A

PROJECT REPORT
ON
BRAND PROMOTION OF AIRTEL & STUDYING
SALES PROMOTION TECHNIQUES AT MODERN
TRADE CENTRES

SUBMITTED IN PARTIAL FULFILLMENT

OF THE REQUIREMENT FOR THE AWARD
OF THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION

SUBMITTED TO:

SUBMITTED BY:

Mr. LOKESH MEHRA

NAVEEN JOSHI
MBA (3rd SEM)

DEPARTMENT OF MBA
SHANKARA INSTITUTE OF TECHNOLOGY
KUKAS-JAIPUR.

Preface
Quite frequently these days people talk of practical knowledge, both
in academic institutions and outside. At each and every aspect in life
we require some sort of theoretical and practical knowledge too.
It means only classroom lecture may not be enough to get the proper
knowledge either in the business field or social life.
Keeping all this in view, the present report has been written for the
promotion the brand position of Bharti Airtel in the highly
competitive environment and to study the sales promotion techniques
at Modern Trade Centres.
I am grateful to all those who have helped me in the successful
completion of this report.
I hope I have tried my level best in making this Report.
If there is any error, in this Report I want to apologise for that.

Acknowledgement

I hereby extend my sincere feeling of gratitude towards under

mentioned person, whose valuable supervision, guidance & support
made possible preparation of this report.
First and foremost, I would like to thank Mr. LOKESH
MEHRA .His attitude towards excellence in research and his
enthusiasm has been source of constant inspiration. I am grateful to
him for all the advice, encouragement and support.
I express my deep gratitude to him for all sustained interest and
willing help.
I am also grateful to Mr. CHETAN PRAKASH for his support and
invaluable guidance.
Without their precious guidance and inspiration this work would
not have been completed.
I am thankful to all those who have directly or indirectly helped
me in the successful completion of this report.

(NAVEEN JOSHI)

CONTENTS
OVERVIEW OF INDIAN TELECOM SECTOR.
INTRODUCTION
HISTORY OF TELECOM SECTOR IN INDIA
IMPRESSIVE GROWTH

ABOUT AIRTEL

INTRODUCTION
ABOUT THE CHAIRMAN
COMPANY PROFILE
PARTNERS

FACTSHEET OF AIRTEL
BRAND PROMOTION IN AIRTEL
AIRTEL TIE UP WITH VISHAL MEGA MART
ABOUT VISHAL MEGA MART
ABOUT TECHNOMART
AIRTEL PREPAID PLANS

FEATURES
MORE WITH AIRTEL PREPAID
HANDSET OFFERS
TARIFFS

AIRTEL POSTPAID PLANS

FEATURES
HANDSET OFFERS

STUDYING SALES PROMOTION TECHNIQUES

OBJECTIVES OF SALES PROMOTION
THE MARKET SHARE
SUBSCRIBER BASE
CONCLUSION
BIBLIOGRAPHY

OBJECTIVE

To promote the brand position of Bharti Airtel and to

study the sales promotion techniques by working as a
promoter at Modern Trade Centres.

TELECOM SECTOR IN INDIA.

INTRODUCTION:
The telecom industry is one of the fastest growing industries in India. Indias
more than 100 million telephone network is the third largest network in the
world after China and USA. With a growth rate of 45%, Indian telecom industry
has the highest growth rate in the world. In terms of phones, India occupies the
fifth position, after China, USA, Japan and Germany.

HISTORY OF TELECOM SECTOR IN INDIA:

The first wind of reforms in telecommunications sector began to flow in 1980s
when the private sector was allowed in telecommunications equipment
manufacturing. In 1985, Department of Telecommunications (DOT) was
established. It was an exclusive provider of domestic and long-distance service
that would be its own regulator (separate from the postal system). In 1986, two
wholly government-owned companies were created: the Videsh Sanchar Nigam
Limited (VSNL) for international telecommunications and Mahanagar
Telephone Nigam Limited (MTNL) for service in metropolitan areas.
In 1990s, telecommunications sector benefited from the general opening up of
the economy. Also, examples of telecom revolution in many other countries,
which resulted in better quality of service and lower tariffs, led Indian policy
makers to initiate a change process finally resulting in opening up of telecom
services sector for the private sector. National Telecom Policy (NTP) 1994 was
the first attempt to give a comprehensive roadmap for the Indian
telecommunications sector. In 1997, Telecom Regulatory Authority of India
(TRAI) was created. TRAI was formed to act as a regulator to facilitate the
growth of the telecom sector. New National Telecom Policy was adopted in
1999 and cellular services were also launched in the same year.

 IMPRESSIVE GROWTH:

The growth of telecom sector in India is really astonishing. In 1947, when India
attained independence, it had less than 80,000 telephone connections. In the
next 34 years, the country could add only two million connections. At present,
the sector is adding two million connections every month! In 1947, the
teledensity (telephone penetration per 100 persons) was 0.02. It reached a level
of 9.13 by 13th April 2005. Still India lags behind countries like China and
Brazil where teledensity is more than 42.
The government initiated the process of liberalization of the sector in 1991 by
inviting bids from private operators for two licenses to provide cellular services
in each of the four major cities. In 1994, bids were invited for one license for
providing fixes line-services in 21 circles. In January 1995, bids were invited
for two licenses to provide cellular services in each of the 18 telecom circles
excluding the four metros. Of course, DoT/MTNL retained the right to operate a
cellular network in each of the licensed areas. The cellular rollout was done in
1995 for the metros and during 1996-98 for the other circles.
At the end of September 2007, telephone connections in the country numbered
248.67 million and teledensity stood at 21.85 (per 100 population).
By the end of 2007, entire country will be covered by telecom network, and all
the villages will be connected by phone. Internet connections shall increase
from 5.45 million in December 2004 to 18 million by 2007, and further to 40
million at the end of 2010.
Telecom revenues increased from Rs 6578 million in 1980-81 to Rs 27,775
million in 1989-90, and further to Rs 186,286 millions in 1999-2000.Net profit
increased from Rs. 1712 million in 1980-81 to Rs. 11,504 millions in 1989-90,
and further to Rs 119,750 million in 1999-2000.

 Telecommunication sector in India can be divided into two segments:

1. Fixed Service Provider.
2. Cellular Services.
Fixed line services consist of basic services, national or domestic long distance
and international long distance services. The state operators (BSNL and
MTNL), account for almost 90 per cent of revenues from basic services.
Private sector services are presently available in selective urban areas, and
collectively account for less than 5 per cent of subscriptions. However,
private services focus on the business/corporate sector, and offer reliable,
high- end services, such as leased lines, ISDN, closed user group and videoconferencing.

Cellular services can be further divided into two categories:1. Global System for Mobile Communications (GSM).
2. Code Division Multiple Access (CDMA).
The GSM sector is dominated by Airtel, Vodafone, and Idea Cellular, while the
CDMA sector is dominated by Reliance and Tata Indicom. Opening up of
international and domestic long distance telephony services are the major
growth drivers for cellular industry. Cellular operators get substantial
revenue from these services, and compensate them for reduction in tariffs on
airtime, which along with rental was the main source of revenue. The
reduction in tariffs for airtime, national long distance, international long
distance, and handset prices has driven demand.

 INTRODUCTION:
Bharti Airtel Limited
Bharti Airtel, formerly known as Bharti Tele-Ventures Limited (BTVL) and a
subsidiary of Bharti Enterprises is India's largest Telecom Business operator
has come up a long way to earn and maintain the top spot in India's mobile
phone industry with more than 75 million subscribers as of August 2008.It also
offers fixed line services and broadband 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 over DSL in 14 circles.
Covering all 23 telecom circles, it has emerged as India's top private telecom
operator .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 and in fact the strength of their telecom business has
allowed Bharti to foray into sectors like Insurance (tie up with AXA) and Retail
(where it tied up with none other than Wal-Mart).
Some great and highly successful innovations by Airtel (later copied by rivals)
like Hello Tunes and Lifetime Recharge Schemes have been huge revenue
makers.

Sunil Bharti Mittal, chairman, Bharti Enterprises

About the Chairman:

Sunil Bharti Mittal is the Chairman & Managing Director of Bharti Airtel
Ltd. head quartered at New Delhi, India.
Sunil Mittal 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
He has been conferred one of the highest civilian award Padma Bhushan.

Company Profile

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

telecommunications services based on an aggregate of 75 million subscribers
customers as on August, 2008, consisting of 59,670,174 GSM mobile and
2,244,492 broadband & telephone customers.

Bharti Airtel has been ranked amongst the top ten best performing
companies in the world, in the coveted BusinessWeek IT 100 list.
Bharti Airtel, which is described by BusinessWeek in the report as a
"highly innovative company," has escalated to tenth position from its last
year ranking of 19.

The businesses at Bharti Airtel have been structured into three individual
strategic business units (SBUs):

Mobile services.
Telemedia services(ATS)
Enterprise services.

The mobile services group provides GSM mobile services across India in 23
telecom circles, while the ATS business group provides broadband &
telephone services in 94 cities.

The Enterprise Services group has two sub-units:

(i). Carriers (long distance services) and
(ii) Services to corporates.
All these services are provided under the Airtel brand.
On 19th October 2004 Airtel 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).

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 group-wide 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.
The company's unique strategic outsourcing model has been studied and
documented by Harvard Business School as a case study which is
available for download at: www.hbsp.harvard.edu.

FACTSHEET OF AIRTEL

Name

Bharti Airtel Limited.

Business
Description

Provides mobile, telemedia services (fixed line) and enterprise services

(carriers & services to corporates)

Established

July 07, 1995, as a Public Limited Company

Shares in Issue

1,897,148,464 as at June 30, 2007

Listings

The Stock Exchange, Mumbai (BSE)

The National Stock Exchange of India Limited (NSE)

Customer Base

59,670,174 GSM mobile and 2,244,492 telemedia customers (Status as at

month ended February 29, 2008)

Operational
Network

Provides GSM mobile services in all the 23 telecom circles in India, and
was the first private operator to have an all India presence.
Provides telemedia services (fixed line) in 94 cities in India.

Registered
Office

Bharti Airtel Limited

(A Bharti Enterprise)
Qutab Ambience (at Qutab Minar), Mehrauli Road,
New Delhi - 110 030
Tel. No.: +91 11 4166 6000
Fax No.: +91 11 4166 6011/12

Brand Promotion

AIRTEL TIE UP WITH VISHAL MEGA MART

Brand Promotion was done at Modern Trade Centres and I worked as a
Promoter in one of them i.e Vishal Mega Mart and in it the Techno Mart
Department.
There were several sections such as Mobiles, Laptops,Personal Computers. I
worked under the Mobile Section as a promoter for Airtel.
Before elaborating more, lets know more about Vishal Mega Mart.

VISHAL MEGA MART

The Founders

Mr. Ramchandra Agarwal

Mrs. Uma Agarwal

Mr. Surendra Agarwal

What started as a humble one store enterprise in 1986 in Kolkata(erstwhile,

Calcutta) is today a conglomerate encompassing 130 showrooms in 86 cities /
20 states. Indias first hyper-market has also been opened for the Indian
consumer by Vishal. Situated in the national capital Delhi this store boasts of
the singe largest collection of goods and commodities sold under one roof in
India.

The group had a turnover of Rs. 1463.12 million for fiscal 2005, under the
dynamic leadership of Mr.Ram Chandra Aggarwal . The group had of turnover
Rs 2884.43 million for fiscal 2006 and Rs. 6026.53 million for fiscal 2007
The groups prime focus is on retailing. The Vishal stores offer affordable
family fashion at prices to suit every pocket.

The groups philosophy is integration and towards this end has initiated
backward integration in the field of high fashion by setting up a state of the art
manufacturing facility to support its retail endeavors.

Vishal is one of fastest growing retailing groups in India. Its outlets cater to
almost all price ranges. The showrooms have over 70,000 products range which
fulfills all your household needs, and can be catered to under one roof. It is
covering about 2437042 sq. ft. in 20 states across India. Each store gives you
international quality goods and prices hard to match. The cost benefits that is
derived from the large central purchase of goods and services is passed on to the
consumer.

In India Vishal Mega Mart has its stores in Delhi, West Bengal, Bihar,
Uttar Pradesh, Haryana, Punjab, Rajasthan, Uttarakhand, Jammu and
Himachal Pradesh.

In Rajasthan, Vishal Mega Mart has its stores in Bhilwara, Jaipur, Udaipur
Beawar, Bikaner and Jodhpur.

In Jaipur, there are four stores:Jaipur 1 Near Government Hostel.

Jaipur 2 Crystal Court, Malviya Nagar.
Jaipur 3 Vidhyadhar Nagar, Main Sikar Road.
Jaipur 4 Vaishali Nagar.

I worked at Jaipur 3 Vidhyadhar Nagar, Main Sikar Road. There was Techno
Mart Department in which I had worked and under it there was Mobile Section.

Techno Mart

Weighing scale

Camera

Mobile charger

Mouse

Mobile phone

Mobile phone

Mobile phone

Mobile phone

Z-line H757

Z-line M73

Mobile phone
Z-line M93F

Fax Machine

In Techno Mart Division, under Mobile Section I worked as a Promoter for

Airtel and pitch customers for Airtel and under it I elaborate them about the
Prepaid and Postpaid plans.

Airtel Prepaid Plans

Features:

Total Cost Control

Pre activated STD/ISD without deposits or rentals
Strong Network Coverage
Instant Balance and Validity Enquiry
Recharge your Airtel Prepaid
Prepaid Roaming
More with Airtel Prepaid
Reach us Anytime Anywhere

Total Cost Control

Total Cost Control with Airtel Prepaid like never before. No more rentals or
deposits simply recharge as much as according to need to from as low as Rs.
10, to as high as Rs. 10,000/-.
Pre activated STD/ISD without deposits or rentals
Pre activated STD/ISD without deposits or rentals on Airtel Prepaid. No more
paying deposits or having a minimum balance in users account to make an
STD/ISD call. Hassle-free calls are here to stay!
Strong Network Coverage
Enjoy complete clarity when calling with Airtels world-class technology and
unbreakable network coverage that spans over 23 circles across the country
Instant Balance and Validity Enquiry
Users account balance is updated on the screen of his handset at the end of each
chargeable call. User can also call 123 from his mobile phone and listen to the
voice announcement or simply dial *123#, press 'OK' or 'YES' button and his
account balance will be displayed on the screen of his handset.

Recharge your Airtel Prepaid

Recharging is Easy. The calling value on Users card keeps reducing as he make
calls or use any other chargeable service. Choose the Airtel Prepaid Recharge
Coupon thats right for you, from a variety of tailor made recharge coupons
with different denominations, which are available at a number of outlets across
your city. Simply follow the procedure mentioned below, to recharge your
phone.
Gently scratch the silver panel on the reverse of the recharge card for a 16-digit
number.
Call '123' and choose your preferred language.
Follow the voice announcement and enter the 16-digit recharge number, when
requested.

More Recharge options:

Flexible recharge voucher
This unique recharge voucher gives you the option to choose between validity
or talktime, as per your need.
Easy Recharge
Recharge your Airtel Prepaid Card electronically with value that suits your
needs, starting from Rs. 10 till Rs. 10,000. You can also recharge your Airtel
Prepaid while roaming anywhere in the country.
24-hour Recharge via ATM
Recharge your Airtel Prepaid round-the-clock at your nearest ATM. Just walk
up to your nearest ATM, insert the ATM card and enter your ATM PIN number.
Select 'Mobile Recharge / Bill Pay' from the main menu and follow the prompts
to recharge your prepaid. This recharge option is available with all leading
banks.
SMS Recharge
You may also register your mobile number at any of the member bank's ATM to
avail the SMS recharge facility. Upon registration you will receive a registration
PIN number. To recharge your prepaid, type, RC <Recharge Amount>
<Registration PIN> and SMS it to the 3 digit SMS code of your bank. All future
transaction will require this PIN.
The code to which this SMS needs to be sent for various banks is as follows:
Bank of Punjab: 550, Centurion Bank: 565, Citibank: 530, Corporation Bank:
545, DCB: 585, HDFC Bank: 540, ICICI Bank: 575, IDBI Bank: 520, ING
Vysya Bank: 552, SBI: 535, UTI Bank: 525.
Internet Recharge
User may log on to the Internet banking website of his bank and select the

prepaid recharge option to recharge his Airtel prepaid. Many leading banks
provide Internet based recharging.
Validity Extension service
Trade your talk time to extend the validity of your prepaid. Dial *141*001# and
then, press the call button. Your validity would be extended by 1 day for a
charge of Rs.15. You can similarly extend your validity for 5, 10, 15 or 30 days.
Transfer Talk time
Transfer talk time to another prepaid, just dial *143* number# and then press
the calling button. You can transfer Rs.50 per request for which Rs.55 would be
deducted from your balance.
For details call 121.
Prepaid Roaming
Airtel Prepaid comes preactivated with 'National Roaming', so you stay
connected no matter wherever you are. You can also send or receive MMS,
check your email and access other GPRS services while roaming in India as you
would in your own city. While traveling abroad you can receive calls & send or
receive SMS.
In case you are not able to login to any network while roaming,
please follow these instructions:
Go to "menu option of your mobile.
Select Network option (Can be a sub option in setting, depending on the
handset you use).
Select "Manual" network.
Select desired network

More with Airtel Prepaid

Airtel brings you, a wide range of Services that will change the way you
communicate. Try them and discover a whole new world of fun and excitement.
Call management Services
Call waiting, call hold, call divert and Caller Line Identification Presentation
all with your Airtel prepaid connection.
Voice Mail
When your handset is switched off, or youre too busy to answer the phone,
Airtel Voicemail will answer your calls and record a message. The best part is
that there's no extra monthly cost for setting up Voicemail - you just pay for the
phone call when you use the service.
SMS (Short Messaging Service)
Send messages quickly and easily using text, if it's too noisy to talk or you don't
have much time. It's the way to share those interesting one-liners, important
reminders and rib-tickling jokes, with anyone, anytime, anywhere in the world.
Subscription Alerts
Get regular alerts on news, jokes, business, health and films on your Airtel
mobile phone with Subscription Services. SMS <SUB NEWS> to 53333 for
News, <SUB JOKE> for Jokes, <SUB BIZ> for Business News, <SUB SPO>
for Sports Alerts & <SUB VAASTU> for Vaastu tips.
MMS (Multi-media Messaging Service):
Jazz up your messages with pictures, images and video clippings, with MMS
from Airtel! To activate MMS on your phone, SMS 'MMS' to 56465 and save
service settings.
Airtel Live
Make your mobile the most happening entertainment destination with Airtel
Live Airtel brings you the latest in entertainment and information services, right
on your phone!

Airtel Live WAP Services: Download the latest ring tones, games, wallpapers,
videos and much more. You can also get news clips, watch live TV and
download full songs on you phone. To get Airtel Live settings on your phone,
SMS 'Live' to 56465 and save the settings that you receive as your preferred
connection. Airtel Live Portal can be accessed from you GPRS enabled phone,
by sending a SMS 'FUN' to 56465.
Airtel Live Voice Services: Just Dial 56465, and name the service. For e.g. say
ring tones to download your favorite ring tones. You can also choose a variety
of content options like Live Cricket Commentary, latest National / International
News, Movie Reviews or Stock Market Updates.
Airtel Live SIM Services: Access loads of fun content and exciting services
like cricket, stocks, on your phone at the touch of a few buttons with Airtel Live
SIM based Services on your SIM card menu. To download new services on your
Airtel SIM, choose the "What's new" option under the "Airtel services" menu.
Airtel Live SMS Services: You can enjoy a host of services by sending a
keyword as an SMS to 56465! Choose Astrology / Horoscope, Cricket,
Bollywood / Hollywood / Indi Pop Ring tones. In case you need assistance
SMS, Help to 56465.
Hello Tunes
Tired of that boring old tring tring on your phone? Well now when a friend
calls, you can make them groove to the hottest new tracks burning up the music
charts with Hello Tunes from Airtel! You get a wide choice of songs in the
Popular & New Arrivals categories that are updated regularly. What's more you
can directly call the number for your kind of music, e.g. call 678005 for English
New and 678001 for Hindi New. This would directly take you to your favorite
artist's Hello Tunes listing.
Copy a Hello Tune
Get the tune you want, all you have to do is call 55055 and follow the simple
voice instructions to copy your favorite Hello Tunes. Once inside the copy
feature, just key in the 10-digit Airtel mobile number you want to copy the
Hello Tune from and you get the same Hello Tune assigned to your number.

Gift a Hello Tune

Forget gifting chocolates, flowers and greeting cards. Say it with a song instead!
Gift a Hello Tune to that special someone. Just call 55055 and choose the song
that you want to gift. Follow the simple voice instructions and key in the 10digit Airtel mobile number that you want to gift the Hello Tune to. You will get
an SMS notification upon successful receipt of that gift.
Buy Music - Airtel Music Shops
Buying your favorite Hello Tune or Ring tone is as simple as recharging your
phone with talk time. Simply walk into your nearest Airtel Shop and walk out
with your favorite song. Choose from Bollywood Hits to Indipop Remixes,
Hard Rock to Gujrati Garba, Bhajans to Jazz, Bhangra Beats to foot tapping
Tamil Hits from a list of more than 18000 songs.
It's as simple as:
Choose your favourite song from the music catalogue available with the
retailer.
Retailer will just press a few keys on his phone and download a song
(Hello Tune or Ring tone) to your mobile phone. In the case of Hello
Tunes you will be required to dial 674 (toll free) to confirm acceptance of
the song.
You will also get an SMS confirming the successful download of your
song.
Finally you can pay the retailer for the song and walk out...as simple as
that.

Reach us Anytime Anywhere

In case you need assistance, dial '121' - our toll-free number, accessible from
anywhere in the country, even while roaming. You can also send us an SMS to
121 or mail us at 121@airtelindia.com.
*In case of email, mention your mobile no. like, 9810012345, in the subject of
the mail for a quicker response.

Handset Offers
Now choose from a wide range of mobile handsets available exclusively with
special offers from Airtel

Nokia 1200
Dust and splash proof with rubberized keypad and anti-slippery back cover.
Bright flashlight for convenience and emergency.

Nokia 1209
Not just another good-looking phone, its premium designer body is made of a
durable material and anti-slip backing. The ultimate choice of many first time
users, simplicity does not mean lacking functions.

Nokia 1208
Experience enhanced visual with the 65,536 color display.
Dust and splash proof with rubberized keypad and anti-slippery back cover.

Nokia 1650
Practicality,functionality with style.Get instant entertainment, vivid colour and
large screen display. Nokia 1650 meets our need while you are on the go.

Sony Ericsson J120i

Slim, compact and hassle free - J120i makes calling and texting as easy as ABC,
with added feature of FM radio.

Huawei T128
Slim, Light weight, Easy to use menu in multi language. The Huawei T128
comes with Aminated effects, backlight features & many more.
Offer Details:Only Rs 1199/Huawei T128 handset + Airtel prepaid connection with Life Time Validity +
Free Hello Tunes worth Rs 45/-

Services

Subscribe for cool alerts at the click of a button!

What's better is that you receive updates automatically on your Airtel phone.

Avail of special services like calling waiting, call hold, call divert and voice mail to manage
all your accessibility needs with Airtel.

Let your phone do the talking, with our Mail and Messaging services. Make arrangements,
share moments or just say hello...

Take your office wherever you go & access e-mail and Internet any time anywhere, with
Airtel.

More services, for convenient use of your mobile from Airtel network.

Welcome to Airtel Mobile Phone Backup, a unique service that saves all the vital and
precious information at the touch of a button.

Now secure your handset with this unique service, which helps you keep track of your mobile
phone when its stolen or lost..

Tariffs

Going mobile is now a lot more affordable with amazingly reduced tariffs from
Airtel .So go ahead and choose Airtels New Prepaid with lowest monthly cost
of staying cellular,available for both new and existing customers.

New Muskaan tariff

Option

Calling value

99+96

30 days

99+151

44

365 days

99+392

349

365 days

99+653

581

365 days

SUPER LIFE TIME

Option
99 + 294

Validity

Calling Value
10

Validity
SUPER LIFETIME

RCV

VALIDIT
Y

TALK VALUE

REMARKS

RCV-52

30 DAYS

All Local call Call 50 Paisa @ Min

RCV-75

30

All Local 50 Paisa @ STD & LL 1 @ Min

RCV-35

30

10

All Local Rs.1/-, STD 1/@ Min

RCV-36

30

360 Local SMS

RCV-98

30

All Local Call Rate 1/ -@ Min

RCV-26

30

100 National SMS Free

RCV-152

365

45

All Local Call Rate 1/- @ Min

RCV-393

365

349

All Local Call Rate 1/- @ Min

RCV-654

365

582

All Local Call Rate 1/- @ Min

RCV-295

SUPER
LIFE TIME

10

All Local Call Rate 1/- @ Min

RCV-95

30

A2A 30 Paise A2O 50 Paise A2LL 1 Rs.

RCV-150

30

All Local Call 50 Paisa @ STD 1

Gulf Calling @ 6.99, U.S Calling @3.99 All
Local SMS 10 Paise, National SMS 25 Paise

NEW MUSKAAN PACK

FOR PRESENT CUSTOMER
MRP : Rs. 321
CALL VALUE : Rs.150

FOR NEW CUSTOMER

MRP : Rs. 320
CALL VALUE :Rs. 149
ADVANTAGES
VALIDITY : 1 YEAR
FREE LOCAL & NATIONAL SMS : 250(Validity 30 Days)
2 Local Airtel to Airtel No. @ 10 Paise/ Minute.

For Registering 2 Local Airtel No. Call 52521. Call Charges Rs. 2/Minute.

AIRTEL SAATHI PACK

Call at minimum rates on any of your 2 favourite nos.

Airtel to Airtel

10 Paise/Minute.

Airtel to Mobile

40 Paise/Minute.

Airtel to LandLine :

65 Paise/Minute.

Airtel to STD

Rs. 1/Minute.

Charges Rs.5/Week.

Airtel
-: Present :Nokia Bundle Offer

FRC 94
*Validity 1 year
*A2A Talk Value 150 Min
* Free Local SMS 300

(For First Month)

Life Time Validity

FRC 195
*Vaidity : Life Time
* Free Local SMS 300

(For First Month)

Terms & Conditions Apply

Post paid Plans

Features: Easy Billing
Easy Payment Options. Anytime Anywhere
Credit Limit
Strong Network Coverage
Long Distance Calling Facility
Widest Roaming National and International
GPRS Roaming
Reach us Anytime Anywhre

Easy Billing
Enjoy a host of rich features only with Airtel e-bill. Register free on My Airtel
section and view your monthly bill with call details for last three months. Sort
your calls between personal and official or analyze your usage, at the click of a
button. To change tariff plan call IVR at 121 and leave a request, User can also
send in their requests through email 121@airtelindia.com, log their request on
My Airtel section of the website or SMS the change to 121.

Easy Payment Options. Anytime Anywhre

User can choose from a host of convenient payment options only with Airtel.
Walk into any Airtel relationship centre and make their payments by cash or
credit card. Drop a cheque at any of the drop boxes for making payments or
simply log on to My Airtel section and pay instantly through their credit card.

User can also opt for easy payment options like:Standing Instructions
User can give us standing instructions to debit your credit card account for their
monthly Airtel bills. All they have to do is fill the Standing Instruction Form
and mail, fax it to us or drop it any of our relationship centres.
Electronic Clearing System
Fill an ECS form and mail, fax it or drop it any of Airtel relationship centres to
directly debit User bank account for his monthly Airtel bill.
Pay while roaming
Airtel has introduced 'Anywhere payment' that offers the convenience of
making payments while User roam. Walk in to any Airtel Relationship Centre in
the country, make payments by cash or credit card and enjoy uninterrupted
Airtel Services.

Credit Limit
Users pre-set credit limit mentioned on his monthly bill helps him keep his
mobile charges in control, keeps track of his usage and ensures that his mobile
phone is not misused. Should User exceed his credit limit, he is informed via a
voice or a non-voice message to make an interim payment and reduce his
account balance below his credit limit. User may also choose to pay an
additional refundable deposit to enhance his credit limit or opt for our
convenient payment method of Credit Card Standing instruction .He can also
make use of ECS facility.
Strong Network Coverage
Enjoy complete clarity when calling with Airtel .It offers the User world class
technology and unbreakable network coverage that spans over 23 circles across
the country.

Long Distance Calling Facility

Call long distance calls in India and Overseas with STD / ISD facility on your
Airtel phone.

Widest Roaming National and International

Airtel's roaming service allows User to stay connected and use his mobile phone
to make or receive calls from almost anywhere in India and also over 160
countries, abroad.
GPRS Roaming
Use Airtel Postpaid's GPRS services, while roaming, to access the internet and
office mails (eg. BlackBerry services), from almost anywhere in India and
abroad.
Reach us Anytime Anywhere
In case User need assistance, dial '121' - our toll-free number, accessible from
anywhere in the country, even while roaming. He can also send us an SMS to

121 or mail us at 121@airtelindia.com.

*In case of email, mention your mobile no. like, 9810012345, in the subject of
the mail for a quicker response.

Handset offers
Touch screen phones

HTC Touch Diamond

Only Rs. 27,500\The HTC Touch Diamond will be available
for Airtel Users in 17 cities - Delhi/ NCR,
Mumbai, Chennai, Kolkata, Bangalore,
Hyderabad, Pune, Ahmedabad, Surat,
Nagpur, Indore, Chandigarh, Jaipur,
Lucknow, Ludhiana, Guwahati
and Cochin.

Palm Treo 750

Only Rs. 22,990/The Palm Treo 750 is available in 10
locations namely Delhi-MumbaiChennai-Kolkatta-Bangalore-HyderabadPune-Ahmedabad-Chandigarh-Jaipur

Studying Sales Promotion Techniques

Sales promotion techniques were firstly used in the year 1930, when the global
recession started from the United States of America. It was the time of
transformation of Sellers Market into the Buyers Market at the global
level. In order to wipe out the piling stocks or goods in the ware houses the
marketers used the techniques to lure or induce the customers to buy their
products.
Sales Promotion is one of the four aspects of promotion i.e. advertising,
personal selling, and publicity/public relations. Sales Promotions are specified
efforts that are designed to have an immediate impact on sales.
Sales Promotion refers to many kinds of incentives and techniques directed
towards consumers and traders with the intention to produce immediate or
short-term sales effects. Where advertising offers a reasons to buy, sales
promotion offers an incentive to buy. Sales Promotion collectively comprises of
the tools used to promote sales.

American Marketing Association defines it as: In a specific sense, sales

promotion includes those sales activities that supplement both personal selling
and advertising and coordinate them and help to make them effective such as
displays, shows and expositions, demonstrations and other non-recurrent selling
efforts not used in the ordinary routine.
According to Philip Kotler, Sales promotion consists of a diverse collection
of incentive tools, mostly short-term, designed to stimulate quicker and/or
greater purchase of particular products/services by consumers or the trade.

Objectives of Sales Promotion

The ratio of expenditure for sales promotion is increasing in the budget of a firm
in comparison to advertising. According to Kotler a decade ago it was about
60:40, which increased in many consumer packaged goods upto 25:75. This due
to the fact that sales promotion fulfills many purposes. Sales Promotion
objectives depends upon overall marketing strategy of the company.
There may be two approaches of affirm about sales promotion objectives like
proactive or reactive.
In proactive approach firm tries to gain additional market share and tries to
expend market.
In reactive approach firms are compelled for sales promotion programmes due
to competitive pressures or to relieve from excessive inventory pile sips.
1.
2.
3.
4.
5.
6.
7.
8.

Improving the marketing performance of middleman and sales people.

Supplement advertising and personal selling.
Stimulating demand for a product.
To encourage greater use by existing customers.
To increase impulse buying.
To attract new customers.
To get retailer cooperation.
To protect market share in the age of competition.

9. Shifting the burden of shortage on distributors.

10.To earn the benefits of economies of scale.
11.To overcoming seasonal slumps.
12.To support and supplement to the salesmens effort.
13.To develop favourable consumer experience.
14.To generate short-term cash in flows.
15.To expand the target market.
16.Improve relationship with dealers.
17.To induce brand switching.

Sales
Promotion
Techniques

Consumer
Promotion
Techniques
Free samples
Price reductions/rebates
Trading stamps
Coupons
Premium(gifts)
Consumer services
Product demonstration
Speciality advertising
Catalogues
Contests and sweep stakes
Road shows

Middlemen
Promotion
Techniques
Special discounts
Sales assistance
Trade allowance
Point-of-purchase displays
Trade shows
Cash rebate
Advertising allowances
Count and recount allowance
Dating
Slotting allowances

Sales Force
Promotion
Techniques
Sales contests
Sales training manuals
Packets with promotional
materials
Demonstrations

Subscriber Base
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
Kerala - 1,703,298
Punjab - 3,239,200
Haryana - 1,067,990
Uttar Pradesh (West) - 1,624,001
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

The market share:

COMPANY

REVENUE SUBSCRIBER VALUATION

(Rs.Crore) BASE(million) (Approx.)

Bharti Airtel

18,250

60

$40 bn

Reliance
Comm.
Vodafone
Essar
BSNL

4,874

44

$30 bn

NA

44

$28-30 bn

39,750

33

$55 bn

Tata Tele
Services
Idea Cellular

NA

24

$16 bn

5,694

21

$18 bn

Spice Comm.

28,522

3.5

$1.5 bn

MTNL

1,220

$3 bn

160

2.5

$116 mn

NA

0.4

$90 mn

Shyam
Telelink
HFCL Infotel

*source: Businessworld.

Conclusion
In this 45 Days period of training I gained lots of knowledge about the brand
image of Airtel and and its marketing strategies regarding sales promotion.
While working as a promoter and having direct interaction with the mobile
users I got a deep knowledge about the different sales promotion techniques.
Thus, during my training period my ultimate objective of brand promotion of
Airtel and studying various sales promotion techniques was achieved.

BIBLIOGRAPHY
The Business world (Feb 2008).
Economics and Business Facts for you (Jan 2008).
www.bhartiairtel.in
www.airtel.in
Corbis .com
www.google.com