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ACKOWLEDGEMENT

Achievement is finding out what you would be then doing, what you have to do. The higher
the summit, the harder is the climb. The goal was fixed and we began with a determined
resolved and put in ceaseless sustained hard work. Greater challenge, greater was our effort to
overcome it.
This project work, which is my first step in the field of professionalization, has been
successfully accomplished only because of my timely support of well-wishers. I would like to
pay my sincere regards and thanks to those, who directed me at every step in my project
work.
I would also like to thank the faculty members and the staff members of “R . S
DISTRIBUTORS MORADABAD” for their kind support and help during the project.
EXECUTIVE SUMMARY

The project aims at understanding the Marketing strategies at Airtel and its

impact on the perception of Airtel Cellular Services.

Research has demonstrated conclusively that it is far more costly to win a

new customer than it is to maintain an existing one. And there is no better

way to retain a customer than to exceed his expectations. For this purpose it

is essential to know the level of customer satisfaction. The focus of my

research was the measurement of customer satisfaction level for the services

provided by Bharti Airtel. The research was done for the corporate clients of

Bharti Airtel. My job was not only to represent the Corporate Sales Dept.

and collect the feedback from the clients but also to get the major

complaints resolved through internal counselling. There can be no better

opportunity to interact with the external as well as the internal customers of

an organization. Finally the results of the research verify the fact that

keeping the customer satisfied is the best strategy to not only retain the

existing customers but also to expand the business to new horizons.


TABLE OF CONTENTS

1. INTRODUCTION 23

2. LITURATURE REVIEW

3. COMPANY PROFILE

4. MARKETING STRATEGY 50

5. OBJECTIVE

6. RESEARCH METHODOLOGY

7. LIMITATION

8. SUMMARY OF FINDING

9. CONCLUSION

10. BIBLIOGRAPHY

11. QUESTIONNAIRE 83
CHAPTER 1

INTRODUCTION
CHAPTER 1

INTRODUCTION

Airtel (Bharti Airtel Ltd.)

Bharti Airtel Limited was incorporated on July 7, 1995 for promoting investments

in telecommunications services. Its subsidiaries operate telecom services across

India. Bharti Airtel is India's leading private sector provider of telecommunications

services based on a strong customer base consisting of 50 million total customers,

which constitute, 44.6 million mobile and 5.4 million fixed line customers, as of

March 31, 2007.

Airtel comes to us from Bharti Airtel Limited - a part of the biggest private

integrated telecom conglomerate, Bharti Enterprises. Bharti provides a range of

telecom services, which include Cellular, Basic, Internet and recently introduced

National Long Distance. Bharti also manufactures and exports telephone terminals

and cordless phones. Apart from being the largest manufacturer of telephone

instruments in India, it is also the first company to export its products to the USA.

Bharti has also put its footsteps into Insurance and Retail segment in collaboration

with Multi- National giants. Bharti is the leading cellular service provider, with a

footprint in 23 states covering all four metros and more than 50 million satisfied

customers.

SERVICES

Airtel Prepaid
Airtel Prepaid, the Ready Cellular Card from Airtel comes to you from Bharti

Enterprises, India's leading integrated telecom service provider. Going mobile with

Airtel Prepaid is a new way of life. With a host of great features, also simple to use,

Airtel Prepaid makes everything that you dreamt and believed, possible.

Total Cost Control

You can control your Airtel Prepaid like never before. No more rentals or deposits –

simply recharge as much as you need to from as low as Rs. 10, to as high as Rs.

10,000/-.

Pre activated STD/ISD without deposits or rentals

You can now enjoy a pre-activated STD/ISD on your Airtel Prepaid. No more paying

deposits or having a minimum balance in your account to make an STD/ISD call.

Hassle-free calls are here to stay!

Strong Network Coverage

Enjoy complete clarity when calling with Airtel’s world-class technology and

unbreakable network coverage that spans over 23 circles across the country.

Instant Balance and Validity Enquiry

Your account balance is updated on the screen of your handset at the end of each

chargeable call. You can also call 123 from your mobile phone and listen to the

voice announcement or simply dial *123#, press 'OK' or 'YES' button and your

account balance will be displayed on the screen of your handset.

Recharge your Airtel Prepaid

Recharging is Easy. The calling value on your card keeps reducing as you make

calls or use any other chargeable service. Choose the Airtel Prepaid Recharge

Coupon that’s right for you, from a variety of tailor– made recharge coupons with
different denominations, which are available at a number of outlets across your

city. Simply follow the procedure mentioned below, to recharge your phone.

Prepaid Roaming

Airtel Prepaid comes preactivated with 'National Roaming', so you stay connected

no matter wherever you are. You can also send or receive MMS, check your email

and access other GPRS services while roaming in India as you would in your own

city. While traveling abroad you can receive calls & send or receive SMS.

Other Services

Airtel brings you, a wide range of Services that will change the way you

communicate. Try them and discover a whole new world of fun and excitement.

Call management Services

Call waiting, call hold, call divert and Caller Line Identification Presentation – all

with your Airtel prepaid connection.

Voice Mail

When your handset is switched off, or you’re too busy to answer the phone, Airtel

Voicemail will answer your calls and record a message. The best part is that there's

no extra monthly cost for setting up Voicemail - you just pay for the phone call

when you use the service.

SMS (Short Messaging Service)

Send messages quickly and easily using text, if it's too noisy to talk or you don't

have much time. It's the way to share those interesting one-liners, important

reminders and rib-tickling jokes, with anyone, anytime, anywhere in the world.

Subscription Alerts
Get regular alerts on news, jokes, business, health and films on your Airtel mobile

phone with Subscription Services. SMS <SUB NEWS> to 3333 for News, <SUB

JOKE> for Jokes, <SUB BIZ> for Business News, <SUB SPO> for Sports Alerts &

<SUB VAASTU> for Vaastu tips.

MMS (Multi-media Messaging Service):

Jazz up your messages with pictures, images and video clippings, with MMS from

Airtel! To activate MMS on your phone, SMS 'MMS' to 56465 and save service

settings.

Airtel Live!

Make your mobile the most happening entertainment destination with Airtel Live!

Airtel brings you the latest in entertainment and information services, right on your

phone!

Airtel Live! WAP Services: Download the latest ring tones, games, wallpapers,

videos and much more. You can also get news clips, watch live TV and download

full songs on you phone. To get Airtel Live! settings on your phone, SMS 'Live' to

56465 and save the settings that you receive as your preferred connection. Airtel

Live! Portal can be accessed from you GPRS enabled phone, by sending a SMS

'FUN' to 56465.

Airtel Live! Voice Services: Just Dial 56465, and name the service. For e.g. say

ring tones to download your favorite ring tones. You can also choose a variety of

content options like Live Cricket Commentary, latest National / International News,

Movie Reviews or Stock Market Updates.

Airtel Live! SIM Services: Access loads of fun content and exciting services like

cricket, stocks, on your phone at the touch of a few buttons with Airtel Live! SIM

based Services on your SIM card menu. To download new services on your Airtel

SIM, choose the "What's new" option under the "Airtel services" menu.

Airtel Live! SMS Services: You can enjoy a host of services by sending a keyword
as an SMS to 56465! Choose Astrology / Horoscope, Cricket, Bollywood /

Hollywood / Indi Pop Ring tones. In case you need assistance SMS, Help to 56465.

Hello Tunes

Tired of that boring old ‘tring tring’ on your phone? Well now when a friend calls,

you can make them groove to the hottest new tracks burning up the music charts

with Hello Tunes from Airtel! You get a wide choice of songs in the Popular & New

Arrivals categories that are updated regularly. What's more you can directly call the

number for your kind of music, e.g. call 678005 for English New and 678001 for

Hindi New. This would directly take you to your favorite artist's Hello Tunes listing.

Copy a Hello Tune

Get the tune you want, all you have to do is call 55055 and follow the simple voice

instructions to copy your favorite Hello Tunes. Once inside the copy feature, just

key in the 10-digit Airtel mobile number you want to copy the Hello Tune from and

you get the same Hello Tune assigned to your number.

Gift a Hello Tune

Forget gifting chocolates, flowers and greeting cards. Say it with a song instead!

Gift a Hello Tune to that special someone. Just call 55055 and choose the song

that you want to gift. Follow the simple voice instructions and key in the 10-digit

Airtel mobile number that you want to gift the Hello Tune to. You will get an SMS

notification upon successful receipt of that gift.

Buy Music - Airtel Music Shops

Buying your favorite Hello Tune or Ring tone is as simple as recharging your phone

with talk time. Simply walk into your nearest Airtel Shop and walk out with your

favorite song. Choose from Bollywood Hits to Indipop Remixes, Hard Rock to

Gujrati Garba, Bhajans to Jazz, Bhangra Beats to foot tapping Tamil Hits from a

list of more than 18000 songs.


Reach us Anytime Anywhere

In case you need assistance, dial '121' - our toll-free number, accessible from

anywhere in the country, even while roaming. You can also send us an SMS to 121

or mail us at 121@airtelindia.com.

*In case of email, mention your mobile no. like, 9810012345, in the subject of the

mail for a quicker response.

Airtel Postpaid

Airtel welcomes you to a vibrant world of unlimited opportunities. More exciting,

innovative yet simple new ways to communicate, just when you want to, not just

through words but ideas, emotions and feelings. To give you the unlimited freedom

to reach out to your special people in your special way.

Easy Billing

Enjoy a host of rich features only with Airtel e-bill. Register free on ‘My Airtel’

section and view your monthly bill with call details for last three months. Sort your

calls between personal and official or analyze your usage, at the click of a button.

To change your tariff plan call our IVR at 121 and leave a request.

Easy Payment Options. Anytime Anywhere

You can choose from a host of convenient payment options only with Airtel. Walk

into any Airtel relationship centre and make your payments by cash or credit card.

Drop a cheque at any of the drop boxes for making payments or simply log on to

My Airtel section and pay instantly through your credit card. You can also opt for

easy payment options like:

Standing Instructions
You can give us standing instructions to debit your credit card account for your

monthly Airtel bills. All you have to do is fill the Standing Instruction Form and

mail, fax it to us or drop it any of our relationship centres.

Electronic Clearing System

Fill an ECS form and mail, fax it to us or drop it any of our relationship centres to

directly debit your bank account for your monthly Airtel bill.

Pay while roaming

Airtel has introduced 'Anywhere payment' that offers you the convenience of

making payments while you roam. Walk in to any Airtel Relationship Centre in the

country, make payments by cash or credit card and enjoy uninterrupted Airtel

Services.

Credit limit

Your pre-set credit limit mentioned on your monthly bill helps you keep your

mobile charges in control, keeps track of your usage and ensures that your mobile

phone is not misused. Should you exceed your credit limit, you will be informed via

a voice or a non-voice message to make an interim payment and reduce your

account balance below your credit limit. You may also choose to pay us an

additional refundable deposit to enhance your credit limit or opt for our convenient

payment method of Credit Card Standing instruction .You can also make use of

ECS facility.

Strong Network Coverage

Enjoy complete clarity when calling with Airtel .It offers you world class technology

and unbreakable network coverage that spans over 23 circles across the country.
Long Distance Calling Facility

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

phone.

Widest Roaming - National and International

Airtel's roaming service allows you to stay connected and use your mobile phone to

make or receive calls from almost anywhere in India and also over 160 countries,

abroad.

GPRS - Roaming

Use Airtel Postpaid's GPRS services, while roaming, to access the internet and

office mails (eg. BlackBerry services), from almost anywhere in India and abroad.

Say it. In more than just words, with Services from Airtel

Airtel brings you a wide range of Services that will change the way you

communicate. Try them and discover a whole new world of fun and excitement.

Call management Services

Call waiting, call hold, call divert and Caller Line Identification Presentation, help

you do more with your Airtel Postpaid connection!

Conference call

You can hold a teleconference with 5 people simultaneously with Call Conferencing

service from Airtel. In fact, you can set up a conference even when the other five are

using a landline phone. To know more, call customer service at 121.

Missed call alert

A missed call alert is a SMS that you will receive for all the calls that you missed.

The SMS will detail the CLI and the time when the call was made. To activate, dial

*135*2# then press the call button and wait for the request to be completed.

Voice Mail
When your handset is switched off, or you’re too busy to answer the phone, Airtel

Voicemail will answer your calls and record a message. The best part is that there's

no extra monthly cost for setting up Voicemail - you just pay for the phone call

when you use the service.

SMS (Short Messaging Service)

Send messages quickly and easily, using text, if it's too noisy to talk or you don't

have much time. It's the way to Share those interesting one-liners, important

reminders and rib-tickling jokes, with anyone, anytime, anywhere in the world.

Subscription Alerts

Get regular alerts on news, jokes, business, health and films on your Airtel mobile

phone with Subscription Services. SMS <SUB NEWS> for News, <SUB JOKE> for

Jokes, <SUB BIZ> for Business News, <SUB SPO> for Sports Alerts & <SUB

VAASTU> for Vaastu tips to 3333.

MMS (Multi-media Messaging Service):

Jazz up your messages with pictures, images and video clippings, with MMS from

Airtel! To activate MMS on your phone, SMS 'MMS' to 56465 and save service

settings.

Airtel Live!

Make your mobile the most happening entertainment destination with Airtel Live!

Airtel brings you the latest in entertainment and information services, right on your

phone!

Airtel Live! WAP Services: Download the latest ringtones, games, wallpapers,

videos and much more. You can also get news clips, watch live TV and download

full songs on you phone! To get Airtel Live! settings on your phone SMS 'Live' to

56465 and save the settings that you receive as your preferred connection. Airtel
Live! Portal can be accessed from you GPRS enabled phone, by sending a SMS

'FUN' to 56465.

Airtel Live! Voice Services: Just Dial 56465 and say the name of the service. For

e.g. say ‘Ring tones’ to download your favourite ring tones. You can also choose a

variety of content options like Live Cricket Commentary, latest National /

International News, Movie Reviews or Stock Market Updates.

Airtel Live! SIM Services: Access loads of fun content and exciting services like

cricket, stocks, on your phone at the touch of a few buttons with Airtel Live! SIM

based Services on your SIM card menu. To download new services on your Airtel

SIM, choose the "What's new" option under the "Airtel services" menu.

Airtel Live! SMS Services: You can enjoy a host of services by sending a keyword

as an SMS to 56465 ! Choose Astrology / Horoscope, Cricket, Bollywood /

Hollywood / Indi Pop Ring tones. In case you need assistance SMS ‘Help’ to 56465.

GPRS (General Packet Radio Services)

Log on to the internet, with GPRS that allows data transmission at a higher speed.

Access e-mails and internet across Airtel's pan-India presence using 'Mobile Office'

with your phone or a phone and laptop both.

Get the EDGE

Browse the internet on your mobile phone with Airtel's EDGE services. Enjoy live

TV, enhanced WAP experience and Airtel Data Cards on our high speed network.

Hello Tunes

Tired of that boring old ‘tring tring’ on your phone? Well now when a friend calls,

you can make them groove to the hottest new tracks burning up the music charts

with Hello Tunes from Airtel! You get a wide choice of songs in the Popular & New

Arrivals categories that are updated regularly. What's more, you can directly call
the number for your kind of music, e.g. call 678005 for ‘English New’ and 678001

for ‘Hindi New’. This would directly take you to your favourite artist's Hello Tunes

listing.

Copy a Hello Tunes

Like a tune you want, all you have to do is call 55055 and follow the simple voice

instructions to copy your favourite Hello Tunes. Once inside the copy feature, just

key in the 10-digit Airtel mobile number you want to copy the Hello Tune from and

you get the same Hello Tune assigned to your number.

Gift a Hello Tunes

Forget gifting chocolates, flowers and greeting cards. Say it with a song instead!

Gift a Hello Tune to that special someone. Just call 55055 and choose the song

that you want to gift. Follow the simple voice instructions and key in the 10-digit

Airtel mobile number that you want to gift the Hello Tune to. You will get an SMS

notification upon successful receipt of that gift.

Buy Music - Airtel Music Shops

Buying your favourite Hello Tune or Ringtone is as simple as recharging your

phone with talktime. Simply walk into your nearest Airtel Shop and walk out with

your favourite song. Choose from Bollywood Hits to Indipop Remixes, Hard Rock to

Gujrati Garba, Bhajans to Jazz, Bhangra Beats to foot tapping Tamil Hits from a

list of more than 18000 songs.

Reach us, Anytime Anywhere

In case you need assistance, dial '121' - our toll-free number, accessible from anywhere in the

country, even while roaming. *In case of email, mention your mobileno. like 9810012345 in

the subject of the mail for a quicker response. TARIFF STRUCTURE


Prepaid Tariffs

Airtel Prepaid Ready Cellular Card and Recharge Cards are available, all over the

city at over retail outlets including 24-hour outlets. Airtel Prepaid Ready Cellular

Card and Recharge Cards are available, all over the city at over retail outlets

including 24-hour outlets.

Airtel Prepaid Regular

449
SUK
Pulse Rate 60 sec

Price of Pack (Rs.) Rs.449

Free Airtime on Pack (Rs.) Nil

Incoming Calls (Rs.) Free while in home network

Airtel GSM / CDMA Landline /


(10 Digit) WLL

LOCAL RATES (Rs./min) Rs.1.20 Rs.2.00 Rs.2.40

STD RATES (Rs./min) Rs.2.75 Rs.2.75 Rs.2.75

ISD (Rs./min)

USA, Canada, Europe (Fixed Rs.6.40


Line), Australia, Singapore,
Hong Kong, Thailand,
Malaysia, Indonesia, New
Zealand.

Gulf, Europe (Mobile), SAARC Rs.9.20


countries, Africa & Rest of the
world

Cuba, Sao Tome & Principe, Rs.40.00


Guinea Bissau, Diego Garcia,
Nauru, Solomon Islands,
Vanuatu, Cook Islands,
Tuvalu, Tokelau, Norfolk
Island, Sakhalin

SMS (Rs.)

Local Rs.1.20

National Rs.2.00

International Rs.5.00
Other Details

*Rs 50 Local Airtel-Airtel Mobile talktime per month for 6 months


* First month Airtel-Airtel credit within 72hrs of activation & balance credit by 1st week of every
month)
*The SMS charge as applicable is per 160 characters
* Validity- 24 months.

POSTPAID

Airtel Postpaid allows you to choose from a variety of affordable talk plans,

convenient payment options and host of rich features. So get set to enjoy a world of

limitless possibilities!

Reference Tarif Packages (RTP)

ON TIME CHARGES
Activation Charges Rs. 250
Membership Fee Rs. 250
Security Deposit NA
MONTHLY CHARGES (FIXED) Rs. 524
Bill plan Charge Rs. 444
Monthly Rental Rs. 150
Clip NA
MONTHLY CHARGES (OPTIONAL)
Clip Rs. 99
Airtel GSM / Landline /
CDMA (10 WLL
Digit)
Rs. 1.99 Rs 1.99 Rs 1.99
Local Rates
STD RATES
50 – 200 Km
200 – 500 Km
500 + Km

ISD
USA, Canda, Europe (Fixed Line), Rs. 7.20
Austalia, Singapore, Hong Kong,
Thailand, Malaysia, Indonesia, new
Zealand
Gulf, Europe (Mobile), SAARC Rs 9.99
Countries, Africa & Rest of the world
Cuba, Sao tome & Principle, Guinea Rs. 40.00
Bissau, Diego Garcia, Nauru, Solomon
Islands, Vanuatu, Cook Island,
Tuvalu, Tokelau, Norfolk Island,
Sakhalin

SMS
Local Rs. 1.00
National Rs. 2.00
International Rs. 5.00
Value Added Services (Rs.) Rs. 3.00

Airtel One Standard 150

ONE TIME CHARGES


Activation Charges Rs 250
Membership Fee Rs 250 (Converts into security after 24
months)
Security Deposit NA
MONTHLY CHARGES (FIXED) Rs. 150
Bill Plan Charge Rs. 50
Monthly Rental Rs. 150
Clip NA
MONTHLY CHARGES (OPTIONAL)
Clip Rs. 50
Bissau, Diego Garcia, Nauru, Solomon
Islands, Vanuatu, Cook Islands,
Tuvalu, Tokelau, Norfolk Island,
Sakhalin

SMS
Local Rs 1.00
National Rs 2.00
Intentional Rs. 5.00
VAS Rs. 3.00

 This Bill Plan is also available under Advance Rental of Rs. 799 for 2 years.

Local Pack

Airtel to other local mobiles (non Airtel) At Rs 1 / min

 Monthly rental Rs 25 per months/-

 STD Pack

Airtel to other mobiles (non Airtel) & fixed lines nos. at Rs 2 / min.

 Monthly rental Rs 75 per month/-

 Special offer for Airtel Telephone service customers for availing Airtel

Mobile services

If you already have Airtel Telephone service, you can buy a new Airtel Mobile

connection under Airtel One Standard 150 Plan.

Benefits:

 Non security deposit.

 No membership / activation fee

 Enjoy calls to your Airtel fixed line no. at just 50 P / min.

 Monthly rent of Rs 25 for reduced call rates to your Airtel fixed line has been

waived off for 1 year.

For details, call us 516-12345

Advance Rental benefits (1year scheme)


Pay an advance rent of Rs 499 and enjoy Airtel One Standard 150 plan at Zero

monthly rental for one year.


Advance rental of Rs 499 gives you a rental discount of Rs 150 every month for the

next 2 months. All other options and charges are as per the existing Airtel One

Standard 150 Plan.

Airtel one Standard 299

ONE TIME CHARGES


Activation Charges Rs 250
Membership Fee Rs 250 (Converts into security after 24
months)
Security Deposit NA
MONTHLY CHARGES (FIXED) Rs 299
Bill Plan Charge Rs. 150
Monthly Rental Rs. 299
Clip NA
MONTHLY CHARGES (OPTIONAL)
Clip Rs. 50
Airtel GSM / Landline /
CDMA (10 WLL
Digit)
Re. 1.00 Rs. 1.00 Rs. 1.00
LOCAL RATES

STD RATES
50-200Km Rs. 2.00 Rs. 2.40 Rs. 2.40
200 – 500 Km Rs. 2.00 Rs. 2.40 Rs. 2.40
500 + Km Rs. 2.00 Rs. 2.40 Rs. 2.40

ISD
USA, Canda, Europe (Fixed Line), Rs. 7.20
Austalia, Singapore, Hong Kong,
Thailand, Malaysia, Indonesia, new
Zealand
Gulf, Europe (Mobile), SAARC Rs 9.99
Countries, Africa & Rest of the world
Cuba, Sao tome & Principle, Guinea Rs. 40.00
Bissau, Diego Garcia, Nauru, Solomon
Islands, Vanuatu, Cook Island,
Tuvalu, Tokelau, Norfolk Island,
Sakhalin

SMS
Local Rs. 1.00
National Rs. 2.00
International Rs. 5.00
Value Added Services (Rs.) Rs. 3.00

You also enjoy 25 FREE local mobile to mobile SMS


Senior Citizen Plan

ONE TIME CHARGES


Activation Charges Rs. 250
Membership Fee Rs. 250 (Concerts into security deposit
after 24 months)
Security Deposit NA
MONTHLY CHARGES (FIXED) Rs. 150
Bill Plan Charge Rs. 51
Rs. 99
Monthly Rental
Clip NA
Cuba, Sao Tome & Principle, Guinea
Bissau, Diego Garcia, Nauru, Solomon
Islands, Vanuatu, Cook Islands,
Tuvalu, Tokelau, Norfolk Island,
Sakhalin

SMS
Local
Rs. 1.50
National Rs. 2.00
International Rs. 5.00
VAS Rs. 3.00

With Senior Citizen Plan


You can take 3 Friends and Family numbers:

 Airtel to Airtel (1local no.) – Rs. 0.5 / min.

 Airtel to Airtel (1 STD no.) – Rs 1.5 / min

 ISD calls to US / Canada / South East Asia / Australia / New Zealand) – Rs.

9.99 / min

You also get FREE alert subscription worth Rs 30 / alert or 3 months on:

 News
 Astrology
 Health Tips

The SMS charges as applicable is per 160 Characters.


CHAPTER 2

LITERATURE REVIEW
CHAPTER 3

COMPANY PROFILE
CHAPTER 3

COMPANY PROFILE

Airtel to “Touch Tomorrow” with a new brand vision

The Bharti Mobile promoted AirTel cellular service will go in for repositioning

of its brand image. The new brand ethos is portrayed in two distinct

fashions - the tag line "Touch Tomorrow", which underscores the leading

theme for the new brand vision, followed by "The Good Life", which

underscores a more caring, more customer centric organization. Aimed at

re-engineering its image as just simply a cellular service provider to an all

out information communications services provider, Touch Tomorrow is

meant to embrace the new generation of mobile communication services and

the changing scope of customer needs and aspirations that come along with

it .The new communication is about a new dimension in the cellular

category that goes beyond the Internet, SMS, roaming, IVRS, etc but which

engulfs the whole gamut of wireless digital broadband services that will

constitute tomorrows cellular services. The new campaign is in two phases -

the first of which will communicate overall brand philosophy and the second

products and services. According to Mr. Jagdish Kini, Chief Operating

Officer, Bharti Mobile Limited, Karnataka "We are adopting a new brand-

platform - Touch Tomorrow - not only to reflect our corporate ethos but also

business strategy".

The new identity will have the logo in Red, Black and White colours along

with lower case typography to convey warmth. AirTel will incorporate the
latest branding in all of its communication and will soon be going in for an

enhanced promotional drive to establish the brand's presence.

LIFE TIME PLAN

PRE-PAID card users need not worry anymore about recharging their

coupons every month. Company has launched a plan that allows users to

take a pre-paid connection with lifetime validity for a one time payment of

Rs. 999. Subscribers availing themselves of this scheme will also get full talk

time for the recharge coupon they purchase and also have the option to buy

Taiwanese manufactured Bird mobile handsets for as low as Rs. 1,399.

The move is aimed at stopping the churn in the pre-paid subscriber base.

Once a subscriber takes this plan, he will always be an Airtel subscriber

whether the mobile is being used or not.


CHAPTER 4
MARKETING STRATERGIES
CHAPTER 4
MARKETING STRATEGY

Bharti has spent a considerable amount on advertising its mobile phone service,

Airtel. Besides print advertising, the company had put up large no of hoardings

and kiosks in and around Delhi.

The objective behind designing a promotion campaign for the ‘Airtel’ services is to

promote the brand awareness and to build brand preferences.

It is trying to set up a thematic campaign to build a stronger brand equity for

Airtel. Since the cellular phone category itself is too restricted, also the fact that a

Cellular phone is a high involvement product, price doesn't qualify as an effective

differentiator. The image of the service provider counts a great deal. Given the Cell

phone category, it is the network efficiency and the quality of service that becomes

important. What now the buyer is looking at is to get the optimum price-

performance package. This also serves as an effective differentiator

Brand awareness is spread through the' campaigns and brand preference through

brand stature. Airtel's campaign in the capital began with a series of 'teaser'

hoardings across the city,' bearing just the company's name and without explaining

what Airtel was. In the next phase the campaign associated Airtel with Cellular

only thereafter was the Bharti Cellular connection brought up. Vans with Airtel

logos roamed the city, handing out brochures about the company and its services

to all consumers. About 50,000 direct callers were sent out. When the name was

well entrenched in the Delhiites’s mind, the Airtel campaign began to focus on the

utility of Cellphone. In the first four months alone Airtei's advertisement spend

exceeded Rs. 4 crores.

As of today the awareness level Is 60% unaided. This implies that if potential or

knowledgeable consumers are asked to name a Cellular phone service provider that
is on the top of his/her mind 60% of them would name Airtel. As for aided it -is

100% (by giving clues and hints etc.).

Brand strength of a product or the health of a brand is measured by the percentage

score of the brand on the above aided and the unaided tests. The figures show that

Airtel is a healthy and a thriving brand.

Every company has a goal, which might comprise a sales target and a game plan

with due regard to Its competitor. Airtel 's campaign strategy is designed keeping

in mind its marketing strategy. The tone, tenor and the stance of the visual ads are

designed to convey the image of a market leader in terms of its market share. It

tries to portray the image of being a "first mover every time" and that of a "market

leader".

The status of the product in terms of its life cycle has just reached the maturity

stage in India. It is still on the rising part of the product life cycle curve in the

maturity stage.

The diagram on the left hand side shows the percentage of the users classified into

heavy, medium and low categories. The right hand side shows the revenue share

earned from the three types of users.

Airtel, keeping in mind the importance of the customer retention, values its heavy

users the most and constantly indulges in service innovation. But, since heavy

users comprise only 15 - 20% of the population the other segment cannot be

neglected.

The population which has just realised the importance of cellular phones has to be

roped in. It is for this reason that the service provider offers a plethora of

incentives and discounts. Concerts like the "Freedom concert" are being organised

by Airtel in order to promote sales. The media channel is chosen with economy in

mind. The target segment is not very concrete but, there is an attempt to focus on

those who can afford. The print advertisements and hoarding are placed in those
strategic areas which most likely to catch the attention of those who need a cellular

phone. The product promise (which might cost different 1 higher) is an important

variable in determining the target audience.

Besides this, other promotional strategies that Airtel has adopted are .

(i) People who have booked Airtel services have been treated to exclusive premiers of
blockbuster movies. Airtel has tied up with Lufthansa to offer customer bonus miles on the
German airlines frequent flier's programs.
(ii) There have been educational campaigns, image campaigns, pre launch

advertisements, launch advertisements, congratulatory advertisements,

promotional advertise-ments, attacking advertisements and tactical

advertisements.
DISTRIBUTION

Company

Franchisee Distributor

Dealers
Dealer

Customer
Customer

The- company whose operations are concentrated in and around Delhi. It 27

Franchisees and 15 Distributors- They also have 8 'instant access cash card

counters- Each franchises or distributor can have any number of dealers under

him as long as the person is approved by the Airtel authority. Each franchises has

to invest Rupees Ten Lakhs. to obtain a franchise and should employ an officer

recruited by Airtel. This person acts as an liaison between the company and the

franchises. The franchises can it any number of dealers as long as their territories

do not overlap. But unfortunately Airtel has not been very successful in controlling

territorial overlaps of dealers. The franchises can carry out his 1 her own

promotional strategy. For this the. company contributes 75% of the money and the

franchises contributes 25% of the money. The dealers under the franchisee receive

the same commission. The franchises and the dealer obtain the feedback from the

customers and they are sent through the liaison officer on a day-to-day basis to

Airtel. The dealer has to invest Rupees. One Lakh as an initial investment. The

dealer of Airtel are not allowed to provide any other operators' service.

Target set for distributors and the dealers is 100 -150 activations per month.

Hence the dealers can also go for their own promotions like banners and discounts
on festivals etc. The dealer provides service promptly. The consumer on providing

the bill of purchase for the handset and proof of residence has only to wait an hour

before getting connected. The staff of the dealers and the franchisees are provided

training by the Airtel personnel.

The complaints encountered by the franchisees and dealers are either handset

being non-functional or the SIM Card not getting activated. Anything more

complicated is referred to the main Airtel office in Delhi.

WHAT DOES AIRTEL OFFER?

With Airtel, the subscriber wouldn't just get a personal phone that lets him/her be

in touch, always, but also gets a host of benefits that let him/her manage his/her

time like never before.

An Airtel subscriber is provided with a Subscriber Identity Module Card (SIM card)

- that is the key to operating his/her cellular phone. His card activates Airtel

cellular services and contains a complete micro-computer chip with memory to

enable one to enjoy one's cellular phone thoroughly. Each SIM card contains a PIN

code (Personal Identity Number) which may be entered by one. Just plug your SIM

card into your cellular phone, enter the PIN code and it becomes 'your' personal

phone'.

PRODUCT LIFE CYCLE

The pattern of cellphone subscriber growth observed elsewhere in the world reveals

that the growth in the market is Initially slow followed by a sharp acceleration, but

so far that has not happened in India. As far as the Product Life Cycle is

concerned. Indians are at the beginning of the maturity stage.


CHAPTER 5

OBJECTIVE
CHAPTER 5

OBJECTIVE

 To study the importance and development of tele – communication

industry in today’s scenario.

 To understand the various Marketing Strategies which Airtel has adopted

to survive in highly competitive cell phone industry.

 To make a comparative study of the major players in Indian Service

Provider.
CHAPTER 6

RESEARCH

METHODOLOGY
CHAPTER 6

RESEARCH METHODOLOGY

The methodology adopted for this project is exploratory in nature since there is no

hypothesis that has to be tested. The conclusions have been drawn by exploratory research

work.

There have been two sources of information collected:

a) Primary Sources

I have met retailers of the Airtel of the company and have been able to get first hand

information regarding the product, its features and the buying patterns of the product.

Their input has been valuable.

b) Secondary Sources

Secondary source has played a vital role to play in this report. A good

amount of data has been collected from various published articles and

reports found in magazines and journals. Another vital source has been the

Internet and particularly the companies own website.


CHAPTER 7

LIMITATIONS
CHAPTER 7

LIMITATIONS

Every attempt will be taken to obtain the error free and meaningful result

but as nothing in this world is 100% perfect I believe that there will still the

chance for error on account of following limitations-

(1) Respondent’s unavailability.

(2) Time pressure and fatigue on the part of respondents and interviewer.

(3) Courtesy bias.


CHAPTER 8

FINDING
CHAPTER 8

FINDINGS

1. Do you believe that India is potentially one of the most exciting

mobile service providers in the world?

No
Company Yes

Airtel 4 1

Vodafone 4 1

Idea 4 1

MTNL 4 1

As according to the above table 16 (80%) out of the total 20 interviewed

people in all the above four specified Indian mobile service providers are of

belief that India is potentially one of the most exciting mobile service

providers in the world, whereas some 4 (20%) of them do not agree to this

view.

No
1

Yes
4

0 2 4 6 8 10 12 14 16 18

AirTel Vodafone Idea MTNL


2. Do you find that the government’s telecom policy has had the most

radical impact on the development of mobile service providers?

No
Company Yes

Airtel 4 1

Vodafone 3 2

Idea 3 2

MTNL 5 --

As according to the above table 15 (75%) out of the total 20 interviewed

people in all the above four specified Indian mobile service providers find

that the government’s telecom policy has had the most radical impact on the

development of mobile service providers, whereas some 5 (25%) of them

deny this.

5
4.5

4
3.5 AirTel
3 Vodafone
2.5 Idea
2 MTNL

1.5
1
0.5

0
Yes No
3. Do you believe that one of the challenges facing mobile operators in

India is the diversity of the coverage regions?

No
Company Yes

Airtel 2 3

Vodafone 3 2

Idea 3 2

MTNL 2 3

As according to the above table 10 (50%) out of the total 20 interviewed

people in the mobile service providers are of belief that one of the challenges

facing mobile operations in India is the diversify of the coverage regions,

whereas interestingly another 10 (50%) of them deny this.

2.5

2 AirTel

Vodafone
1.5 Idea

MTNL
1

0.5

0
Yes No
4. To what extent, does you find that mobile service providers is a very

complex standard?

To great extent
Company To some extent
(6-10)
(1-5)
Airtel 3 2
Vodafone 2 3
Idea 2 3
MTNL 3 2

As according to the above table 10 (50%) out of the total 20 interviewed

people in all the above four major the mobile service providers in Indian

Cellular industry find only to some extent that GSM is a very complex

standard, whereas the another 10 (50%) respondents find to great extent

that mobile service providers is a very complex standard.

2.5
AirTel
2
Vodafone
1.5 Idea

1 MTNL

0.5

0
To some extent To great extent
CONSUMER LEVEL

1. Do you believe that mobile service providers comes close to fulfilling the requirements for

a personal communication system?

No
Company Yes

Airtel 9 1

Vodafone 8 2

Idea 8 2

MTNL 5 5

As the above shows 30 (75%) out of total 40 respondents are of the belief

that mobile service providers comes close to fulfilling the requirements for a

personal communication system, whereas 10 (25%) of them are in no way to

this belief.

2
No
2

2 MTNL
Idea
Vodafone
2 AirTel

3
Yes
3

3
2. Do you find that mobile service providers as the most exciting and satisfying mobile

standard?

No
Company Yes

Airtel 9 1

Vodafone 7 3

Idea 8 2

MTNL 8 2

As the above shows 32 (80%) out of total 40 respondents find that mobile

service providers as the most exciting and satisfying mobile standard,

whereas the remaining 8 (10%) respondents deny this.

No
1

Yes
9

0 5 10 15 20 25 30 35

AirTel Vodafone Idea MTNL


3. Do you believe that your service provider has a genuine commitment to creating a

modern and efficient communications?

No
Company Yes

Airtel 10 --

Vodafone 8 2

Idea 10 --

MTNL 8 2

As the above shows 36 (90%) out of total 40 respondents are of the belief

that their service providers have a genuine commitment to creating a

modern and efficient communications whereas the remaining 4 (10%)

respondents deny this.

0
No
2

0 MTNL
Idea
Vodafone

8 AirTel

10
Yes
8

10
CHAPTER 9

CONCLUSION
CHAPTER 9

CONCLUSION

From above the details I conclude that 70% Airtel users preferred to remain with
Airtel. Also good no. of users who were willing to switch from their respective subscribers
showed interest in Airtel. Hence, these statistics imply a bright future for the company. Also
the company is now providing more services like the door to door services which is you dial
the Airtel customer care and would like to send someone flowers the Airtel company delivers
those flowers to the person concerned. Also Airtel is providing free text messaging service
and free voice mail service. Call conferencing is also another feature Airtel provides.
CHAPTER 10

BIBLIOGRAPHY
CHAPTER 10

BIBLIOGRAPHY

 Bernard J. T. Mallinder. Specification Methodology Applied to the GSM

System. In EUROCON 88, June 2005.

 Seshadri Mohan and Ravi Jain. Two User Location Strategies for Personal

Communication Services. IEEE Personal Communications. 1(1), 1994.

 Moe Rahnema. Overview of the GSM System and Protocol Architecture.

IEEE Communications Magazine. April 1993.

 C. Watson. Radio Equipment for GSM. In D.M. Balston and R.C.V

Macario, editors, Cellular Radio Systems, Artech House, Boston, 1993.

 Robert G. Winch. Telecommunication Transmission Systems. McGrawHill

New York, 1993.

 Vodafone

 Airtel

 Idea

 MTNL
QUESTIONNAIRE

NAME: ____________________________________

ADDRESS: ____________________________________

OCCUPATION: ____________________________________

1. Do you believe that India is potentially one of the most exciting

mobile service providers in the world?

Company Yes No

Airtel

Vodafone

Idea

MTNL

2. Do you find that the government’s telecom policy has had the most

radical impact on the development of mobile service providers?

No
Company Yes

Airtel

Vodafone

Idea

MTNL

3. Do you believe that one of the challenges facing mobile operators in

India is the diversity of the coverage regions?


No
Company Yes

Airtel

Vodafone

Idea

MTNL

4. To what extent, does you find that mobile service providers is a very

complex standard?

To great extent
Company To some extent

(1-5) (6-10)

Airtel

Vodafone

Idea

MTNL
CONSUMER LEVEL

1. Do you believe that mobile service providers comes close to fulfilling the requirements for

a personal communication system?

No
Company Yes
Airtel
Vodafone
Idea
MTNL

2. Do you find that mobile service providers as the most exciting and satisfying mobile

standard?

No
Company Yes
Airtel
Vodafone
Idea
MTNL

3. Do you believe that your service provider has a genuine commitment to creating a

modern and efficient communications?

No
Company Yes
Airtel
Vodafone
Idea
MTNL