PERSONALITY DEVELOPMENT AND COMMUNICATION

SKILLS PRO1ECT REPORT

ON
(MARKETING STRATEGY OF AIRTEL)
SUBMITTED BY
(SAVINAY CHAUDHARY)
14819201709
STUDENT OF
LINGAYA`S LALITA DEVI INSTITUTE OF MANAGEMENT &
SCIENCES
MANDI ROAD, NEW DELHI-110047
FOR THE PARTIAL FULFILLMENT OF
BACHELOR IN BUSINESS MANAGEMENT
SUBMITTED TO
GURU GOBIND SINGH INDRAPASTHA UNIVERSITY
DELHI, INDIA
CERTIFICATE
Certified that this project report ~ MARKETING STRAREGY
OF AIRTEL is the bonafide work of ~ SAVINAY CHAUDHARY
who carried out the project work under the supervision of
ANKITA DHAMI1A .

SIGNATURE SIGNATURE
DR. R. K GUPTA MISS. ANKITA
DHAMI1A
HEAD OF THE DEPARTMENT Project Incharge

BBA BBA
LLDIMS LLDIMS

2
DECLARATION
I hereby declare that the project work entitled ~MARKETING
STRATEGY OF AIRTEL submitted to the GGS
INDRAPRASTHA UNIVERSITY, is a record of an original work
done by me under the guidance of SAVINAY CHAUDHARY,
Faculty Member, LINGAYA`S LALITA DEVI INSTITUTE OF
MANAGEMENT AND SCIENCE, and this project work has not
performed the basis for the award of any Degree to the best of my
knowledge.
SAVINAY CHAUDHARY] 14819201709]
SIGNATURE OF STUDENT]
3
ACKNOWLEDGEMENT
I owe a great many thanks to a great many people who helped and
supported me during the writing of this report. My deepest thanks to
Lecturer, Ankita Dhamija for correcting arious documents of mine
with attention and care. !e has taken pain to go through the project
and make necessary correction as and when needed. I e"press my
thanks to the !#D of $$A, for e"tending his support. %hanks and
appreciation to the helpful people at our Institute, for their support. I
would also like to thank my Institute and my faculty mem&ers without
whom this project would hae &een a distant
'
TALE OF CONTENTS
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2
TELECOMMUNICATION MARKET IN INDIA
%he Indian telecommunications ,etwork with 22;m telephone connections is the
fifth largest in the world and is the second largest among the emerging economies
of Asia. %oday it is the fastest growing market in the world and represents uni>ue
opportunities for +. companies in the stagnant glo&al scenario. %ele?density,
which was languishing at 2@ in (999, has shown an impressie jump to 9.2@ in
2;;5 and (;.2@ in 2;;6 and is set to increase to 2;@ in the ne"t fie years
&eating the /ot. target &y three years. Accordingly, India re>uires incremental
inestments of +0D 2;?22 &ln for the ne"t fie years.
3riate operators hae made mo&ile telephony the fastest growing Aoer (5'@
p.a.B in India. <ith more than 33 million users A&oth *DMA and /0MB, wireless
is the principal growth engine of the Indian telecom industry. /ien the current
growth trends, cellular connections in India will surpass fi"ed line &y late
2;;'Cearly 2;;2. Intense competition &etween the four main priate groups ?
$harti, 7odafone, %ata and -eliance and with the 0tate sector incum&ents?$0,L
and M%,L has &rought a&out a significant drop in tariffs. %here has &een almost
6'@ in cell phone charges, 6;@ in ILD calls and 22@ drop in ,LD charges,
resulting in a &oom time for the consumers.
%he /oernment has played a key ena&ling role &y deregulating and li&eralising
the industry, ushering in competition and paing the way for growth. <hile there
were regulatory irregularities earlier, resulting in litigation, these hae all &een
5
addressed now. *ustoms duties on hardware and mo&ile handsets hae &een
reduced from (' percent to 2 percent.
%he Indian goernment has merged the I% and %elecom Ministries to speed up
reforms and decision on the *ommunication *onergence $ill to ena&le the
common regulation of the Internet, &roadcasting and telecoms will &e taken after
the new /oernment assumes responsi&ilities in may this year. An independent
regulatory &ody A%-AIB and dispute settlement &ody A%D0A%B is fully functional.
INDIAN CELLULAR MARKET
%he $harti /roup, which operates in 23 circles, continues to &e the countryDs
largest cellular operator, with 2; lakh su&scri&ers. $0,L, which operates in 22
circles, has a su&scri&er &ase of 36 lakh su&scri&ers. %hus $0,L stands second
largest cellular operator in terms of su&scri&er &ase at the end of the fiscal ending
March 3(, 2;;6, displacing 7odafone from the second position.
7odafone, which operates in only eighteen circles, is the third largest operator
with a su&scri&er &ase of 32 lakh. +nlike fellow pu&lic sector undertaking,
M%,L, which operates in Mum&ai and Delhi, $0,L has &een a ery aggressie
player in the market. E*ellular operators who e"pected $0,L to go the M%,L
way, were taken &y surprise and did not take effectie steps to counter it, till it
was too late in the day,E said a telecom analyst.
$elying fears of a slowdown in cellular su&scri&er ac>uisitions, the cell clu& has
reported a 6.92@ growth, the highest growth in any month so far, during March
6
2;;2. 4ear?on?year, the cellular su&scri&er &ase in the country has almost dou&led
in March 2;;2, and is e"panding at the rate of 22@ per year thereafter.
%he cellular su&scri&er clu& e"panded &y 2(.3( lakh last month. %his is much
higher than 2.9 lakh su&scri&ers added in 1e&ruary 2;;2 and 2.(3 lakh in :anuary
2;;2. Idea, which operates in 0een circles, is the fourth largest operator with a
su&scri&er &ase of (6.8; lakh, higher than $3LDs ((.3( lakh su&scri&ers across
four circles. %he su&scri&er num&ers per operator drop sharply with the si"th
largest operator, 0pice *ommunications, haing a su&scri&er &ase of 9.'; lakh,
followed &y -eliance %elecomDs 8.9 lakh su&scri&ers. M%,L is the ninth largest
operator, with a &ase of 8.32 lakh su&scri&ers.
<hile the su&scri&er &ase?jumped &y 3.38@ to ''.39 lakh in the metros,
su&scri&er &ase of category A circles of Maharashtra, /ujarat, Andhra 3radesh,
.arnataka and %amil ,adu jumped &y (;.(8 @ to reach '3.5' lakh. *ategory $
circles of .erala, 3unja&, !aryana, +ttar 3radesh A<estB, +ttar 3radesh A)astB,
-ajasthan, Madhya 3radesh and <est $engal recorded a jump of (;.59@, with a
total &ase of 33.6' lakh su&scri&ers. *ircle * has reported (2.6' @ growth with
su&scri&er num&ers jumping to 2.;8 lakh.
Among the metros, while Mum&ai added (,53,(8; su&scri&ers, higher than the
(,28,5'5 added &y Delhi, the *apitalDs cellular su&scri&er &ase of oer 8; lakh is
still higher than Mum&aiDs 55.89 lakh. <hile the cellular industry has &een on roll
for the first three >uarters of the preious financial year with an aerage of (5.62
8
lakh monthly additions in the third >uarter, the first two months of 2;;6 had seen
the growth slowing down.
9
GSM MARKET IN INDIA
Regional Interest Groups - GSM India
<ith a population of around (.( &illion growing at roughly (.6 per cent a year,
India is potentially one of the most e"citing /0M markets in the world. After two
rather difficult years, the past (2 months hae seen the regionDs promise &eginning
to come to fruition. Much of this success can &e attri&uted to the sta&ilisation of
the licensing and regulatory enironment.
IndiaDs telecommunications hae undergone a steady li&eralisation since (99'
when the Indian goernment first sought priate inestment in the sector. More
significant li&eralisation followed in (995 with the licensing of new local fi"ed
line and mo&ile serice proiders. !oweer, it has &een the goernmentDs ,ew
%elecom 3olicy A(999B that has had the most radical impact on the deelopment
of /0M serices. D%he policyDs mission statement is Dafforda&le communications
(;
for allD, %here is a genuine commitment to creating a modern and efficient
communications infrastructure that takes account of the conergence of telecom,
I% and media. In addition, the policy places significant emphasis on greater
competition for &oth fi"ed and mo&ile serices.D
*ompetition in the mo&ile sector has already had a isi&le impact on prices with
calls currently costing less than 9 cents per minute. %his means that serice costs
hae fallen &y 5; per cent since the first /0M networks &ecame lie in (992. It
also helps e"plain why a recent %elecom Asia surey reealed that more than 6;
per cent of Indian mo&ile su&scri&ers felt that prices were now at a reasona&le
leel.
#ne of the challenges facing /0M operators in India is the diersity of the
coerage regions ?from remote rural regions to some of the most densely
populated metropolitan areas in the world. India has more than '; networks,
which coer the seen largest cities, oer 6;;; towns and seeral Lacs illages.
0uch depth of coerage has re>uired enormous inestment from IndiaDs operators.
It is estimated that more than -s2;; &illion had &een inested in IndiaDs /0M
industry &y mid?2;;;, a figure that is set to &e supplemented &y a further -s. 3;;
&illion oer the ne"t fie years.
%he good news is that su&scri&er growth is &eginning to look healthy. <ith IndiaDs
low 3* penetration and high aerage Internet usage ?at ('?2; hours a month per
user it is compara&le to the +0 ?the market for mo&ile data and m?commerce
((
looks e"tremely promising. <A3 serices hae already &een launched in the
su&continent and the first /3-0 networks are in the process of &eing rolled out.
In the year ahead, /0M India will work with its mem&ers to realise the potential
of early packet serices in anticipation of the award of 3/0M licences.
India fastest growing GSM mart
India is e"pected to hae ('2 million /0M Aglo&al system for mo&ile
communicationsB customers &y 2;;6?;8 compared to 25 million su&scri&ers as on
March 2;;2, according to the /lo&al Mo&ile 0uppliers Association. E1or /0M,
India is a success story. It is one of the fastest growing markets with its su&scri&er
&ase dou&ling in 2;;2. At this pace, the target of (2; million su&scri&ers &y 2;;6?
2;;8 is definitely achiea&le,E Alan !adden, president of /0A, said at a news
conference in ,ew Delhi. /lo&ally, the /0M market reached ( &illion users in
1e&ruary 2;;2, he said, adding /0M accounted for 8; per cent of the new
su&scri&er growth in 2;;2.EAlmost eery Latin American operator has chosen
/0M. In ,orth America /0M growth is &igger than *DMA Acode diision
multiple accessB,E he said. *ommenting on the raging de&ate oer /0M ersus
*DMA in mo&ile serices arena, !adden saidF E/0M is the worldDs most
successful mo&ile standard with oer ( &illion users, and is an open mo&ile
standard. It also supports automatic international roaming, which is a major
contri&utor to &usiness plans.E
(2
India`s GSM mobile firms` revenue up 30 pct
IndiaGs priate telecoms firms offering /0M?&ased mo&ile serices reported a 2'
percent rise in reenue in the year to March 2;;6 &ut said future growth rates
could slow &ecause of heay ta"es on the nascent industry. Although IndiaGs
mo&ile sector is the worldGs fastest growing major wireless market, it is amongst
the highest ta"ed industries in the country. Mo&ile carriers pay as much as 22
percent of their reenue as licence fee, spectrum charges and other ta"es. %he
*ellular #perators Association of India A*#AIB said reenue for fiscal 2;;3C;'
stood at 83.;8 &illion rupees AH(.85 &illionB compared with 5' &illion rupees a
year earlier. According to %.7. -amachandran, director general at *#AI, I%hese
reenue growth rates cannot &e maintained unless there is a concerted effort &y
the goernment to cut e"cessie leies and allow sharing of infrastructureJ
I$ut the potential to do much &etter e"ists as there is still huge demand in the
sector.J -amachandran said the sector was still losing money &ut declined to
ela&orate. 0ales jumped &ecause of a dou&ling of the /0M A/lo&al 0ystem of
Mo&ile *ommunicationsB user &ase as more people entered the flourishing market
thanks to one of the lowest call rates in the world. $ut the monthly aerage
reenue per user, a key measure of profita&ility, declined (6.' percent to '32
rupees in the fourth >uarter compared with 223 rupees in the first >uarter due to a
cut in tariffs and e"cessie competition among companies. /rowth slowing,
demand untappedF %he association has not included the financial performance and
the /0M?user &ase of state?run firms $harat 0anchar ,igam Ltd, the second?
(3
ranked player, and Mahanagar %elephone ,igam Ltd, -amachandran said. %here
are (2; million /0M customers and more than 95 million users of the rial
*DMA?&ased mo&ile serices in the country.
%he pace of growth in monthly additions is slowing after just (.22 million users
took up the serice in April compared with
(.9 million in the preious month and (.53 million in 1e&ruary. -amachandran
&lamed the slowdown on a majority of small /0M operators &eing una&le to
e"pand networks into rural swathes where demand remained largely untapped.
I#ur surpluses are not enough to coer costs of network e"pansion and financing
charges on loans. <e are making money only to coer operating e"penses,J he
said. *arriers are now su&sidising handset costs to woo users into the
underpenetrated industry forecast to hae more than 22; million customers &y
2;;6. -oughly three percent of Indians own a mo&ile phone compared with a&out
2; percent in *hina. A&out a doKen firms such as $harti Airtel Ltd, 28 percent
owned &y 0ingapore %elecommunications, -eliance Infocomm Ltd and the Indian
/0M?unit of 7odafone group &attle in the hotly competitie sector.
('
DOES GSM HAVE THE EDGE?
/0M operators are not the only ones who are worried a&out the rapid strides
made &y *DMA mo&ile players -eliance Infocomm and %ata Indicom in the
Indian cellular marketL
%he /0M suppliers M &oth handset and e>uipment ? who incidentally also hae
their other foot firmly placed in the *DMA pie, are &eginning to lose some sleep
oer what was earlier termed as NnicheG and NminusculeG data carriage market &y
the operators
Apart from the strong success of the two *DMA operators whose networks are
&ased on code diision multiple access A*DMAB, the misera&le showing of the
four glo&al standard for mo&ile A/0MB &ased networks that launched general
packet radio serice A/3-0B serice for data connectiity in last three years, has
(2
the endors worried. /lo&al mo&ile 0uppliers Association A/0AB now &eliees
that een though India will primarily remain a oice traffic?led market in ne"t
two?three years, the data traffic component will grow &y 22?3; per cent, an
optimism that itGs trying to make /0M operators feel as well.

THE CDMA CHALLENGE
*DMA players had launched their serices with *DMA 2;;; (O?&ased networks,
which can gie hi?speed, always?on connectiity to the Internet, and other data
serices. /0M operators, on the other hand, hae had to migrate from the
frustrating e"perience of <A3 Awireless application protocolB to /3-0, which has
not significantly improed the su&scri&erGs e"perience of surfing the ,et onCfrom
mo&ile.
%he top &rass of /0A, an organisation comprising ,okia, 0iemens, )ricsson,
Alcatel and Lucent %echnologies ? met on %uesday in the capital to persuade the
(5
operators to adopt )D/) A)nhanced Data rates for /0M )olutionB and leae
/3-0 &ehind as a dream gone sour.
#nly Airtel, 7odafone, $3L Mo&ile and Idea *ellular had launched /3-0, &ut the
data transfer speeds of /3-0 hae &een a&ysmal. %he field trials gae a speed of
around 2' k&ps, &ut the actual speeds hae not e"ceeded ('?(8 k&ps, a major
reason why /3-0 growth has &een so slow. As against the total /0M cellular
&ase of 2.5( crore, the country has &etween 2,8;,;;; lakh /3-0 users only. In
comparison, the two *DMA operators hae a&out (2; lakh connections. All these
sets are data compliant. %hough no figures are aaila&le as to how many use these
for data serices, the figure is &elieed to &e respecta&le as a percentage ratio for
*DMA.
Bharti is almost there
$ut first, the )D/)P $harti *ellular is close to commercially launching its )D/)
serice in Delhi and Mum&ai &y end May or early :une, sources said. %he
company was the first to conduct field trials in ,oem&er with its e>uipment
supplier )ricsson. Idea too held )D/) field trials in 1e&ruary this year with its
endor ,okia. 7odafone and $3L are yet to hold the trials. %he two companies
would eentually migrate to )D/), &ut perhaps after seeing the response to
$hartiGs serice.
)D/) holds the promise of deliering data speeds of around (6;?(8; k&ps Aas
against the theoretical speed of around 38; k&psB which, if achieed, promises the
launch of many data applications. %he scala&le cost of migrating from /3-0 to
(6
)D/) is not too high and mainly comprises software upgrades in case of a
modern network such as $harti and !utch, claimed chairman of /0A India
chapter -akesh Malik.

Will GSM maintain its headstart?
At the /0M )olution 1orum held in ,ew Delhi, /0A president Alan !adden
predicted that /0M growth will far outstrip *DMA as was happening glo&ally.
!e felt India could hae as many as 2;; million /0M su&scri&ers &y 2;;6?2;;8,
up from nine million in Decem&er 2;;'. According to /0A, there are oer (.(
&illion /0M su&scri&ers worldwide as against 22; million *DMA customers. %he
reenue of top 22 glo&al operators from data aerages (8 per cent and 22 of these
operators run /0M networks. #erall, there are 65 operators in 2; countries that
hae committed to deploy )D/).
Almost eery country has a /0M?&ased network and een those +0 operators,
which operated on now?defunct %DMA technology, were migrating gradually to
/0M, not *DMA, pointed out !adden at the /0M )olution 1orum. %he 1orum
is a glo&al /0A program to assist the operators for eolution to third generation
A3/B technologies. I3eople are using their phones for much more than oice.
1ifteen networks hae commercially launched )D/) as it can run 3/ like
serices in the e"isting spectrum for the operators without needing a 3/ license.
)en the migration to a full?fledged 3/ leel of <ide&and *DMA A<*DMAB
will &e smooth with )D/),J said !adden.
(8
I$esides, the automatic roaming proided &y /0M networks in almost 2;;
countries is a power that *DMA doesnGt gie you. <e know for sure that almost
2;?22 per cent of the reenue for some /0M operators comes from roaming
customers,J he added. $ut *DMA is no pushoer with .orea and 3hilippines as
the shining jewels in its crown. %he first *DMA 2;;; (O was commercially
deployed in #cto&er 2;;;.

Already, 8( operators hae launched 66 *DMA 2;;; (O networks whereas nine
hae launched serices &ased on (")7?D# platform across Asia, the Americas
and )urope. At least, (5 new (O and si" (")7?D# networks are scheduled to &e
deployed in 2;;', according to *DMA Deelopment /roup. )7?D# and )7?D7
are the ne"t leel of eolution on the *DMA 2;;; (O platform, capa&le of
deliering serices compara&le to 3/ <*DMA.

Where are the models?
<hat will matter a lot in this war will &e the aaila&ility of )D/) compliant
handsets at afforda&le rates. <hile the two *DMA operators hae &een giing out
handsets that can gie hi?speed data transfer, same has not &een the case with
/0M. )en now, /3-0 handsets hae not &ecome commonplace and /3-0
feature is found only in mid and high?end segment handsets.

End sum game
(9
<hen the networks deploy )D/), su&scri&ers can e"pect the deliery of
adanced mo&ile serices such as easy downloading of ideo and music clips, full
multimedia messaging, &esides high?speed Internet and e?mail access, proided
their handset supports all this.
$ut the real cruncher will &e the migration at a later stage to 3/ technologies such
as <*DMA, )7?D# or )7?DA as and when the goernment decides what to do
with the 3/ licences. <*DMA for e"ample promises deliery of a phenomenal 2
mega&ytes per second Am&psB, e>uialent to what a leased line in many middle
leel corporates gies.

More importantly, <*DMA will spawn a whole new range of full motion audio?
ideo applications, including ideo telephony. /0M lo&&y may continue to
remain gung ho oer the future of their technologies oer that &oosted &y the
American firms =ualcomm and Motorola, &ut Indian market could well throw an
interesting scenario that industry e"perts will do well to watch. In the coming
months, -eliance plans to offer its *DMA su&scri&ers much more than what
/0M players intend to delier through their )D/) for their su&scri&ers.

<ho succeeds in this &attle for mo&ile customerGs eye&alls is most difficult to
predict. A .orea and :apan may not &e waiting to happen in India, &ut India will
pro&a&ly &e more like the *hinese market with &oth standards co?e"isting. 1or
now, /0M rulesP
2;
INTRODUCTION
Airtel (Bharti Airtel Ltd.)
$harti Airtel Limited was incorporated on :uly 6, (992 for promoting inestments
in telecommunications serices. Its su&sidiaries operate telecom serices across
India. $harti Airtel is IndiaDs leading priate sector proider of
telecommunications serices &ased on a strong customer &ase consisting of 2;
million total customers, which constitute, ''.5 million mo&ile and 2.' million
fi"ed line customers, as of March 3(, 2;;6.
Airtel comes to us from $harti Airtel Limited ? a part of the &iggest priate
integrated telecom conglomerate, $harti )nterprises. $harti proides a range of
telecom serices, which include *ellular, $asic, Internet and recently introduced
,ational Long Distance. $harti also manufactures and e"ports telephone
terminals and cordless phones. Apart from &eing the largest manufacturer of
2(
telephone instruments in India, it is also the first company to e"port its products to
the +0A. $harti has also put its footsteps into Insurance and -etail segment in
colla&oration with Multi? ,ational giants. $harti is the leading cellular serice
proider, with a footprint in 23 states coering all four metros and more than 2;
million satisfied customers.
SERVICES
Airtel Prepaid
Airtel 3repaid, the -eady *ellular *ard from Airtel comes to you from $harti
)nterprises, IndiaDs leading integrated telecom serice proider. /oing mo&ile
with Airtel 3repaid is a new way of life. <ith a host of great features, also simple
to use, Airtel 3repaid makes eerything that you dreamt and &elieed, possi&le.
Total Cost Control
4ou can control your Airtel 3repaid like neer &efore. ,o more rentals or deposits
M simply recharge as much as you need to from as low as -s. (;, to as high as -s.
(;,;;;C?.
Pre activated STD/ISD without deposits or rentals
4ou can now enjoy a pre?actiated 0%DCI0D on your Airtel 3repaid. ,o more
paying deposits or haing a minimum &alance in your account to make an
0%DCI0D call. !assle?free calls are here to stayP
22
Strong Network Coverage
)njoy complete clarity when calling with AirtelGs world?class technology and
un&reaka&le network coerage that spans oer 23 circles across the country.
Instant Balance and Validity Enquiry
4our account &alance is updated on the screen of your handset at the end of each
chargea&le call. 4ou can also call (23 from your mo&ile phone and listen to the
oice announcement or simply dial Q(23R, press D#.D or D4)0D &utton and your
account &alance will &e displayed on the screen of your handset.
Recharge your Airtel Prepaid
-echarging is )asy. %he calling alue on your card keeps reducing as you make
calls or use any other chargea&le serice. *hoose the Airtel 3repaid -echarge
*oupon thatGs right for you, from a ariety of tailorM made recharge coupons with
different denominations, which are aaila&le at a num&er of outlets across your
city. 0imply follow the procedure mentioned &elow, to recharge your phone.

Prepaid Roaming
Airtel 3repaid comes preactiated with D,ational -oamingD, so you stay connected
no matter whereer you are. 4ou can also send or receie MM0, check your email
and access other /3-0 serices while roaming in India as you would in your own
city. <hile traeling a&road you can receie calls S send or receie 0M0.
23
Other Services
Airtel &rings you, a wide range of 0erices that will change the way you
communicate. %ry them and discoer a whole new world of fun and e"citement.
Call management Services
*all waiting, call hold, call diert and *aller Line Identification 3resentation M all
with your Airtel prepaid connection.
Voice Mail
<hen your handset is switched off, or youGre too &usy to answer the phone, Airtel
7oicemail will answer your calls and record a message. %he &est part is that
thereDs no e"tra monthly cost for setting up 7oicemail ? you just pay for the phone
call when you use the serice.
SMS (Short Messaging Service)
0end messages >uickly and easily using te"t, if itDs too noisy to talk or you donDt
hae much time. ItDs the way to share those interesting one?liners, important
reminders and ri&?tickling jokes, with anyone, anytime, anywhere in the world.
Subscription Alerts
/et regular alerts on news, jokes, &usiness, health and films on your Airtel mo&ile
phone with 0u&scription 0erices. 0M0 T0+$ ,)<0U to 3333 for ,ews, T0+$
:#.)U for :okes, T0+$ $IVU for $usiness ,ews, T0+$ 03#U for 0ports Alerts
S T0+$ 7AA0%+U for 7aastu tips.
2'
MMS (Multi-media Messaging Service):
:aKK up your messages with pictures, images and ideo clippings, with MM0 from
AirtelP %o actiate MM0 on your phone, 0M0 DMM0D to 25'52 and sae serice
settings.
Airtel Live!
Make your mo&ile the most happening entertainment destination with Airtel LieP
Airtel &rings you the latest in entertainment and information serices, right on
your phoneP
Airtel Live! WAP ServicesF Download the latest ring tones, games, wallpapers,
ideos and much more. 4ou can also get news clips, watch lie %7 and download
full songs on you phone. %o get Airtel LieP settings on your phone, 0M0 DLieD to
25'52 and sae the settings that you receie as your preferred connection. Airtel
LieP 3ortal can &e accessed from you /3-0 ena&led phone, &y sending a 0M0
D1+,D to 25'52.
Airtel Live! Voice ServicesF :ust Dial 25'52, and name the serice. 1or e.g. say
ring tones to download your faorite ring tones. 4ou can also choose a ariety of
content options like Lie *ricket *ommentary, latest ,ational C International
,ews, Moie -eiews or 0tock Market +pdates.
Airtel Live! SIM ServicesF Access loads of fun content and e"citing serices like
cricket, stocks, on your phone at the touch of a few &uttons with Airtel LieP 0IM
&ased 0erices on your 0IM card menu. %o download new serices on your Airtel
0IM, choose the E<hatDs newE option under the EAirtel sericesE menu.
Airtel Live! SMS Services: 4ou can enjoy a host of serices &y sending a
22
keyword as an 0M0 to 25'52P *hoose Astrology C !oroscope, *ricket,
$ollywood C !ollywood C Indi 3op -ing tones. In case you need assistance 0M0,
!elp to 25'52.
25
Hello Tunes
%ired of that &oring old Wtring tringG on your phoneL <ell now when a friend calls,
you can make them grooe to the hottest new tracks &urning up the music charts
with !ello %unes from AirtelP 4ou get a wide choice of songs in the 3opular S
,ew Arrials categories that are updated regularly. <hatDs more you can directly
call the num&er for your kind of music, e.g. call 568;;2 for )nglish ,ew and
568;;( for !indi ,ew. %his would directly take you to your faorite artistDs !ello
%unes listing.
Copy a Hello Tune
/et the tune you want, all you hae to do is call 22;22 and follow the simple
oice instructions to copy your faorite !ello %unes. #nce inside the copy
feature, just key in the (;?digit Airtel mo&ile num&er you want to copy the !ello
%une from and you get the same !ello %une assigned to your num&er.
Gift a Hello Tune
1orget gifting chocolates, flowers and greeting cards. 0ay it with a song insteadP
/ift a !ello %une to that special someone. :ust call 22;22 and choose the song
that you want to gift. 1ollow the simple oice instructions and key in the (;?digit
Airtel mo&ile num&er that you want to gift the !ello %une to. 4ou will get an
0M0 notification upon successful receipt of that gift.
Buy Music - Airtel Music Shops
26
$uying your faorite !ello %une or -ing tone is as simple as recharging your
phone with talk time. 0imply walk into your nearest Airtel 0hop and walk out
with your faorite song. *hoose from $ollywood !its to Indipop -emi"es, !ard
-ock to /ujrati /ar&a, $hajans to :aKK, $hangra $eats to foot tapping %amil !its
from a list of more than (8;;; songs.
Reach us Anytime Anywhere
In case you need assistance, dial D(2(D ? our toll?free num&er, accessi&le from
anywhere in the country, een while roaming. 4ou can also send us an 0M0 to
(2( or mail us at 121airtelindia.com.
QIn case of email, mention your mo&ile no. like, 9810012345, in the su&ject of the
mail for a >uicker response.
Airtel Postpaid
Airtel welcomes you to a i&rant world of unlimited opportunities. More e"citing,
innoatie yet simple new ways to communicate, just when you want to, not just
through words &ut ideas, emotions and feelings. %o gie you the unlimited
freedom to reach out to your special people in your special way.
Easy Billing
)njoy a host of rich features only with Airtel e?&ill. -egister free on WMy AirtelG
section and iew your monthly &ill with call details for last three months. 0ort
your calls &etween personal and official or analyKe your usage, at the click of a
&utton. %o change your tariff plan call our I7- at (2( and leae a re>uest.
28
Easy Payment Options. Anytime Anywhere
4ou can choose from a host of conenient payment options only with Airtel. <alk
into any Airtel relationship centre and make your payments &y cash or credit card.
Drop a che>ue at any of the drop &o"es for making payments or simply log on to
My Airtel section and pay instantly through your credit card. 4ou can also opt for
easy payment options likeF
Standing Instructions
4ou can gie us standing instructions to de&it your credit card account for your
monthly Airtel &ills. All you hae to do is fill the 0tanding Instruction 1orm and
mail, fa" it to us or drop it any of our relationship centres.
29
Electronic Clearing System
1ill an )*0 form and mail, fa" it to us or drop it any of our relationship centres to
directly de&it your &ank account for your monthly Airtel &ill.
Pay while roaming
Airtel has introduced DAnywhere paymentD that offers you the conenience of
making payments while you roam. <alk in to any Airtel -elationship *entre in
the country, make payments &y cash or credit card and enjoy uninterrupted Airtel
0erices.
Credit limit
4our pre?set credit limit mentioned on your monthly &ill helps you keep your
mo&ile charges in control, keeps track of your usage and ensures that your mo&ile
phone is not misused. 0hould you e"ceed your credit limit, you will &e informed
ia a oice or a non?oice message to make an interim payment and reduce your
account &alance &elow your credit limit. 4ou may also choose to pay us an
additional refunda&le deposit to enhance your credit limit or opt for our
conenient payment method of *redit *ard 0tanding instruction .4ou can also
make use of )*0 facility.
3;
Strong Network Coverage
)njoy complete clarity when calling with Airtel .It offers you world class
technology and un&reaka&le network coerage that spans oer 23 circles across
the country.
Long Distance Calling Facility
*all long distance calls in India and #erseas with 0%D C I0D facility on your
Airtel phone.
Widest Roaming - National and International
AirtelDs roaming serice allows you to stay connected and use your mo&ile phone
to make or receie calls from almost anywhere in India and also oer (5;
countries, a&road.
GPRS - Roaming
+se Airtel 3ostpaidDs /3-0 serices, while roaming, to access the internet and
office mails Aeg. $lack$erry sericesB, from almost anywhere in India and a&road.
Say it. In more than just words, with Services from Airtel
Airtel &rings you a wide range of 0erices that will change the way you
communicate. %ry them and discoer a whole new world of fun and e"citement.
Call management Services
*all waiting, call hold, call diert and *aller Line Identification 3resentation, help
you do more with your Airtel 3ostpaid connectionP
3(
Conference call
4ou can hold a teleconference with 2 people simultaneously with *all
*onferencing serice from Airtel. In fact, you can set up a conference een when
the other fie are using a landline phone. %o know more, call customer serice at
(2(.
Missed call alert
A missed call alert is a 0M0 that you will receie for all the calls that you missed.
%he 0M0 will detail the *LI and the time when the call was made. %o actiate,
dial Q(32Q2R then press the call &utton and wait for the re>uest to &e completed.
Voice Mail
<hen your handset is switched off, or youGre too &usy to answer the phone, Airtel
7oicemail will answer your calls and record a message. %he &est part is that
thereDs no e"tra monthly cost for setting up 7oicemail ? you just pay for the phone
call when you use the serice.
32
SMS (Short Messaging Service)
0end messages >uickly and easily, using te"t, if itDs too noisy to talk or you donDt
hae much time. ItDs the way to 0hare those interesting one?liners, important
reminders and ri&?tickling jokes, with anyone, anytime, anywhere in the world.
Subscription Alerts
/et regular alerts on news, jokes, &usiness, health and films on your Airtel mo&ile
phone with Subscription Services. 0M0 T0+$ ,)<0U for ,ews, T0+$
:#.)U for :okes, T0+$ $IVU for $usiness ,ews, T0+$ 03#U for 0ports Alerts
S T0+$ 7AA0%+U for 7aastu tips to 3333.
MMS (Multi-media Messaging Service):
:aKK up your messages with pictures, images and ideo clippings, with MM0 from
AirtelP %o actiate MM0 on your phone, 0M0 DMM0D to 25'52 and sae serice
settings.
Airtel Live!
Make your mo&ile the most happening entertainment destination with Airtel LieP
Airtel &rings you the latest in entertainment and information serices, right on
your phoneP
Airtel Live! WAP ServicesF Download the latest ringtones, games, wallpapers,
ideos and much more. 4ou can also get news clips, watch lie %7 and download
full songs on you phoneP %o get Airtel LieP settings on your phone 0M0 DLieD to
33
25'52 and sae the settings that you receie as your preferred connection. Airtel
LieP 3ortal can &e accessed from you /3-0 ena&led phone, &y sending a 0M0
D1+,D to 25'52.
Airtel Live! Voice ServicesF :ust Dial 25'52 and say the name of the serice. 1or
e.g. say W-ing tonesG to download your faourite ring tones. 4ou can also choose a
ariety of content options like Lie *ricket *ommentary, latest ,ational C
International ,ews, Moie -eiews or 0tock Market +pdates.
Airtel Live! SIM ServicesF Access loads of fun content and e"citing serices like
cricket, stocks, on your phone at the touch of a few &uttons with Airtel LieP 0IM
&ased 0erices on your 0IM card menu. %o download new serices on your Airtel
0IM, choose the E<hatDs newE option under the EAirtel sericesE menu.
Airtel Live! SMS Services: 4ou can enjoy a host of serices &y sending a
keyword as an 0M0 to 25'52 P *hoose Astrology C !oroscope, *ricket,
$ollywood C !ollywood C Indi 3op -ing tones. In case you need assistance 0M0
W!elpG to 25'52.
3'
GPRS (General Packet Radio Services)
Log on to the internet, with /3-0 that allows data transmission at a higher speed.
Access e?mails and internet across AirtelDs pan?India presence using DMo&ile
#fficeD with your phone or a phone and laptop &oth.
Get the EDGE
$rowse the internet on your mo&ile phone with AirtelDs )D/) serices. )njoy
lie %7, enhanced <A3 e"perience and Airtel Data *ards on our high speed
network.
Hello Tunes
%ired of that &oring old Wtring tringG on your phoneL <ell now when a friend calls,
you can make them grooe to the hottest new tracks &urning up the music charts
with !ello %unes from AirtelP 4ou get a wide choice of songs in the 3opular S
,ew Arrials categories that are updated regularly. <hatDs more, you can directly
call the num&er for your kind of music, e.g. call 568;;2 for W)nglish ,ewG and
568;;( for W!indi ,ewG. %his would directly take you to your faourite artistDs
!ello %unes listing.
32
Copy a Hello Tunes
Like a tune you want, all you hae to do is call 22;22 and follow the simple oice
instructions to copy your faourite !ello %unes. #nce inside the copy feature, just
key in the (;?digit Airtel mo&ile num&er you want to copy the !ello %une from
and you get the same !ello %une assigned to your num&er.
Gift a Hello Tunes
1orget gifting chocolates, flowers and greeting cards. 0ay it with a song insteadP
/ift a !ello %une to that special someone. :ust call 22;22 and choose the song
that you want to gift. 1ollow the simple oice instructions and key in the (;?digit
Airtel mo&ile num&er that you want to gift the !ello %une to. 4ou will get an
0M0 notification upon successful receipt of that gift.
Buy Music - Airtel Music Shops
$uying your faourite !ello %une or -ingtone is as simple as recharging your
phone with talktime. 0imply walk into your nearest Airtel 0hop and walk out with
your faourite song. *hoose from $ollywood !its to Indipop -emi"es, !ard
-ock to /ujrati /ar&a, $hajans to :aKK, $hangra $eats to foot tapping %amil !its
from a list of more than (8;;; songs.
35
Reach us, Anytime Anywhere
In case you need assistance, dial D(2(D ? our toll?free num&er, accessi&le from
anywhere in the country, een while roaming. QIn case of email, mention your
mo&ile no. like 9810012345 in the su&ject of the mail for a >uicker response.
TARIFF STRUCTURE
Prepaid Tariffs
Airtel 3repaid -eady *ellular *ard and -echarge *ards are aaila&le, all oer the
city at oer retail outlets including 2'?hour outlets. Airtel 3repaid -eady *ellular
*ard and -echarge *ards are aaila&le, all oer the city at oer retail outlets
including 2'?hour outlets.
36
Airtel Prepaid Regular
449
SUK


Pulse Rate 5; sec
Price of Pack (Rs.) -s.''9
Free Airtime on Pack (Rs.) ,il
Incoming Calls (Rs.) 1ree while in home network
Airtel /0M C *DMA
A(; DigitB
Landline C <LL
LOCAL RATES (Rs./min) -s.(.2; -s.2.;; -s.2.';
STD RATES (Rs./min) -s.2.62 -s.2.62 -s.2.62
ISD (Rs./min)
+0A, *anada, )urope A1i"ed LineB,
Australia, 0ingapore, !ong .ong,
%hailand, Malaysia, Indonesia, ,ew
Vealand.
-s.5.';
/ulf, )urope AMo&ileB, 0AA-*
countries, Africa S -est of the world
-s.9.2;
*u&a, 0ao %ome S 3rincipe, /uinea
$issau, Diego /arcia, ,auru, 0olomon
Islands, 7anuatu, *ook Islands, %ualu,
%okelau, ,orfolk Island, 0akhalin
-s.';.;;
SMS (Rs.)
Local -s.(.2;
,ational -s.2.;;
International -s.2.;;

Other Details
Q-s 2; Local Airtel?Airtel Mo&ile talktime per month for 5 months
Q 1irst month Airtel?Airtel credit within 62hrs of actiation S &alance credit &y (st week of eery monthB
Q%he 0M0 charge as applica&le is per (5; characters
Q 7alidity? 2' months.
POSTPAID
38
Airtel 3ostpaid allows you to choose from a ariety of afforda&le talk plans,
conenient payment options and host of rich features. 0o get set to enjoy a world
of limitless possi&ilitiesP
Reference Tarif Packages (RTP)
ON TIME CHARGES
Actiation *harges -s. 22;
Mem&ership 1ee -s. 22;
0ecurity Deposit ,A
MONTHLY CHARGES (FIXED) -s. 22'
$ill plan *harge -s. '''
Monthly -ental -s. (2;
*lip ,A
MONTHLY CHARGES (OPTIONAL)
*lip -s. 99
Airtel /0M C
*DMA A(;
DigitB
Landline C
<LL
Local Rates -s. (.99 -s (.99 -s (.99
STD RATES
2; M 2;; .m
2;; M 2;; .m
2;; X .m
ISD
+0A, *anda, )urope A1i"ed LineB,
Austalia, 0ingapore, !ong .ong, %hailand,
Malaysia, Indonesia, new Vealand
-s. 6.2;
/ulf, )urope AMo&ileB, 0AA-* *ountries,
Africa S -est of the world
-s 9.99
*u&a, 0ao tome S 3rinciple, /uinea
$issau, Diego /arcia, ,auru, 0olomon
Islands, 7anuatu, *ook Island, %ualu,
%okelau, ,orfolk Island, 0akhalin
-s. ';.;;
SMS
Local -s. (.;;
,ational -s. 2.;;
International -s. 2.;;
7alue Added 0erices A-s.B -s. 3.;;
39
Airtel One Standard 150
ONE TIME CHARGES
Actiation *harges -s 22;
Mem&ership 1ee -s 22; A*onerts into security after 2'
monthsB
0ecurity Deposit ,A
MONTHLY CHARGES (FIXED) -s. (2;
$ill 3lan *harge -s. 2;
Monthly -ental -s. (2;
*lip ,A
MONTHLY CHARGES (OPTIONAL)
*lip -s. 2;
$issau, Diego /arcia, ,auru, 0olomon
Islands, 7anuatu, *ook Islands, %ualu,
%okelau, ,orfolk Island, 0akhalin
SMS
Local -s (.;;
,ational -s 2.;;
Intentional -s. 2.;;
7A0 -s. 3.;;
%his $ill 3lan is also aaila&le under Adance -ental of -s. 699 for 2 years.
Local 3ack
Airtel to other local mo&iles Anon AirtelB At -s ( C min
Monthly rental Rs 25 per months/-
STD Pack
Airtel to other mo&iles Anon AirtelB S fi"ed lines nos. at -s 2 C min.
Monthly rental Rs 75 per month/-
Special offer for Airtel Telephone service customers for availing Airtel
Mobile services
If you already hae Airtel %elephone serice, you can &uy a new Airtel
Mo&ile connection under Airtel #ne 0tandard (2; 3lan.
';
Benefits:
,on security deposit.
,o mem&ership C actiation fee
)njoy calls to your Airtel fi"ed line no. at just 2; 3 C min.
Monthly rent of -s 22 for reduced call rates to your Airtel fi"ed line has &een
waied off for ( year.
1or details, call us 2(5?(23'2
Advance Rental benefits (1year scheme)
3ay an adance rent of -s '99 and enjoy Airtel #ne 0tandard (2; plan at Vero
monthly rental for one year.
Adance rental of -s '99 gies you a rental discount of -s (2; eery month for
the ne"t 2 months. All other options and charges are as per the e"isting Airtel #ne
0tandard (2; 3lan.
Airtel one Standard 299
ONE TIME CHARGES
Actiation *harges -s 22;
Mem&ership 1ee -s 22; A*onerts into security after 2'
monthsB
0ecurity Deposit ,A
MONTHLY CHARGES (FIXED) -s 299
$ill 3lan *harge -s. (2;
Monthly -ental -s. 299
*lip ,A
MONTHLY CHARGES (OPTIONAL)
*lip -s. 2;
'(
Airtel /0M C
*DMA A(;
DigitB
Landline C
<LL
LOCAL RATES -e. (.;; -s. (.;; -s. (.;;
STD RATES
2;?2;;.m -s. 2.;; -s. 2.'; -s. 2.';
2;; M 2;; .m -s. 2.;; -s. 2.'; -s. 2.';
2;; X .m -s. 2.;; -s. 2.'; -s. 2.';
ISD
+0A, *anda, )urope A1i"ed LineB,
Austalia, 0ingapore, !ong .ong, %hailand,
Malaysia, Indonesia, new Vealand
-s. 6.2;
/ulf, )urope AMo&ileB, 0AA-* *ountries,
Africa S -est of the world
-s 9.99
*u&a, 0ao tome S 3rinciple, /uinea
$issau, Diego /arcia, ,auru, 0olomon
Islands, 7anuatu, *ook Island, %ualu,
%okelau, ,orfolk Island, 0akhalin
-s. ';.;;
SMS
Local -s. (.;;
,ational -s. 2.;;
International -s. 2.;;
7alue Added 0erices A-s.B -s. 3.;;

4ou also enjoy 22 1-)) local mo&ile to mo&ile 0M0
'2
Senior Citizen Plan
ONE TIME CHARGES
Actiation *harges -s. 22;
Mem&ership 1ee -s. 22; A*oncerts into security deposit
after 2' monthsB
0ecurity Deposit ,A
MONTHLY CHARGES (FIXED) -s. (2;
$ill 3lan *harge -s. 2(
Monthly Rental -s. 99
*lip ,A
*u&a, 0ao %ome S 3rinciple, /uinea
$issau, Diego /arcia, ,auru, 0olomon
Islands, 7anuatu, *ook Islands, %ualu,
%okelau, ,orfolk Island, 0akhalin
SMS
Local Rs. 1.50
,ational -s. 2.;;
International -s. 2.;;
7A0 -s. 3.;;

<ith 0enior *itiKen 3lan
'3
4ou can take 3 1riends and 1amily num&ersF
Airtel to Airtel A(local no.B M -s. ;.2 C min.
Airtel to Airtel A( 0%D no.B M -s (.2 C min
I0D calls to +0 C *anada C 0outh )ast Asia C Australia C ,ew VealandB M -s.
9.99 C min
4ou also get 1-)) alert su&scription worth -s 3; C alert or 3 months onF
,ews
Astrology
!ealth %ips
%he 0M0 charges as applica&le is per (5; *haracters.
''
PROMOTIONAL STRATEGY
Airtel to ~Touch Tomorrow with a new brand vision
%he $harti Mo&ile promoted Air%el cellular serice will go in for repositioning of
its &rand image. %he new &rand ethos is portrayed in two distinct fashions ? the
tag line E%ouch %omorrowE, which underscores the leading theme for the new
&rand ision, followed &y E%he /ood LifeE, which underscores a more caring,
more customer centric organiKation. Aimed at re?engineering its image as just
simply a cellular serice proider to an all out information communications
serices proider, %ouch %omorrow is meant to em&race the new generation of
mo&ile communication serices and the changing scope of customer needs and
aspirations that come along with it
%he new communication is a&out a new dimension in the cellular category that
goes &eyond the Internet, 0M0, roaming, I7-0, etc &ut which engulfs the whole
gamut of wireless digital &road&and serices that will constitute tomorrows
cellular serices. %he new campaign is in two phases ? the first of which will
communicate oerall &rand philosophy and the second products and serices.
According to Mr. :agdish .ini, *hief #perating #fficer, $harti Mo&ile Limited,
.arnataka E<e are adopting a new &rand? platform ? %ouch %omorrow ? not only
to reflect our corporate ethos &ut also &usiness strategyE.
%he new identity will hae the logo in -ed, $lack and <hite colours along with
lower case typography to coney warmth. AirTel will incorporate the latest
'2
&randing in all of its communication and will soon &e going in for an enhanced
promotional drie to esta&lish the &randDs presence.
LIFE TIME PLAN
3-)?3AID card users need not worry anymore a&out recharging their coupons
eery month. *ompany has launched a plan that allows users to take a pre?paid
connection with lifetime alidity for a one time payment of -s. 999. 0u&scri&ers
aailing themseles of this scheme will also get full talk time for the recharge
coupon they purchase and also hae the option to &uy %aiwanese manufactured
$ird mo&ile handsets for as low as -s. (,399.
%he moe is aimed at stopping the churn in the pre?paid su&scri&er &ase. #nce a
su&scri&er takes this plan, he will always &e an Airtel su&scri&er whether the
mo&ile is &eing used or not.
'5
MARKET SITUATION
At the time of launch
%he first moer in the market was Airtel which launched its serices in Delhi in
Aug (992 AInformal launchB. )ssar *ellphone followed &y launching its serices
informally in #ct 92. At this point of time, the market was at a nascent stage,
awareness leel was low and &oth operators independently tried to spread
awareness and educate the people
#nce the networks were commercially launched, it &ecame a num&er game with a
multitude of schemes &eing offered to woo customers Initially the cellphone was
perceied as a status sym&ol and utility took a &ack seat %he target segment in
Delhi were corporate and the high income group. %he aerage capacity installed
was for (.2 lakh su&scri&ers. %his coupled with the steep license fee paid to D#%
put pressure on the operators to &reak?een &y rapidly e"panding their markets.
In the first two years, this led to a num&er of schemes &eing offered and prices
crashing.
'6
COMPETITIVE SITUATION
Airtel launched its serices &efore )ssar and skimmed the market picking up the
&ulk of the high usage premium clients. %his is a ery competitie industry with
the two companies differentiating either on alue?added serices or price. Airtel
is perceied as the high >uality proider and has a premium image. )ssar, on the
other hand, is perceied as the lower end serice proider. Airtel positions itself
as the market leader on the &asis of the num&er of su&scri&ers. )ssar is trying to
counter this &y emphasising on the reach of its network and the >uality of its
serice. !oweer, )ssar is somewhat not &een ery successful largely due to the
inconsistency in adertising
%o promote themseles, &oth the players hae &een dependent on tactical
adertising !oweer, they hae restrained from using comparatie adertising
!oardings hae &een a ery popular medium for carrying the adertisements
Airtel has also &een adertising on teleision using the $harti %elecom name.
SALES DEPARTMENT AND STRATEGY
A. Major Accounts (Direct Channel)
!andles corporate Anamed and famedB accounts
1orecasting of sales
Mapping the accounts
3roiding after sales support to the su&scri&ers.
Maintaining call reports for records.
3roiding 1eed&ack to the marketing department regarding the
re>uirement of the market.
'8
B. IDC (indirect Channel)
!andling distri&ution
Maintaining records and leel check of the channel partner
Liaisoning &etween the channel partner and the company.
%arget achieement
%raining the e"ecuties of the channel
C. Distribution Support
1. Logistics
Monitor handset and 0IM card re>uirements of channel partners
and co?ordinate with stores
0ettle areas of concerns such as incentie claims of channel
partners
2. Rental
3roide cellular serices A0IM cardsB on rent.
3roide cellular phones on rent
+seful for people isiting Delhi for a short interal.
3 Telesales
*all customers and generate sales lead.
1ollow up with the customers, if they need any assistance
3ass on the sales lead to the channel department.
4 Audit
'9
*onsultant to the Air%el showrooms.
Monitor the operations at the Air%el distri&ution outlets #rganiKe training.
5. Retail
Locate shops to open retail counters.
Monitor the retail counters.
MARKET SEGMENTATION
0egmentation is &eneficial &ecause of &etter predicta&ility of the target consumer
group, minimiKation of risk e"posure, &etter a&ility to fine?tune a product C serice
to the re>uirement of target &uyer and the resultant ease in designing a proper
designing marketing mi" strategy In this case segmentation is on the &ade of
income.
In ealuating different market segments the company looks at two factors %he
oerall attractieness of the segments and the companyDs o&jecties S resources
%he present market for *ellular phones, pagers and conentional phones is as
follows
3remium Middle )conomy
+pper Lower +pper Lower +pper Lower
*ellular 3hones O O O ? ? ?
3ager O O O O ? ?
*onentional 3hones O O O O O ?
O Market 0egment %argeted
TARGET MARKET SEGMENT
Airtel has targeted the premium and upper middle class. %he rationale &ehind it is
that only those segments should &e targeted who alue time and hae the paying
2;
capacity. It Is also planning to target the &usiness tourists during their stay in the
capital
A&out 5;@ of the clientele are top e"ecuties of corporate houses. A&out (2@
are foreign organisations and the rest are professionals and small &usinessmen.
During the introduction stage there was intense pressure to get consumers across
to hook up with their &rand, &ecause getting them to switch &rand loyalty later
would &e hard
0o far Airtel marketers hae &een concentrating totally on the &usiness e"ecutie
class &ut now that the &asic ia&le olumes has &eerB &uilt up and prices hae
declined to a certain e"tent they are planning to enture further a field.
POSITIONING
%he product is sought to &e positioned as a &usiness efficiency tool. a lifestyle
reolution and a status sym&ol %he emphasis is to remoe misconception that the
cellphone is an e"pensie means of communication and drie home the point that
the cellphone is actually a day?to?day utility
PRODUCT POLICY AND PLANNING
%he product or serice is the heart of the marketing mi". <ithout a product or a
serice customersD needs cannot &e satisfied.
%he &asic product promise &y Airtel is mo&ility. AirtelDs main marketing strategy
is to &e a first moer all the time. It has recognised the significance of making the
2(
first moe?? &ecause in the field of *ommunication S Information %echnology
changes occur at a tremendous pace.
)ffectie product segmentation has to &e carried on continuously &ecause &asic
serices can &e and will &e copied and in time &ecome e"pected component of the
product. Airtel seeks to carry out this segmentation through proision of new
information serices and making new facilities aaila&le. %he product policy and
planning depends on the stage of the product life cycle. At present the cellular
phone market has reached the maturity stage. 0ince, the premium segment is
nearing saturation the company targeting the upper middle and middle?middle
class. In order to do so Airtel is trying to optimise the price performance package
&y offering suita&le Eproduct &undlingE.
%his inoles the selection of the suita&le hardware AhandsetB and its software Aits
serices.B with reasona&le price in order to delier ma"imum price performance to
its customers. In addition, it offers free Airtime serices and other concessions to
make the prices and thus the product more attractie. It has also opened a 2'
hours customer serice.
#nly price doesnDt sere as an effectie differentiator, alue added serices
&ecome the effectie differentiator.
The "Value Added Services" provided from Airtel areF?
(B. 7oice Mail serice
%his system is similar to the answering machine ? if the user is not a&le to answer
a call for some reason the caller can leae messages in the oice mail &o" which
can &e later retrieed &y the user
22
iiB 0hort Message 0erice
%he short message serice is like a two?way pager. It gies an option of sending
and receiing te"t messages directly from one mo&ile phone to another without
the interention of an operator.
iiiB Mo&ile 1a" ( Data 0erice
%his serice helps the su&scri&er to send and receie 1a"es, access )?mail,
download computer files from other systems and remotely log on to another
computer and surf the Internet.
iB *ash *ard
%he cash card is a pre?paid and pre?actiated card which allows the &uyers to &uy
air time in adance. All it re>uires is the payment of an initial amount. %his is a
useful serice for people who trael to Delhi often and those who want to control
the e"penses on their calls.
B *aller ID
Displays calling personDs num&er.
iB #utgoing call restriction
%o preent or limit outgoing calls, for e"ample, in peak hours. Also possi&le to
e"clude one or seeral countries, or any geographical region, to permit only local
calls, or to limit the outgoing calls to a listed num&er.
iiiB *all forward
23
Incoming calls can &e forwarded to another fi"ed or mo&ile phone.
$esides these some other serices proided &y Airtel are ? *all conferencing, *all
$roadcast et cetera.
It is in the operators ?Interest that they not only get many su&scri&ers &ut also get
them to use the mo&ile facility fre>uently. In the early stages getting increases to
su&scri&e may &e easier than getting them to talk since they will find it costlier to
use the mo&ile phone as compared to a conentional phone Yif is &elieed that
initially cellphones would &e used &uyZ
iiiB -oaming 1acility
-oaming facility is aaila&le while the su&scri&er is traelling. %he &illing is
done in the home network ADelhiB. -oaming facility is aaila&le manuallyQ as
well as semi?automatically. #nce a su&scri&er is In any other city or country,
where a /0M network is aaila&le, simply insert the 0IM card of the local
operator Into your handset and start talking.
Q Manual -oaming means a separate 0IM card is proided for each city
QQ 0emi automatic roaming means one card has the facility for different
cities.
AIRTEL'S MARKETING ORIENTATION.
0ince this is a high?inolement e"pensie product, the serice proider has to
fully take care of the customers.
aB %hey take personal responsi&ility to EgetE the answer for any pro&lem faced
&y the customer
2'
b) %hey anticipate customersD pro&lems and take pro?actie steps to preent
them
cB %hey gie answers to the >uestions S re>uests, >uickly S efficiently.
dB %hey hae a positie tone S manner while interacting with customers.
eB %hey end the interaction on a positie or a humorous note?making the last
3; seconds count.
Airtel realises that attracting people DIs easy &ut conerting them into loyal
customers is hard, hence emphasis is on maintaining a D0miling and a 1riendly
AtmosphereD to please and retain the customer.
PRICE AND PRICING POLICY
AI-%)L has realised that the Indian market is price sensitie. %herefore it care of
the has come up with arious innoatie tariff schemes to take needs of different
category of customers? /enerally, the cellular serices are more e"pensie than
the land line &ased telephone serices. %his is due to the reason that the operating
companies are re>uired to pay a fee to the goernment for using airtime.
22
MARKETING STRATEGY
ADOPTED BY BHARTI
$harti has spent a considera&le amount on adertising its mo&ile phone serice,
Airtel. $esides print adertising, the company had put up large no of hoardings
and kiosks in and around Delhi.
%he o&jectie &ehind designing a promotion campaign for the WAirtelG serices is
to promote the &rand awareness and to &uild &rand preferences.
It is trying to set up a thematic campaign to &uild a stronger &rand e>uity for
Airtel. 0ince the cellular phone category itself is too restricted, also the fact that a
*ellular phone is a high inolement product, price doesnDt >ualify as an effectie
differentiator. %he image of the serice proider counts a great deal. /ien the
*ell phone category, it is the network efficiency and the >uality of serice that
&ecomes important. <hat now the &uyer is looking at is to get the optimum
price?performance package. %his also seres as an effectie differentiator
$rand awareness is spread through theD campaigns and &rand preference through
&rand stature. AirtelDs campaign in the capital &egan with a series of DteaserD
hoardings across the city,D &earing just the companyDs name and without
e"plaining what Airtel was. In the ne"t phase the campaign associated Airtel with
*ellular only thereafter was the $harti *ellular connection &rought up. 7ans with
Airtel logos roamed the city, handing out &rochures a&out the company and its
serices to all consumers. A&out 2;,;;; direct callers were sent out. <hen the
name was well entrenched in the DelhiitesGs mind, the Airtel campaign &egan to
25
focus on the utility of *ellphone. In the first four months alone AirteiDs
adertisement spend e"ceeded -s. ' crores.
As of today the awareness leel Is 5;@ unaided. %his implies that if potential or
knowledgea&le consumers are asked to name a *ellular phone serice proider
that is on the top of hisCher mind 5;@ of them would name Airtel. As for aided it
?is (;;@ A&y giing clues and hints etc.B.
$rand strength of a product or the health of a &rand is measured &y the percentage
score of the &rand on the a&oe aided and the unaided tests. %he figures show that
Airtel is a healthy and a thriing &rand.
)ery company has a goal, which might comprise a sales target and a game plan
with due regard to Its competitor. Airtel Ds campaign strategy is designed keeping
in mind its marketing strategy. %he tone, tenor and the stance of the isual ads are
designed to coney the image of a market leader in terms of its market share. It
tries to portray the image of &eing a Efirst moer eery timeE and that of a Emarket
leaderE.
%he status of the product in terms of its life cycle has just reached the maturity
stage in India. It is still on the rising part of the product life cycle cure in the
maturity stage.
%he diagram on the left hand side shows the percentage of the users classified into
heay, medium and low categories. %he right hand side shows the reenue share
earned from the three types of users.
Airtel, keeping in mind the importance of the customer retention, alues its heay
users the most and constantly indulges in serice innoation. $ut, since heay
26
users comprise only (2 ? 2;@ of the population the other segment cannot &e
neglected.
%he population which has just realised the importance of cellular phones has to &e
roped in. It is for this reason that the serice proider offers a plethora of
incenties and discounts. *oncerts like the E1reedom concertE are &eing
organised &y Airtel in order to promote sales. %he media channel is chosen with
economy in mind. %he target segment is not ery concrete &ut, there is an attempt
to focus on those who can afford. %he print adertisements and hoarding are
placed in those strategic areas which most likely to catch the attention of those
who need a cellular phone. %he product promise Awhich might cost different (
higherB is an important aria&le in determining the target audience.
$esides this, other promotional strategies that Airtel has adopted are .
AiB 3eople who hae &ooked Airtel serices hae &een treated to e"clusie
premiers of &lock&uster moies. Airtel has tied up with Lufthansa to offer
customer &onus miles on the /erman airlines fre>uent flierDs programs.
AiiB %here hae &een educational campaigns, image campaigns, pre launch
adertisements, launch adertisements, congratulatory adertisements,
promotional adertise?ments, attacking adertisements and tactical
adertisements.
28
DISTRIBUTION
%he? company whose operations are concentrated in and around Delhi. It 26
1ranchisees and (2 Distri&utors? %hey also hae 8 Dinstant access cash card
counters? )ach franchises or distri&utor can hae any num&er of dealers under
him as long as the person is approed &y the Airtel authority. )ach franchises has
to inest -upees %en Lakhs. to o&tain a franchise and should employ an officer
recruited &y Airtel. %his person acts as an liaison &etween the company and the
franchises. %he franchises can it any num&er of dealers as long as their territories
do not oerlap. $ut unfortunately Airtel has not &een ery successful in
controlling territorial oerlaps of dealers. %he franchises can carry out his ( her
own promotional strategy. 1or this the. company contri&utes 62@ of the money
and the franchises contri&utes 22@ of the money. %he dealers under the
franchisee receie the same commission. %he franchises and the dealer o&tain the
feed&ack from the customers and they are sent through the liaison officer on a
29
Company
Franchisee Distributor
Dealers
Dealer
Customer
Customer
day?to?day &asis to Airtel. %he dealer has to inest -upees. #ne Lakh as an initial
inestment. %he dealer of Airtel are not allowed to proide any other operatorsD
serice.
%arget set for distri&utors and the dealers is (;; ?(2; actiations per month.
!ence the dealers can also go for their own promotions like &anners and discounts
on festials etc. %he dealer proides serice promptly. %he consumer on
proiding the &ill of purchase for the handset and proof of residence has only to
wait an hour &efore getting connected. %he staff of the dealers and the franchisees
are proided training &y the Airtel personnel.
%he complaints encountered &y the franchisees and dealers are either handset
&eing non?functional or the 0IM *ard not getting actiated. Anything more
complicated is referred to the main Airtel office in Delhi.
5;
WHAT DOES AIRTEL OFFER?
<ith Airtel, the su&scri&er wouldnDt just get a personal phone that lets himCher &e
in touch, always, &ut also gets a host of &enefits that let himCher manage hisCher
time like neer &efore.
An Airtel su&scri&er is proided with a 0u&scri&er Identity Module *ard A0IM
cardB ? that is the key to operating hisCher cellular phone. !is card actiates Airtel
cellular serices and contains a complete micro?computer chip with memory to
ena&le one to enjoy oneDs cellular phone thoroughly. )ach 0IM card contains a
3I, code A3ersonal Identity ,um&erB which may &e entered &y one. :ust plug
your 0IM card into your cellular phone, enter the 3I, code and it &ecomes DyourD
personal phoneD.
PRODUCT LIFE CYCLE
%he pattern of cellphone su&scri&er growth o&sered elsewhere in the world
reeals that the growth in the market is Initially slow followed &y a sharp
acceleration, &ut so far that has not happened in India. As far as the 3roduct Life
*ycle is concerned. Indians are at the &eginning of the maturity stage.
5(
Introduction Growth Maturity
MARKETING OB1ECTIVES
*reate product awareness
and trial
Ma"imise market share Ma"imise profits whole
defending market share
Strategies
Product #ffer a &asic
productC serice.
#ffer alue added
serices
Increase in num&er
of alue added
serices.
Price *harge cost? plus 3rice to penetrate
market
3rice to match or
&est competitors
Distribution $uild selectie
distri&ution
$uild Intensie
distri&ution.
$uild more
intensie
distri&ution.
Advertising $uild product
awareness among
early adopters and
dealers.
$uild awareness
and interest in the
mass market
0tress &rand
differences and
&enefits.
Sales Promotion +se heay sales
promotion to entice
people to su&scri&e.
Increase to &uild
and maintain
relationships with
customers.
Increase to
encourage &rand?
switching.
52
OB1ECTIVES OF THE STUDY
ObjectivesF
%o study the importance and deelopment of tele M communication industry in
todayGs scenario.
%o understand the arious Marketing 0trategies which Airtel has adopted to
surie in highly competitie cell phone industry.
%o make a comparatie study of the major players in Indian 0erice 3roider.
53
RESEARCH METHODOLOGY
%he methodology adopted for this project is e"ploratory in nature since there is no
hypothesis that has to &e tested. %he conclusions hae &een drawn &y e"ploratory
research work.
%here hae &een two sources of information collectedF
aB 3rimary 0ources
I hae met retailers of the Airtel of the company and hae &een a&le to get first
hand information regarding the product, its features and the &uying patterns of the
product. %heir input has &een alua&le.
&B 0econdary 0ources
0econdary source has played a ital role to play in this report. A good amount of
data has &een collected from arious pu&lished articles and reports found in
magaKines and journals. Another ital source has &een the Internet and
particularly the companies own we&site.
5'
LIMITATIONS
)ery attempt will &e taken to o&tain the error free and meaningful result &ut as
nothing in this world is (;;@ perfect I &eliee that there will still the chance for
error on account of following limitations?
A(B -espondentGs unaaila&ility.
A2B %ime pressure and fatigue on the part of respondents and interiewer.
A3B *ourtesy &ias.
52
FINDINGS
1. Do you believe that India is potentially one of the most exciting mobile
service providers in the world?
Company Yes No
Airtel 4 1
Vodafone 4 1
Idea ' (
MTNL ' (
As according to the a&oe ta&le (5 A8;@B out of the total 2; interiewed people in
all the a&oe four specified Indian mo&ile serice proiders are of &elief that India
is potentially one of the most e"citing mo&ile serice proiders in the world,
whereas some ' A2;@B of them do not agree to this iew.
4
1
4
1
4
1
4
1
0 2 4 6 8 10 12 14 16 18
Yes
No
AirTel Vodaf one Idea MTNL
55
2. Do you find that the government`s telecom policy has had the most radical
impact on the development of mobile service providers?
Company Yes No
Airtel 4 1
Vodafone 3 2
Idea 3 2
MTNL 2 ??
As according to the a&oe ta&le (2 A62@B out of the total 2; interiewed people in
all the a&oe four specified Indian mo&ile serice proiders find that the
goernmentGs telecom policy has had the most radical impact on the deelopment
of mo&ile serice proiders, whereas some 2 A22@B of them deny this.
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Yes No
AirTel
Vodaf one
Idea
MTNL
56
3. Do you believe that one of the challenges facing mobile operators in India
is the diversity of the coverage regions?
Company Yes No
Airtel 2 3
Vodafone 3 2
Idea 3 2
MTNL 2 3
As according to the a&oe ta&le (; A2;@B out of the total 2; interiewed people in
the mo&ile serice proiders are of &elief that one of the challenges facing mo&ile
operations in India is the diersify of the coerage regions, whereas interestingly
another (; A2;@B of them deny this.
0
0.5
1
1.5
2
2.5
3
Yes No
AirTel
Vodaf one
Idea
MTNL
4. To what extent, does you find that mobile service providers is a very
complex standard?
58
Company To some extent
(1-5)
To great extent
(6-10)
Airtel 3 2
Vodafone 2 3
Idea 2 3
MTNL 3 2
As according to the a&oe ta&le (; A2;@B out of the total 2; interiewed people in
all the a&oe four major the mo&ile serice proiders in Indian *ellular industry
find only to some e"tent that /0M is a ery comple" standard, whereas the
another (; A2;@B respondents find to great e"tent that mo&ile serice proiders is
a ery comple" standard.
0
0.5
1
1.5
2
2.5
3
To some extent To great extent
AirTel
Vodaf one
Idea
MTNL
59
CONSUMER LEVEL
1. Do you believe that mobile service providers comes close to fulfilling the
requirements for a personal communication system?
Company Yes No
Airtel 9 1
Vodafone 8 2
Idea 8 2
MTNL 2 2
As the a&oe shows 3; A62@B out of total '; respondents are of the &elief that
mo&ile serice proiders comes close to fulfilling the re>uirements for a personal
communication system, whereas (; A22@B of them are in no way to this &elief.
3
2
3
2
3
2
2
3
Yes
No
MTNL
Idea
Vodafone
AirTel
6;
2. Do you find that mobile service providers as the most exciting and
satisfying mobile standard?
Company Yes No
Airtel 9 1
Vodafone 7 3
Idea 8 2
MTNL 8 2
As the a&oe shows 32 A8;@B out of total '; respondents find that mo&ile serice
proiders as the most e"citing and satisfying mo&ile standard, whereas the
remaining 8 A(;@B respondents deny this.
9
1
7
3
8
2
8
2
0 5 10 15 20 25 30 35
Yes
No
AirTel Vodaf one Idea MTNL
6(
3. Do you believe that your service provider has a genuine commitment to
creating a modern and efficient communications?
Company Yes No
Airtel 10 --
Vodafone 8 2
Idea (; ??
MTNL 8 2
As the a&oe shows 35 A9;@B out of total '; respondents are of the &elief that
their serice proiders hae a genuine commitment to creating a modern and
efficient communications whereas the remaining ' A(;@B respondents deny this.
10
0
8
2
10
0
8
2
Yes
No
MTNL
Idea
Vodafone
AirTel
SWOT ANALYSIS
62
STRENGTHS
*ost adantage
*urrent leaders in >uality serice
Largest distri&ution network
A&ility to constantly innoate
!ighly skilled workforce
)ntrepreneurial Keal
AirtelGs increased e>uity and market cap.
WEAKNESSES
%o proe credi&ility
3rice pressures
,eed for /oernment support
Awareness
0ales and Marketing
63
OPPORTUNITIES
%o sustain passion and commitment
AirtelGs market share increasing at other serice proider e"pense. %hus
opportunity to wipe it out.
Attain higher alue serices
*olla&oratie &usiness needs to &e e"plored
7ertical repeata&le solutions.
Low penetration leel in rural markets.
THREATS
1oreign inestment
/lo&al trends moing from /30 to <LL.
Lack of glo&al parity in telecom tariff
#ther competition
6'
CONCLUSION
1rom a&oe the details I conclude that 6;@ Airtel users preferred to
remain with Airtel. Also good no. of users who were willing to switch from their
respectie su&scri&ers showed interest in Airtel. !ence, these statistics imply a
&right future for the company. Also the company is now proiding more serices
like the door to door serices which is you dial the Airtel customer care and
would like to send someone flowers the Airtel company deliers those flowers to
the person concerned. Also Airtel is proiding free te"t messaging serice and
free oice mail serice. *all conferencing is also another feature Airtel proides.
62
BIBLIOGRAPHY
$ernard :. %. Mallinder. 0pecification Methodology Applied to the /0M
0ystem. In EUROCON 88, :une 2;;2.
0eshadri Mohan and -ai :ain. %wo +ser Location 0trategies for 3ersonal
*ommunication 0erices. IEEE Personal Communications. (A(B, (99'.
Moe -ahnema. #eriew of the /0M 0ystem and 3rotocol Architecture.
IEEE Communications Magazine. April (993.
*. <atson. -adio )>uipment for /0M. In D.M. $alston and -.*.7 Macario,
editors, Cellular Radio Systems, Artech !ouse, $oston, (993.
-o&ert /. <inch. Telecommunication Transmission Systems Mc/raw!ill
,ew 4ork, (993.
7odafone
Airtel
Idea
M%,L
65
QUESTIONNAIRE
NAME: ____________________________________
ADDRESS: ____________________________________
OCCUPATION: ____________________________________
1. Do you believe that India is potentially one of the most exciting mobile
service providers in the world?
Company Yes No
Airtel
Vodafone
Idea
MTNL
2. Do you find that the government`s telecom policy has had the most radical
impact on the development of mobile service providers?
Company Yes No
Airtel
Vodafone
Idea
MTNL
3. Do you believe that one of the challenges facing mobile operators in India
is the diversity of the coverage regions?
Company Yes No
Airtel
Vodafone
Idea
MTNL
66
4. To what extent, does you find that mobile service providers is a very
complex standard?
Company To some extent
(1-5)
To great extent
(6-10)
Airtel
Vodafone
Idea
MTNL
68
CONSUMER LEVEL
1. Do you believe that mobile service providers comes close to fulfilling the
requirements for a personal communication system?
Company Yes No
Airtel
Vodafone
Idea
MTNL
2. Do you find that mobile service providers as the most exciting and
satisfying mobile standard?
Company Yes No
Airtel
Vodafone
Idea
MTNL
3. Do you believe that your service provider has a genuine commitment to
creating a modern and efficient communications?
Company Yes No
Airtel
Vodafone
Idea
MTNL
69