil is an alumnus of -arvard Business $chool, *A, 3$A. $unil has been conferred one of the highest civilian award J Pad a Bh!"han $unil has been conferred the degree of Doctor o. Science 8-onoris 4ausa: by the B #ant 3niversity of Agriculture ; %echnology.

A7ard" and Reco+nition" August D, 2611H Bharti Airtel ad2udged the 'Best 4ellular $ervice #rovider' and 'Best Broadband $ervice #rovider' at the 2611 <;, 166 Awards.
3C

Iuly 11, 2611H Bharti Airtel Limited voted as India 's most innovative company , in a survey conducted by %he "all $treet Iournal . Bharti Airtel was ran!ed as the most innovative in responding to customer needs in a survey conducted to determine Asia 's 266 most'admired companies. Iune 13, 2611H $unil Bharti *ittal received 3.$.'India Business 4ouncil's ' lobal <ision' Award. %he prestigious award recogni7es his entrepreneurial 7eal and contribution to Indian business. Iune 11, 2611H Airtel voted the 2nd *ost %rusted $ervice Brand in the Annual &conomic %imes'Brand &Euity, *ost %rusted Brands survey

Iune 2611H Airtel wins the #latinum %rusted Brand Award in the *obile $ervice provider category in the .eader's ,igest Asia %rusted Brands $urvey .

*ay 2?, 2611H Airtel was honoured with the prestigious '"ireless $ervice #rovider of the Tear' award at the 2611 /rost ; $ullivan Asia #acific I4% Awards.

April 1D, 2611H Bharti Airtel had the distinction of being amongst 26 companies worldwide and the only one in India , to be honoured with the ' allup reat "or!place Award'. April F, 2611H Airtel ad2udged as the 'Best 4arrier India' at the %elecom Asia Award 2611. %he %elecom Asia Awards, constituted by the %elecom Asia maga7ine, see! to recogni7e outstanding performances of companies and individuals in the Asian telecommunication industry based on criteria such as financials, mar!et standing, technology and corporate governance. Share"

3?

%he eEuity shares of Bharti Airtel are currently listed on >ational $toc! &0change of India Limited 8>$&: and %he $toc! &0change, *umbai, 8B$&:. Bharti Airtel offered 1FC,33?,D66 eEuity shares in the initial public offering 8I#5: and raised .s F,3B6.1C million through this process. %he shares were oversubscribed 2.C? times. "ith this I#5, Bharti Airtel established certain important landmar!s in the history of the Indian capital mar!et. %ogether with being the first 166A boo! building process that this country has seen, the listing was completed within a record time of ten wor!ing days. of the close of the issue. *oreover the process of allotment and issue of shares was also completed within one day of the last day of pay'in. %he boo! running lead managers for the I#5 were I* *organ $tanley and ,$# *errill Lynch and the registrars to the issue was +arvy 4onsultants Limited.

3D

Area Pro.ile Introd!ction %he unit deals with a detail study of the $alem city. It includes geographical location, surroundings, #opulation, 5ffices, industrial bac!ground. "eogra#hical Location $alem is located at average elevation is 2DF m 8@12 ft:. %he city of $alem lies in the north central part of %amil >adu and is surrounded by hills on all sides vi7. >agaramalai to the north, Iarugumalai to the south, +an2amalai to the west, odumalai to the east and the $hevaroy -ills to the north east. %he +ariyaperumal -ill is situated within the city to the southwest. %he %hirumanimuthar river flows through the city, dividing it into 2 parts. %he fort area is the oldest part of the town. $alem local planning area e0tends up to 166 !m2. 83@ sE. mi.: within the city. Econom$ $alem is one of the ma2or producers of traditional silver an!lets, which are popular among women. It boasts large te0tile, steel, automotive, poultry and sago industries. $alem also has one of the largest magnetite deposits %A>*A mar!et for agro products. $il! and cotton fabrics from $alem are sold throughout %amil >adu and are a big buy. %he Indian Institute of -andloom %echnology, the second of its !ind in India, is found here. $alem is one of the chief producers of customary silver an!lets, which are a rage with the women' fol! here. %he Leigh Ba7aar mar!et is !nown for selling agricultural
3F

in

India.

4ompanies

li!e ,almia and

have mines here. %he Leigh Ba7aar mar!et is a large regional

produce and is usually abounding with visitors and shoppers. /abric e0porting has been the oldest business in $alem, going bac! to the 36s. $alem has always been !nown for e0porting fabrics and clothes and is still consistently doing so.
S,ecial Econo ic @one" <SE@>

Being one of the fastest growing tier II cities, the %amil >adu government and &L45% are planning to establish an I% par! in $alem covering about 1?6 acres 86.?C !m2:. $AIL is planning a $teel $&V inside the $alem $teel plant covering about 2C6 acres 81.6 !m2: %here is an e0clusive &lectrical and &lectronics Industrial &state in the $uramangalam area of $alem town. 4oimbatore'&rode'$alem stretch was well !nown for Industries and %e0tile processings and it is announced as 4oimbatore'$alem Industrial 4orridor and further development wor!s are carried by $I#45% Lin!ing $cheme. POPULAR IN SALEM $alem is !nown as the *ango city in %amil >adu $alem is also building, -and loom weaving and $teel #lants. $alem is a eologist's paradise, surrounded by hills and the landscape dotted with hilloc!s. $alem has vibrant culture dating bac! to the ancient +ongu >adu. As a district, $alem has its significance in various aspects. $alem is one of the ma2or te0tile centers in the country. $hevaroys and Tercaud hills are famous tourist places in $alem ,istrict. $alem is an important regional centre. It is well connected with most of the city by rail and road networ!s.

3@

H! an Re"o!rce <HR>A Re !neration Co 4omposition

ittee

In compliance with the non' mandatory reEuirements of 4lause B@ of the Listing Agreement, Bharti Airtel has constituted a .emuneration 4ommittee 8which is !nown as -. 4ommittee:. %he -. 4ommittee comprises of following si0 non'e0ecutive directors, out of which four members including the chairman of the committee are independent directors. ESOP Co ,en"ation Co ittee 4omposition of &$5# 4ompensation 4ommittee %he &$5# 4ompensation 4ommittee of the Board is constituted in accordance with $&BI 8&mployee $toc! 5ption $cheme and &mployee $toc! #urchase $cheme: e0ecutive. uidelines, 1@@@. %he 4ommittee comprises of following si0 members of whom four are independent and all are non'

B6

BCOMPANY?S PLANS? Pre,aid Plan" Are you wary of committing yourself to a date for ma!ing your bill paymentsW Is it too much of a bother for you to remember dates for bill paymentsW ,o you often end up paying late fees against your monthly utility services billsW ,o you end up spending too much if you have the option to pay the bill laterW %hin! over for if one of these represents you, we have a solution for you. $tart thin!ing prepaid is our adviseX $o what e0actly is this prepaidX It is simply a way of going cellular by paying for the tal! time in advance. /or eg if you feel that you need .s 366 worth of tal!time for a month, you can buy a recharge coupon which gives you that much tal!time on your cellphone. 5nce that money gets e0hausted you can buy another recharge coupon for the same or different denomination depending on your future need. #repaid allows you to be in control of your cellular e0penses even while you are spending. Tou will be surprised that today In India, #repaid connections account for almost ?6 to D6 percent of the total new entrants into cellular telephony. %hat)s because almost everyone of us wants to be in control of our cellular e0pense.

B1

So e o. the

an# ad*anta+e" that #o! en;o# 7ith Airtel Pre-Paid555

Total Co"t Control &n2oy the liberty of total cost control with your Airtel #re'paidX .e' charge as much as you feel the need toX >ow that's what we call complete freedomX No Rental" Buy an Airtel prepaid card without having to pay any rentalsX No de,o"it" Tour Airtel prepaid card comes without you having to pay heafty depositsX STDAISD .acilit# till the la"t r!,ee >ow e0perience complete freedom li!e never before with AirtelX 5ur $%,KI$, facility allows you to ma!e long distance calls in India and 5verseas from your cellular phoneX In"tant Balance InC!ir# 4hec! your tal!'time instantly by calling our toll'free numberX D9 "econd ,!l"e Airtel provides you with a ?6'second pulse rateX /reedom for you to e0perience li!e never beforeX In"tant Rechar+e Avail of instant recharge on your Airtel prepaid card with 2ust a few simple stepsX 8'-ho!r rechar+e .acilit# "ith our round'the'cloc! recharge facility, recharge you Airtel prepaid card anytime, anywhereX

B2

Caller Line Identi.ication 4all Line Identification gives you the power to !now the phone number of the calling party even before you answer the call, thus giving you the choice to either re2ect or ta!e the call. It provides the added advantage of saving the incoming number directly in the -andset #hone Boo!. $o that the ne0t time you want to call the same person, you don't need to retype his number, simply use your phone boo!. Call Di*ert3 Call Hold and Call Eait Avail of special services li!e call waiting, call hold and call divert J all with your Airtel prepaid cardX Short Me""a+in+ Ser*ice <SMS> "ith Airtel)s $hort *essaging $ervice 8$*$:, send messages and 2o!es to your friends and colleagues, anytime anywhereX SMS $a"ed In.or ation Ser*ice" "ith Airtel's $*$ based information services, you can get upto'the' minute cric!et scores, order flowers as well as send couriers or chec! your daily horoscopeX (oice Mail "er*ice <oice *ail lets you receive messages even when your handset is switched off or when you are outside the coverage area. Tou can listen to your messages whenever you feel li!e, from anywhere in the world. <oice *ail can store up to DC messages, with each message of two' minute duration. Po"t-,aid Plan Airtel welcomes you to a vibrant world of unlimited opportunities. *ore e0citing, innovative yet simple new ways to communicate, 2ust when you want to, not 2ust through words but ideas, emotions and
B3

feelings. %o give you the unlimited freedom to reach out to your special people in your special way. Airtel O!t o. Ho e Circle "e have established one of the most e0tensive roaming tie'ups ' both national and international' with the best service providers in the respective regions to ensure that you get uninterrupted coverage throughout. "e currently provide roaming coverage in more than 1666 cities and ma2or highways across India. "e also provide international roaming in C? countries across 161 networ!s. National Roa in+ 5ur national roaming coverage currently spans across more than a 1666 cities across India. %o subscribe to >ational .oaming, you have to pay the followingH Sec!rit# De,o"it- R" :F99 Monthl# Rental- R" 'G C!"to er Care ,o you need any clarifications on your billsW ,o you have any feedbac! or Euery on our #roducts ; servicesW Tou can call us, send us an &'mail or meet us in person. "e shall be glad to help you out in every possible way. Contact !" $# ,hone If you are on Airtel, 2ust call us on 121 your Airtel #repaid phone. If you are on Airtel postpaid, 2ust call us on @F@D6123BC or toll free 121 from yourAirtel #ostpaid phone.%hese toll free numbers however, cannot be dialed when you are roaming.
BB

roup Lin!s of Bharti Bharti Airtel Bharti Teletech Telecom Seychelles Bharti Telesoft Bharti Del Monte India Bharti Retail Bharti AXA General Insurance Bharti AXA Life Insurance Bharti AXA Investment Managers Bharti Learning Systems Jersey Airtel Guernsey Airtel Bharti oundation Bharti Realty

BC

CHPTER III RE(IEE O) LITERATURE MARHET ANALYSIS A sound mar!eting is programmed should start with a careful analysis of the mar!et demand for a product r service. A mar!et is usually thought of as the total number of prospective customers for products n a country. %he mar!eter, often use terms li!e, available mar!ets, served and penetrated mar!ets. MARHET AND MARHETIN& %he root word in the term mar!eting is mar!et. *ar!et is a group of potential customers for a particular product who are willing and able to spend money or e0change other resources to obtain the product. *ar!eting is focused on the mar!et place. Infect the shoppers of post generations, the words mar!eting meant to buy groceries. /unction of mar!eting activities is to bring buyers and sellers together. 4onsists of consumer oriented mi0 of business activities planned and implemented by the mar!eter to facilitate the e0change or transfer of goods, services, and ideas, so that both parties profit in some way. A mar!et is a group of potential customers for a particular product who are willing and able to spend money or e0change other resources to obtain the product. ood or service is a consumer product sold in the consumer mar!et organi7ation is buying an organi7ational or business. *ar!et conditions more conducive the sale prospects. %he transport wor! and its e0pansion are necessary for the easy flow of goods for the mar!et. *ar!et, can be classified into .ural mar!et, Agricultural mar!et, primary
B?

village mar!et, primary whole sale mar!et etc., 4onsumer mar!et refers to the mar!et for goods and services purchased by individual and households to satisfy their consumption desires. %he term mar!et does not mean any particulars mar!et place in which things are bought and sold but the whole of any region in which the buyers and sellers are in such inter course with one another that the prices of the same goods tend to be eEuali7ed easily and Euic!ly. It is the process of planning e0ecuting the conception, pricing, promotion and distribution of ideas and services to crate e0change will satisfy individual and organi7ational ob2ectives !eeping customers and building relationship. *ar!eters want customers for life. &ffective mar!eters wor! to build long term relationships with their customers. *ar!eting as an activity involved in getting and !eeping customers. MARHET ANALYSIS %he term mar!et analysis includes the mar!et demand and *ar!et segmentation. *ar!et ,emand for any product or service three factors to be considered as a: #eople with a satisfied wants. b: #eople with money to spend. c: #eople with "illingness to $pend *oney.

BD

%he si7e of the demand can be represented by considering these factors. *U#10#20#3 * U *ar!et ,emand #1 U #urchasing #attern #2 U #urchasing #ower #3 U #opulation patterns %he mar!et analysis mar!et demand for a product is the total demand that would be bought by a defined mar!eting environment under a defined mar!eting programmed. %he mar!et demand is influenced by many factors. In a competitive mar!et, the lower the product prices, the more be the consumers demand for when price drops, the Euantity sold goes up. If there is a change in demand, the supply and price both are affected. 4hanges id amend caused due to social or economic factor. %he increase in demand results in higher prices and an increase in supply. In order to find out the probable mar!et demand for a particular product, the formula can be used. *ar!et potential U > 0 . 0 # > U >umber of people in a specific mar!et for the product . U Average Euantity of purchase per person # U Average price per product unit.
BF

De.inition o. 'Mar/et Se+ entation' A mar!eting term referring to the aggregating of prospective buyers into groups 8segments: that have common needs and will respond similarly to a mar!eting action. *ar!et segmentation enables companies to target different categories of consumers who perceive the full value of certain products and services differently from one another. three criteria can be used to identify different mar!et segmentsH 1: -omogeneity 8common needs within segment: 2: ,istinction 8uniEue from other groups: 3: .eaction 8similar response to mar!et: Mar/et Se+ entation %he purpose for segmenting a mar!et is to allow your mar!etingKsales program to focus on the subset of prospects that are 9most li!ely9 to purchase your offering. If done properly this will help to insure the highest return for your mar!etingKsales e0penditures. ,epending on whether you are selling your offering to individual consumers or a business, there are definite differences in what you will consider when defining mar!et segments. Cate+or# o. Need %he first thing you can establish is a category of need that your offering satisfies. %he following classifications may help. enerally

B@

)or $!"ine""e"0 $trategic ' your offering is in some way important to the enterprise mission, ob2ectives and operational oversight. /or e0ample, a service that helped evaluate capital investment opportunities would fall into this domain of influence. %he purchase decision for this category of offering will be made by the prospect's top level e0ecutive management. 5perations ' your offering affects the general operating policies and procedures. &0amples might be, an employee insurance plan or a corporate wide communications system. %his purchase decision will be made by the prospect's top level operations management. /unctional ' your offering deals with a specific function within the enterprise such as data processing, accounting, human resources, plant maintenance, engineering design, manufacturing, inventory control, etc. %his is the most li!ely domain for a product or service, but you must recogni7e that the other domains may also get involved if the purchase of the product or service becomes a high profile decision. %his purchase decision will be made by the prospect's functional management.

C6

$"5% A>ALT$I$ 5/ AI.%&L $%.&> %-$ 1. $trong Brand Image. 2. ood >etwor! 4onnectivity. 3. "ide >etwor! 4overage. B. Attractive #romotional $chemes. C. ood <alue Added $ervices. ?. 5perating In ?C 4ountries "ith 1CD 5perators. "&A+>&$$ 1. #erceived As An &0pensive Brand. 2. Absence In %he .ural And Interior Areas. 5##5.%3>I%T 1. #oor >etwor! 4onnectivity of Its 4ompetitors. 2. Large 4hun! 5f ,issatisfied 4ustomer. 3. %hough Being %he Bth &ntrant, %hey Are 5perating At @66 /reEuencies. %-.&A%$ 1. $trong <isibility of 4ompetitors. 2. $our &0perience "ith Airtel By /ew 4an Lead %o Bad "ord 5f *outh. 3. 4ontinuous Improvement In 4ompetitor)s $ervices.

C1

CHAPTER I( DATA ANALYSIS AND INTERPRETATION %he data collected by the researcher were analy7ed thoroughly and they were also interpreted by applying statistical tools. %he interpretation of all the table were given as follows. TABLE '5: CLASSI)ICATION O) RESPONDENTS ACCORDIN& TO THEIR &ENDER &ender *ale /emale Total $ourceH #rimary data %he above table clearly shows that B6A percentage of the respondents is male and remaining ?6A percentage of the respondents are female. No5 o. re",ondent" C6 DC :8F Percenta+e B6 ?6 :99

C2

CHART '5: CLASSI)ICATION O) RESPONDENTS ACCORDIN& TO THEIR &ENDER

C3

TABLE '58 CLASSI)ICATION O) RESPONDENTS ACCORDIN& TO THEIR A&E A+e +ro!, Below 26 26 ' 36 36 ' B6 B6 ' C6 Above C6 Total $ourceH #rimary data %he above table clearly shows that ?A of the respondents fall under the age group of below 26 years old., 22A each of the respondents fall under the age group of 26'36 years and 32A of the respondents 36 to B6 years old. 1FA of the respondents B6'C6years old and other 22A of the respondents above C6 years old. No5 o. re",ondent" F 2D B6 23 2D :8F Percenta+e ?A 22A 32A 1FA 22A :99=

CB

CHART '58<a> CLASSI)ICATION O) RESPONDENTS ACCORDIN& TO THEIR A&E

CC

TABLE '5% CLASSI)ICATION O) RESPONDENTS ACCORDIN& TO THEIR OCCUPATION OCCUPUTION Business #rofessional overnment &mployee $tudent Total $ourceH #rimary data %he above table clearly shows that B6A of the respondents Business, 11A each of the respondents #rofessional @A of the respondents government employees and B6A of the respondents are students. No5 o. re",ondent" C6 13 12 C6 :8F Percenta+e B6A 11A @A B6A :99=

C?

CHART '5%<a> CLASSI)ICATION O) RESPONDENTS ACCORDIN& TO THEIR OCCUPATION

CD

TABLE '5' RESPONDENTS USIN& MOBILE CONNECTION STATUS Mo$ile Connection Tes >o Total $ourceH #rimary data %he above table clearly shows that @?A percentage of the respondents is have a mobile connection and remaining BA percentage of the respondents are have not any mobile or telephone.

No5 o. re",ondent" 126 C :8F

Percenta+e @? B :99

CF

CHART '5' RESPONDENTS USIN& MOBILE CONNECTION STATUS

C@

TABLE '5F HNOEN THE NO5 O) TELE COMPANIES

Co ,anie" ? C B >ot confirm Total

In N! $er DC 3D C F :8F

Percenta+e ?6A 36A BA ?A :99

$ourceH #rimary data %he above table clearly shows that ?6A of the respondents !nown ? nos. of the mobile connecting companies. 36A respondents !nown C nos. of the mobile connecting companies. BA of the respondents !nown B nos. of the mobile connecting companies. 5ther ?A of the respondents don)t !now or not confirm.

?6

CHART '5F HNOEN THE NO5 O) TELE COMPANIES

?1

TABLE '5D RESPONDENTS USIN& COMPETITI(E MOBILE SER(ICE

Co ,an# Na e Airtel Idea .eliance <odafone B$>L Total

In N! $er B6 1@ @ B6 1D :8F

Percenta+e 32A 1CA DA 32A 1BA :99

$ourceH #rimary data %he above table clearly shows that 32A of the respondents using Airtel service both 32A of the respondents using vodafone, 1CA of the respondents Idea, 1BA of the respondents B$>L service and DA of the respondents .eliance service. *ore respondents using Airtel and <odafone service providers.

?2

CHART '5D RESPONDENTS USIN& COMPETITI(E MOBILE SER(ICE

?3

Ta$le0 '5I IMPORTANCE RE&ARDIN& SER(ICE

4onnectivity 4overage .oaming Local 4all All %otal

In >umber 1C 31 2? 1@ 3B 12C

#ercentage 12A 2CA 21A 1CA 2DA 166A

$ourceH #rimary data %he above the table shows 12A respondent using the airtel mobile networ! connectivity service only. 2CA of the respondents are using coverage pac!s, 21A of the respondents use roaming service, 1CA of the respondents use only local call services and another 2DA of the respondents ta!ing all service pac!ages.

?B

Chart0 '5I IMPORTANCE RE&ARDIN& SER(ICE

?C

Ta$le0 '5J )EATURE O) AIRTEL )ORCED PEOPLE SER(ICE

Advertisement 4onnectivity $chemes oodwill %otal

In >umber BB 2C 12 BB 12C

#ercentage 3CA 26A 16A 3CA 166A

$ourceH #rimary data %he above the table shows 3CA respondent using the airtel mobile networ! good advertisement. 26A of the respondents are using connectivity, 16A of the respondent)s use schemes, 3CA of the respondents use to their goodwill attract.

??

Chart 0 '5J )EATURE O) AIRTEL )ORCED PEOPLE SER(ICE

?D

Ta$le0 '5G )EATURE O) AIRTEL IS BETTER THAN THE PEOPLE?S PRE(IOUS CELLULAR SER(ICE In >umber 31 DC 1@ 12C #ercentage 2CA ?6A 1CA 166A

Advertisement 4onnectivity $chemes %otal

$ourceH #rimary data %he above the table shows 2CA respondents using the airtel mobile networ! compare previous good advertisement. ?6A of the respondents are using compare previous connectivity, 1CA of the respondent)s use compare previous schemes.

?F

Chart0 '5G )EATURE O) AIRTEL IS BETTER THAN THE PEOPLE?S PRE(IOUS CELLULAR SER(ICE

?@

Ta$le '5:9 TYPE O) AD(ERTISEMENT MOSTLY LIHE BY PEOPLE IN AIRTEL In >umber 16? 1? 3 12C
D6

Audio <isual Audio #rint %otal

#ercentage FCA 13A 2A 166A

$ourceH #rimary data %he above the table shows FCA respondents attractive airtel audio visual advertisement. 13A of the respondents are attractive airtel audio advertisement. another 2A of the respondent)s only attractive their print advertisement.

D1

Chart0 '5:9 TYPE O) AD(ERTISEMENT MOSTLY LIHE BY PEOPLE IN AIRTEL IS

D2

TABLE '5:: CELEBRITY LIHED BY PEOPLE (ERY MUCH IN AIRTEL

$achin $haru!h A....ahman +areena %otal

In >umber ?@ BD ? 3 12C

#ercentage CCA 3FA CA 2A 166A

$ourceH #rimary data %he above the table shows CCA respondents attractive airtel advertisement using cric!et hero $achin. 3FA of the respondents are attractive airtel advertisement using bollywood hero $haru!h. CA of the respondents attractive Airtel ad. world famous musician A....ahman another 2A of the respondent)s only attractive Bollywood Eueen +areena.

D3

CHART '5:: CELEBRITY LIHED BY PEOPLE (ERY MUCH IN AIRTEL

DB

TABLE '5:8 PEOPLE TAHE BENE)ITS O) SCHEMES O))ERED BY AIRTEL In >umber 16? 1? 3 12C #ercentage FCA 13A 2A 166A

Tes >o 4an)t $ay %otal

$ourceH #rimary data %he above the table shows their respondents ta!e benefits of schemes offered FCA said yes. 13A of the respondents are said no. 2A of the respondents said can)t.

DC

CHART '5:8 PEOPLE TAHE BENE)ITS O) SCHEMES O))ERED BY AIRTEL

D?

TABLE '5:% PEOPLE LIHE MOST IN AIRTEL PACHA&E

>o!ia Q Airtel Airtel *agic Airtel #ost paid Airtel Broadband %otal

In >umber 16F ? 16 1 12C

#ercentage F?A CA FA 1A 166A

$ourceH #rimary data %he above the table shows F?A of the respondents using >o!ia with Airtel, CA of the respondents Airtel *agic service, FA of the respondents using post paid service and another 1A of the respondent only airtel broad band service.

DD

CHART '5:% PEOPLE LIHE MOST IN AIRTEL PACHA&E

DF

TABLE '5:' PEOPLE LIHE THE AIRTEL PLANS

#re paid #ost paid %otal

In >umber 166 2C 12C

#ercentage F6A 26A 166A

$ourceH #rimary data %he above the table shows F6A of the respondents would li!e use #re'paid connection, and other 26A of the respondents only use #ost paid connection.

D@

CHART '5:' PEOPLE LIHE THE AIRTEL PLANS

F6

TABLE '5:F RESPONDENTS PHONE BOOH IN AIRTEL USERS

Less than 36A 36A to D6A *ore than D6A %otal

In >umber DC 2F 22 12C

#ercentage ?6A 22A 1FA 166A

$ourceH #rimary data %he above the table shows ?6A of the respondent)s phoneboo! in nos. less than 36A nos. only. 22A of the respondents phoneboo! in nos. 36A nos. to D6A nos., and another 1FA of the respondents phoneboo! nos. more than D6A airtel users.

F1

CHART '5:F RESPONDENTS PHONE BOOH IN AIRTEL USERS

F2

TABLE '5:D THE RESPONDENTS LIHE TO CHEAPEST AIRTEL SER(ICES

$ervice Low cost internet service /ree ringtones Low cost night time call charges .ate cutters %otal

>o. of .espondents 1D 23 36 CC 12C

#ercentage 13.?A 1F.BA 2BA BBA 166A

$ourceH #rimary data %he above the table shows 13.?A of the respondent)s li!e to Airtel cheapest internet service. 1F.BA of the respondents li!e the company free ringtones, 2BA of the respondents li!e night time call cheaper charges and another BBA of the of the respondents li!e airtel rate cutters..

F3

TABLE '5:D THE RESPONDENTS LIHE TO CHEAPEST AIRTEL SER(ICES

FB

TABLE '5:I THE RESPONDENTS LIHE TO RECHAR&E IN AIRTEL SER(ICES

.echarge type /ull tal! time $*$ booster Limited time full tal! time .echarge cards %otal

>o. of .espondents C6 3@ 16 2? 12C

#ercentage B6A 31A FA 21A 166A

$ourceH #rimary data %he above the table shows B6A of the respondent)s li!e to recharge full tal! time offers only. 31A of the respondents li!e recharge mostly $*$ booster, FA of the respondents li!e recharges limited time offer recharge and another 21A of the of the respondents li!e recharge use recharge cards or easy recharge.

FC

TABLE '5:I THE RESPONDENTS LIHE TO CHEAPEST AIRTEL SER(ICES

F?

TABLE '5:J RESPONDENTS OPINION IN AIRTEL SER(ICE NO5: IN INDIA

5pinion Tes >o %otal

>o. of .espondents 166 2C 12C

#ercentage F6A 26A 166A

$ourceH #rimary data %he above the table shows F6Athe respondents feel best opinion the Airtel service provider is >o. 1 in India. Another 26A of the respondents feel not in >o.1, but Airtel performance some better.

FD

CHART '5:J RESPONDENTS OPINION IN AIRTEL SER(ICE NO5: IN INDIA

FF

TABLE '5:G RESPONDENTS OPINION IN AIRTEL CALL CHAR&ES

5pinion -ighly satisfied $atisfied ,issatisfied %otal

>o. of .espondents 3B D6 22 12C

#ercentage 2DA C?A 1DA 166A

$ourceH #rimary data %he above the table shows 2DAthe respondents feel best opinion the Airtel call charges highly satisfied. C?A of the respondents 2ust satisfied but still Another 1DA of the respondents feel dissatisfied in Airtel calling charges.

F@

CHART '5:G RESPONDENTS OPINION IN AIRTEL CALL CHAR&ES

@6

TABLE '589 RESPONDENTS OPINION IN AIRTEL O))ERS

5pinion -ighly satisfied $atisfied ,issatisfied %otal

>o. of .espondents CF BD 26 12C

#ercentage B?A 3FA 1?A 166A

$ourceH #rimary data %he above the table shows B?Athe respondents feel best opinion the Airtel offers highly satisfied. 3FA of the respondents 2ust satisfied but still Another 1?A of the respondents feel dissatisfied in Airtel offers.

@1

TABLE '589 RESPONDENTS OPINION IN AIRTEL O))ERS

@2

CHPTER ( )INDIN&S3 SU&&ESTIONS AND CONCLUSION )INDIN&S %he data shows that the total sample si7e of 12C people ta!en randomly for the research, 126 person out of then ta!en mobile with them. %his segment comprise of professions, businessperson, service man ; students. About awareness of %elecom 4ompany in $alem %own the data collected shows that ?6A of the people !nows about all the telephone companies dealing in $alem %own mar!et, 36A of person !nows only few companies, CA of person !nows only one company, CA are not !nowing another company. %he segment belong to business li!e to have #ost paid connection. "hereas students, professional and service persons give their preference to #repaid connection. "hen the preferences for mobile phone connections were as!ed, results drawn that B6A of persons prefer to ta!e Air%el because they believe in Air%el)s better coverage ; cheaper rates after Air%el, 26A of people opt %A%A indicom services because of its cheaper rate and fle0ible schemes, then .eliance is only 2CA . Airtel is rich in attractive schemes and plans for business persons and persons related to corporate world.

@3

SU&&ESTION %he $tudy was conducted in to very vast group of respondents and so its reflections and interpretations provide a suggestion platform me asH 1. >o charge for $*$ advertising 2. Advertising should not be over contend, li!e Advertisements via e' mail 3. $mall 2ingle and funny massage must be used preferably B. Approach of Advertising should not be li!e %.<. Advertising but it must be in $*$ /lash or in funny tone. It these suggestion and limitations will entertained properly they should be very brighter. $*$ Advertising world semester, Innovative and creative way of Advertising.

@B

CONCLUSION Among its priorities it now counts new economic and social concerns as the information society developsH national coverage is a ma2or issue and Airtel intends to play its part to protect the interests of all consumers. %o this bac!drop, a new regulatory organisation is emerging. It must supply regulatory activity with new tools to encourage lasting competition in the telecommunications sector. It must also contribute to the development of a more consistent 3# west mar!et that is better able to face up to the challenges of the information society within the conte0t of globalisation. After thorough analysis and interpretation of result obtained I studied overall consumer trends in Airtel %elecommunication Ltd. -ow people react to its services and schemes. -ow company attract its customer by adopting effective strategies. In the last the conclusion is drawn through this research that being the biggest and oldest networ! of mobile telecommunication in 3ttar #radesh "est, having good Euality of service, ta!ing along a big part of people aware about Airtel, it is subsisting hard. /or Airtel connection most of customers are professional and business segment.
N ood service is the way to retain clientsO

@C

BIBLIO&RAPHY "illiam . Vi!mund *icheal., Basic *ar!eting, Anico west ary I.Bamossy A lobal perpective,

publishing company. .ichard I.$emeni! company, 1@@F. A.+.#hophalia, sarita $harma, Analysis planning and ,istributers, >ew ,elhi 1@@D. www.airtel.in www.airtelworld.com www.researchandmar!et.com www.info'shop.com www.smartmobs.com www.yahoosearch.com www.google.com ...Bastia, *ar!eting management +anislcha #ublisher and control, #rinciples of mar!eting, 4ollege division south western publishing

@?

A STUDY ON AIRTEL MARHETIN& ANALYSIS IN SALEM TOEN 6UESTIONNAIRE >ame Address ender H H H

1. "hich age group you belong toW 8a:Below 26 8b:26'36 8c:36'B6 8d:B6'C6 e: above C6

2. "hat occupation do you haveW 8a:Business 8c: overnment &mployee 8b: #rofessional 8d: $tudent

3. ,o you have any mobile connectionW a. Tes b. >o

B. ,o you !now how many telecommunication companies e0ist in $alem %own regionW 8a: ? 8b: C 8c: B 8d: >ot confirm

C. If you have to purchase mobile phone connection which company you will prefer and whyW 8a:Airtel 8b: .eliance 8c: %A%A indicom 8d:<odafone

@D

?. "hich service in importance in AirtelW 8a: 4onnectivity 8c: .oaming 8b: 4overage 8d: Local 4all e: All

D. "hich feature of AI.%&L forced you to used AI.%&LW a:Advertisements c: $chemes b: 4onnectivity d: oodwill

F. "hich feature of AI.%&L is better than your previous cellular serviceW a: Advertisements b: 4onnectivity c: $chemes

@. "hich type of advertisement you most li!e in AI.%&LW a:Audiovisual b:#rint c: Audio 16."hich celebrity you li!e very much in AI.%&LW a: $achin b: $hahru!h c: +areena d: A... .ehman

11.-ave you ta!e benefits of any scheme offered by AI.%&LW a: T&$ b:>5

12."hich you li!e most in AI.%&LW a: >5+IA Q AI.%&L c: #ostpaid services b: AI.%&L *A I4 d: Airtel Broadband

@F

13.Tou would li!e to ta!e prepaid connection or #ost paid connectionW 8a: #repaid 8b: #ost paid

1B.-ow many AI.%&L users in your phone boo!W a: Less than 36A b:36A ' D6A c: *ore than D6A

1C."hich service you li!e most in AI.%&LW a: Low cost Internet service c: Low cost night time call charges b: /ree .ingtones d: .ate cutters

1?."hich type of recharge cards you li!e mostW a: /ull tal! time recharges c: Limited time full tal! time b: $*$ cards d: .echarge cards

1D. According to you is AI.%&L is Y1 in IndiaW a: Tes b: >o

1F.Are you satisfied in Airtel call chargesW a: -ighly satisfied b: $atisfied c: dissatisfied

1@. Are you satisfied in Airtel 5ffersW a: -ighly satisfied b: $atisfied c: dissatisfied

26.Tour $uggestion ''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''

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