A

SUMMER TRAINING PROJECT

ON

CONSUMER PREFERENCE MARKET SURVEY

AND FUTURE GROWTH
PROSPECTS OF AIRTEL IN BAREILLY,
IN THE PARTIAL FULFILLMENT OF MBA DEGREE
FROM U.P.T.U. LUCKNOW

Submitted to :

Submitted by:

Mr. Rahul Gupta

( Faculty IIMS BLY )

Ganesh kumar Gangwar

M BA IInd year
Roll No-0701570029

Invertis Institute of Management

Studies, Bareilly
1

PREFACE

Preface
2

Customers are very important for any company, infact, customers are not the
important of business, they are business itself.
Customers are the best source of information for a business. It has been well
said that, business doesnt need financial pundits to tell how to run it; it is the
customer who tells us. For an enterprise seeking a comparative edge,
customers are the prime drive force. The enterprise must understand who its
customers are and what they want?
For any company relationship management is very important tool to gain
competitive edge in their business. In Telecom business there are two types of
customers.
1. Retailers (First customers)
2. Users (End Customers)
The main motive of this project was to survey both type of customers and
analyze the demand of value voucher in the market.

ACKNOWLEDGEMENT
Before write down anything about my project report I would like to
thank all those people who helped me in the completion of this
project.
I express my sincere gratitude to Mr. Manoj Bhandari
(TSM Airtel Bareilly) who gave me an opportunity to complete my
summer training in BHARTI AIRTEL for his able guidance,
continuous support and cooperation throughout my project, without
them completion of project was not possible.
I would also like to thank the entire team of Airtel Enterprise
Services, for the constant support and help in the successful
completion of my project.
Also, I am thankful to my project guide Mr. Rahul Gupta
(faculty of IIMS Bly) for his continued guidance and invaluable
encouragement.

Ganesh Kumar Gangwar

MBA IIIrd Sem.
Invertis Institute of Management Study
Bareilly.

LIST OF CONTENT

1. FRONT PAGE
2. CERTIFICATE OF COMPANY...
3. CERTIFICATE OF COLLEGE.
4. PREFACE.....2
5. ACKNOWLEDGEMENT.....4
6. INTRODUCTION .. .....6

GENERAL PROFILE ..........................................................7

PRODUCT SERVICES...22

7. NEED OF STUDY..55..
8. OBJECTINE OF STUDY...56
9. HYPOHOTHESIS OF OBJECTIVE57
10. RESEARCH METHODOLOGY.. .60

TOOLS OF STUDY..

TYPES OF QUESTIONNIER.

SOURCES OF DATA66

11. DATA PRESENTATION AND ANALYSIS.. 70

12. FINDINGS OF STUDY84
13. SUGGESTION AND RECOMMENDATIONS90
14. LIMITATIONS95
15. CONCLUSION..98
16. BIBLIOGRAPHY.100
17.APPENDIX ..103

COPY OF QUESTIONNIER

INTRODUCTION
General profile of company.
Product and services.

Company profile

Bharti Airtel, formerly known as Bharti Tele-Ventures Limited (BTVL)

isIndia's largest Telecom Business operator with more than 71.7
million subscribers as of June 2007.
It was founded in 1985.

The head quarter of the company is in New Delhi,India.

The owner of the company is Sunil Bharti Mittal.

The revenue of the company is $6 Billion
as of 2006-07.
Airtel is the largest cellular service provider in India in terms of
number of
Subscribers.It has presence in all 23 circles of the country and
covers 71%
of the current population as of 2007. Bharti Airtel Limited, a part of
Bharti Enterprises is India's leading provider of telecommunications
services.
Bharti Telecom Limited is the promoter company of Bharti Airtel
Limited.

The Airtel subscriber base according to COAI -Cellular Operator Association of

India as of May 2008 was:

Delhi - 4,055,704

Mumbai - 2,468,016

Chennai - 1,823,532

Kolkata - 1,852,838

Maharashtra & Goa - 4,345,945

Gujarat - 3,004,824

Andhra Pradesh - 6,516,332

Karnataka - 7,316,500

Tamil Nadu - 4,218,705

Uttar Pradesh (East) - 3,897,278

Rajasthan - 4,242,006

Madhya Pradesh - 3,084,776

West Bengal & Andaman and Nicobar - 2,106,163

Himachal Pradesh - 809,829

Bihar - 4,912,900

Orissa - 1,911,070

Assam - 939,746

North Eastern States - 585,213

Jammu & Kashmir - 1,100,069

The total is 67,425,935 or 32.81% of the total 205,460,762 GSM mobile

connections in India till May 2008.

ABOUT CHAIRMAN

Sunil Bharti Mittal is the Chairman and Managing Director of Bharti Airtel Limited
(Bharti), Indias largest private integrated telecom player since October
2001. He is the board director since July 1995.
Sunil Mittal Chairman and Managing Director of Bharti Group, India's largest
GSM-based mobile phone service provider; IT Man of the Year Award 2002 from
Dataquest and CEO Of the Year, 2002 Award from World HRD Congress.
Sunil Mittal can be called as originator of cellular phone revolution in India. He is
the founder, Chairman and Managing Director of Bharti Group and runs India's
largest GSM-based mobile phone service.
Sunil Bharti Mittal's father was an M.P. Sunil did not followed his father's
footsteps. After graduating from Punjab University in 1970s, he set up a small
bicycle business in Ludhiana in partnership with his friend. By 1979, Sunil Mittal
realized that his ambitions could not be fulfilled in Ludhiana, so he moved out to
Mumbai from Ludhiana.
Sunil started his career at a young age of 18 after graduating from Punjab
University in India and founded Bharti, with a modest capital, in the year 1976.
Today, at 49 he heads a successful enterprise, amongst the top 5 in India, with a
market capitalization of over US$ 40 billion and employing over 30,000 people.

10

Bharti Airtel Limited was established on July, 07, 1995 as a Private Company
Limited.
Sunil Mittal was one of the first entrepreneurs to identify the mobile telecom
business as a major growth area and launched services in the city of Delhi and
the National Capital Region in the year 1995.
Some of the Feathers in the cap of Mr. Sunil Bharti Mittal are
Best Asian Telecom CEO, Telecom Asia Awards 2005
Best CEO, India, Institutional Investor, 2005
Business Leader Of The Year, Economic Times, 2005
Ernst & Young Entrepreneur Of The Year 2004, Ernst & YoungHe is also
the Board Member of the Global GSM Association.Sunil is an alumnus of

Sunil is an alumnus of Harvard Business School, MA, USA.

Sunil has been conferred one of the highest civilian award Padma Bhushan.
Sunil has been conferred the degree of Doctor of Science (Honoris Causa) by
the G B Pant University of Agriculture & Technology.
Sunil is an Honorary Fellow of The Institution of Electronics and
Telecommunication Engineers (IETE)".
Sunil is the Honorary Consul General of the Republic of Seychelles in New
Delhi, India.

11

COMPANY PROFILE

Bharti Airtel is one of India's leading private sector providers of

telecommunications services based on an aggregate of 42,685,530 customers as
on May 31, 2007, consisting of 40,743,725 GSM mobile and 1,941,805
broadband & telephone customers.

Vision

By 2010 Airtel will be the most admired brand in India:

Loved by more customers

Targeted by top talent

Benchmarked by more business

We at Airtel always think in fresh and innovative ways about the needs of
or customers and how we want them to feel. We deliver what we promise
and go out of our way to delight the customer with a little bit more.

12

The businesses at Bharti Airtel have been structured into three individual
strategic business units (SBUs) - mobile services, broadband & telephone
services (B&T) & enterprise services. The mobile services group provides GSM
mobile services across India in 23 telecom circles, while the B&T business group
provides broadband & telephone services in 94 cities. The enterprise services
group has two sub-units - carriers (long distance services) and services to
corporates. All these services are provided under the Airtel brand.

Company shares are listed on The Stock Exchange, Mumbai (BSE) and The
National Stock Exchange of India Limited (NSE).
Partners
The company has a strategic alliance with SingTel. The investment made by
SingTel is one of the largest investments made in the world outside Singapore, in
the company.
The companys mobile network equipment partners include Ericsson and Nokia.
In the case of the broadband and telephone services and enterprise services
(carriers), equipment suppliers include Siemens, Nortel, Corning, among others.
The Company also has an information technology alliance with IBM for its groupwide information technology requirements and with Nortel for call center
technology requirements. The call center operations for the mobile services have
been outsourced to IBM Daksh, Hinduja TMT, Teletech & Mphasis.

13

Organization Structure

As an outcome of a restructuring exercise conducted within the company; a

new integrated organizational structure has emerged; with realigned roles,
responsibilities and reporting relationships of Bhartis key team players. With
effect from March 01, 2006, this unified management structure of 'One Airtel' will
enable continued improvement in the delivery of the Groups strategic vision.

14

15

Bharti Enterprises - Organization Structure

16

Corporate Governance

Bharti Airtel Limited firmly believes in the principles of Corporate Governance

and is committed to conduct its business in a manner, which will ensure
sustainable, capital-efficient and long-term growth thereby maximising value for
its shareholders, customers, employees and society at large. Companys policies
are in line with Corporate Governance guidelines prescribed under Listing
Agreement/s with Stock Exchanges and the Company ensures that various
disclosures requirements are complied in letter and spirit for effective Corporate
Governance.
During the financial year 2003-04, your Company was assigned highest
Governance and Value Creation (GVC) rating viz. Level 1 rating by CRISIL,
which indicates that the companys capability with respect to creating wealth for
all its stakeholders is the highest, while adopting sound Corporate Governance
practices.This rating was re-affirmed by CRISIL on April 20,2006.
Board of Directors
The Board of Directors of the Company has an optimum mix of Executive and
Non-Executive Directors, which consists of three Executive and fifteen NonExecutive Directors.
The Chairman and Managing Director, Mr. Sunil Bharti Mittal, is an Executive
Director and the number of Independent Directors on the Board is 50% of the
total Board strength. The independence of a Director is determined on the basis
that such director does not have any material pecuniary relationship with the
Company, its promoters or its management, which may affect the independence
of the judgment of a Director.

17

Major agreements and alliances

During the year Bharti Airtel has entered into following

major agreements and alliances:
1) With Microsoft to offer software and services for the Small and Medium
Business (SMB) market in India. The partnership will start off by offering to Indian
SMBs Microsoft solutions for Hosted Messaging and Collaboration. It will also
offer

other

hosted

applications

like

CRM,

Accounting,

ERP,

Unified

Communications and select Microsoft ISV applications;

2) With Google to offer search services on Airtel Mobile. As part of the
agreement, Airtel will bring Google search to the Airtel Live mobile WAP portal.
Google will also incorporate advertising through its Mobile Ads product on the
Airtel Live mobile portal; With Adani Group to connect Mundra Port and Special
Economic Zone. This is a first-of-its-kind alliance with the Adani group for setting
up the Telecommunications Network Infrastructure for its
multi-sector Special Economic Zone (SEZ) located at Mundra port;
3) A three-year contract with Nokia at an estimated value of US$ 400 mn to
expand its managed GSM/ GPRS/EDGE networks in eight Airtel circles and
deploy a pan India WAP solution across its networks;
4) A three-year network expansion contract with Ericsson at an estimated value
of USD 1 bn . The contract will enable Bharti Airtel to rapidly expand its mobile
services footprint further and reach out to all towns and cities in 15 telecom
circles in the country;

18

5) With Microsoft to offer Microsofts latest Windows Mobile 5.0 technology to its
customer. With this agreement, Bharti Airtel has become the first Indian teleco
company to offer Microsofts latest Mobile 5.0 technology to its customers;

19

Airtel & Visual Identity

For a brand to be successful, it must build enduring relationships with its different
audiences. Integral to this relationship is the visual image of the brand the
consumer carries in his/her mind. The Airtel brand image is created through the
consistent application of a carefully developed visual identity, which helps Airtel
distinguish itself in a cluttered market. Airtel's visual identity helps create instant
brand recall and strengthens the relationships that its audiences have with it.
The Airtel visual identity has different elements that work together to create a
strong and consistent identity for the brand. The most important of these are:

20

The Airtel Logo

The Airtel logo is a strong, contemporary and confident symbol for a brand that is
always ahead of the rest. It is a specially drawn wordmark.

The Airtel Image style

21

It incorporates two solid, red rectangular forms whose counterform creates an

open doorway.

The Airtel Typographical style

The title case lettering with its capital 'A' was deliberately chosen to reinforce the
brand's leadership position. The red dot on the letterform 'I' cues Airtel's focus on
innovation.. The words 'Express Yourself' are very much part of the brand
identity.

The Airtel Colour Palette

The lettering is grey so that the pure black of Airtel is visually
unharmed.

Airtel Outlets

22

PRODUCTS
AND
SERVICES

PRODUCT AND SERVICES

It offers its TELECOM services under the Airtel brand and is headed by Sunil
Mittal. The company also provides telephone services and Internet access

23

over DSL in 14 circles. The company complements its mobile, broadband &
telephone services with national and international long distance services.
The company also has a submarine cable landing station at Chennai, which
connects the submarine cable connecting Chennai and Singapore. The
company provides end-to-end data and enterprise services to the corporate
customers through its nationwide fiber optic backbone, last mile connectivity
in fixed-line and mobile circles, VSATs, ISP and international bandwidth
access through the gateways and landing station.
Airtel is the largest cellular service provider in India in terms of number of
subscribers. Bharti Airtel owns the Airtel brand and provides the following
services under the brand name Airtel: Mobile Services (using GSM Technology),
Broadband & Telephone Services (Fixed line, Internet Connectivity(DSL) and
Leased

Line),

Long

Distance

Services

and

Enterprise

Services

(Telecommunications Consulting for corporates). It has presence in all 23 circles

of the country and has the covers 71% of the current population till FY07.
Leading international telecommunication companies such as Vodafone and
SingTel held partial stakes in Bharti Airtel.
In April 2006 Bharti Global Limited was awarded a telecommunications licence in
Jersey in the Channel Islands by the local telecommunications regulator the
JCRA. In September 2006 the Office of Utility Regulation in Guernsey awarded
Guernsey Airtel with a mobile telecommunications licence. In May 2007 Jersey
Airtel and Guernsey Airtel announced the launch of a relationship with Vodafone

for island mobile subscribers. In July 2007, Bharti Airtel signed an MoU with
Nokia-Siemens for a 900 million dollar expansion of its mobile and fixed network.

24

In August 2007, the company announced it will be launching a

customized version of Google search engine that will provide an 'array of
services' to its broadband customers.
In March 2008, Bharti Airtel will roll out third generation services in Sri Lanka in
association with Singtel. This is because Singapore-based Asian telecom major
Singtel, which owns a little over 30% in Bharti Airtel, is a major player in the 3G
space as it has already third generation networks in several markets across Asia.
Touchtel
Until September 18, 2004, Bharti provided fixed-line telephony and broadband
services under the Touchtel brand. Bharti now provides all telecom services
including fixed-line services under a common brand "Airtel"
Apple's iPhone 3G
Apple has announced launch of its new iPhone in US and other 25 countries on
July 11th 2008, it is soon to be launched in India as well with Bharti.

BlackBerry
On 19th October 2004 Reliance announced the launch of a BlackBerry Wireless
Solution in India. The launch is a result of a tie-up between Bharti Tele-Ventures
Limited and Research In Motion (RIM).

Airtel Prepaid Connection

25

Airtel Prepaid, the Ready Cellular Card from Airtel comes to you from Bharti
Enterprises, India's leading integrated telecom service provider.

FREEDOM OF SPEECH REDEFINED...

Going mobile with Airtel Prepaid is a new way of life.

COMPLETE CONTROL...
With a host of great features, also simple to use, Airtel Prepaid
makes everything that you dreamt and believed, possible.

Some of the many advantages that you enjoy with Airtel Pre-Paid...
Total Cost Control
Enjoy the liberty of total cost control with your Airtel Pre-paid! Re-charge as much
as you feel the need to! Now that's what we call complete freedom!

No Rentals
Buy an Airtel prepaid card without having to pay any rentals!

No deposits
Your Airtel prepaid card comes without you having to pay heafty deposits!

STD/ISD facility till the last rupee

Now experience complete freedom like never before with Airtel! Our STD/ISD
facility allows you to make long distance calls in India and Overseas from your
cellular phone!

Instant Balance Inquiry

Check your talk-time instantly by calling our toll-free number!

26

60 second pulse
Airtel provides you with a 60-second pulse rate! Freedom for you to experience
like never before!

Instant Recharge
Avail of instant recharge on your Airtel prepaid card with just a few simple steps!

24-hour recharge facility

With our round-the-clock recharge facility, recharge you Airtel prepaid card
anytime, anywhere!

Caller Line Identification

Call Line Identification gives you the power to know the phone number of the
calling party even before you answer the call, thus giving you the choice to either
reject or take the call. It provides the added advantage of saving the incoming
number directly in the Handset Phone Book. So that the next time you want to
call the same person, you don't need to retype his number, simply use your
phone book.

Call Divert, Call Hold and Call Wait

Avail of special services like call waiting, call hold and call divert all with your
Airtel prepaid card!

27

Short Messaging Service (SMS)

With Airtels Short Messaging Service (SMS), send messages and jokes to your
friends and colleagues, anytime anywhere!

SMS based Information Services

With Airtel's SMS based information services, you can get upto-the-minute cricket
scores, order flowers as well as send couriers or check your daily horoscope!

Voice Mail service

Voice Mail lets you receive messages even when your handset is switched off or
when you are outside the coverage area. You can listen to your messages
whenever you feel like, from anywhere in the world. Voice Mail can store up to 15
messages of 1 minute duration.

Recent Value Voucher of Airtel in the Market

1. Local Topping
Pack available at Rs.50 subsidised local call tariff

28

Calling : Airtel to Airtel 30 paise/min, Airtel to Other Mobile 50 paise/min & to

landline Re. 150/min.

2. Combo Topping
Pack available at Rs.69 subsidised Local & National call tariff

Calling : Airtel to Airtel (Local) 60 paise/min. Rest all Local & National calls at
Rs. 1.75/min. SMS : Local Re.1, National Rs.2 & International Rs. 5. /-

3. Night Speak
Pack available at Rs.30 subsidised Night local call tariff (11pm to 7 am) & 24
hours discounted SMS tariff

Calling : Airtel to Airtel 10 paise/min, Airtel to Other Mobile 50 paise/min & to

landline Re. 1/min. SMS : Local 25 paise, National 50 paise & International Rs. 3.
/-

Brief profile of the services

1. NLD services-In this we have already laid down our own fibre in 200
circles & will be covering the full 22 circles by next year. We have already
started our services for the last 8 months. The brand name of these services
29

is Airtel IndiaOne.This intercity network is based on ATM technology, therefore

is ideal for deploying for the Intranet for the corporates who have multi
-location presence in India and intend to deploy a fail proof and reliable WAN
solution. The network can support Voice, Data and all online applications. The
idea is to provide end to end WAN solutions with Service Level Agreements
(SLAs) on uptime and response time.
2. FSP Services(Basic services)- In the Ist phase we have covered six
states-Delhi, Haryana, M.P., Tamil Nadu, Chattisgarh, Karnataka. The brand
name is Touchtel. We will be covering the other states in second phase.
3. ISP services- Presently we are having the largest pool of bandwidth (today
600Mbps) in the country, also i2i network - 8.4Tbps link between Chennai &
Singapore as our International Gateway. In the ISP services we are offering
the last mile to the customers either through VSATs/radio link/leased
line/fibre.
4. ILD services- In this we will have our services through the i2i network. The
services for both data & voice (international connectivity) are available. Our
partner is Singapore Telecom.
5. Satellite services- In satellite telecommunication, we have the largest
installed base of the VSATs in Shared hub services. Our partners are Viasat &
Gilat. We are offering both DAMA/PAMA & TDM/FTDMA solutions.

6. Mobility services- In this we are present in India in 20 states with the

Airtel Brand.
7. System Integration & Management- We have Network Operation Centre
(NOC) in two cities- Delhi, Chennai & we are integrating & managing the end-

30

to-end secured & robust networks for the customers & are also signing the
service level agreements for our services.
In the all above stated services, Bharti Group was the first one to get the
operating license & launch the services successfully. We have the largest
installed base & the highest market share in all services.

31

VALUE ADDED
SERVICES

Counter todays corporate problems with the power of

BLACK BERRY

32

It provides easy access to E mails, browsing and phone performance in all in one
device. It works as a business organizer, so that you can remain free from
remembering our busy schedule

Things move quickly in the business arena and if you need to make quick,
informed decisions while out of the office, BLACK BERRY is the solution. Thats
why Black berry is one of the most important accessories of the business class
today.
There's no need for a laptop to view your
emails, no need for a fixed phone line, and no need to log-on - they're
automatically 'pushed' straight to your BlackBerry handheld.
BlackBerry allows you to send and receive E mail where ever you are.
BlackBerry integrates seamlessly with your corporate email account offering a
simple and secure way to communicate using GPRS/EDGE.

33

Hello Tunes is the latest innovation from the house of Airtel that both our prepaid
and postpaid customers can enjoy. Now when you dial the number of an Airtel
buddy, you no longer have to hear that boring old tring tring.' Instead, you can
groove to the hottest new tracks on the music scene!

CHARGES
Monthly Subscription Rs 30
Download Charges per Song Rs 15
Airtime Charges Rs 6/min*
Rs 6/- per min for customers in North East, Assam, Bihar and Orissa Circles.

FEATURES
Choose from a variety of language options
One song for all callers with Everyone-Tune'
Personalize songs for special callers with Special tune'
Wide variety of songs and language options made it popular in no time.
Some of the other value added services offered from the Airtel stable are:

Vehicle Tracking
Vehicle tracking solution enables a company to monitor the location of their stock
in transit. Each vehicle is mounted with an Airtel mobile (Phone) or a Global

34

Positioning System (GPS) box and a vehicle tracking enabled SIM card. The SIM
card sends periodic updates of the location of vehicles to the Bharti application
server. The progress of the vehicle is displayed on a map on the tracking
website. The application allows tracking of multiple vehicles simultaneously .

Mobile SFA (Sales Field Automation)

Mobile SFA will help companies to enable to make their web based application
and ERP systems wireless so that the field force can have access to information
on their Airtel mobile phones. Bharti has worked proactively with middleware
companies (e.g. Air2Web) and system integration partners to provide these
solutions to customers.

AIR (Airtel Intelligent Routing)

35

Airtel Intelligent routing solution overlays your company's PABX to route landline
traffic through the mobile network. Employees of the company can use their
existing landline extensions to make calls via AIR. They just need to dial a code
(for example like 8, configurable by the customer) to reach the AIR terminal. A
dial tone will be heard and users can dial the number, which they want to reach.
There is no change in the end user experience.

Information Broadcast
Information Broadcast is a means of simultaneously disseminating information to
multiple employees/customers over SMS. It also gives the flexibility of sending
messages at a predefined time and pre-defined date. The user logs on to the
solution through internet, types the message, selects the group he wants to send
the message to and after defining the date and time just clicks on the send'
button.

Call Centers
Business today is run for the customers. To manage customer queries (pre sales
and post sales), clients require to set up small call centers with minimum
expenses. To help out clients with such requirements Airtel proposes the call
center solution. This solution helps the clients to start up a local call center with
36

facilities to receive 4-5 simultaneous calls. These provide these solutions to

customers

Audio Conferencing by Airtel

Instead of traveling to meet with customers and suppliers many Enterprises are
saving on travel costs by using Airtel's Audio Conferencing facility.
Audio Conferencing is easy ways to have multiple people participate in the same
phone call together.

Corporate SMS Directory

This service enables a user or a set of users to upload their mobile numbers,
names and locations in an Airtel Server. These users can
then access their numbers by using the SMS facility on their phones. Airtel
provides space to its clients to upload their directories onto its servers.
These numbers need not be just Airtel Mobile numbers. These can even be your
fixed line numbers. Two or more numbers can be given for the same person.

Airtel Data Card

With the Airtel Data Card, you have the freedom to access the internet anytime,
anywhere across the Pan Indian Airtel Network. You can also avail of this
service as you roam internationally. The Airtel Data Card, which is EDGE

and GPRS enabled, has the features of a SIM card, which enables you to
send and receive SMS. The Airtel Data Card is much faster than a GPRS

connection.

37

One can a wail of instant configuration and installation.

Liberty of 24/7 connection made it the choice of millions.

Dial 646
One can access to a large number of value added services by calling 646 from his/her
mobile phone. 646 has loads of applications that cater to all your needs. Be it
downloading ringtones or listening to the latest news, it's all there on the one single
number! The dating application helps you find a friend and the jokes will crack you up!
For e.g. Say ringtones for downloading the latest ringtones available.

Features
Surf within 646
For example if you are in the News' section and want to listen to the cricket
score, just say Cricket and you will be taken to the cricket menu.

Backup Options Provided

With Airtel, you never have to worry about voice distortion due to external factors
such as heavy traffic or too much background noise. Our system will provide
options for interaction if it is unable to understand your request.

FREE Alerts Subscription' & Multi Modal' Call Back

38

For eg. Whenever a new ringtone is available with us we will send you an SMS
alert and you can then dial in and download that ringtone!

Airtel Live
The hip and happening sphere of the Internet is now on your cell phone with
Airtel Live! Portal.
Airtel Live! Portal literally puts the Internet in your pocket- your Internet Mobile,
thus the benefits are as wide as the Internet itself.
Airtel Live! Portal offers you access to a range of personalized services like
email, contacts, greetings, games as well as access to a host of Information
services and lots more. In essence, Airtel Live! is the exciting new way to live,
innovate and stay ahead. Making life just the way you want it to be .... "WITH IT".

Mobile communications and the Internet are now very much a part of our lives
and the WAP service is the first step towards the convergence of these two
technologies. Airtel Live! Portal is not only about WAP, it is about the endless
possibilities of wireless technology in the future. Airtel Live! Portal will make
networking easier, enhance lifestyles and equip you to touch the good life of
today and tomorrow.
A WAP phone is all you need to search for the latest news and information from
around the world, you'll be able to buy travel or movie tickets, rent a car, play
games and check your bank account wherever you are.
With WAP, most of the information on the Internet can be viewed on a mobile
phone.

39

MMS Live Card

Airtel Prepaid Roaming

At Airtel, we encourage you to explore the world.
With

Airtel

Roaming

Services

and

the

world

as

your

canvas,

you never have to really have to be as far away from home as the miles define.

Roaming [National]
Airtels Roaming service allows you to use your mobile phone to make or receive
calls from almost anywhere in India.

Roaming [International]
Airtel's Roaming service gives you the complete freedom to you to use your
mobile phone anywhere in India and abroad.

Roaming - GPRS - BlackBerry [International]

AirTel's GPRS Roaming service allows you to use your GPRS services to access
the internet and office mails from almost anywhere in India and abroad.

40

Roaming [Regional]
Now enjoy regional roaming with Airtel! Have the freedom to roam within your
specific location!

Prepaid Roaming
You have the freedom to enjoy the luxury of Airtels roaming facility now even
with your prepaid connection!

SMS 646
SMS (Short Messaging Service) is the fun language going around the world and
you can have great fun in sending messages and jokes to your friends and
colleagues.
And now you can enjoy a host of services by sending a keyword as an SMS to
646! Airtel have tied up with the best content providers to ensure the coolest
services especially for you!
Send M/ Menu/ Help/ HLP to 646 for list of services available.

Service
Information

Keyword

received
Astrology
Horoscope
Cricket

Send first 3 letters of your zodiac sign e.g

Daily horoscope

Cricket Scores

<LEO> to 646
Send <CRI> to 646

and updates
41

Send <Keyword> < Code> <Handset Code>

Ringtones

Ringtones, Logos

to 646 Keyword
TONE: Sends a ring tone
LOGO: Sends a logo
Code Code is the Tone ID or Logos ID that
you wish to download.
Handset Code
Handset code is the short code for the
handset make.
NOK = Nokia
ERI = Ericsson, Motorola
SAM = Samsung
ALC = Alcatel

CALL CONFERENCING
With Airtel call conferencing, teleconference with 6 people simultaneously. You
can also have the liberty of setting up a conference even when the other five
individuals are using a landline.

Call conferencing is available only on select cell phones. To find out if your cell
phone has the facility, please call our Customer Care on 121 from your Airtel
phone.

42

GPRS / MOBILE OFFICE

Mobile Office provides you with access to e-mail and Internet any time and
anywhere, even while on the move. It is an indispensable asset for traveling
executives, as it enables you to be in touch when at airports, hotels etc. Now you
can access official mail, refer to sites for information and do everything that you
would, on the Internet. This new-age product is made possible through Airtel's
GPRS (General Packet Radio Services) technology.

GPRS Mobile Office service has the following features:

a) Access the Internet anytime, anywhere (across all Airtel circles in India)
b) No airtime charges
c) Cheaper than connecting through land line
e) A minimal monthly subscription fee
Monthly Rental

Rs 399/-

Rs 599/-

Rs 799/-

FREE Usage

100 MB

1 GB

1.5 GB

Rs.3/-

Rs.3/-

Usage

charges Rs.5/-

after FREE Usage

(per MB)

Pulse

will

be

calculated

in

form

of

10

KB.

To avail of this service, all you need is a GPRS enabled phone and a laptop. And
you are ready to log on to the World Wide Web. To access the Internet anywhere
in India, you would need National Roaming to be activated on your account.

43

Airtel Live! SIM Services

Airtel Live! SIM Services is a menu on your SIM card that allows you to access
loads of cool services and downloads on your phone in just a few clicks. For
example, instead of typing and sending AST/ NEW/ CRI/ MOV as an SMS to 646
to access information on horoscope, news, cricket, movies etc on India times,
you can now scroll in your menu and reach this information in just a few clicks.
This menu already has the key words pre-coded in your SIM card, allowing you
to get informationeasily & swiftly.

You could select any of the services mentioned above and get further information
options on each of the services. So, for example if you select 'news' under India
times, you will then have the option of choosing from the following i.e. latest
news, world news, business news, entertainment news or sports news.

Special Features
No more SMS inbox overload
Airtel messenger also on SMS short code 400
The new Airtel Messenger brings an exciting set of new features for you to use
via SMS as well as on your PC.

a. Instant Chat with friends with email Ids:

Get in touch with your friends no matter where on the globe they might be. To get
started, SMS A friend's email ID to 400.

Eg: A rohit@mailcity.com to 400

44

b. Super search for new friends

Find new friends from any of the Airtel circles. To get started SMS S age Gender
Location to 400. Eg: S 22 F Bangalore to 400
c. Chat with new friends in the multi interest chartrooms
d. Send Free SMS to friends

Sachin Zone
How to download SachinZone from Airtel Services?
In the Airtel Services menu in your SIM card, select Whats New section
Download
>>SachinZone (Click on more if you dont find SachinZone on the 1st page).
Accept Installation of SachinZone on your Phone.(You may need to restart your
phone if SachinZone is not displayed after installing.)

How to Access SachinZone & score points to win prizes?

Go to Airtel Services, select SachinZone. On entering Sachin Zone user would
be display a menu of contest, game & quiz which the user can play, earn the
score & win prizes.

45

Menu
1. Contest
2. Game
3. Quiz
4. Score

OTHER SERVICES

SERVICE NAME

TYPE OF SERVICE

Calling Line Identification

Automatic only for new

Presentation (CLIP)

acquisitions

PREPAID

POSTPAID

CHARGES

CHARGES

(Rs.)

(Rs.)

na

Rs 49/-

Calling Line
Identification

Optional

Na

Na

Restriction
Call Conference
Charges

Optional

Na in
prepaid

99O/g airtime
charges as per bill
plan

46

Voice Mail

Dial-a-service

WAP

Automatic only for

Rs. 2 per

new acquisitions

retrieval

Automatic only for

new acquisitions
Automatic only for
new acquisitions

646 Calling charges

On Usage

VAS SMS Charges

On Usage

Rs. 1 per retrieval

NA

NA

NA

NA

Rs 6 per min

Rs 6 per min

Rs 3 per
message

Rs 3 per message

SMS 'M' to 3333

What are Subscription Services?
With Airtel's Subscription Services, you can subscribe for cool alerts at the click
of a button! What's better is that you can receive updates automatically on your
Airtel phone without having to initiate a request everyday. Check out some of the
great stuff that you can access from Airtel Subscription Services

Daily News Alerts

47

With Airtel News Alerts, be in touch with the latest happenings around the world,
all the time. Get 2 news bulletins sent to your Airtel phone, courtesy AajTak, the
24-hour news channel from India Today Group.
keyword < SUB NEWS> to 3333

Daily Astrology Alerts

48

Literally! Get daily forecasts of each sun sign from renowned astrologer Ma Prem
Usha.

the keyword < SUB first 3 letters of the zodiac sign > to 3333
For example SUB VIR to 3333

Daily Joke Alerts

49

Get the funniest jokes that you can forward to your friends to brighten up their
day too.
the keyword < SUB JOKE > to 3333

Daily Business Alerts

For the latest buzz on the business scenario, now you never have to look very
much further than the palm of your hand. Airtel brings you the daily business
news and stock alerts, courtesy Business Today, the leading publication on
business news & stories.

50

Keyword < SUB BIZ > to 3333

Daily Health Tips

Begin your fitness regime with Airtel. Get tips from well-known dietician
Shikha Sharma and by India's leading heart surgeon Dr. Naresh Trehan on
beauty, skin care, health, eating right and much more.
Keyword < SUB HEAL > to 3333

Daily Filmy Gossip

Want the latest khabar on Lara, Salman, Cameron and Toby? Tune into Airtel's
Filmy Gossip, with the latest buzz about your favorites Hollywood and Bollywood
stars.

Keyword < SUB FILM > to 3333

If you change your mind, you can unsubscribe at any point of time, as well as
resume the alerts thereafter.

FAX & DATA

51

Airtel brings you Fax and Data Service where you can take your office wherever
you go. You can send and receive data/fax documents, access the Internet, email
accounts as well as corporate databases whenever you are on the move.

MOBILE DATING SERVICE

The Mobile Dating Service Ishq Mohabbat on 3030 or Dial a fried on 646
hereinafter referred to as Service is open for the participation of active
Customers of telecom circle of Uttar Pradesh West of Bharti Airtel Limited.
This Service provides the Customers a virtual place to interact with other
Customers by leaving voice messages for the other Customer without disclosing
the mobile numbers of the participants. The message is delivered at the voice
mail box of the recipient and he/she is informed of the message vide incoming
SMS (Short Message Service).

The participating Customer is required to dial the short code of 3030/646

respectively for availing the Service for which he/she shall be charged airtime
charges @ Rs.7/- per minute (60 seconds pulse) on 3030 ( Ishq Mohabbat) and
@ Rs.6/- per minute (60 seconds pulse) on 646(Dial a Friend).

52

Rules

At the start of the game, the system will generate a Tambola ticket of 15
numbers.

There will be 3 rows with 5 numbers in each row.

The user shall note down these numbers on a piece of paper.

The system will then generate 50 numbers of the game.

Out of these 50 numbers the user will strike out the already given ticket
numbers.

A user can win 4 prizes at any stage of the game.

U can win the game by striking out any one of the ROW or a Full HOUSE
to become eligible for prize.

53

Why are we the specialists?

We are truly specialists in building and maintaining business communication
networks for the following reasons:
Specialist Communication Engineers skilled in undertaking projects involving
latest technologies in areas of VPNs, IP, MPLS and ATM
We run Indias largest Telecom Network outside the DoT/ Government sector
companies, spanning Mobile, Fixed Line, Satellite and International Long
Distance (Seychelles)

Our Network Designs integrate capabilities for:

Voice

Data (Private & VPN Network)

Video

Internet

Mobile Voice

Mobile PDA

Mobile GPRS

54

NEED OF STUDY

The study is on the perception of the corporate for the company Bharti Airtel ltd.
The research had to be done with the help of questionnaire by which primary
data could be collected .The scope of the study was limited to the corporate
which were under Airtel enterprises services so for that the scope of the study
was limited to those list of companies only by which the data of the companies
was on limited basis. The scope could have been wider if the companies could
have been more than what was mention in the study as by which limited data of
the companies were collected on the basis of primary data. Secondary data was
only used to know about Airtel, what its past activities were and where it is going
at present.
The scope was very wide as all the products of Airtel were included in the project
in which the data was to be collected on the basis of survey method by the help
of questionnaire by which primary data could be collected and analysis could be
done properly.
But as products were vast so no proper specialization could be done for which
problem aroused that vast details for all the products had to be know properly by
which it became difficult to retain all the information properly but due to many
products the information was collected was been used properly further for the
analysis.
The scope was wide but the data could be taken properly and as due to cast data
collection time shortage also was there so specialization should have been there
so that in the allotted time the mentioned products could be handled properly.

OBJECTIVE OF STUDY
55

Title of my project is Market survey and future growth prospects of airtel in

Bareilly. In order to complete this project, we had to see the preference of
corporate in telecom sector.
The Primary objective is
The telecom sector in our country In this we had to find which the main
telecom operators in our country are and what is the present scenario in our
country regarding their market positions.
The secondary objectives are
1)Perception about Airtel amongst corporate locally It was needed to figure
out the preferences of corporate houses in NCR region and what are the
things they look forward to while choosing their telecom partner.
2) Perception about Airtel in corporate internationally Many of the chosen
companies are also expanding in global environment and Airtel too is
expanding its network to different parts of the world. So, it was a need to find
out what are the services provided by Airtel on International level and what is
the attitude of those corporate about it.
The above mentioned sub-objectives will help in project to obtain the main
objective for which a questionnaire was prepared on the basis of which the
research is being conducted. By this the main objective will be fulfilled as visit to
different companies had to be done and getting this questionnaire filled by
corporate and also asking about their perceptions and preferences in telecom
sector. Several companies were given from which the data was to be collected.

56

HYPOTHESIS

Hypothesis

57

The research is based on qualitative data so assumed hypothesis is made on 4

fields which are:a) Fixed line- The preference of corporate for Airtel fixed lines and hypothesis for
that is:Null hypothesis:-

Ho - Airtel fixed line is preferred among corporate.

Alternative hypothesis :- H1 - Airtel fixedline is not preferred among

Corporates.
The above hypothesis is a one tail test as it states that Airtel fixedlines are
preferred or not and what is the structure in market concerning Fixed lines.

b) Mobility- The preference of corporate for Airtels mobile SIM cards, for that
hypothesis is:Null hypohesis:-

Ho - Airtel mobile sim cards is preferred among

corporates.
Alternative hypothesis:- H1 - Airtel sim cards is not preferred among
corporates.
The above hypothesis is a one tail test as it states that Airtel mobile sim cards
are preferred or not and what is the market position of Airtel in NCR region as per
the preference of Corporates.

58

c) Internet- The preference of corporate for Airtels internet connection and the
hypothesis for that is:Null hypothesis:-

Ho- Airtel internet connection is preferred among

corporates.
Alternative hypothesis:- H1-Airtel internet connection is not preferred among
corporates.
The above hypothesis is a one tail test as it stats that Airtel internet connection
are preferred or not and what is the market position of various internet service
providers in NCR region.
d) Value added services (VAS) - The preference of corporate for Airtels VAS
and hypothesis for that is:Null hypohesis :-

Ho- Airtel VAS is preferred among corporates.

Alternative hypothesis :- H1-Airtel VAS is not preferred among corporates.

The above hypothesis is a one tail test as it stats that Airtel VAS are preferred or
not. Through this I will also be able to find out that what kind of VAS are required
by the corporate houses and what are their preferences regarding those.

59

RESEARCH
METHODOLOGY

Research Methodology

Research Methodology is all about designing the research which indicates way of
carrying out the project. It keeps the researcher on the track of the project study.
It relates to the following questions, which unfolds aspects of the research:
What should be the type of research design either exploratory or
conclusive?

60

 What is the type of data to be required for the project study either primary
or secondary?
What should be the method of collection of data?
What should be the sample size?
Research Design
Each research project is conducted scientifically, which has specific framework or
blueprint for controlling the data collection.
This framework is called research design.
In this project I have used exploratory research design because I have conducted
research through survey.
Research Design of the project is Exploratory. As the term suggests, exploratory
research is often conducted because a problem has not been clearly defined as
yet, or its real scope is as yet unclear. It allows the researcher to familiarize
him/herself with the problem or concept to be studied, and perhaps generate
hypotheses to be tested. It is the initial research, before more conclusive
research. Exploratory research helps determine the best research design, data
collection method and selection of subjects, and sometimes it even concludes
that the problem does not exist.

Another common reason for conducting exploratory research is to test concepts

before they are put in the marketplace, always a very costly endeavor. In concept
testing, consumers are provided either with a written concept or a prototype for a
new, revised or repositioned product, service or strategy.
Exploratory research can be quite informal, relying on secondary research such
as reviewing available literature and/or data, or qualitative approaches such as
informal discussions with consumers, employees, management or competitors,
and more formal approaches through in-depth interviews, focus groups,
projective methods, case studies or pilot studies.
61

The results of exploratory research are not usually useful for decision-making by
themselves, but they can provide significant insight into a given situation.
Although the results of qualitative research can give some indication as to the
"why", "how" and "when" something occurs, it cannot tell us "how often" or "how
many". In other words, the results can neither be generalized; they are not
representative of the whole population being studied.
Exploratory research is selected because the scope of this study is very vast and
also whole population cannot be taken into consideration due to human and time
limitations. Therefore, the need to explore the pattern and preferences of whole
population on the basis of available data. As this is more of a qualitative
research, exploratory research is one of the most suitable techniques available.

Research Method

The research method used in the project is:SURVEY METHOD

The method was used in the project was the survey method as the project was to
know the perception of Airtel in corporate so survey was used with the help of
questionnaire filling by which the data was further used for the analysis by which
the perception of the Airtel could be seen properly. The data collected was
primary data which was done with the help of questionnaires As the survey was
basically on qualitative data collection so questionnaire was developed in the
from to get the qualitative data by which the Airtel perception in the corporate ca
be seen properly.

62

2.4) Sample Design

In this study, convenience and judgmental sampling have been selected.

Sampling
Sampling method refers to the procedure in which few units are selected from the
total population, constitute a sample.
Sample Size
I have taken sample size of 100 retailers in different location.
Sample Unit
Bareilly and adjoining area

In convenience sampling, the selection of units from the population is based on

easy availability and/or accessibility. The trade-off made for ease of sample
obtainment is the representative ness of the sample. If we want to survey tourists
in a given geographic area, we may go to several of the major attractions since
tourists are more likely to be found in these places. Obviously, we would include
several different types of attractions, and perhaps go at different times of the day
and/or week to reduce bias, but essentially the interviews conducted would have
been

determined by what was expedient, not by ensuring randomness. The likelihood

of the sample being unrepresentative of the tourism population of the community
would be quite high, since business and convention travelers are likely to be
underrepresented, and if the interview was conducted in English non-English
speaking tourists would have been eliminated.

63

Therefore, the major disadvantage of this technique is that we have no idea how
accurate is the information population. But the information could still provide
some fairly significant insights, and be a good source of data in exploratory
research.

In judgment sampling, the researcher or some other "expert" uses his/her

judgment in selecting the units from the population for study based on the
populations parameters.
This type of sampling technique might be the most appropriate if the population
to be studied is difficult to locate or if some members are thought to be better
(more knowledgeable, more willing, etc.) than others to interview. This
determination is often made on the advice and with the assistance of the client.
For instance, if you wanted to interview incentive travel organizers within a
specific industry to determine their needs or destination preferences, you might
find that not only are there relatively few, they are also extremely busy and may
well be reluctant to take time to talk to you. Relying on the judgment of some
knowledgeable experts may be far more productive in identifying potential
interviewees than trying to develop a list of the population in order to randomly
select a small number.

In this case, the population was too vast to study and no estimates could be
made about the representative sample, therefore I mixed Convenience sampling
with Judgmental sampling to give sample some sort of accuracy with the total
population.

64

65

66

DATA
The data collected for the research is primary data which is calculated by the
help of questionnaires. The questionnaire is to be filled by the corporate
company which comes under Airtel enterprise services. The questionnaire used
can be seen in the Annexure A.2.
The data collected directly gave us answers which lead to finding about the
perception of Bharti Airtel in the eyes of corporate and also further analysis of
data gave different aspects and needs of corporate so it also gave some data to
sales team wherein they could try to increase the services provided to the
corporates.
Both the data was required for the project as primary data was required for the
research purpose and the secondary data was required to know more about the
telecom sector and the Airtel working at present and for the analyses that how
the company would progress in the future. Therefore both datas are important to
go about the project one backs the other wherein we get both the present
prospects and future prospects of Airtel.

67

PRIMARY DATA
Primary data was collected depending upon the following questionnaire prepared
,wherein the maximum answers were obtained and depending upon the different
questionnaire filled we had to interpret the results.
The questionnaire used is:-

S.NO.

NAME

CONTACT

LOCATION

LAPU

PRC

99SUK

SLTV

NOKIA
SUK

POSTERS

1
2
3
4
5
6
7
8
9
10
11
12

68

BANNERS

SIG

SECONDARY DATA
The data which I used as secondary data was basically taken from different
websites and also the company websites. These data gave us clear picture of
how Airtel evolved from the time they started.
The data collected also gave us a clear picture of telecom growth and also
Airtels growth accordingly.
These datas were collected from the website of Airtel and other website which
gave the information of Airtel and the complete telecom sector.

69

ANALYSIS
FROM DATA

70

According to the survey done on 300 retailers, they sold maximum no. of prepaid
connections of Hutch in last three months , i.e. 32% of the total sales followed by
Airtel which accounted for 28%.Idea is a main competitor of Airtel with 23% while
Reliance accounted for 10% sales. Tata Indicom accounted for 7%. The demand
for Excel has gone down to the minimum of 2%.
According to the data collected through questionnaire from the retailers it is clear
that Airtel is competiting with hutch and idea.
Hutchs market share has gone up by 10% in compare to Airtel in the Bareilly
market.

71

Hutch is having good distribution channel, and this is clear from following points Better Satisfaction level of distribution channel from distributors to the
retailers.

More Promotional Activities such as glow sign boards, POP, road shows.

Attractive schemes for retailers as well as for customers.

Proper communication of new schemes to customer & retailers.
Better customer care response & quick action.
Another main competitor of Airtel is Idea. Idea has also a good market share.
Idea is continuously launching attractive value vouchers for its prepaid
customers, while Airtel has only three value voucher which are Local Topping,
Combo Topping & Night Speak. This is the main reason of good market share,
Idea is having.
Reliance is also a near competitor of the Airtel because of its Market penetration
Pricing Strategy they have adopted. They are offering a LG, Samsung, Nokia etc.
mobile handset with connection. For example they have launched a scheme,
Buy a LG mobile handset & Reliance connection of rs. 1800 and get 1800Rs.
talk time. What can be a better offer than that, to increase the customer base?
Other than above they have the competitive value vouchers to counter its market
rivals i.e.59Rs.value voucher (Local Topping) which is an edge over what Airtel
offer in its 45Rs.value voucher.
Reliance has lower hand with its 59Rs. Voucher is, it is offering 50p call on local
land lines & WLL. This is available in the by Airtel by 50Rs.
Tata Indicom & Excel does not have any value voucher but Tata Indicom is
offering same schemes as Reliance. So its demad is more than Excel.

72

According to the survey done of 300 retailers, about 97% of the retailers were
aware of the value vouchers offered by the mobile service providers. Only 3% of
the retailers were not aware of these value vouchers.
Maximum numbers of retailers are aware of Value Voucher because customers
demand for it & communication from the company is proper.

73

After the survey it was found that 28% of the retailers were not aware of the
Value Added Services offered by service providers. Only 72% of the retailers
were aware of these services and vouchers.
The main reason behind it is that the communication channel about VAS is not
satisfactory.
Companies can serve its customers well only if its distribution channel is properly
informed.
The need is to communicate more our distribution channel to communicate right
information to them; effectively and timely.

74

Demand of Value Voucher in the

Market According to Retailers
Night Chat
10%

13%

10%
Local Call Rate
Reduction
SMS Pack
67%

STD/ISD Call Rate

Reduction

As per Survey done on 300 retailers; the maximum demand was of for local call
rate reduction value voucher ie.67%.
The demand for the value vouchers of STD/ISD call rate reduction is 13% while
demand for SMS pack is 10%.
The demand for value voucher for night chat is slow i.e. 10% as it is recently
launched but the demand is going up as awareness is growing.
The target customers of Night chat value vouchers are youth. As the young
generation feels more convenient while talking at night; this area provides a lot of
opportunities to work on.

After the survey it was found that most of the customers were concerned about
the local call rate reduction.
The reason behind it is that it is applicable in whole U.P. & Uttaranchal.

75

As the demand of STD is 12% this area should also be served because of its
good customer base.
Though the demand of sms is less than what was expected but still 10%
customer demands for the sms pack.

We did survey of 300 retailers. After survey we found that maximum demand is of
Ring tones i.e. 38% in the Market, just because Ring tones is mandatory in every
mobile phone and awareness is very high.
Another reason is that it is very cheap as it can be downloaded at nominal cost.
After Ring tones, Hello tunes is demanded on second number with 30%. The
reason behind is that it is chargeable per month and if we change it, we have to
give 15/- every time and the awareness is less than ring tones. Therefore its
demand is less than Ring tones.
Hello tunes is followed by GPRS with 13% while demand for Missed call alert is
10%.

76

Call conference and call divert accounted minimum 3% & 6% respectively

because the product awareness is very much low.
To improve the demand of value added services, we have to increase
promotional activities, road shows, POP TV advertisements. In short we can say
we have to expand product awareness.

According to the survey, 18% of the retailers were not satisfied with the services
of AIRTEL, while 82% were satisfied with the services of AIRTEL.
As 18% of the retailers were not satisfied with the Airtel services; the main
reason is improper communication. To satisfy them more communication of
various schemes is required among the distribution channel members.

77

After survey done on 400 mobile users it was observed that about 26% were
using hutch while Airtel was just behind with 23%. Reliance was at third place
with 19%. 17% customers were using Idea.
Hutch is really doing well and we need to offer good value vouchers at
competitive prices.
While Excel & Tata Indicom was having 9% & 6% market share respectively.
After the survey it was found that Airtel is behind hutch by 3%. Reliance has left
Idea behind in market share and has 19% of market share in compare to 17% of
Idea.

After interacting with 400 mobile users, it was found that 69% of them were using
prepaid services while only 31% of them were using postpaid services.
78

So this is a large segment which provides vast opportunities for growth.

After interacting with 400 mobile users, it was found that 93% of the total
customers were satisfied with the services offered by their service providers.
Only 7% of the mobile users were not satisfied with their mobile service
providers.

39% of the customers were ready to switch over to other service providers, if a
better plan is offered to them than their current plan.
61% customers were not ready to switch over to other service providers because
of specific reasons.
The customers, who were not ready to switch over because of their mobile
number is widely spread.
79

After interacting with 400 mobile users, it was found that 79% of the customers
were aware of value added services While 21% of the mobile users were not
aware of it.
A customer avail any product/service only if, he/she is aware of its advantages
or utilities. So we have to convey it very efficiently & effectively.

80

After the survey, it was found that about 89% of the mobile users were aware of
the value vouchers available in the market. Only 11% of the mobile users were
not aware of these value vouchers.
The main reason of high awareness is better communication about Value
Voucher.
Every service provider pay more attention on Value Voucher as it is most
demanded service by the mobile user in the market.

After the survey it was realized that 39% of the mobile users use mobile mainly
for incoming purpose. 36% of the mobile users use mobile for making outgoing
calls. 18% of users use mobile mainly for short messaging service (SMS). 7% of
mobile users uses mobile mainly for outgoing at night.
Customer perception about mobile phone has shifted from an incoming device to
an outgoing one.
39% of users use mobiles mainly for incoming. The main reason is Life Time
Incoming. A person who can not afford mobile, Life Time Incoming scheme has
made it affordable as there is no need to recharge again and again. When Life

81

Time Incoming scheme was launched, the customer has to make initial
investment of app. 1000Rs. But now Airtel has made it more easy with its new
scheme,Pay 99Rs. per month and get one month validity, after 12 month no
need to recharge, Plan will be converted to Life Time Incoming Scheme
automatically.
Only 7% of users make outgoing at night. This is minimum amount as awareness
is low as it is recently launched.

After interacting with 400 mobile users, it was found that for 37% users it is
uncertain about travel in roaming. 28% of mobile users said that they travel in
roaming annually. 12% of mobile users said that they go on roaming very
frequently, while 9% users said that they go on roaming at least once in every
three months.11% mobile users go on roaming at least once a month while 3%
go on roaming on a weekly basis.
Customers who travel in roaming annually, they are mainly student, govt.
employee etc. Students mainly travel in roaming every year in holidays. Govt.
employee used to travel in roaming because they get a free trip.

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Business class persons mainly travel in roaming frequently, weekly, monthly &
quarterly.
This clearly shows that there is a need of value voucher for those customers who
travel frequently.

Usage Pattern of the Customer

Banners
16%

22%

6%
5%

Single heeter
Posters
Hordings

51%

Signboard

51% posters was found in the market.

Banners in the retailers shop was 22%.

signboards in the city was only 16% .which is not enough in comparison to
Vodafone,Reliance,Idea.

The no.of Hordings was in the city was also not better 6%. which was so
less in comparison to others.

The presence of single sheeter was rarely in shops which was only 5%

83

FINDINGS
OF
STUDY

84

Today, telecom connectivity is a more useful product than just an instrument to

exchange voices. It is not just about talking through the instrument but it works as
a business tool, a work assistant, a marketing device and a mechanism which
gives the advantage to face the competition.

Increasing the subscriber base & ARPU

Customer Retention & Minimize Churn

Increased network security & Quality of Service

Positioning of Value Added Services

Network expansion: Mobile in Rural areas & Fixed Line in class B and C
towns

During survey I had to wait in point of sales for customers, sometimes no

customers for whole day.
Most of the customers visiting had no time to fill questionnaire.
Most of the time when I asked customers to fill the form, they started talking
about their problems and asked me to solve the problems they were facing
instead of filling the form.
As Airtel has very wide customer base from higher educated class to small
uneducated businessman, so they were not able to answer properly.
1) Mobile Services
This unit constitutes the largest portion of the Companys business, both in terms
of total revenues and total
customers. Bharti Airtel offers mobile services in all 23 telecom circles of India
and is, therefore, the first private
mobile services operator to have an all-India presence.

85

The Companys mobile customer base accounts for a 22.9% share of the overall
wireless (GSM + CDMA) market as
on March 31, 2008. The Company has a presence in 5,676 census towns and in
207,327 non-census towns and
villages, covering an addressable population of 59% of the total population.

Particulars

FY 2006 - 07

Customers

19,579,208

FY 2007 - 08
37,141,210

Commentary
Growth of 89.7%

Gross Revenue Rs. 83,095 mn Rs.141,189 mn Growth of 70%

EBIT

Rs. 16,854 mn

Rs. 34,909 mn Growth of 107%

2) Non-Mobile Services
Non-Mobile Services comprises of Broadband and Telephone Services and
Enterprise Services. Enterprise Services is
further divided into two sub-business units, i.e. Enterprise ServicesCarriers
(Long Distance) and Enterprise Services
Corporates.

86

3) Broadband and Telephone Services

Particulars

FY 2006 - 07

FY 2007- 08
1,871,387

Commentary

Customers

1,346,740

Gross Revenue

Rs. 15,075 mn Rs. 22,492 mn

Growth of 49%

EBIT

Rs. 606 mn

Growth of 180%

Rs. 1,698 mn

Growth of 39%

4) Enterprise Services
Enterprise Services Carriers- (Long Distance)
Particulars

FY 2006- 07

FY 2007 08 Commentary

Gross Revenue

Rs. 24,674 mn

Rs. 34,950 mn Growth of 42%

EBIT

Rs. 7,794 mn

Rs. 11,637 mn Growth of 49%

5) Enterprise Services- (Corporates)

Particulars

FY 2006 - 07

FY 2007 - 08

Commentary

Gross Revenue

Rs. 6,933 mn

Rs. 9,304 mn

Growth of 34%

EBIT

Rs. 1,762 mn

Rs. 3,293 mn

Growth of 87%

87

INTERPRETAION OF THE ABOVE DATAS

RESULT
The above tables show that there is a growth in all the prducts of Airtel as
compared to its previous year by which we could easily see that how they have
been able to get the minimum growth of 34 % in Enterprise services(corporate)
and maximum of 180% in Broadband and telephone services.
By the above data it could be seen that the growth process in Airtel would be
carried at good pace and it could get proper growth in the times to come to make
Airtel the best in corporate as compared to other comnies which are also a
competitor of Airtel.
The above data gives the view of the mobility section that it has shown a
consistent growth from the past years in all the aspect wether it is in coustomer
base or profits,etc it has shown growth of 70% to 107 % in all of its aspects as
seen above.

88

FUTURE GROWTH PROSPECTS

Bharti Tele-Ventures vision for its mobile business is To make mobile
communications a way of life and be the customers first choice.
The Indian mobile market, according to the COAI, has a increased from
approximately 1.2 million subscribers as of March 31, 1999 to approximately
42.12 million subscribers as of April 30, 2005. The number of mobile subscribers
in India is expected to show rapid growth over the next four years. By 2006 it is
projected at 50 million by COAI and 44 million by Gartner.
Bharti Tele-Ventures believes that the demand for mobile services in India
will continue to grow rapidly as a result of the following factors:

Lower tariff and handset prices over time.

Growth in pre-paid & post-paid customer category.

Greater economic growth and continued development of Indias

economy.

Higher quality mobile networks and services.

Greater variety and usage of value added services

89

SUGGESTION
AND
RECOMMENDATION

1) Performance level has to be upgraded

90

The popularity of airtel among the corporates is well known however due to some
reasons one or the other the performance level is not that high .Due to heavy
competition from different telecom companies the performance level also needs
to be upgraded.

2) Airtel must venture into government companies

Previously according to government norms,government companies werent
allowed to get there telecom solutions from private companies .But due to recent
development government companies can now look to private companies for their
telecom solutions ,and hence Bharti-Airtel must start to think faster and rope in
as many as government companies as possible under their belt.

3) Faster implication of their premium services awareness

Due to heavy competition and different new norms set by TRAI private telecom
giants are facing high competition from their competitors.Therefore during the
last year there was a quarter wherein Airtel went through and followed a silent
period ,wherein they revised their plan and at the end of last year Airtel only
followed the mantra of providing quality services or premium services.But due to
such a large step Airtel had also went thorugh complete revision of every aspect
of their market.But the implication were slow,however a faster approach would
certainly help them in their long run.

In order to recapture its share of the market, Airtel has to launch Value
Vouchers at competitive prices.

91

For designing the new value vouchers following points need to be kept in
mindIdea & Hutch is the nearest competitor of Airtel so Airtel should launch
Value vouchers, keeping in mind both competitors Value Voucher.

The value voucher should be competitive in terms of price & features.

Suggestions for the new value voucher according to the customer

perception are:

Value voucher should be applicable in Life time Prepaid also as like in Idea.
Idea has lauched a new Value Voucher of Rs.51 in which Idea to Idea call rate
is .20p per min. Airtel should lauched at competitive price.
Airtel should launch Voucher which offer free outgoing on at least one number of
Airtel to Airtel either for local or both for local and STD.
A Value Voucher should be launched which can offer some call rate reduction on
at least three STD numbers of different operator as per customers choice.
Sms pack of 3000 SMS in 95Rs. should be continued & the validity should not be
one month for 3000 sms, it should be extended.
Value Voucher of Delhi for Re.1 should be continued.
In Local topping Value Voucher Call rates on the land lines should be of 50p
instead of Re.1.like reliance.
One Year Incoming Pack is of Rs. 990/- but in Idea it is for Rs. 550/- so, Airtel
also should launch a value voucher.

My suggestions for new Value Vouchers:

92

Less validity period Value Voucher should be launched such as for 7 days
validity.
Incoming Value vouchers while roaming for some frequently visited states like
Punjab & Delhi should be launched.
Voucher of free STD SMS or on reduced rate should be launched.
We should launch Value Voucher occasionally or seasonally such as Hutch is
giving Umbrella with its prepaid connection. The voucher on festivals should be
launched.
My suggestions for promoting Value Added Services:
Retailers must be regularly conveyed with the latest information in field of VAS.
Call rates for Value Added Services like at 678, 646 should be reduced.
To promote Hello tunes their subscription rates should be reduced.
The rates of downloading through GPRS should be slashed.
Proper communication channel should be followed among the Management,
distributors, retailers and customers to ensure effectiveness & efficiency.
Quick Updation of new songs should be there in Hello tunes.
Management must make sure that all the services and information are with the
retailers before it reaches to customer by any means
Companys strengths are the threat for other market players, while weaknesses
can provide them the opportunities to improve.
During my entire project, I came to know about both the weaknesses and
strengths of the company.

Some of the strengths are-

93

Good network & connectivity

Wide categories of Value Added Services
High Brand Image.
Better distribution channel.
But its the weaknesses, which provides opportunities to grow and improve.
For any company if these are not looked upon strategically in time, it may lead to
decrease in companys market share.

In todays price sensitive market, Airtel needs to come up with new innovations at
regular time intervals.
This may provide Airtel the first mover advantage, over its competitors.
The new improved value vouchers in the market will certainly help the company
to serve all the segments (customers) in a better way.

The Value Added Services with competitive price tags may enhance its usage by
the customers, because masses may not be able to access this VAS at present
price.

At last I can say that, it has been a great experience for me working with the
cooperating staff of AIRTEL.

94

LIMITATION

95

LIMITATIONS

1) TIME :- One of the basic limitation was time. We had been given 8 weeks time
period in order to visit them and get firsthand information on their requirements
and usage. Due to the other limitations mentioned below the time period given to
us was indeed short, therefore the foremost limitation was time.
2) COST :-The companies were all in various locations of Delhi and NCR .The
general account list was extensive and had too many errors in address , which
indirectly led to us going through quite a tough time in finding those address and
directly incurring loss of money and leading to shortage of funds.
3) ACCURACY OF DATA :- The data given to us by different companies were
doubtful as some of the datas were given to us in a hurry and some of the data
were taken from some unreliable source due to shortage of time. So the
accuracy of data was much questionable.
4) AVAILABILITY OF THE REQUIRED PERSON :- The research was done to
get the data from the companies IT head or Admin head or people who were
taking care of these department .So it was a routine for us to get the appointment
fixed from the required person and speak to him regarding the services he is
interested or he is using .But most of the time the required person werent
available, which led to revisit of the company until and unless the data sheet is
filled.

96

5)Many customers were not interested in giving feedback.

During survey I had to wait in point of sales for customers, sometimes no
customers for whole day.
Most of the customers visiting had no time to fill questionnaire.
Most of the time when I asked customers to fill the form, they started talking
about their problems and asked me to solve the problems they were facing
instead of filling the form.
As Airtel has very wide customer base from higher educated class to small
uneducated businessman, so they were not able to answer properly.

97

CONCLUSION

98

CONCLUSION

Bharti Airtel, formerly known as Bharti Tele-Ventures Limited (BTVL) is among

India's largest mobile phone and Fixed Network operators. With more than 40
million subscriptions as of May 2007, the company is one of the world's fastest
growing telecom companies. It has been the pioneer in telecom sector.
Eventhough it has been got the best working staff and also the leader in telecom
sector it hasnt capitalized much on their early start. Firstly because of their own
policies which they thought would keep them front in this industry ,secondly
because of their own decisions which went wrong somewhere during their
process of completion of goals. Firstly as I found out the foremost thing it has to
do is implementation of their policy which says Quality first or only premium
services offered which they started following from this year start which targeted
only high-end customers .Secondly it must try as fast as possible to venture into
government companies so that they reach a

level wherein competition is

decreased , or get prepared for a stronger competitor in the form of VodafoneEssar which is another Telecom giant in the world.

BIBLIOGRAPHY
99

BIBILIOGRAPHY
There are several sources which provided me the valuable information about
airtel. This information helped me in enhancing the affectivity of this presentation.
My valuable sources for primary data collection were Questionnaire.
The source of collecting Secondary data were-

www.airtel.in

www.wikipedia.com

www.zoominfo.com

www.timesofindia.com

www.google.com

www.hindustantimes.com

www.coai.com

4) Magazine :

India today

Business outlook magazine

Economic Times

Business Standard

Business today.

100

5) NEWSPAPERS :

ECONOMIC TIMES

HINDUSTAN TIMES

6) Books :

Research Methodology, C. R. Kothari

Research Methodology, G. C. Beri.
Marketing Management, Saxena

101

APPENDIX

102

QUESTIONNAIRE
FOR
RETAILERS

103

Questionnaire
Name of Retail Outlet
Contact Person .
Contact No..
Address
Q.1. Which operators connection do you sell?
1. Airtel
3. Hutch
5. Tata Indicom

2. Idea
4. BSNL
6. Reliance

Q.2. What is the activation status of each operator (according to last 3 months
Sales)?
1. Airtel
3. Hutch
5. Tata Indicom

2. Idea
4. BSNL
6. Reliance

Q.3. Do you know about the value vouchers?

Yes
No
Q.4. Which of the following are the common selling vouchers in the market?
Night Chat
3. Local Call rate reduction

2. SMS Pack
4. STD/ISD Call rate reduction

Q.5. Do you know about the Value Added Services of Airtel?

Yes
No

104

Q.6. Which of the following common Value Added Services is in demand (please
rank)?
1. Hello Tunes
3. Ring tones
5. GPRS

2. Call Conference
4. Missed call alert
6. Call divert

Q.7. How many Music Shops Airtel has launched?

1. 10,000
3. 15,000

2. 12,000
4. 18,000

Q.8. What new features you expect to be in the Value Added Services?
1.
2.
3.
Q.9. What new features you expect to be in the Value Voucher?
1.
2.
3.
Q.10. Are you happy with Airtel services?
Yes
No
Q.11. Any Suggestions?

RemarksQuestionnaire
Name of the customer
Contact number..
Address..

105

QUESTIONNAIRE
FOR
CUSTOMERS

106

Q.1.Which of the following services you are availing?

Prepaid services
Postpaid services
Q.2. Which operators services do you avail?
Airtel
3. BSNL
5. Reliance

2. Idea
4.
6. Tata Indicom

Q.3. Are you satisfied with the services? Give reason(s)?

1. Yes
2. No
Q.4. Would you like to switch over to other service provides?
1. Yes
2. No
Q.5. Do you Know about Value Added Services?
1. Yes
2. No
Q.6. What features you expect VAS, to be launched?
1.
2.
Q.7. Do you know about Value Vouchers?
1. Yes
2. No
Q.8. What changes you want to have in value vouchers?
1.
2.
3.
Q.9. What is your basic requirement for Mobile Phone?
1. Only for incoming calls

107

2. Only for outgoing calls

3. For outgoing in night
4. More SMS
Q.10. What is your usage pattern of mobile phone?
1. Only local calls
2. Only STD calls
3. More local less STD/ISD
4. Less local More STD/ISD
5. Equally local & STD
Q.11 How often you travel in Roaming?
1.
Frequently
3. Monthly
5. Annually

2. Weekly
4.Quarterly
6. Uncertain

Q.12. Age Group

11-24
25-55
56-Above
Q.13. What is your occupation?
1.
Govt. Employee
3. Professional
5. Others

2. Business
4. Self Employee

Q.14. What is your monthly expenditure on mobile phone?

101-500
501-800
801-2500
2501-Above
Any Suggestion:-

Remarks:-

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