A PROJECT REPORT

ON
CONVERSION AND ACQUISITION IN POSTPAID CONNECTION FOR
AIRTEL

Submitted for the partial fulfillment of requirement for the

Award of degree of

MASTER OF MARKETING MANAGEMENT (MMM)

Session: 2008-10

CONDUCTED BY

SINHGAD INSTITUTE OF MANAGEMENT

VADGAON (BK)
PUNE -41 MAHARASHTRA
( PUNE UNIVEERSITY)

Under the guidance of: Submitted by

1
Sr Particulars Page No.
No.
1. EXECUTIVE SUMMARY 4-5

2. TITLE, OBJECTIVE& SCOPE OF THE PROJECT 6-8

3. COMPANY PROFILE 9-19

4. THEORITICAL BACKGROUND 20-22

5. RESEARCH METHEDOLOGY 23-24

6. DATA ANALYSIS 25-38

7. FINDINGS 39

8. LIMITIONS OF THE PROJECT 40

9 CONCLUSION 41

10. SUGGESTIONS 42

11. BIBLOGRAPHY 43

ANNEXURE 43-49
 EXECUTIVE SUMMERY

In the world where only permanent thing is” the change”, the market for every product is changing at
a nano -second pace. Markets for every product category has become highly competitive added with
the increasing awareness of the consumer.
This project is directed towards exploring the conversion and acquisition in postpaid connection for
airtel in Patna and surrounding region. Through sizeable literature review and discussions it is
known that there is considerable correlation that exists among the study variables. The data sample
was conducted on the individual and corporate sector. A structured questionnaire was used to find
out the views of individual and corporate customers regarding reasons of selecting a brand,
psychological and behavioral aspects, and offers for them etc.

During my research I come at the conclusion that sizeable correlation exists among the different
variables. The relation between customer and company should be nurtured in appropriate manner so
that maximum benefit can be gained through the relationship. Customer dependency on company
can be increased. This can be done by having direct communication with customer. However this is
quite difficult to communicate with the entire customer but it would help to enhance the brand
loyalty among customers.

Visit of company’s executive and salesman are crucial for the effectiveness and efficiency of
knowing the changing perception of customer’s expectations. Increased visit of companies executive
will definitely increase the sale of product but selling can be improved significantly by addressing
the agony and problem of individual and corporate customer’s both. In such scenario the importance
of market study by doing survey becomes indispensable. With this importance in consideration. I
was assigned the work of market study of Telecom products of Bharti Airtel Ltd.The main objective
is analysis based on various grounds This project is also concerned about the finding out the market
potentials.

Following the major player in the telecom market:-

1. Bharti Airtel Ltd.
2. Idea
3. Hutch
4. Reliance
The entire work is based on customer survey. There were 100 customers visited by me .The research
was done with the use of questionnaire as the instrument. It was an exhaustive questionnaire
covering almost every aspect of the product to be surveyed.
 INTRODUCTION

The main aim of the project is to know the CONVERSION & ACQUISITION OF POST PAID
CONNECTION FOR AIRTEL. My project is focused on company strategy towards
generating awareness among customer towards post paid connection for Airtel, and swot
analysis and implication of Aida (awareness, interest, desire and action) concept to our project.
Through this project, I tried to find out awareness level of customer and desire to convert and
acquire in post paid connection in Airtel. In this project, I have concluded how to convert and
acquired the customer according to their satisfaction level and how to promote sale of Airtel.
Telecom sector is one of the fastest growing sectors in India. Through the telecom sector it is
easy to be in touch of your family members, friends, colleagues and other peoples at any
moment.

Bharti Enterprises is a pioneer in telecom sector and the group is widening its horizons by
entering new business area such as insurance and retail. Bharti enterprises have created a
vantage position for itself in the global telecommunication sector. A Bharti enterprise occupies
numero uno status in mobile telephony in India while its brand: Beetle” is the largest
manufacturer and importer of world class telecom terminals.

Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The Bharti Group has a
diverse business portfolio and has created global brands in the telecommunication sector.
 OBJECTIVES OF THE STUDY

Primary objectives

1. Generation of leads for postpaid connection.

2. Promoting the facilities provided by Airtel to their postpaid holders.

3. Increase the awareness level of the postpaid connection of Airtel.

4. To convince maximum people about the postpaid connection of Airtel.

5. To carry out the market analysis of Airtel conversion and acquisition of corporate
connection in Patna.

6. What type of value added services provided by Airtel & it’s competitors like Hutch,
Idea, reliance etc. In the competitive business scenario every Telecom companies are
trying to retain their old customers and also to grab new customers. So the motto is to
determine the marketing strategy of good customer oriented service.

Secondary objective:-

1. To study the corporate buying behavior for basic Telephony i.e. what are the factors
which influence the corporate customers to buy a postpaid telephone connection.
 SCOPE OF THE PROJECT

The scope of Project is limited to the Airtel product(viz.GSM corporate post paid
connection).The project was carried in the Patna market particularly those area which
comprises standard area(viz.dak bunglow, boaring road, Patliputra, kankarbagh, gandhi
maidan, gardanibagh).It comprises interview of the different corporate customer. Then the
data collected primarily is analyzed and interpreted. the work also comprises conceptual
background with description of competition, it’s nature and types. The work also describes
about finding out the market potentials. The project compares the different players in telecom
market.

(1) It helps to improve the service of the company.

(2) It helps company to make new policy for the postpaid connection.

(3) It helps to create awareness among people about the new postpaid plane.

(4) It helps to evaluate the performance of the company.

(5) Comparisons help company to exist in the competitive market.

 COMPANY PROFILE

Bharti Enterprises Bharti Enterprises is one of India’s

leading business groups with interests in telecom, agri business and insurance. Established in
1976, Bharti has been a pioneering force in the telecom sector with many firsts and
innovations to its credit. It has an aggregate of 39 million customers as of end of March’07,
consisting of 37.14 million mobile customers. Bharti Airtel has been rated among 10 best
performing companies in the world in the Business Week IT 100 list.

Bharti Airtel is one of India's leading private sector providers of telecommunications services
based on an aggregate of 42,685,530 customers as on May 31, 2007, consisting of 40,743,725
GSM mobile and 1,941,805 broadband & telephone customers.

Company shares are listed on The Stock Exchange, Mumbai (BSE) and The National Stock
Exchange of India Limited (NSE)

Fixed wireless services using GSM technology across 23 telecom circles. The B&T business
provides broadband & telephone services in 94 cities. The Enterprise services provide end-to-
end telecom solutions to corporate customers and national & international long distance
services to carriers. All these services are provided under the Airtel brand. Airtel’s high-speed
optic fibre network currently spans over 40,000 kms covering all the major cities in the
country.
Bharti Airtel is structured into three strategic business units - Mobile services, Broadband &
Telephone (B&T) services and Enterprise services. The mobile business provides mobile &
The company has two international landing stations in Chennai that connects two submarine
cable systems - i2i to Singapore and SEA-ME-WE-4 to Europe.
Bharti Enterprises has successfully focused its strategy on telecom while straddling diverse
fields of business. From the creation of 'Airtel', one of India's finest brands, to becoming the
largest manufacturer and exporter of world class telecom terminals under its 'Beetle' brand,
Bharti has created a significant position for itself in the global telecommunications
sector. Bharti Airtel Limited is today acknowledged as one of India's finest companies, and its
flagship brand 'Airtel', has over 23 million customers across the length and breadth of India.
While a joint venture with TeleTech Inc., USA marked Bharti’s successful foray into the
Customer Management Services business, Bharti Enterprises’ dynamic diversification has
continued with the company venturing into telecom software development. Bharti has
successfully launched an international venture withal Rothschild Group owned ELRO
Holdings India Ltd., to export fresh Agro products exclusively to markets in Europe and USA.
Bharti also has a joint venture - ‘Bharti AXA Life Insurance Company Ltd.’ - with AXA,
world leader in financial protection and wealth management. Bharti has recently forayed into
retail business under a company called Bharti Retail Pvt. Ltd. It also has an MOU with Wal-
Mart for the cash & carry business successfully launched an international venture withal
Rothschild.
Bharti Airtel Limited

(Formerly known as Bharti Tele-Ventures Limited)

The company is a part of Bharti Enterprises, and is India's leading provider of

telecommunications services. The businesses at Bharti Airtel have been structured into three
individual strategic business units (SBU’s) - mobile services, broadband & telephone services
(B&T) & enterprise services. The mobile services group provides GSM mobile services across
India in 23 telecom circles, while the B&T business group provides broadband & telephone
services in 90 cities. The Enterprise services group has two sub-units - carriers (long distance
services) and services to corporate. All these services are provided under the Airtel brand.

We are the "total telecom provider" for India's large enterprises. We harness the power of
alliances to combine with ownership of media and technologies to create business-enabling
end-to-end solutions.

We work closely with our Enterprise customers to uniquely address all their strategic
connectivity needs, by using a mix of applications & technologies.

Our entire organization is tailored to bring focus to our customers' needs through a unique
multi-dimensional structure.

We have a Regional organization to ensure customer proximity.

Our "Vertical" organization - also available regionally - ensures depth of customer

understanding and focus for extensive coverage We have a Solutions group - to construct
superior solutions. Our Projects team ensures top class execution of a solution, and we provide
high quality post-implementation support through our Customer Services team. Our end-to-
end solutions are supported by global quality standards shaped by Six Sigma methodologies
and world-class customer care.

At Airtel Enterprise Services, our philosophy is "value creation" for our customers. Therefore,
we create solutions that are flexible, scalable and robust. We are technology neutral and
customer focused.
We have a blue-chip client list. And the largest enterprises in India are our customers.

Vision

By 2010 Airtel will be the most admired brand in India

 Loved by more customers

 Targeted by top talent

 Benchmarked by more business

Our Networks & Alliances

Internet infrastructure: Our Internet backbone involves state of the art high-end
routers and switches as may deployed on the best networks across the world to offer our
customers reliable service of unmatched quality. Three years back we had established satellite
based gateway for internet access. This was the first gateway by a private operator. Now we
have established our fibre gateway on Network i2i, first private submarine cable owned by us
and SingTel.

Fixed line infrastructure:

Our high quality fiber-based, fixed line networks in Delhi, Haryana, Tamil Nadu, Karnataka,
Madhya Pradesh and Chhattisgarh, intensively covers the most prominent commercial and
business districts in the country. At Airtel Enterprise Services, we provide the power of last
mile fixed line network to bring end-to-end voice and data solutions.
Long distance infrastructure:
Our 25,000 km advanced fibre-optic cable long distance network covers India's top 200 cities.
And it powers the services of India's leading private telecom service providers - cellular, fixed
line and internet through Airtel Long Distance Services.
Submarine cable:
We have partnered with SingTel to create the world's largest submarine cable system-
Network i2i with 8.4 Tbps capacity. This 3200 km undersea cable structure stretches from
Chennai to Singapore and thereon to Tier-1 carriers on SingTel's capacity on 175,000 km of
cables. The huge capacity on network i2i is distributed locally in India through our 25,000 km
of advanced fiber-optic domestic long distance backbone, providing unprecedented capacity,
speed & reliability.
SE-ME-WE-4: Se-Me-We-4 (South East Asia, Middle East and Western Europe 4) is the new
undersea cable connecting the Pacific to the Atlantic, and has been built with 4th generation
Terabit DWDM technology. On its 20,000 km journey from Singapore to France, it lands in
each of the 13 countries along the way.

In India, the cable lands at our landing station in Chennai. The new addition will complement
our existing undersea cable – the Chennai-Singapore i2i – and our nationwide network in
bringing you higly reliable, robust and seamless connectivity to Europe and the US East Coast.
The other big benefit of SeMeWe4 is that besides benefiting the IT & ITES, it will be a boon
for the
BFSI (banking, financial services and insurance) segment, offering you connectivity solutions
from 2 Mpbs (E1) to 155 Mbps (STM1) on SeMeWe 4. Full circuits in India will are available
too.
Wireless network:
finest cellular service, Airtel Mobile Services, has the world's 2nd largest cellular footprint,
covering 16 circles, all the major metros and mini metros. Employing GSM and GPRS
technologies, we bring bandwidth to customers on the move.
Alliances:
Our alliances with the world's best companies helps in establish a leadership position in the
Indian telecom industry. We have partnered with blue chip companies like IBM, Nokia,
Alcatel, Siemens, Oracle and Nortel Networks to provide us with the best technologies to help
our customers run their business smoothly.

Comparative Growth

Revenues are rocketing and margins are fat, but wireless still dominates.

2006-07
 3,500.00

3,000.00

2,500.00

2,000.00
TOTAL Revenue
1,500.00
Mobile Revenue
1,000.00
Net Profit
500.00

0.00
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Thus far, the growth of new subscribers has been impressive for Airtel. In the 12 months to
December 2006, Airtel’s mobile (GSM + CDMA) subscribers grew from 16.3 million to 32
million or by 95.8 %, in keeping with the general trend in the market. Chairman Mittal
announced that the company would be spending nearly $8 billion (Rs 35,200 crore ) over the
next three years, mainly to enhance, upgrade and spread Airtel’s mobile network-which
currently stands at 40,000 cellular towers, to be capable of handling 125 million customers by
2010.

MAIN COMPETITORS & THEIR MARKET SHARE

RELIANCE INFOCOM

BHARAT SANCHAR NIGAM LTD.

HUTCHISON ESSAR

IDEA CELLULAR Ltd.

TATA TELESERVICES
 Chart Title

IDEA
RELIANCE
BSNL
BHARTI
HUTCH
TATA

Source: Business & Economy august 2007

ORGANIZATIONAL STRUCTURE
The Organizational structure consistent with corporate objectives takes care of free &
uninterrupted flow of ideas, views & expression which promotes participation in
decision making & thereby ensuring autonomy to each individual to contribute to its
values towards the organization Bharti tele venture practices open door policy where
every individual can share the success & participate in activities of concern.

The diversity of talents provides Airtel with definite strength of contribution of

large multi-disciplinary teams for handling project. Adequate weight age is given to
performance to establish a tradition of professional growth & personal reward of
excellence. As an outcome of a restructuring exercise conducted within the company, a
new integrated organizational structure has emerged with realigned roles,
responsibilities and reporting relationship of Bharti key teen players with effect march
01,2007 this unified management structure of “One Airtel” will enable in improvement
and delivery of group’s strategic vision.
AIRTEL (POSTPAID) – PRODUCT AND SERVICES

These three products come under Airtel fixed wireless post paid connection .

   

Telular ZTE Telian

SX6P 300G FWP626 FGD – 8900

AIRTEL MEGA

Bharti Airtel has launched the fixed wireless phone (FWP) service, with a tariff
of Rs 1.20 for a three-minute call to all local and intra-circle mobiles. The
service, called "Airtel Mega", operates on thGSMnetwork.
According to Bharti, Airtel Mega fulfills the customer's need
for an innovative home phone service with the advantages of instant
availability, feature-rich instruments, and mobility within the premises. The
company says the service comes with the additional benefit of a unique after-
sales service model.

THEORITICAL BACKGROUD
 TELECOM SCENARIO IN INDIA

Our late Prime Minister Rajiv Gandhi had taken initiative role to bring a revolution in telecom
sector but the mobile service was started in the regime of late narsimha rao.The first mobile
call was made by Mr. Sukhram to Mr.jyoti basu in 1994. In 1990s the tale-density was very low
and call rate was too high. The scene was radically changed when private players were allowed
to enter in this field. Our constitutional body had passed a bill constitute a regulatory
authority to monitor all the business activity of these players i.e. TRIAL. The TRIAL had
forced BSNL to reduce the ADC charge & license fee for private players to make affordable
call rate to common man. India’s tale –density in July 2005 was merely under 10 percent but
the Govt. has a plan to cross 25 percent by 2010. During July 2005, 2.72mn subscribers were
added as against 2.57mn subscribers in June 2005. A total of 7.61mn subscribers had been
added in the first four months of FY06. In the fixed segment, a total of 0.27mn were added
during July 2005, taking the subscribe base of the fixed line services to 47.11 mn. In the mobile
segment, total addition during the the month summed up to 2.44mn with GSM addition of 1.95
and CDMA addition of0.52mn. Telecom sector is one of the fasted growing sectors in India.
PRESENT SCENERIO:-

 50 million fixed phones. (Tele-density-4.5).

 Out of 32 million phones added during last year, about 31 million are mobile phones.

 More than 4 million subscribers added per month (growing at-35% p.a).

 No. of total customers in BTC- 74 Lacs.

 No. of total customer in India- 75 million.

Vibrant and competitive telecom market

BSNL Government owned. Has 37.4 17.7 74.7% 19.6s%

ramped up GSM services.
 National presence (except
Mumbai and Delhi)
Subscribers Jul 06
Share (%)
Company Presence (mn)
Fixed Mobile Fixed Mobile
Government owned. Operates
MTNL 3.8 2.0 7.7% 2.3%
in Delhi and Mumbai.
Integrated operator, with
presence in all sectors.
Bharti 1.4 19.6 2.7% 21.7%
Largest mobile services
provider.
Integrated operator. Plans
expansion of GSM network
Reliance 3.0 17.3 6.0% 19.2%
apart from being the largest
private CDMA operators.
Pure play GSM operator in
Hutch 15.4 17.0%
11 circles.

Pure play GSM operator in 6

IDEA 7.4 8.2%
circles
Integrated operator (along
with VSNL) with presence in
Tata Teleservices 4.0 4.9 8.0% 5.4%
all segments. Provides CDMA
services in 20 circles
Operates in 2 circles.
Announced Plans to expand
Aircel 2.6 2.9%
GSM footprint in North and
North east
Pure play GSM player in 2
Spice 1.9 2.1%
circles
Others 0.4 1.4
Total 50 90
 DOCUMENTATION REQUIRED FOR COMPANY

For the company paid connection

 Order from the company on their letter-head duly signed by the authorized signatory.

 Payment responsibility declaration before due date. For the first time registration in the
circle we need photograph of the authorized signatory with photo ID card.

 We need MOA/Trade license/partnership deed/any registration from Govt. etc

photocopy for first interaction.

 PAN of the company.

 Address proof of the company.

 Subscriber enrolment forms to be filled duly signed by authorized signatory.

 Authorized letter of authorized signatory by the company.

 Financial statement current year.

 RESEARCH DESIGN & METHODOLOGY

THE INTRODUCTION

Market research is the investigation of the structure and development of a market for the
purpose of formulating efficient policies for purchasing, production and sales. It is a systematic
gathering, recording and analysis of data collected by various techniques.
Market research is a systematic gathering, recording and analysis of data collected by various
techniques to access the response to various parameters related to a given project and
accordingly prepare a report based on which the company can take correct design. These
designs are highly crucial in determining the marketing strategy to be adopted.

DEVELOPMENT OF RESEARCH PLAN

Aim of this research is to do market analysis and finding out the market share of conversion &
acquisition Airtel GSM corporate post paid connection with a special focus on corporate
customer survey. So the research designs with the market survey. The following method is
adopted for carrying out this research.

DATA COLLECTION

The research is carried out with the help of two types of data.

1. Primary source:

The method of data collection is done by the way of customer survey this is a process whereby
first handed information is collected. This method is needed for meeting the specific objective
of research study. The researcher has collected primary data in the form of filled multiple-
choice questionnaire by customer. The respondents were from all the areas identified by the
researcher.

2. SECONDARY SOURCES
Secondary data are those which have already been collected by someone else and which have
already been passed through statistical process.
The secondary data was collected in the form of company profile and product profile from the
website some of the books were referred for theoretical concepts.

SAMPLE DISCRIPTION

SAMPLE DESIGN:
A sample design is a definite plan for obtaining a sample from a given population. It
refers to the technique or the procedure the researcher would adopt in selecting items for the
sample.

SAMPLING UNIT:
The target population to be surveyed is customer. It is so because to get information about the
GSM corporate post paid connection used by them. All was possible through customer survey
only.
SAMPLE SELECTION PROCEDURE:
Since it is the survey of customer, to obtain a representative sample a convenience sample of
the population should be drawn. So the sampling technique chosen for the research is
convenience samples technique. It is also an area sampling.
Area sampling
Convenience sampling

RESEARCH INSTRUMENTS:
The research instrument used for this project was a ‘questionnaire’. The
Research instrument chosen for conducting the survey was a structured
questionnaire and was prepared as shown in the annexure-1gh. The
questionnaire needed to be structured in a way that it would take the least
amount of time in taking responses from the industrial companies and sales
executives as it is very difficult to get their time. The questionnaire included open
ended as well as close ended question. Few open ended question were included
to obtain the perception of sampling units. To ascertain proper responses from
the sampling unit, a pilot survey was conducted and then changes were made
accordingly in the questionnaire

Data Analysis and Interpretation

Data analysis:

Here, data analysis is done for data got using questionnaire

1) Which network you are subscribed to?

Airtel Idea Vodafone Reliance Any other

NETWORK SUBSCRIBE
22%
10%

AIRTEL
IDEA
VODAFONE
RELIANCE
36% 13% ANY OTHER

19%

Interpretation

Out of 100 customer surveyed, 22%were using Airtel,13% were using Idea,19% were using
Vodafone,36% were using Reliance, and 10% using other.
2) Do you want to switch to any other brand?

Yes No

SWITCH TO OTHER BRANDS

43%

YES
NO

57%

Interpretation:

This figure shows that out of 100 respondent 57% want to switch other brand and 43%donot
want to switch.
 3. How much do you spend monthly on phone?

Below 500 500-1000 1000-1500 Above

MONTHLY EXPENDITIRE
8%
20% 34%

BELOW 500
500-1000
1000-2000
ABOVE

38%

Interpretation:

Out of 100, there are 34%respondent expend on phone below 500, 38%respondent expend on
phone 500-1000 , 20%respondent expend on phone 1000-2000, and 8%respondent expend on
phone above 2000.
 4. Are you satisfied with your current service provider?

Yes No

satisfaction regarding service provider

43%

yes
no

57%

Interpretation:

The graph shows that most of the customer 63% are satisfied with service provider, and 47%
are not satisfied with service provider.
5. Do advertisement affect your buying behavior?

Yes No

effect of advertisement

38%

yes
no

62%

Interpretation:

Out of 100, 62%respondent says that advertisement affect on buying behavior

And 38% says that advertisement does not affect on buying behavior.
6. If yes which advertisement media influence you most?

TV magazine &newspaper Radio Hoardings

most effective media

11%
16%
T.V
radio
magazine and newspaper
hoardings

8%
65%

Interpretation:

TV are the most influencing media to attract the customer, followed by radio, magazines
&newspaper ,and hoardings.
 7. According to your choice rank the top three brands of your city.(give rank 1 to best)

Airtel Idea Vodafone Reliance

rank 1
28%

42%
airtel
idea
vodafone
reliance

12%
18%

Interpretation:

Airtel is one of best brand, in above all the brand.

8.Does schemes provided by different companies affect your buying behavior?

Yes No

effects of schemes on buying behaviour

26%

yes
no

74%

Interpretation:

Customers are more satisfied with scheme plans offered by different company.
Out of 100, 74%says that yes and 26% says no.
9. Have you ever used any of airtel postpaid connection scheme?

Yes No

postpaid connection scheme

7%

yes
no

93%

Interpretation:

There are few customer 7% used postpaid connection, and 93 customer did not use.
10. If no do you feel that switching to airtel would give you more facilities?

Yes No

better facilities if switched to airtel

36%

yes
no

64%

Interpretation:

 Majority of the respondents feels that switching to airtel will be more beneficial.
11. If yes have you faced any drawback in the service provided by airtel.

Yes No

problem with airtel postpaid

29%

yes
no

71%

Interpretation:

 Majority of the postpaid customers have problems with postpaid services hence
company should take a note of that.
12. Which plan you are using of Airtel corporate postpaid connection?

(A) Azadi 150

(B) Azadi 350

(C) New India roam 399 plan

(D) CUG plan (only for corporate connection)

type of plan

29%

43% (A) Azadi 150

(B) Azadi 350
(C) New India roam 399 plan
(D) CUG plan (only for corporate
connection)

14% 14%

Interpretation:

 Majority of the respondents like azadi 150 plan most

 CUG plan are used also by many customers almost 29%, most of which are
used by corporate customers.
13. If given a choice which brands you will switch over to?

Airtel Idea Vodafone Reliance

switching of brand
24%
32%

airtel
vodafone
idea
reliance

23%
21%

Interpretation:

 Majority of the respondents wants to switch over to reliance.

 Airtel is the 2nd largest choice of respondents when it comes to switching of brands.
14. According to your Knowledge, please rank the GSM service among existing company.

airtel idea Vodafone reliance

Coverage 25 19 22 20
Network 35 25 12 16
Call rate 13 20 28 40
Voice clarity 17 27 18 14
Easy billing 10 09 20 10

100% 10% 9% 10%

20%
17% 14%
80% 27%
18%
13%

40% easy billing

60% 20% voice clarity
28% call rate
35%
network
40% coverage
25%
12% 16%

20%
25% 22%
19% 20%

0%
airtel idea vodafone reliance

Interpretation:

(1) Airtel is one of the best in coverage area.

(2) Airtel is one the best in network.
(3) Reliance is one of the best in call rate.
(4) Idea is one of the best in voice clarity.
(5) Vodafone is one of the best in easy billing.
 FINDINGS

After studying and critically analyzing the consumer behavior and their satisfaction level with
the current brand or their desire to switch over to another it was found that :-

 Most of the customers are presently using prepaid cards.

 Post paid cards are used majority by the business and service persons.
 BSNL and RELIANCE is most preferably used in patna.
 People find the schemes of Airtel to be costly, compared to the other brands .
 Customers give more preference to tariff plan and least least preference to customer
care and related features.
 Most of the respondents are influenced by the advertisement.
 Hoardings also play in placing the brand in the customer mind.
 Television and radio play a greater role, than the magazines and the newspaper
 Most the customers are carried away primarily tariff.
 Airtel is the 2nd largest choice of respondents when it comes to switching of brands.
 LIMITIONS OF THE PROJECT

 The research area was very limited.

 It was very time consuming and costly activity to cover all the
market.
 Many customer think it is useless and wastage of time.
 Lack of awareness about telecom industry among few customers.
 Due to lack of time corporate customer doesn’t want entertain to me?
 Unwillingness of respondents to answer the entire question.
 CONCLUSIONS

1 ) Most of the respondent prefer Airtel.

2) The second highest number of the respondent prefer Reliance.

3) The third highest number of the respondent prefers Idea.

4) Most of the respondent like cheaper call rates.

5) Most of respondent like good connectivity of coverage.

6) Advertising influences the customer in the buying behavior.

7) TV is the most effective way to attract the customer.

8) Schemes offered by various GSM service providers play an important role in

Influencing the customer behavior.

9) The loyalty rate of Airtel is very high.

 SUGGESTIONS

From the above study we have obtained a few areas where some Improvements are required.
Followings are a few suggestions regarding Those areas which if followed properly will
increase the goodwill of the
Company further as well as it competes the competitors also. These are

 The quality of the service must be improved so that the brands get more placed in the
customer’s mind.
 Customer satisfaction must be transformed to customer delight, for efficient customer
care service.
 Airtel with CUG schemes attract the corporate customer.
 To provide services at reasonable rates so that they are affordable to everyone.
 It should provide more speed to access the internet.
 It should not be take more documentation while giving the connection.
 Airtel provide more FAT (Free Airtel Time) in CUG plan.
 Majority of the postpaid customers have problems with postpaid services hence company
should take a note of that.
 Postpaid customers mostly are not satisfied with the service provider by airtel.
 Bibliography

Philip Kotler’s, “Marketing Management” book, Sixth Edition, Tata Mc. Grow-

Hill.

Research Methodology- C.R. Kothari

Fact Sheets:

1. Through advertisement in Newspaper “The Times of India”.

2. Through the broachers of Airtel.

3. Through the fact sheets which is given by our Team Leader of Airtel.

Websites:

1. www.airtel.in

2. www.bharti.com

3. www.google.co.in
 ANNEXURE

BILL PLAN ENROLMENT / CHANGE FORM

Azadi Azadi New India Home New India Roam

  150 350 299 Plan 399 Plan
Entry Cost-
One-        
Time Charges        
Rs.
Activation Fee 500 Rs.500 Rs 500 Rs 500
Security
Deposit Rs. 00 Rs. 00 Rs. 00 Rs. 00
Monthly Fixed        
Charges        
Rs. Rs.
Rental 100 300 Rs. 299 Rs. 399
Bill Plan
Charges 0 0 0 0
Free CLIP Worth Free CLIP World
CLIP Rs.50 Rs. 50 Rs.50 Rs.50
Total
Rental+CLIP+        
Tariff Fee Rs. Rs.
(Monthly) 150 350 Rs. 299 Rs. 399
Pluse (Sec.) 60 60 60 60
Outgoing Call
Rates        
In Rs. / Min    
Local        
Airtel to Airtel Rs. Rs.
(Local) 1.00 0.65 Rs.1 for 2 Min Rs.1 for 2 Min
Airtel to Other
GSM        
Mobile (Local) Rs. Rs. Rs. 1.00 Rs. 1.00
 1.00 0.65
Airtel to Fixed
Line/        
Rs. Rs.
CDMA (Local) 1.00 0.65 Rs. 1.00 Rs. 1.00
STD        
Rs. Rs.
Airtel to Airtel 2.40 2.00 Rs. 1.00 Rs. 1 for 2 Min
Airtel to Other
GSM        
Rs. Rs.
Mobile 2.40 2.00 Rs. 1.00 Rs. 1.00
Airtel to Fixed
Line/        
Rs. Rs.
CDMA 2.40 2.00 Rs. 1.00 Rs. 1.00

Airtel Corporate Offer-BTC

Tariff Plan (SME CUG 249/- + Combined Topping Rs. 100/-)

Rental 349/- per month

Incoming Free

Outgoing Local

Within Group (Group of Minimum 5) Starting 750min. 10 paisa, after

this 30 paisa per min
Airtel to Airtel Mobile (Out of Group) 50 paisa per Minute
Airtel to Other Mobile 50 paisa per Minute
Airtel to landline/CDMA Rs. 1/- per Minute

STD

National CUG 30 paisa per min.

Airtel 2 Airtel Rs. 1/- per Minute
Airtel to Other Mobile Rs. 1/- per Minute
Airtel to Landline/CDMA Rs. 2/- per Minute

ISD

USA/Europe FL/Canada Rs. 6.40 per Minute

Africa/Middle East Rs. 9.20 per Minute
ROW II Rs. 42 per Minute

SMS

Local 50 paisa
National 2/-
International 5/-

Airtel Corporate Offer-BTC

Rental 250/-
Incomin Free

Outgoing
Local

Airtel to Airtel 0.25/-

Airtel to Mobile 0.50/-
Airtel to Landline 0.99/-

STD

Airtel to Airtel 0.99/-

Airtel to Mobile 1.45/-
Airtel to Others 1.45/-
ISD

USA/Europe 7.20/-
Africa/Middle East 9.99/-
ROW &Cook Island 40/-
SMS
Local 1.00
National 1.00
International 5.00

QUESTIONNAIRE

1) Which network you are subscribed to?

Airtel Idea Vodafone Relience Any other

2) Do you want to switch to any other brand?

Yes No

3) How much do you spend monthly on phone

Below 500 500-1000 1000-1500 Above

4)Are you satisfied with your current service provider?

Yes No

5. Do advertisement effect your buying behavior?

Yes No

6. If yes which advertisement media influence you most?

TV magazine &newspaper Radio Hoardings

7) According to your choice rank the top three brands of your city.(give rank 1 to best)

Airtel Idea Vodafone Reliance

8. Does schemes provided by different companies affect your buying behavior?

Yes No

9. Have you ever used any of airtel postpaid connection scheme?

Yes No

10.If no do you feel that switching to airtel would give you more facilities?

Yes No

11. If yes have you faced any drawback in the service provided by airtel.

Yes No

12. Which plan you are using of Airtel corporate postpaid connection?

(A) Azadi 150

(B) Azadi 350

(C) New India roam 399 plan

(D) CUG plan (only for corporate connection)

13. If given a choice which brand you will switch over to?
 Airtel Idea Vodafone Reliance

14. According to your Knowledge, please rank the GSM service among existing company.
airtel idea Vodafone reliance
Coverage
Network
Call rate
Voice clarity
Easy billing