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“CONSUMER BEHAVIOUR OF
FOR PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE DEGRE E O F
MASTER OF BUSINESS ADMINISTRATION (2009-2011)
SUBMITTEDTO: SUBMITTED BY:
ASIANCOLLEGEOF PRABHAKAR MANAGEMENT rd (3 sem ) SAHARANPUR
VINEET MBA ROLL NO-
AFFILIATED TO AICTE AND U.P TECHNICAL UNIVERSITY LUCKNOW
I am fortunate to have an opportunity to undergo the “Summer Training” at AIRTEL The training has been useful for me in understanding the various pragmatic aspect of the management function in practice in the real world. A work is never the work of individual. It is a combination of ideas, suggestion and contribution of supporting people.
To familiarize with the company as corporate world and its various aspects of functioning.PREFACE The project titled “CONSUMER BEHAVIOUR OF AIRTEL” is an outcome of my summer training project as a part of my MBA from ASIAN COLLEGE OF MANAGEMENT SAHARANPUR. growth strategies. I hope that analysis and summary will certainly help the organization to make an effort to innovate their work culture and functioning. I have taken utmost care to prepare the project. salient features. 4 .
5 .DECLARATION I hereby certify that the work which is being presented in this report and entitled as “CONSUMER BEHAVIOUR OF AIRTEL” is an authentic record of my work This matter embodied in this report has not been submitted by me for the award of any to degree.
advertising.EXCUTIVE SUMMARY The project is an extensive report on how the Airtel company markets its strategies and how the company has been able in tackling the present tough competition and how it is cooping up by the allegations of the quality of its products. production policy. This report also contains the basic marketing strategies that are used by the Airtel company of manufacturing process. 6 . to survive in the market. collaboration. In today’s world of cutthroat fierce competition. Hence forth. Today’s market is enormously more complex. it is very essential to not only exist but also to excel in the market. The report begins with the history of the products and the introduction of the Airtel company. the company not only needs to maximize its profit but also needs to satisfy its customers and should try to build upon from there. export scenario. technology. future prospect and government policies. The report includes some of the key salient features of market trend issues.
2. advertising. To study the market of Airtel Industry in big scale sector. Data Collection: 7 . as it exists at present. RESEARCH METHEDOLOGY The success of the analysis mostly depends on the methodology on which it is carried out. future prospect and government policies. Research Design: Descriptive Research: Descriptive research includes survey and fact-findings enquire of different kinds. Area of the study: The study was mainly concentrated on Ernakulam district. The appropriate methodology will improve the validity of the findings. To identify the difference in market performance of Airtel industry. The major purpose of descriptive research is description of the state affairs. collaboration.export scenario.OBJECTIVE OF THE STUDY 1. To compare various parameters of manufacturing process. 3.
Sample Frame: The customers were selected on a random basis from which the respondents were selected based on convenience. magazines. 8 . sample sizes of 100 customers were selected for the purpose of the study. Sample Universe: All customers using broadband connection was taken as the sample universe. Primary Data: An interview schedule was designed to collect primary data from various broadband users.The study is based on the data collected through primary and secondary sources. sample frame and sampling method. web sites and from other relevant publications. Secondary Data: Secondary data was collected from journals. Sample Size: From the universe. Sampling Design: The sampling design mainly consists of the sample taken for the study along with the sample size.
4%) Airtel. Bharti Airtel Limited Type Industry Founded Founder(s) Headquarters Area served Key people Public (BSE: 532454) Telecommunications 7 July 1995 Sunil Bharti Mittal New Delhi. based on the willingness and availability of the respondents.043 billion (2009) ▲ US$ 1.662 billion (2009) ▲ US$ 11.254 billion (2009) ▲ US$ 2. Research period The time for the project was limited to 45 days only (from 1-30 December).in (32.56%) SingTel 9 Vodafone (4. From this.853 billion(2009) 25.543 (2009) Bharti Enterprises (63. Sampling Method: Convenience sampling was used. 30 days was spent for the collection of data.04%) . The study was conducted on consumers with different type of business. India Asia & African countries Sunil mittal (chairman) and (MD) Sanjeev kapoor (CEO) Wireless Bharti Airtel Limited (Hindi: भारती एयरटेल) (BSE: 532454) formerly known as Products Teliphone Internet Satellite telivision Bharti TeleVentures LTD (BTVL) is an Indian company offering Revenue Operating income Net income Total assets Employees Parent Website ▲ US$ 7.
Bharti Airtel is the world's third largest. with more than 140 million subscriptions as of July 2010. The company has a submarine cable landing station at Chennai. Bharti has roped in a strategic partner Alcatel-Lucent to manage the network infrastructure for the Telemedia Business. to be paid by the minute for installation and maintenance of their equipment rather than being paid up front.http://en. which connects the submarine cable connecting Chennai and Singapore. microwave links. The Telemedia business provides 10 .02/minute). Telemedia. The company is structured into four strategic business units . single-country mobile operator and fifth largest telecom operator in the world with a subscriber base of over 180 million. It offers its telecom services under the Airtel brand and is headed by Sunil Bharti Mittal. The mobile business offers services in 18 countries across the Indian Subcontinent and Africa. etc.Mobile. It is known for being the first mobile phone company in the world to outsource everything except marketing and sales and finance. Its network (base stations.) is maintained by Ericsson and Nokia Siemens Network. It also offers fixed line services and broadband services. Enterprise and Digital TV. It also acts as a carrier for national and international long distance communication services. It the largest cellular service provider in India. business support by IBM and transmission towers by another company.cite_note-4 Ericsson agreed for the first time.org/wiki/Bharti_Airtel .wikipedia. 1/minute (U$0. This enables the company to provide pan-India phone call rates of Rs.telcommunication services in 19 countries. During the last financial year [2009-10]. The company also provides land-line telephone services and broadband Internet access (DSL) in over 96 cities in India.
194 customers as of GSM services and December 31. Bharti Airtel is the 3rd largest in-country mobile operator by subscriber base. effective from 1 April 2010. In India.270. of who 85. The Enterprise business provides end-to-end telecom solutions to corporate customers and national and international long distance services to telcos. in addition to providing long distance connectivity both nationally 11 . 2008. Airtel is the largest wireless service provider in the country. behind China Mobile and China Unicom. Sanjay Kapoor.733 subscribe to 2.Home TV services across India. based on the number of subscribers as of December 31. served an aggregate of 88.broadband. IPTV and telephone services in 89 Indian cities.7% share of the wireless services market. Bharti Airtel announced that it would acquire 100% stake in Telecom Seychelles taking its global presence to 19 countries. Current Dy. 2008. will become the Chief Executive Officer of the International Business Group from 1 April 2010. Joint Managing Director and current Chief Executive Officer of Indian and South Asian operations. Globally. Airtel also offer an integrated suite of telecom solutions to enterprise customers. Airtel is India’s leading providers of telecommunication services with a nationwide presence in all the 23 licensed jurisdictions (also known as Telecom Circles). 2010.461 use our Telemedia Services either for voice and/or broadband access delivered through DSL.650. company announced that Manoj Kohli.619. will replace Manoj Kohli and will be the CEO. the company has a 30. CEO. On August 11. In January 2010. The Digital TV business provides Direct -to. He will be overseeing Bharti's overseas business.
All these services are rendered under a unified brand “Airtel”. Integrated Solutions to Drive Share of wallet Strategic Alliances Indirect Channel to Drive Penetration Deeper & Not Wider: 94 Cities Vertical & Not Horizontal: Hi-Rise Network Enhancement to Deliver 8+ MBPS New Products & VAS to drive Flat. and are the largest wireless service provider in the country. Bharti Infratel owns 42% of Indus Towers Limited. The company also deploys.733 mobile customers 12 . Brand & IT Data Products: Internet. Bharti Infratel and Indus Towers are the two top providers of passive infrastructure services in India. 85. owns and manages passive infrastructure pertaining to telecom operations under its subsidiary Bharti Infratel Limited. Airtel have recently forayed into media by launching DTH and IPTV Services. The service strategies of Bharti Airtel are-Best-in-class technology: World-class Installation & Customer Service Interactive VAS to Drive ARPU enhancement One Airtel Synergies for Distribution. MPLS etc.and internationally.650. based on the Number of customers. combo plans CORE BUSINESS AREA Mobile Services-Airtel offer mobile services using GSM technology on 900MHz and 1800MHz bands.
2008.057 census towns and 401. as on December 31.461 Customers as on December 31. roaming and value added services through our extensive sales and distribution channel covering 1. We had 2. helping them to meet the challenges of growth.205 kms of 13 .069. The national long distance infrastructure comprises of 90. This division comprises the Carrier and Corporate business units.9% were subscribing to broadband/internet services. Airtel offer post-paid.619. Airtel network is present in 5. pre-paid. Our product offerings in this segment include supply and installation of fixed-line telephones providing local.7% of wireless market.882 non-census towns and villages in India. It also offers virtual calling card services in the overseas markets.706 outlets.Enterprise Services provides a broad portfolio of services to large Enterprise and Carrier customers. thus covering approximately 79% of the country’s population Telemedia Services – Airtel provide broadband (DSL) and telephone services (fixed line) in 95 cities with growing focus on new media and entertainment solutions such as DTH and IPTV. Carriers – Carrier business unit provides long distance wholesale voice and data services to carrier customers as well as to other business units of Airtel. Enterprise Services is regarded as the trusted communications partner to India's leading organizations. The business unit owns a state of the art national and international long distance network infrastructure enabling it to provide connectivity services both within India and connecting India to the world. national and international long distance voice connectivity and broadband Internet access through DSL. Enterprise Services . 2008 of which 37.accounted for a market share of 24.
voice and managed services. providing a pan India reach. media. It serves as the single point of contact for all telecommunication needs for corporate customers in India by providing full suite of communication services across data. education. It specializes in providing customized solutions to address unique requirements of different industry verticals. 14 . ITeS. consortium ownership of the SMW4 submarine cable system and investment in capacities across a number of diverse submarine cable systems across transatlantic and transpacific routes. Manufacturing and distribution.500 MPLS and SDH POPs and over 1.optical fibre. Government and PSUs and retail among others. telecom.250 POIs with the local exchanges. IT. BFSI. Corporate – This business unit delivers end to end telecom solutions to India’s large corporate. over 1. The international infrastructure includes ownership of the i2i submarine cable system connecting Chennai to Singapore.
Sunil Bharati Mittal is the Chairman & MD of Bharti Group. Today. The largest Telecommunication player of India having its presence in more than 17 Circles of India. The Company is one of the India’s Largest Telecomm sector Company having a Market Capitalization of more than Rs. Airtel has a national network with a presence in nearly every major sector.60. India.000 Crores. 15 .
000. . And this Business took him to Mumbai from Ludhiana. . India and he has 3 Children. a well-respected and much liked politician of Ludhiana. and he is India’s Top 10 Richest person. India. .20.He lives in Delhi.Sunil’s father was Satpaul Mittal. .Satpaul Mittal has 3 sons. .Sunil Mittal was born in Rajasthan.1. All of the 3 sons went into business and all the brothers are still partners in AirTel.Sunil Mittal & his brothers own 32% of the Company and are therefore worth something like above Rs. 16 .25. one is Sunil Mittal. .000 per Month . trying to persuade traders to buy his sheets. . 1957.His monthly Salary is Rs.5 Billions according to Forbes 2008 Data.Sunil has started small.Sunil’s first Venture was to import scrap and then moved it into bicycle parts at the age of 19 only. Here is a History of “How Sunil Mittal has founded Bharti AirTel Group” .Sunil Mittal was born on 23rd October.Sunil’s second venture was to manufacture stainless steel sheets. Sunil Mittal’s Net worth is US $ 11. both in terms of Age & Vision. Sunil Mittal was used to sit on low stools in small cubicles in Pydhonie and Abdul Rehman Street. India.
that he had to get out of Ludhiana. . By this experience.Bombay Experience taught Sunil 2 things. Sunil quickly created the Consumer genset market and in no time at all was the largest importer of Suzuki generators in the whole world. Sunil moved into imports instead. So this was Sunil’s Third Venture. outdoor exhibitions and hot-dog stands..So Sunil Mittal became a dealer of Suzuki in its generator Business. . The salesman worked for Suzuki and had been sent to India to find a dealer for the Company’s generators. First.. that he was a natural salesman and Second. he learned to do Business with Foreigners and moved into the branded product sector. Sunil was a Millionaire. He had a flair of trading and he’d made a fortune from property development. Sunil knew better. . Suzuki operated on the assumption that the Indian market would mirror the rest of the world where generators were used to power fairs.By early 1980s. He made huge profits importing steel and zip fasteners till one day. Sunil moved to small MP’s flat that his father had been allotted in Delhi. he could sell generators to households that wanted an alternative during electricity cuts. he ran into a harassed Japanese salesman in the Capital’s Bengali Market. At a time when everybody dreamed of being an exporter. This experience was the turning point in his life. Inevitably. The genset Business was booming.How?…… 17 . the Big Boys (Birlas & Shrirams) enter into the market and his Business closed…….In 1979. He needed to move to Mumbai. a big city to think big and to take bog actions in his life. He realized that in a country that was always short of power.
” . Yes. Sunil Mittal Says.The Big Break – Sunil’s 4th Venture Well. He has chosen this name just to attract the Indian customers. But in reality it means “Mittal Brothers”. . 18 .Well. To protect this developing Industry. Government opened up the telecom market and Mittals were among the top 5 businesses chosen to manufacture handsets.But Sunil was not satisfied. The Japanese company Suzuki had a Sympathy on his so the company recommended that he would be appointed as a dealer for the nwe Maruti Suzuki Car. “Beetel” And the Beetel did the sales of Rs. He decided that this was the future and began to import the components for the phone. . The only single request that Suzuki made was that I should be given a dealership. His business uses the brand name. the government promptly banned all generator products And thus Sunil was out of Business. well the story doesn’t end here. Basically he wanted to sound it like a foreign brand name because Indian consumers didn’t like Desi brands at that time. “All the other dealers were appointed on the basis of political influence. entirely illegally. The Birlas & the Shrirams were given licenses to manufacture gensets in India. The 4th Venture of Sunil Mittal was not the Bharti Airtel but it was the “Push Button Phone” from Taiwan. they turned me down and gave it to somebody else. He launched this phone in the Indian market with the brand name of “Mitbrau” which was looking like a German name. Even then.25 Crores and that was huge sales in those days.Fortunately. the 4th venture of Sunil Mittal was an entirely illegal venture. in the early 1983.So Sunil had started finding alternative Income source.
Vivendi pulled the plug days before the bid was to be submitted. Sunil saw the story about bids in The Economic Times news paper.” Against the odds. “When you agreed to go with me. Go with your instincts. Sadly. When he was in Goa for a New Year holiday and decided that he was going to become among the bidders. So What he did? Well. Mittals seemed like Pygmies. took a break of 6 months from the business to put together his master plan for mobile telephony. Even though he had worked hard. 1 Company. Later. his father died within days. after the deal had been signed. when the Government invited bids for mobile telephony. He called the Company in the Paris and said. 1 Circle. Remember that something. .When the Government of India first opened up the telecom sector. Forget what your team has told you. Airtel had won all the 4 circles.. And among them. After that Sunil did a phone to Vivendi. You saw something in me. The team reported back that they were small-timers and likely to remain so. The Government promptly declared that it had a new rule. Vivendi stuck with him. he pushed Vivendi into going with him after a single meeting. The problem was that he didn’t have much money and he didn’t have much reputation in the market. the Company sent a team to India to check out exactly who the Mittals were. nearly every global telecom player made a beeline for India. When the bid was opened. you sensed something. So Sunil was left 19 .The Big break came in 1992.
But the Delhi market was too big for Sunil and enough for him as a first timer. The Big Boys (Ambanis/Reliance Group) wanted to enter in the Mobile Telephony market. . with the multinationals still in the game. Government had allowed Reliance/CDMA Players to enter into the 20 . Gujarat. Because. the Company only won Himachal Pradesh. Airtel is in trouble. Kerala. Chennai & Punjab. Sunil swooped down and bought up their licenses.AirTel did well in the Delhi Circle but when the 2nd round of licenses were awarded.After that in 1999. . Western UP & Mumbai. and such players as HFCL (Himachal Futuristics) on the rise. The Ambanis were Big. government asked operators to clear all existing dues. the mobile telephone industry was in a bad shape.But now the another trouble comes………. The telephone players couldn’t pay the huge license fees.And the trouble was. The general market view was that. After that during the 4th round of Licenses. And rumors run in the market that weather the single family run company (Bharti Group) will survive? . he acquired Andhra Pradesh. And thus at a stoke. Maharashtra. And they had the Government of India wrapped up no matter which party was in power. Later on Kolkata.with one of the 2 Delhi License. Not only this but the government policies were also in favour of Reliance (CDMA operators). So when many operators could not clear the dues. The Ambanis were Smart. So Sunil has talked with bakers and somehow cleared all the dues. Airtel won 8 new circles. Tamil Nadu. MP. So government came with new policies but for that. Karnataka. They had never failed at anything they had tried.
Everywhere I went. BSNL has announced that it would set up its own low price network. . . Christopher Bland.Sunil Mittal was planning to enter in the politics by the time he was fifty – in 2007.And after that. The Chairman of British Telecom.market at very low cost and this is the reason why they claim that CDMA was a cheaper technology.He quotes. I went around meeting our people and giving them hope.But afterwards. then we make history.” And at the end. . The general view was that the mobile telephony market would now be transformed. go and take a shower. The Reliance Venture is not a failure by any standards. Christopher told Sunil that. And thus 2 distinct markets have been developed. It has around 10-12 Million subscribers against Airtel’s 14 Million. “It was one of the most difficult periods of my Life. This bad phase was lasted a year and Sunil Mittal says.Because morale was so low. One is dominated by AirTel and the other was dominated by Reliance. I told my people that I knew that we were not expected to win. if we can win against the odds. another trouble. He has seen other businessman enter the Parliament and does not believe that they have been able to make a significant difference. “Do yourself a favour. Each time you feel like joining politics. He has lost his fascination for politics.” 21 . But I would tell them. he changed his plans. the sort of story where guerillas defeated a big army. I began to watch movies in which the underdog won. NO POLITICS – . Once upon a time.
his achievements are attributed to God and some Divine Intervention has played a role in his success………!!!!!!!!!! Worldwide presence Coverage map of Bharti Airtel across 19 countries Airtel is the 5th largest mobile operator in the world in terms of subscriber base and has a commercial presence in 19 countries. Niger. Republic of the Congo. Kenya. Gabon.Sunil today says that. Democratic Republic of the Congo. Uganda and Zambia. Madagascar. Seychelles. Malawi. Ghana. Airtel owns 70 % of Warid Telecom in Bangladesh through a joint venture. Chad. and will 22 . Bharti Airtel Limited will take management control of the company and its board. India and Sri Lanka • 16 countries in Africa: Burkina Faso. Nigeria. Sierra Leone. Its area of operations include: • 3 countries in the Indian Subcontinent: Bangladesh. Tanzania.
 List of countries Airtel operates in the following countries.bd Remarks Warid Telecom International LLC.waridtel. Airtel is interimly known as Zain in its newly acquired Africa operations and will assume the Airtel brand name only in the coming months. 2010. sold a majority 70% stake in the company to India's Bharti Airtel Limited for US$300 million.relaunch the company's services under its own Airtel brand.com. Country Bangladesh Site http://www. Bharti Airtel Limited will take management control of the company and its board. The Bangladesh Telecommunication Regulatory Commission approved the deal on January 4. an Abu Dhabi based consortium. and will relaunch the company's services under its own Airtel brand. The 23 .
000 customers 24 .4 million customers.zain.000 customers and its market share stood at 61%.zain.433.99 million subscribers and is ranked fourth among the six operators of Bangladesh. A pioneer in the Chadian telecom Chad http://www.com customers.zain.000 million with 17% market share. Airtel holds second place in the mobile telecom market in Madagascar.gh. 2010. Airtel in Burkina Faso is the dominant Burkina http://www.cd.zain.com market share and over 1.zain. As of December. Airtel in Niger is the market leader with a Niger Nigeria http://www.ng.ne.bf.com Faso representing 50% market share.td. Airtel in Gabon has 829. 2009 Warid has secured 2. http://www.418.ke.com industry.com of Central African States.zain.in Airtel http://www.zain.com Congo The rapidly growing mobile sector in Gabon grew by 16.mg.airtel.com Kenya customers stand at player with 1. has a 39% Madagascar http://www.mw.zain.zain. http://www.Bangladesh Telecommunication Regulatory Commission approved the deal on January 4. Airtel in Ghana has over 1 million Ghana India Kenya http://www. 1 operator with 69% market share.5 percent from 2007 to 2008 according to statistics from the Bank Gabon http://www. Airtel in Chad is the no.com 68% market share.ga.zain. Democratic Republic of the http://www.com 2. Airtel in Malawi is the market leader with Malawi http://www.com a market share of 72%.
http://www.sc with over 55% market share of mobile market in Seychelles.airtel.com operator with a market share of 38%. Airtel is the leading comprehensive telecommunications services providers Seychelles http://www.zain. 2 25 .cg.sl.zm.lk Sri Lanka Airtel in Tanzania is the market leader http://www.com Tanzania Uganda Zambia http://www.airtel.tz.com the Congo Airtel in Congo is the market leader with a 55% market share.zain. http://www.ug.com with a 38% market share.zain.com Sierra Leone http://www. Airtel in Uganda stands as the no.Republic of http://www.zain.zain.
Airtel is the name of the company's mobile services brand. It operates in 19 countries. It is the 5th largest mobile operator in the world in terms of subscriber base. Airtel's network consists of 3G and 2G services depending on the country of operation.
In India, the company's mobile service is branded as Airtel. It has nationwide presence and is the market leader with a market share of 30.07% (as of May 2010). On 19 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). The Apple iPhone 3G was rolled out in India on 22 August 2008 by Airtel & Vodafone. Both the cellular service providers rolled out their Apple iPhone 3GS in the first quarter of
2010. However, high prices and contract bonds discouraged consumers and it was not as successful for both the service providers as much as the iPhone is successful in other markets of the world. On May 18, 2010, 3G spectrum auction was completed and Airtel will hav to pay the Indian government Rs. 12,295 crores for spectrum in 13 circles, the most amount spent by an operator in this auction. Airtel won 3G licences in 13 telecom circles of India: Delhi, Mumbai, Andhra Pradesh, Karnataka, Tamil Nadu, 26
Uttar Pradesh (West), Rajasthan, West Bengal, Himachal Pradesh, Bihar, Assam, North East, Jammu & Kashmir. It plans to launch 3G services in October 2010.
Subscriber base in India
The Airtel subscriber base according to Cellular Operators Association of India (COAI) as of May 2010 was: Metros
• • • •
Chennai - 2,704,067 Delhi - 6,204,025 Mumbai - 3,066,905 Kolkata - 2,821,065
• • • • •
Andhra Pradesh - 13,547,616 Gujarat - 5,760,204 Karnataka - 13,209,270 Maharashtra - 6,701,424 Tamil Nadu - 8,423,702
• • • • • •
Haryana - 1,554,034 Kerala - 3,185,876 Madhya Pradesh - 7,202,200 Punjab - 4,921,266 Rajasthan - 10,802,138 Uttar Pradesh (East) - 9,671,973 27
Uttar Pradesh (West) - 4,317,918 West Bengal - 6,001,669
• • • • • •
Assam - 2,570,283 Bihar - 9,652,206 Himachal Pradesh - 1,346,666 Jammu and Kashmir - 1,976,568 North Eastern States - 1,538,853 Orissa - 4,373,802
Airtel is the market leader in India with a total of 133,619,705 out of 444,295,711 GSM mobile connections or 31.18% market share as of July 2010.
There has been lot of criticism about Airtel for its unauthorised VAS activation. Many of its services were activated automatically according to a complaint forum. In return Airtel lauched STOP/START 121 services for such issues. Airtel Lanka In December 2008, Bharti Airtel rolled out 3.5G services in Sri Lanka in association with Singapore Telecommunications. Airtel's operation in Sri Lanka, known as Airtel Lanka, commenced operations on the 12th of January 2009. Airtel Lanka has 1.4 million mobile customers in Sri Lanka, across 20 administrative districts.
2010. Airtel's 70% stake in the company is said to be at a cost of an initial $300 million. now Zain 29 . regarding the sale of its African unit. The deal would provide Bharti access to 15 more countries in the region.5 million customers. Airtel in Africa On 14. issued a resolution to accept a proposal received from Bharti Airtel Limited (Bharti) to enter into exclusive discussions until 25 March 2010.in which it bought a majority stake in Nigerian mobile operator Vee Networks Ltd. Minority shareholder Econet was seeking to overturn a 2006 deal by Zain ." The offer was for $10. The service is being operated under the brand name Warid Telecom. The deal ran into hurdles after the government of the of Gabon had come out against the deal. but later approved the sale. Warid Telecom covers the entire country and has over 2.Airtel in Bangladesh In January 2010. Zain Africa BV.1 million subscribers to its already 125 million-plus user base. The government of Congo Republic had also said Bharti-Zain deal broke law.7 billion. said "the Board of Directors of Kuwait's Zain Group. There was also a dispute about minority ownership of Zain's operations in Nigeria. it was announced that the Bangladesh Telecommuncations Regulatory Commission (BTRC) had given Bharti Airtel the go ahead to acquire a 70% stake in the Bangladesh business of Abu Dhabi based Warid Telcom. February 2010 a statement issued by Zain Ghana. after its meeting on February 14.then called Celtel . the biggest market in the deal. with plans to bring their Bangladesh investments to the $1 billion mark. adding around 40. The latter had till date invested a total of $600 million. The combined revenue of the two entities would be around $12 billion.
The company has over 57 percent share of the mobile market of Seychelles. ship to shore services satellite telephony.000km undersea high speed link to Dar es Salaam in Tanzania. The US$34 million SEAS project is aimed at improving the Seychelles’ global connectivity by building a 2.Nigeria." The overall integration should be complete by the end of this financial year. whilst also participating in the Seychelles East Africa submarine cable (SEAS) project. completed a deal to buy Kuwait-based Zain Telecom's businesses in 15 African countries for $10. Bharti Airtel announced that it would acquire 100% stake in Telecom Seychelles for US$62 million taking its global presence to 19 countries. June 2010. The transaction is the largest ever cross-border deal in an emerging market and will result in combined revenues of about $13 billion. Airtel announced plans to invest US$10 million in its fixed and mobile telecoms network in the Seychelles over three years . 30 . Fixed Line. Telecom Seychelles began operations in 1998 and operates 3G. Telemedia The Telemedia business provides services in 89 Indian cities and consists of two brands.7 billion. On 8. 2010. On 8. Bharti said the Nigeria ownership dispute had been settled. in the largest ever telecom takeover by an Indian firm. Airtel Seychelles On August 11. among value added services like VSAT and Gateways for International Traffic across the Seychelles under the Airtel brand. Bharti Airtel. June 2010.
Enterprise The Enterprise business provides end-to-end telecom solutions to corporate customers and national and international long distance services to telcos through its nationwide fiber optic backbone.15 million wireline customers.44 million customers as of August 2010. of which 42. It started services on 9 October 2008 and has about 32.Airtel Broadband provides broadband and IPTV services. Airtel Fixed Line which provides fixed line services. Bharti now provides all telecom services including fixed-line services under a common brand "Airtel". Airtel provides both capped as well as unlimited download plans. The maximum speed available for home users is 16Mbps. Until September 18. a South Africa-based telecommunications company with coverage 31 . Airtel has about 3. ISP and international bandwidth access through the gateways and landing stations. Bharti provided fixed-line telephony and broadband services under the Touchtel brand. VSATs. 2004. Merger talks In May 2008.6% are broadband/internet subscribers as of August 2010. it emerged that Bharti Airtel was exploring the possibility of buying the MTN Group. Digital Televison Main article: Airtel Digital TV The Digital TV business provides Direct-to-Home (DTH) TV services across India under the brand name Airtel Digital TV. last mile connectivity in fixed-line and mobile circles.
both sides emphasize the tentative nature of the talks.in 21 countries in Africa and the Middle East. higher revenues and broader geographic coverage. The Financial Times reported that Bharti was considering offering US$45 billion for a 100% stake in MTN.Bharti Airtel signed a five-year deal with ESPN Star Sports to become the title sponsor of the Champions League Twenty20 cricket tournament. Airtel gets the rights to broadcast the matches played by the team to its customers. Talks eventually ended without agreement. which would be the largest overseas acquisition ever by an Indian firm. 2009. due to the South African government opposition." 32 ." as MTN has more subscribers. However. the talks fell apart as MTN group tried to reverse the negotiations by making Bharti almost a subsidiary of the new company. 2009 Airtel signed a major deal with Manchester United Football Club. while The Economist magazine noted. Bharti would be marrying up. Sponsorship On May 9. Bharti Airtel said in a statement "Bharti Airtel Ltd is pleased to announce that it has renewed its effort for a significant partnership with MTN Group". The tournament itself is named "Airtel Champions League Twenty20. However. In May 2009. As a result of the deal. Bharti Airtel again confirmed that it is in Talks with MTN and companies have now agreed discuss the potential transaction exclusively by July 31. "If anything.
In the same year. As per NTP 94. the government formulated the NATIONAL TELECOM POLICY of 1994 with the objective of expanding the telecom infrastructure by encouraging private sector participated in telecom services.Telecommunication Companies in India TELECOM POLICIES NEW TELECOM POLICY 1994 The first step towards opening the telecom services sector took place with cellular licenses for the four metros being awarded to private companies in 1994. NEW TELECOM POLICY 1999 33 . one private company per circle was to be allowed entry into basic services while two operators were to be allowed to compete in providing cellular services in each of the circles.
7 Billions including telecom investment of RS.71 million lines for both fixed and cellular lines. Indian Telegraph Act. which translated into the tele-density of 11. By 34 .5%by 2007. 1885. The highlights of NTP 99 are:-Private basic and cellular operators allowed migrating from revenue sharing regime to one time entry fee plus revenue sharing system. 6 were issued Lols for basic telecom services.9 Billion by private operators RECENT POLICY CHANGES NEW LICENCES FOR BASIC TELECOM SERVICES In Jan’01. THE TENTH PLAN (02-07) During tenth plan the government target to add 81. to be replaced by a new legislation. The government has envisaged the total envisaged the total investment of Rs.DOT’s monopoly over domestic National Long Distance (NDL) services to end in 2000. Out of 18 companies. 441. cellular and other telecom service operators to be allowed freely. 462.6 Billion in rural areas and Rs. the government came out with NTP’99. 1.606. Interconnection between fixed.In an attempt to remove the defects of the old policy and provide a new direction to the telecom sector. License period extended from 10 to 20 years. guidelines for entry of new fixed services providers were announced.
Reliance. March’99. It proposed rebalancing the monthly rentals and ceiling rates for STD and ISD tariffs. FORTH CELLULAR LICENSE In October’01. vodapone. LIMETED MOBILITY SERVICES In March’02. government issued licenses to successful bidders like Bharti Escotel. 03 companies Tata. Services The services offered by Airtel Broadband & Internet are listed below: 35 . allowing the basic telecom operators to provide limited mobility services using CDMA-WLL. Birla AT&T and Tata.March’02. the TRAI issued 20th amendment to its Telecom Tariff Order. Reliance and Bharti have signed license agreements. CALLING PARTY PAYS The introduction of CPP has resulted in a growth in cellular subscriber in the countries. the TDSAT gave the decision. which has shifted from the mobile party pays (MPP) arrangement to CPP arrangement. against the petition filled by COAL. THIRD PHASE OF TARIFF REBALANCNG In March’02.
you can detect and repair most problems. all by yourself. video & Audio Calling. With NetXpert. SAT and MBA. warehouse. Video Postcard TM service etc. from the comfort of your home. the NetXpert provides immediate solutions for Internet connectivity related problems. NetXpert NetXpert is automated broadband care technology. it helps to identify any system or network problems that may come up from time to time. with the Video Surveillance Solution.Video Surveillance Solutions With this service you can observe your office. Thereafter. With In Touch you can do various activities like Video & Audio messaging. Online Tests Airtel Broadband Services offer you online competitive tests for GRE. using a PC or a TV and a Broadband (high speed) Internet connection. It is an easy-to-use personal communications service that connects you with your friends and family. and experience the joys of uninterrupted Broadband. In Touch In Touch is a great way to stay connected. shop and staff from your PC from anywhere and at all times. GMAT. 36 . Globally accepted and successfully used by over 38 million customers worldwide. The NetXpert helps in the speedy installation and activation of the Broadband connection on your PC.
the wireless network also uses radio waves. gaming. and digital cameras. The simple installation procedure gives you access to unsurpassed performance instantly. Common applications for Wifi include Internet and VoIP phone access. and network connectivity for consumer electronics such as televisions. Vision & promise By 2010 Airtel will be the most admired brand in India: Loved by more customers Targeted by top talent Benchmarked by more businesses Products of Bharti Airtel Broadband and Telephony Services. DEL – Direct Exchange Line – Land line Phone (Voice) DSL – Digital Subscriber Line – for data Telephone Instrument 37 . televisions and radios.Wifi Wifi is a wireless technology brand by the Wifii Alliance that gives you a host of fantastic advantages ranging from reliability to security. DVD players. Just like cell phones.
Process focus of Bharti Airtel broadband and Telephony Services.Touchnet Dial-up-service Business focus of Bharti Airtel Broadband and Telephony Services. Reduction of operating cost. Process standisation and customization Best practice replication Speed of urgency Strategy Of Bharti Airtel Broadband And Telephony Services. Centralized reporting system 38 . Organizational Culture of Bharti. Reduction of cycle time. Cut hierarchy to where knowledge resides. Act transparently and couragebly. Reduction of error level. Operational excellence Reducing churns Tightening cost Utilizing capacity Quality Policy of Bharti Airtel broadband and Telephony Services.
PCO. In marketing department there are different segments such as SME. sales officers. Mass and Cooperates and there is a market construct department. Lucknow The Bharti Airtel landline and broadband services has there in the market of LUCKNOW for last 3 years. technicians and customer care service. They have their customers in Mass 39 . Bsnl Relience Tata indicom AIRTEL Broadband and Telephony Services.Customers of Bharti Airtel Broadband and Telephony Services. In this two and a half year time they have made there own identity in the market has a landline and broadband service provider with a good number of high pulsing customers. Residents Small and middle enterprises PCO’s(public call office) Corporate’s Competitors Of Bharti In Broadband And Telephony Services. As a new comer to the landline and broadband field in which there are many other competitors they were able to make profits and also they were able to make their customers satisfy with their service. They have a good number of efficient managers.
Going mobile with Airtel Prepaid is a new of life. Ring stops on the other line as soon as you pick up the call on one phone. emotions and feelings. SME.the Ready Cellular Card from Airtel comes to you from Bharti Enterprises. just when you want to. With a host of great features. PCO and Corporate. while receive calls on two phone numbers. Airtel Pre-paid. More exciting. one phone number to others. screensavers and backgrounds . innovative yet simple new ways to communicate. possible. download the hippest tunes from the new tracks and dress up your phone with the latest wallpapers.(Residents). Airtel Prepaid . Airtel MTV Card The best offers and the coolest of bargains on the hippest stuff in the market . 40 . It gives you unlimited freedom to reach out to your special in a special way. Airtel Prepaid makes everything that you dreamt and believed. picture messages. a simple to use. All this and lots more. not just trough words but through ideas. You can have incoming calls ringing simultaneously on two numbers. ring tones. Airtel Postpaid Airtel welcomes you to a vibrant world of unlimited oppurtnities. India’s leading integrated tele-services provider. only with the MTV Airtel SIM.
A. etc. UNDERSTANDING THE PRODUCT BASKET • PREPAID: Customer pays first & then uses the mobile. Airtel Roaming Airtel’s Roaming service allows you to use your mobile phone to make or receive calls from almost anywhere in India and abroad. • 119 Airtel International – Roam across international destinations. • POST PAID: Customer uses the service first & pays later. .S. Cold Billing. our National Long Distance facility allows you to make distance calls in India and Overseas from cellular phone.Hot Billing. Long Distance Now experience complete freedom like never before with Airtel. Airtel Roaming gives you two great options: • Airtel National – Enjoy roaming in India across 42 partners Networks and over 750 cities. with 284 partner networks. PRE-PAID CONNECTION 41 .. in nearly countries including U. This services is applicable to both Postpaid and Prepaid customers. Canada.
The recharge coupon of Airtel can be easily had from any outlet of CONTITUENTS OF PEP CONNECTION 42 . This is very convenient. BENEFITS OF PRE-PAID CONNECTION: Convenience: coupon. activates the pre-paid SIM. which contains a number of 16 digits which when fed in the mobile. The user can use the services rendered as per denomination of the Recharge coupon. The billing done in case of Prepaid connection is termed as “Cold Billing”.Under Prepaid connection. the mobile user first makes payment for recharge coupon. Availability: The prepaid SIM Airtel can be easily had from any outlet of Airtel. All it requires is just acquiring a Recharge This is a non-refundable one time investment made in order to get enrolled. Easy Recharge: Airtel. Cost Control: The pre-paid connection prevents a user from over billing.
Talk value validity period 4.PEP PACKAGE S. 2. SIM Expiry A paper/paperless Recharge with various denomination for recharging the prepaid SIM.K.U. May have stored talk value. 3. LIFE CYCLE OF SIM Active Grace Forfeiture De-active Time out POST PAID CONNECTION 43 . Recharge Coupons 1. Sim Pack.
SMS originating & exterminating charges etc. The billing done under postpaid connection is termed as “Hot Billing”. For those who are high of users of mobile phone. As we know.S. nominal charges. • More economical for high users. in case of pre-paid connection the user will incur certain additional expenses every time he/she acquires a recharge coupon. mobile originating and terminating charges. - The post-paid connection holders get an itemized monthly bill mentioning. Airtel has designed different plans to suit individual needs of high users possessing POP connection. the mobile user is allowed to use the mobile services being provided and makes payment of the charges thus subjected to at the end of the billing period. because. different high users expect different services from mobile phone. Thus. it is wise to post-paid connection. • the Different plans to suit individual needs. 44 .Under postpaid connection. Some more details about this are as following: BENEFITS OF POSTPAID CONNECTION: The benefits of possessing post-paid connection may be given as following: • Always connected.A. • Advantage of unique V. Here the mobile user can the phone as much as he wants and then make payment of Bill at the end of the billing period. Unlike pre-paid connection the mobile phone does not get disconnected with the de-activated of SIM card.
RETAIL : Plans. pre-activated SIM & low Rental Under this the user gets connected to the Airtel POP Services CHARGES IN POP CONNECTION: These are classified under three heads 1..Security Deposit: This varies between Rs.500/. This is a nonrefundable amount. Connect & Retail. B. This includes OTC plans. 500/. viz.for POP Connection. The credit limit is generally equal to the amount of security deposit. Rs.Activation Charges: The activation charges vary from plan to plan for high rental plans.1000/.S. after adjustment of pending dues.- Airtel is bringing in a wide range of V. 2.is charge on a pre-activated instant-card. These two are discussed as under: A. Generally the customers with high rentals and more usage are targeted. which has been discussed later in the project. 45 . CONNECT: after AV/CV. This is more suitable for regular local area users.to Rs.A. CHANNELS OF DISTRIBUTION: For post paid connections there are basically two channels of distribution. which is refundable on surrender.
Mobile Terminating. Traveling & waiting time no longer a bore. SERVICES: 46 .This refers to the SMS sent by the user. Other than this the itemized bill also gives a break up of the calls made/ Nominal charge-Helps to track the usage pattern.This refers to the incoming calls being received by the received.CALL MGT. SMS made/ received while on roaming. 3) Itemized Billing. a) b) c) users. BILLING IN CASE OF POP-CONNECTION: This billing in case of POP connection constitute of three Components.S.This refers to the SMS received by the user.A. 1) Monthly Rentals. Your Mobile your best friend. VALUE ADDED SERVICES: DEFINITION: • • • Stay connected and updated where as you are.3. V. 2) CLIP Charges. Mobile originating. This consists of the following.This refers to the calls being made by the user. CONSTITUENTS: I. viz. SMS terminating.Plan Enrolments: This is a non-refundable one time investment made in order to get enrolled into a plan. d) e) f) SMS originating.
3. It includes transmission of following media types : a) b) c) Text Picture Audio 47 . Call Barring: Call is barred if bill goes above the credit limit. 5. It is possible to type a text up to 100 characters. Conference Call: Teleconferencing up to five people at a time. 2.MESSAGING SERVICES: 1Short Messaging Service (SMS) It facilitates sending & receiving of text messages. It enables. II. a) b) c) Internet on mobile Wireless Surfing MMS BENEFITS: a) b) allways connected No modem required for internet connectivity. Displays the incoming Call number or name on Mobile screen. CLIP.1. 2Multimedia messaging services (MMS) : It is a total communication experience.GENERAL PACKET RADIO SERVICE ( G. III.P. Call Divert: Diverts incoming calls to the specified L/L. 4. alerts the user about another incoming call. Call Wait: During conservation.Calling Line Identification Presentation.) : It is a non-voice application for enhanced user connectivity.R.S. mobile VMQ.
IV. International Roaming (ISD) It enables the subscriber to make & receive calls which traveling outside the home network outside the country. 48 . National Roaming (STD) It enables the subscriber to make and receive calls which traveling outside the home network within the country. The mobile business provides mobile & fixed wireless services using GSM technology across 23 telecom circles while the Airtel Telemedia Services business offers broadband & telephone services in 95 cities. It is powered by DSL technology which gives you blazing-fast. Airtel Telemedia Services Enterprise Services. Airtel Telemedia Services: Airtel is offering broadband & Internet services across 94 cities in India.d) e) Video Combination of all the above. All these services are provided under the Airtel brand. secure Internet access as soon as you switch on your computer. It also gives you the power of limitless.ROAMING: 1. 2. The Enterprise services provide end-to-end telecom solutions to corporate customers and national & international long distance services to carriers.
With Airtel Broadband. Surf while you talk . Superior server technology and a dedicated port provide total security to data storage and information exchange through the Internet. feel the excitement of doing more on Internet. You are ready to use the internet as soon as you switch on your computer. The Why wait to connect . The customer feedbacks are carried out with great care. 49 . Shop.The world class infrastructure & end-to-end digital network of underground copper cable lines ensure an extremely robust connection that eliminates the risk of damage.discovery on Internet – from shopping to banking. exchange heavy files and chat at an enviable speed.No more missed calls or blocked telephone lines while using the internet. all thanks to an extensive Broadband Services infrastructure. always available. 24x7 customer supports – The 24x7 customer support unit helps you to serve better.With speed of up to 2Mbps. No more disconnections in the middle of download. paying bills to making new friends and not to mention endless fun & learning for children. Speed on demand – The customer can enjoy a dedicated speed of up to 2 Mbps without having to change your subscription plan. 365 days a year. download MP3. Power Surfing . It works for round-the-clock. the internet is always ON. Robust installation . What’s more. Airtel Broadband Services connection does not block existing telephone lines and allows one family member to use the phone while another member surfs the net. No more waiting for dial-up to connect. you only pay for what you use.
check drop boxes. Act transparently and couragebly. Reduction of error level. Operational excellence Reducing churns Tightening cost Utilizing capacity Quality Policy of Bharti Airtel broadband and Telephony Services.Airtel PC security . DEL – Direct Exchange Line – Land line Phone (Voice) DSL – Digital Subscriber Line – for data Telephone Instrument Touchnet Dial-up-service Business focus of Bharti Airtel Broadband and Telephony Services. Credit card method. Reduction of cycle time.Easy payment method. 50 . ECS. Organizational Culture of Bharti. provides you with a service that tries to answer a Broadband customer’s most frequently asked question “Is my PC safe?”. Products of Bharti Airtel Broadband and Telephony Services. online payment.Airtel along with F–Secure. Cut hierarchy to where knowledge resides. Payment options – Airtel offers you a number of payment methods like cash payment. one of the best in PC security. You can choose any one of the method for paying the cash. Reduction of operating cost.
The Bharti Airtel landline and broadband services has there in the market of Ernakulam for last two and a half years.Process focus of Bharti Airtel broadband and Telephony Services. Process standisation and customization Best practice replication Speed of urgency Strategy Of Bharti Airtel Broadband And Telephony Services. Centralized reporting system Customers of Bharti Airtel Broadband and Telephony Services. In marketing department there are different segments such as SME. In this two and a 51 . Mr. PCO. Residents Small and middle enterprises PCO’s(public call office) Corporate’s Competitors Of Bharti In Broadband And Telephony Services. There are altogether 250 employees in AIRTEL at Cochin. Cochin. Mass and Cooperates and there is a market construct department.Anand is the Zonal Manager and he is the person who is leading the marketing department. Bsnl Relience Tata indicom Asianet AIRTEL Broadband and Telephony Services.
As a new comer to the landline and broadband field in which there are many other competitors they were able to make profits and also they were able to make their customers satisfy with their service. Quality management 6. Technical 7. SME. They have a good number of efficient managers. Training and development HOW A CALL IS MADE : Airtel to other Mobile Operator CALL ROUTING : Airtel to P S T N 52 . Departments in Bharti Airtel Landline and Broadband Services. Marketing & sales 2. Customer service desk (csd) 4. 1. technicians and customer care service. Finance 3. sales officers.half year time they have made there own identity in the market has a landline and broadband service provider with a good number of high pulsing customers. Kochi. IT 8. They have their customers in Mass (Residents). PCO and Corporate. Human resource & administration 5.
4 million lower middle income households ( US$ 581 to US$ 1162). This rural population is spread all over India. 8.2 million upper middle income group (US$ 1790 to US$ 2465) and 5. followed by 50. over one billion people and 120 dialects/languages. Three-fourths of India’s population lives in rural areas. Among the total 164. India is a big country with 28 states. 80. status. based on class. From the market perspective. people of India comprise different segments of consumers.8 million high income group (>US$ 2465).0 Introduction This study on Indian consumer behavior is aimed at helping Malaysian businessmen to get a better understanding of the Indian market place thus enabling them to embarkon selected strategies to effectively reach the Indian consumers. An important and recent development in India’s consumerism is the emergence of the rural market for several basic consumer goods. and income.CONSUMER BEHAVIOR IN INDIA 1.7 million households comes under low income group ( <US$ 581 ). even for costly products.8 million households in India. in close to 0. 54 .6 million villages. and contribute one-third of the national income. 19.7 million middle income group (US$ 1162 to US$ 1190 ). India is a lucrative market even though the per capita income in India is low and it remains a huge market.
the role of history and tradition in shaping the Indian consumer behavior is quite unique. Product Indian consumers. Perhaps. Indian consumers are also associated with values of nurturing. They are always looking for something different.0 Characteristics Of The Indian Consumer Behavior The Indian consumers are noted for the high degree of value orientation. These values are far more dominant that values of ambition and which communicate feelings and emotions gel with the achievement.2.1 The Socialites Socialites belong to the upper class. hair oils and tooth powder existing with shampoos and toothpaste. They are the darlings of exclusive establishments. 55 . Indian consumers have a high degree of family orientation. They prefer to shop in specialty stores. Brands with identities that support family values tend to be popular and accepted easily in the Indian market. 3. extends to the extended family and friends as well. This orientation in fact. go to clubs on weekends.0 Different Segments Of Indian Consumers 3. one sees traditional products along side modern products. Even. only in India. care and affection. and spend a good amount on luxury goods. luxury brands have to design a unique pricing strategy in order to get a foothold in the Indian market. For example. Such orientation to value has labeled Indians as one of the most discerning consumers in the world. Apart from psychology and economics.
They prefer high value consumer products.They go for high value. The working woman today has grown out of her long-standing image of being the homemaker. The conservative segment is the reflection of the true Indian culture. spend more time with family than in partying and focus more on savings than spending. Today. proving herself to be equally good.2 The Conservatives The Conservatives belong to the middle class. 3. They look for durability and functionality but at the same time are also image conscious. cautious in their approach towards purchases.3 The Working Women The working woman segment is the one. exclusive products. Socialites are also very brand conscious and would go only for the best known in the market. They are traditional in their outlook. 56 . Slow in decision making. but often have to settle for the more affordable one. 3. This segment has opened the floodgates for the Indian retailers. Working women have their own mind in decision to purchase the products that appeal to them. if not better. which has seen a tremendous growth in the late nineties. These habits in turn affect their purchasing habits where they are trying to go for the middle and upper middle level priced products. she is rubbing shoulders with men. they seek a lot of information before making any purchase.
4. backgrounds are distinctly middle class. therefore.900. 57 . The number of households in this category is 98. Total number of households is 320. Total household having such incomes are 1.000/. They aspire. There are some DINK households of middle-level executives. They spend more on leisure and entertainment-activities than on future looking investments. 4.1 The Rich The rich have income greater than US$11. Some rich farmers.000/.961.per annum. There is no typical profile of the ultrarich. Across the category.289.4. They buy many durables and are status conscious. to attain the super-rich status.per annum.2 The Super Rich The Super Rich have income greater than US$22. There are less DINK families here than in the rich category. who have been rich for a long time.000/. Some single earning households are of first generation entrepreneurs.3 The Ultra Rich The Ultra Rich have income greater than US$44.058.0 India’s Rich India’s rich can be categorized into five major categories as follows: 4. belong to this category. These people are upwardly mobile.per annum. The Super Rich are mainly professionals and devoted to consumerism. Some of them in this category are Double Income No Kids (DINK) households.
0 Rural Consumer About three quarters of the Indian population are in the rural areas and with the growing middle class. Most premium brands are relevant to them. There are hardly 6.4 The Sheer Rich The Sheer Rich is made up by households having income exceeding US$110. They do not have a homogenous profile.863. adding more than 1 million new consumers every year and now accounts for close to 50% of the 58 . the spill over effect of the growing urban middle class is also felt in the rural areas. They own multiple cars and houses.000/. Such households are 20. There are joint families as well as nuclear families in this category. They consume services greatly. 5.per annum. specially in the Indian cities. They are first-generation entrepreneurs who have made it big.000/. The Indian rural market has been growing at 3-4% per annum.515 such households in India. They crave for exclusivity in what they buy. They are just equivalent to the rich in the developed countries.per annum. A variety of people belong to this category. 4.5 The Obscenely Rich The Obscenely Rich is made up of households having income exceeding US$222. They aspire to social status and power. Some of them are techies.4.
0 Increasing Awareness Of Indian Consumers Over the years. foreign magazines and newspapers.0 Marketing Strategies 59 . it is becoming an important market place for fast moving consumer goods as well as consumer durables. and are knowledgeable about technology.25 billion by 2010 from the present US$ 11. The market size of the fast moving consumer goods sector is projected to more than double to US$ 23. exposure to the west. Today more and more consumers are selective on the quality of the products/services. satellite television. 6. products and the market and are beginning to demand benefits beyond just availability of a range of products that came from ‘trusted’ manufacturers. This awareness has made the Indian consumers seek more and more reliable sources for purchases such as organized retail chains that have a corporate background and where the accountability is more pronounced. 7. As a result. as a result of the increasing literacy in the country. The consumer also seeks to purchase from a place where his/her feedback is more valued. there is a significant increase of consumer awareness among the Indians.volume consumption of fast-moving consumer goods (FMCG) in India.16 billion. Indian consumers are now more aware and discerning. The Indian consumers are price sensitive and prefer to buy value for money products.
the products Indian consumers are buying through online are greeting cards.rediff.10 million in 2000-01 to US$ 5.7. celebrities are being increasingly used in marketing communication by marketers to lend personality to their products. The popular online shops in India include: • • • • www. With the visual media becoming more popular the use of celebrities in the TV media has increased. In India.expomarkets.reliablegreetings. Celebrities create headlines. CDs/VCDs/DVDs. Their activities and movements are being 60 .shopping. of which the business to business segment will account for US$ 5.com 7.8 billion in 2005-06. clothes.2 Celebrity Influence This is an important tool which is able to influence Indian consumer buying behaviour. cassettes.ebay.com/2002/20021230/login/index. magazines. medicine and educational material.1 Online Marketing A study by the Confederation of Indian Industry (CII) and the International Trade Centre predicts that e-commerce activity in India will rise from US$ 0. books.com www.http://www.htm Currently.com www.shopping.in www.tribuneindia.41 billion.
3 Quality Oriented Outlets 61 . Consumers like advertisements more if they are admirers of the celebrities in the advertisements. Famous celebrities are able to attract attention and retain attention by their mere presence in the advertisements. he or she is more likely to accept what the celebrity says about the advertised product and therefore will develop more positive feelings toward the advertisement and the brand itself. It is not surprising therefore that using celebrities in advertisements has become common practice. the advertisements that celebrities endorse also achieve high recall rates. Celebrities may also help reposition products.closely watched and imitated. it is not difficult to look for the reasons as to why companies are increasingly using celebrities. In India especially. When a consumer likes the celebrity in the advertisement. they pay more attention to them. In the midst of the advertisement clutter. When people see their favoured reference group members or celebrities in the advertisements. Indians always love their heroes and heroines. 7. Products with sagging sales needs some boosting and in this Indian celebrities can help by way of they endorsing the product concerned. The Malaysian businessmen can contact celebrities for endorsing their products through advertising agencies. The contact addresses are given in the appendix-1. What they endorse sell like hot cakes.
washing machines. Malaysian businessmen who prefer not to go for high-visibility. Malaysian companies wanting to penetrate the Indian market.4 Freebies Indian consumer buying behaviour is influenced by freebies. and ready made clothes are some of the product categories in which freebies are given to Indian consumers. Some of the established retail outlets in India for selected products are found in Appendix II. in the absence of well known brands in selected product range. consumers that these outlets are likely to take cues from well established retail outlets hoping carry quality products. Malaysians can work with the local business partners to attract the consumers by way of such promotion campaigns. refrigerators. soaps. However. detergent. cooking oil etc. perhaps should consider giving freebies for the purchases made by the Indian consumers. 7. TVs. Freebies generally comprise tooth paste. costly campaigns may embark on the strategy to engage well known retail outlets to capture the segment of Indian consumers looking for quality products.Indian consumers looking for quality choose expensive brands as they feel that price is an indicator of quality. 62 . Freebies are consumer products given free of charge as gifts to purchases of selected products above a certain value.
balancing environmental concerns with commercial considerations.1 Bulk Purchasing Urbanisation is taking place in India at a dramatic pace and is influencing the life style and buying behaviour of the consumers. 63 . Consumers in India are taking lead in prompting manufacturers to adopt technologies to produce eco-friendly products. In general. The popular growing shopping trend among urbanities is purchasing from super markets to hyper stores. rather than frequent visits to the neighbourhood market/store/vendor. The working urbanites are depending more on fast and ready-to-serve food. Bulk purchases from hyper stores seems to be the trend these days with purchasing becoming more of a once-a-week affair. The future key for marketing could be to select more ethical and ecological responsible products and packaging. which is also convenient for consumers. they take less pain in traditional method of cooking and cleaning.0 Changing Trends In Indian Consumer Behaviour 8.5 Eco-Friendly Products The environmental awareness in India has started affecting marketing of products based upon their eco-friendliness. 8. thus.7. Indian consumers are likely to buy environmentally responsible products and packs.
Italian furniture are growing in popularity in India. exposure to western influences and a need for 64 . The Indian consumer has become much more openminded and experimental in his/her perspective. Malaysian.2 Trendy Lifestyles The current urban middle and upper class Indian consumer buying behaviour to a large extent has western influence.8. Foreign brands have gained wide consumer acceptance in India. There is now an exponential growth of western trend reaching the Indian consumer by way of the media and Indians working abroad. There is an increase in positive attitude towards western trends. Indian consumers have also developed lifestyles which have emerged from changing attitudes and mind sets. they include items such as. • • • • • • • • • • Beverages Packed food Ready to eat food Pre-cooked food Canned food Personal care products Footwear Sportswear Toys Gift items Foreign brands vie increasingly with domestic brands for the growing market in India. Chinese. Foreign made furniture is well accepted by the Indian consumers.
watches. 8. designer wear. a compound annual growth of 10.13 per cent at current prices. they now have a choice of foreign products vis-à-vis the local products. The share being spent on the basis (food and beverages) has fallen from 65 .Since.self-gratification.3 Buyers’ Market In The Making The sellers’ market is slowly moving towards becoming the buyers’ market. Indian consumers have always preferred foreign goods and with the liberalization.60 in 1992-93 to US$ 350. 9. eateries. many new product offerings have entered the Indian market and product variety has also increased manifold. Beauty parlours in cities. Import licensing restrictions are being eliminated and tariffs significantly reduced and this has led to large range of consumer goods made available in India. hi-tech products are a few instances which reflect these changes.74 in 2002-03. The way Indian consumers are spending their money on various items has changed in recent years. India’s economic liberalization policies were initiated in 1991.0 Consumer Spending Behaviour The Indian consumer spending has increased from US$ 133.
milk products. there have been sharp ups and downs.53 for non-food. US$ 2. and US$ 5. a compound growth rate of 19.37 for milk. per capita 30 days' consumer expenditure of US$ 12. While the Compound Annual Growth Rate (CAGR) in total consumer spending has been around 12 per cent a year over the past decade. on an average.56 for non-food.2 per cent. Of food expenditure. and another US$1.00 for clothing.37 went towards cereals and cereal substitutes while US$ 3. Similarly spending on transport and communication has grown at 13. 66 . Other items have increased in importance.96 on other food items. and US$ 2.45 on other non-food expenditure. US$ 2. medical and healthcare spending has increased from 3. milk products. For the urban sector. average Monthly Per Capita Consumer Expenditure (MPCE) of US$ 23.11 for fuel and light.78.5 per cent of total expenditure over the same period.77 on other non-food items. vegetables and edible oil and US$3.11 was spent per person per month on fuel and light.67 was spent on milk. For rural India. for example.07 per cent in 1992-93 to 44. vegetables.5 per cent to 8.34 was split up into US$ 6.00 for food and US$ 13.71 per cent. for food. edible oil and US$ 2.53 was split up into US$ 10.65 on clothing and footwear and US$9. footwear and US$3.54. and US$ 1.8 per cent in 2002-03.25 for cereals and cereal substitutes. Non-food expenditure included US$ 1.16 on others. Food expenditure included US$ 2. Consumer expenditure has been in tandem with the annual GDP growth.
0 Conclusion Top class. except on cereals and cereal substitutes. 67 . The middle income group (US$1. 10. middle class and lower class are income related classifications of the population and each of this class has its own consumption pattern. Combined the middle and the lower income group provide 60 per cent of the value of the Indian market.55.465) spends more amount of their income on luxury goods and trendy products than fact moving consumer products. where it was about US$ 5. education.Urban expenditure levels per capita exceeded rural levels for all the product groups. fuel and light.162 – US$1.190) spends more on consumer expendables than the rich. Non-food expenditure per person in the urban sector was more than double of that for the rural sector. milk and milk products. conveyance and rent contributed to the gap significantly. The item-groups viz.16. beverages etc. The average monthly per capita expenditures on cereals and cereal substitutes for rural and urban areas are very close to each other. In India. the higher income group (>US$2. The gap between rural and urban averages of MPCE was of the order of US$ 11. miscellaneous consumer goods & services.
For the Indian market, Malaysian exporters/manufacturers should see the substantial middle class and base the market demand/projections on this roughly estimated at 250 million people with substantial disposable income.
The telecom industry is one of the fastest growing industries in India. India has nearly 200 million telephone lines making it the third largest network in the world after China and USA. Telecommunication sector in India can be divided into two segments: Fixed Service Provider (FSPs), and 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. Market Share of Public and Private Players Both fixed line and mobile segments serve the basic needs of local calls, long distance calls and the international calls, with the provision of broadband services in the fixed line segment and GPRS in the mobile arena. Traditional telephones have been replaced by the codeless and the wireless instruments. Mobile phone providers have also come up with GPRS-enabled multimedia messaging, Internet surfing, and mobile-commerce. The much-awaited 3G mobile technology is now entered the Indian telecom market. The 68
GSM, CDMA, WILL service providers are all upgrading themselves to provide 3G mobile services. The telecom sector in the country has already adopted the latest technological advancements to cater to the demands of the growing market. Telecom Expo India, Convergence India, VAS India and IPTV India being organized year to year are all efforts in this direction.Moreover, with cheaper handsets and lesser tariffs, it is expected that by the year 2010 there will be over 500 million subscribers in the Indian telecom market. Also, the telecom industry this year will be focusing more on rural areas to connect them with the urban areas so that the farmers and the small-scale industries can have faster access to information related to weather and market conditions.
TELECOM REGULATORY AUTHORITY OF INDIA
The TRAI was set up in Mar ’97, to arbitrate between Department Of Telecommunication and Private Operation with respect to licensing issues technical
compatibility and traffic settings. However, since the role of TRAI under the TRAI Act was unclear, protract acted litigating ensued. IN an effort to remove ambiguities and put an end to controversy surrounding the regulatory authority, in Jan’ 00, the government promulgated the TRAI in Jan’00, to reconstitutes the power of TRAI. The role of TRAI has been redefined and it has been bifurcated into two bodies’ one acting as a regulatory and the other acting as an adjudicator, in the formal of tribunal. The new TRAI sets and tariffs and fixes terms and condition under which operators can interconnect with other and the government is required to seek recommendation from the authority before issuing the license. The judicial power has been vested with the Telecom Dispute Settlement and Arbitration Tribunal (TDSAT).
ti Airtel Fact sheet
250 million (year ended March 31. 5404. Mumbai (BSE) The National Stock Exchange of India Limited (NSE) Market Capitalization Market Capitalization(as on May 2009) Approx Rs 1.407 million (as on June 30. 2009) Rs.2009) Rs. 2006Audited) As per Indian GAAP Accounts Shares in Issue 1.3Cr (as on June 30. as a Public Limited Company Proportionate Revenue Rs.6Cr (as on June 30. 42. 74.2007) As per Indian GAAP Accounts Proportionate EBITDA Rs.Name Bharti Airtel Limited.696 billion 71 . telemedia services (fixed line) and enterprise services (carriers & services to corporates) Established July 07. 1995. 2007 Listings The Stock Exchange.464 as at June 30. 8483. Business Description Provides mobile.897.148.
No.: +91 11 4166 6011/12 Proprtionate 24.: +91 11 4166 6000 Fax No.487 GSM mobile and 2. Customer Base 96.2% (as on June 30 2008) as compared to 72 . Registered Office Bharti Airtel Limited (A Bharti Enterprise) Qutab Ambience (at Qutab Minar).17Cr.726. Operational Network Provides GSM mobile services in all the 23 telecom circles in India. (as on June 30 2008)-61% increase in a year. Mehrauli Road.110 030 Tel. New Delhi . 2009) Total 7.649.239 telemedia customers (Status as at month ended March 31. Provides telemedia services (fixed line) in 94 cities in India. and was the first private operator to have an all India presence.Closing BSE share price =Rs 793.
Company expected net profit of 1716Cr. For the first quarter of FY’09 Company’s expected sales was 7401Cr but the company sold 8506Cr. The growth in subscribers in the 1 st Quarter of the FY09 was highest ever.Market Share ARPU 23. The company beat expectations with 44% year on year growth in revenue and operating profit.1% (as on June 30 2007) Rs 350(as on June 30 2008) Rs 357(as on June 30 2007). But company generates 2210Cr. Analysis and Interpretation Table showing necessity of net connection in the organization Table 1 Opinion Very much needed Some what needed Not so needed Total No. of respondents 57 39 4 100 Chart 1 Percentage 57 39 4 100 73 .
The Interpretation is that 57 % of the organizations are primarily depending on Internet usage. of respondents 100 0 0 0 100 Chart 2 Percentage 100 0 0 0 100 74 . Only 4 % of the organizations are thinking that internet is not necessary for doing there business. Table showing the type of connection used in the organizations Table 2 Connection type Broadband Dial-up GPRS others Total No. And 39 % of the organizations are using it as supporting activity for doing their business.
Table showing number of systems used in organizations Table 3 Number of systems Lesser than 10 10 – 20 21 – 30 Greater than 30 Total No. of respondents 76 16 4 4 100 Percentage 100 16 4 4 100 Chart 3 75 .The Interpretation is that all of the sample units were using Broadband connection and none of them were using other type of connection for organizational usage.
of respondents 45 37 13 5 100 Chart 4 Percentage 45 37 13 5 100 76 . Table showing telecom expense for voice Table 4 Amount Below 2500 2500-5000 5001-1000 Above 10000 Total No. Sixteen percentages of organizations are having between ten to 20 computers. Only 4 organizations are having between 21-30 and greater than 30 systems.The interpretation is that 76 percentage of the organization is having less than 10 systems.
And 13 % of the customers have billing in between 5001 and 1000. Table showing telecom expense for Data transmission Table 5 Amount Below 2500 2500-5000 5001-1000 Above 10000 No.The interpretation is that around 45 % of the customers in the sample have voice billing below 2500 Rs. 37 % of the customers have billing between 2500 and 5000. Only 5 customers have billing above 10000. of respondents 20 38 37 5 77 Percentage 20 38 37 5 .
Total 100 Chart 5 100 The interpretation is that 20 % of the customers have Data (internet) billing below 2500/. 37 % of the customers have billing of between 5001 and 1000.. The remaining 5 % of the customers have data billing above 10000/. Table showing reason for choosing Airtel broadband connection Table 6 Characteristics Offers Service quality Speed & security of Data Brand Name Total No. 38 % of the customers have billing in between 2500 and 5000.Rs. of respondents 13 37 30 20 100 78 Percentage 13 37 30 20 100 .
20% of the customer has chosen Airtel because of the brand name ‘Airtel’. of respondents 6 21 55 16 2 100 Chart 7 79 Percentage 6 21 55 16 2 100 . The second most 30% of the customers have preferred because of the Speed of internet service.Chart 6 The interpretation is that only 13% of the customers preferred Airtel broadband because of offers. Table showing customer rating of speed of Data transmission Table 7 Ranking Poor Fair Good Very good Excellent Total No. It also shows the brand name also has some implication before choosing Airtel Broadband services. The highest 37 % of the customers preferred Airtel because of the quality of service offered by Airtel.
Table showing customer rating of Safety of Data transmission Table 8 Ranking Poor Fair Good No. Only 6% of the customers are worried about the speed. 2% of the customers rated it as Excellent.The interpretation is that around 55% of the customers rated the speed of data transmission is very good in Airtel broadband. of respondents 6 20 47 80 Percentage 6 20 47 .
Only 6 % of the customer feels it as bad. The customer who ranked it excellent contributes 5 % of the sample size.Very good Excellent Total 22 5 100 Chart 8 22 5 100 The interpretation is that 47% of the customers rate safety of data as good. 22 % of customers ranked it as very good. of respondents 3 25 45 19 8 100 81 Percentage 3 25 45 19 8 100 . Table showing customer rating of security of Data during processing Table 9 Ranking Poor Fair Good Very good Excellent Total No.
Only 3% has ranked it as poor.Chart 9 The interpretation is that 45 % of the customer has ranked network security in Airtel broadband connection as good. Some 19 % has ranked it as very good. Table showing customer ranking of usage experience Table 10 Ranking Poor Fair Good Very good Excellent Total No. 25% of the customers has ranked it as fair. of respondents 10 15 38 25 12 100 Chart 10 82 Percentage 10 15 38 25 12 100 .
The interpretation is that around 38% of the customers has ranked the usage experience was good. Also 10 % of the customer rated it as poor. 12% of the customers ranked it as excellent. of respondents 13 14 35 26 12 100 Chart 11 Percentage 13 14 35 26 12 100 83 . 25% of the customers ranked it as very good. Table showing customer rating of after sales service Table 11 Ranking Poor Fair Good Very good Excellent Total No.
of respondents 7 27 53 13 100 Chart 12 84 Percentage 7 27 53 13 100 .The interpretation is that. Some 26 % rated it as very good and 35% as good. 12% of the customer has rated the after sales service as excellent. Table showing customer rating of How Airtel helped them solve their problem Table 12 Ranking Poor Fair Good Excellent Total No. But the concern is that 13 % of the customer also feel that the after sales service is poor.
of respondents 45 35 10 10 100 Table 13 85 Percentage 45 35 10 10 100 .The interpretation is that 13 % of the customer feels that the connection with Airtel broadband helped them to solve their network related problem which exists in earlier. it was good. Table showing Rating of Airtel broadband with other competitors in the same category Table 13 Ranking Much better Some what Same Worse Total No. 27% of the customer felt it was fair. Only 7% of the customer felt it as poor solving their network problem. Most of around 53 % felt that.
The interpretation is that around 45 % of the customers feel that Airtel broadband is much better than other products in this category. Overall satisfaction level of Airtel broadband customers Table 14 Ranking Highly dissatisfied Dissatisfied Average Satisfied Highly satisfied Total No. Around 10% of the customer feels that it has the same service as that of competitors. of respondents 7 11 19 44 19 100 Chart 14 Percentage 7 11 19 44 19 100 86 . 35% customer feels that Airtel broadband is somewhat better than competitor products. And 10% of customer feels that it is worse than its competitors.
Quality of the service provided plays an important role in keeping the existing customers and to bring new customers. 44% of the customer is satisfied with the overall service offered by the service. Most of the organizations prefer broadband connection over other type of connection because of speed and other compatibility of service.The interpretation is that 19% of the SME customer is highly satisfied with the overall service provided by Airtel broadband. 2. 87 . In most of the organization. Internet plays an important role in the day to day activities. Findings 1. Around 7% of the customer are highly dissatisfied bye the service. 3.
8. I would like to give my suggestions which the company can make use of:1. More than 10% customers have complaints regarding the after sales service of Airtel broadband. Many customers have rated the speed of data transmission is very good. After sales service plays essential part of customer satisfaction.The customer rate quality of the service as the most relevant one and hence Airtel Broadband services should 88 .4. 7. This is mostly due to number of systems connected by single broadband connection. Some customers had complaints regarding the speed. Safety of data is very important in any type of organization. The safety and security of Airtel network is rated very well by most of its customers. The overall satisfaction level is very high among customers. Suggestions On completion of the project work “Customer perception towards Airtel broadband service among Small and medium scale industries (SME) customers of Cochin. 5. But a number of customers have reported it excellent and very good. 6. A number of the organization preferred Airtel because of the quality of service provided and also for the speed of data transmission. Customers feel Airtel broadband was much better than other competitive products of the same category. Airtel with its own PC security suite helps organizations protect its data from theft and prevents it from harmful attacks. This shows the place Airtel has achieved in the minds of the customer in Kochi region. 9.
So the company must provide an awareness program about the specialized plans for them. It will help customers clear their doubts about billing and hence to improve their satisfaction level. maintain the quality in services and should make improvements in this feature. GSM-900 –Frequency Level ( Mono Band Handset ) GSM-1800-Frequency Level ( Dual Band ) GSM-1900( Tri Band . 5. TERMINOLOGY • • • • handsets ) 89 GSM – Global System For Mobile Communication. 4. Many dissatisfied customers asked for more information about other plans or change of plans. It is free of cost in its competitors like BSNL. If any complaint is observed from the customers. 7. So the company could provide the service as free of cost.2. 6. So the company can make use of this opportunity to retain its customers by providing the right plans. The detailed billing is provided as a value added service in Airtel broadband. Some customers are planned to discontinue because of high billing and after sales service is not good. Though it is a small percentage the company should focus on these to keep the brand image in the minds of people. This will reduce the chance for dissatisfaction. So the dissatisfaction may be due to providing wrong plans by the sales persons. SME segment is a high potential market (especially in Cochin) and the company should take care of more promotional activities in which advertisement plays and effective role and hence to have a competitive edge over other brands. it should be dealt quickly. Lack of awareness about the plans is high among customers. 3.
International Mobile Subscriber Equipment Identity*#06# IVR-Interactive Voice Responcse WAP. 7. 3. 2.General Packet Radio Service MSC-Mobile Switch Centre • • • • • • • BSC-Base Station Controller BTS-Base Transceiver Station AUC-Authentication Centre HLR-Home Location Register VLR-Visitor Location Register CDR. SIM – Subscriber Identity Module ( 19 digits ) SIM designator-89 Country code -91 Network code-35 Vendor identifier-01 mmyy-0402 Unique SIM number-123456 Check digit-8 • • • • • • • • • PIN-Personal Identification Number (4digits) The default PIN for Airtel SIM cards is 1234 PUK-PIN Unblocking Key (8 digits) IMSI.• 1.International Mobile Subscriber Identity (15digits) IMEI. 6.Wireless Application Protocol GPRS.Call Detail Records PSTN-Public Switched Telephone Network 90 . 4. 5.
• • • • • • • • • AV/CV.Value Added Services FAQ.Address Verification / Credit Verification RC.KEY DRIVERS brand . highest TOMA in UP East.Mobile Terminating CDMA-Code Division Multiple Access EFR.Frequently Asked Question AIRTEL STRATEGY. Fastest growing network coverage 400 sites Services differentiation : Customer Delight Quality : Towards Six Sigma 91 .Enhanced Full Rate SEF-Subscriber Enrollment Form VAS.Mobile Originating MT.Recharge Coupon MO.
Drive VAS : Innovative always no.1 Aggressive penetration . market distribution and expression. POST PAID BENEFITS More economical for high users Different plans to suit individual’s need Experience complete freedom Itemized monthly bill Easy billing STD/ISD Facility Roaming (national / international CLIP Call Divert Call Hold Call Wait Voice Messaging SMS 646 Voice Portal 678 Hello Tunes MMS 92 .
SWOT ANALYSIS S t r e n g th s 93 .
superior quality products and an enviable distribution network. It has a strong brand name. hence can’t compete in low price segment.Being one of the largest companies in India the company has achieved a degree of focus in its core business of its products. No separate strategy for rural market. Premium priced products. which affects its margins. It has a clear and well-defined organization structure and limits of financial authority. Distribution channel is not accurately categorized. The company‘s bottom line falls victim to the bloated and highly paid workforce. 94 . Weakness: Little efforts over the Advertising of products. Increase in advertisement spends affect the company’s margins.
inordinate hike in Broad Band Internet products would also increases company’s production and distribution cost. Airtel’s business has ample scope for gaining market share from the unorganized about growth.O p po rt un i t ie s : The company's financial performance can receive a major boost from its cost reduction efforts. Rural penetration too holds vast potential to bring Th r e a t s The slowdown in the economy has restricted topline growth of most FMCG majors and for Airtel also it will be difficult to maintain historical growth rates in such a depressed scenario. sector. Exports of products will also have huge chances in the coming years. Fluctuations in the prices of raw materials would have significant impact on costs and margins of the company.Company’s major raw materials are influenced by government policies /controls as well asvagariesofthe monsoons. 95 . There is a lot of scope of product and market diversification. Moreover.
RECOMMENDATION I have made following recommendation to the company after doing the summer training there: The company should modify its credit policy as they only target the cash paying customers who are not easy to trace. The company should emphasis more on the quality of Pharmaceuticals Products it was mostly claimed by the exporters that their receipts from company doesn’t matches with the sample’s quality shown before giving orders. The company rate policy must be flexible enough to catch new customers because if company offers lower price to a new customer then he may continue buy the goods and can be a permanent customer for the company. The company should take the opinion of exporters from time to time to know what problems they are facing from the company’s side? and if any change they require in present supplying condition? 96 . The company should offers such rate in the market so that it may able to catch a biger market share and it should be able to compete with the local traders and commission agents while having a brand name. The company should keep an eye on the proper delivery of the goods to exporter on time. as it has been recommended by exporters to make the delivery on time. The company should makes its marketing strategy flexible enough in orde to face competition.
which may restrict the scope and completion of study.LIMITATIONS No project is without limitations and it becomes essential to figure out the various constraints that we underwent during the study. c) There may be error due to bias of respondents. b) The shortage of time was another constrain for the study. f) The sample was restricted to 300 customers. e) Majority of the customer were too aggressive in nature. 97 . d) Lack of customer’s cooperation was a major constraint. The following points in this direction would add to our total deliberations:- a) The behavior of the customer while approaching them to fill the questionnaire was unpredictable.
Maximum no. The maximum no. I can conclude that Airtel lagged behind its competitors asfar as customer service and availability is concerned. of people spend RS 500 on their connections. So we can say that inspite of so many competitor in the market Airtel is having a good position just because every time. of people who use the mobile are in the age group of 20 to 28.Cash cards are the most popular type of mobile connections. it tries its best to understand the need of its important customer. as they are consumer friendly and recharging the connection is not a problem. As Airtel is the only company having the maximum no of mobile connections so it must seriously look into the loop holes of the existing customer service department. As we know that now airtel has already launched its product with logo “’ Aisi azaadi aur kahan”’ has already became popular in market.CONCLUSION After analyzing the findings of the research. 98 .
ORG/WIKI/BHARTI AIRTEL#TELICOMIDIA .COAI. MARKETING MANAGEMENT. PUBLISHED BY PRENTICE HALL OF INDIA PVT.WIKIPEDIA.COM HTTP:)//EN.TRAI.COM HTTP://ECONOMICSTIME.LTD.COM HTTP://KHOJ. AAKER KUMAR DAY. MARKETING RESEARCH MAGAZINES BUSINESS INDIA BUSINESS WORLD WEBSITES: HTTP:// WWW.COM HTTP://WWW.BIBLIOGRAPHY BOOKS KOTLER PHILIPS.
Please give your precious time for filling these details.1 For how long you have been using Airtel Product? 0-2 Years 2-5 Years 5-10 Years More than 10 years Q. Saharanpur doing my summer training project on consumer behavior of Airtel. Q.QUESTIONNAIRE Dear Sir/Madam.2 Are you using other product instead of Airtel? 101 . I am a student of MBA of Asian College Of Management.
Yes No Q. prefer most? Idea vodapone Airtel Q.5 Do you collect any information search before making purchase? Yes No Q.. 4 How would you rate the experience with Brand? Excellent Good Average Below Average AR E I TL V D .3 Among them. OA B N SL Q. which sources are used? Magazines Dealers Sales Executives Operators reference 102 . which Brand you.6 If yes.
If you have to purchase a new connection or product in near Which Brand will you go for and why? ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ 103 . 6.7 making credibility What are the features you look for in a product before purchase decision? Give preferences (1-Highest. network Value for money Add on features or ergonomics of design 8. Which of these marketing / sales schemes attracts you while purchasing any connection? Good Network Discount scheme Service package Any other Q.least) Brand Price and Discount After sales services and parts. Pamphlets and catalogue Reference from friends and relatives Any other Q.9 future.
11 What are you suggestions for improving the product quality.10 Are you aware of various promotional activities being run by Airtel. service availability and parts availability? ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ 104 .Q. if yes then how? Are you satisfied with these promotional activities? Very Satisfied Satisfied Somewhat Satisfied Not satisfied Customer Care By Ad Films By Camp 24 hrs call center services Q.
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