Project Report

Submitted for Partial Fulfillment for the Award of the Degree of



Training certificate






Project report is a venture that requires co-operation of many people I feel pleasure in taking this opportunity to express my sincere regards to my project guide, Without his guidance, valuable suggestions, constructive criticisms and encouragement through out the course of the project, the present shape of the work would not have been possible. I deem it to be a matter of great pride and fortune that I had the privilege of undergoing my summer training internship at the esteemed organization “AIRTEL”. I would like to express my gratitude to for providing me an opportunity to work in such a highly reputed and esteemed organization. I would also like to thanks for giving me all sort of help and encouragement. The task infact would have been difficult, rather beyond my reach but for his valuable suggestions and advice which not only inspired me but also kept me in high spirits at all time even in oddities. Lastly but not the least I also feel indebted to my parents, fellowmen and friends who helped me all the time ensuring that the task is achieved without much ado.


Introduction -------------------------------------------------------------3. Chapter -3 Research Methodology & Design-------------------------------------5. Executive Summary------------------------------------8 10 13 Page no. Appendix -------------------------------------------------------------------------------10.INDEX Topic 1.Company Profile ---------------------------------------------------Overview Of The Telecom Industry In India 4. Chapter 1. Chapter -6 Conclusion & Recommendations--------------------------------------40 8. Chapter 2. 2. Chapter -4 Data Analysis & Interpretation ---------------------------------------6. Chapter -5 Major Findings & Discussion------------------------------------------7. References -----------------------------------------------------------------------------9. Abbreviations Used------------------------------------------------------------------- 21 27 35 45 46 49 -6- . Annexure ------------------------------------------------------------------------------48 11.

June'2009 (Rajasthan) PAGE NUMBER 28 29 EXECUTIVE SUMMARY -7- .AIRTEL Recharge coupon & Top-Up options Value added services Jodhpur City Telecom Infrastructure DESCRIPTION OF TABLE PAGE NUMBER 9 15 22 26 34 LIST OF FIGURES FIGURE NUMBER 1 2 DESCRIPTION OF FIGURES Group Company wise % market share .June'2009 (India) Group Company wise % market share .LIST OF TABLES TABLE NUMBER 1 2 3 4 5 Jodhpur District – Fact Sheet Company Facts .

353 wheat. Agriculture based. or circles. Lime Stone. In some of the major cities in Rajasthan Airtel is way ahead of its competitors. Main source of economy – Tourism. 2009) -8- . Handicraft.Airtel. 2004 and within five years of time it captured a lions share in the market.236 56.886. Red Chilli Sand Stone. Bhopalgarh. the company also provides telephone services and Internet access over DSL in 15 circles. Mines.Fact Sheet Particular Area (Sq. Km) Population Pop Density(Person/ Sq.850 2.157 Wheat. Jodhpur District . Phalodi. the biggest telecom player in Indian market in terms of subscribers and revenue. traditionally Heart of Marwar and Sunrise City for “The Desert Belt”.68% 5. Pulses. complementing its national and international long distance telephone services with mobile and broadband services. Total BTS’s (Towers) – 390 (Urban-145 and Rural-245) Jodhpur Urban City – Overview (May.80% Jodhpur 2nd largest Urban City. better consumer service in terms of CRM and a brand of high image which in other words can be said as Airtel’s USP. Current Tehsils – Jodhpur.505 126 57. corn and millets Clay. Zinc. Luni. From the days of initiation Airtel maintained an image of better networking. There are seven other major competitors in the market for Airtel fighting it for the top spot but Airtel is way ahead of them. in India.507. Quartz Rajasthan 342. Shergarh.188 165 61% 240 41. Bilara.92% 2. After five years of operation in Rajasthan market Airtel played a game as it reduces the margin from distributor to retailer because it got the brand loyalty from the subscribers and succeeded with its PULLING strategy in the market also with some highly innovative value added schemes. Airtel entered into Rajasthan in the year May. The only operator to provide mobile services in all 23 business regions. Soap Stone. Copper % 6.4% 7 1. Osian. Of Villages Crops Minerals Jodhpur 22.11% 2. KM) Literacy Tehsils No.

167 More Than 72 lakhs (As per Airtel official data) -9- . Virgin.000) 34.000) Reliance (85.62 lakhs 2.22.000) Vodafone (93.7% BSNL-18% Vodafone-14% Reliance-13% Idea. Tata. 2009) • • Customer Base Network Available Cities Kasbes and Villages 222 35.• • • • • Jodhpur Urban Population Total BTS’s (Towers) Industry Base Airtel Base Other Major Players - 9 lakhs 133 6. MTS 74% • • Airtel Current Market Share (CMS) Other’s CMS - • • Other Competitors Current Market Penetration - Airtel in Rajasthan (May.28 lakhs BSNL(1.


6. 5. 3. 2. 3. To create more numbers of Airtel subscribers. 4. Creating awareness & finding out potential Retailers for Airtel products. To seek new opportunities for Airtel prepaid products. Handling Customer’s grievances and complaints.Airtel is an old & fastest growing company & leading in the communication market providing ever best possible service to the customers. New & advance facilities & plans are being introduced day by day & those are only to satisfy customers. LIMITATIONS OF THE STUDY At most attention was taken to eliminate any kind of biasness & misinterpretation in the study to get optimum result. which can be used in strategy formulation in Jodhpur. customers. OBJECTIVES OF THE STUDY 1. To know the roles and duties of Airtel Relationship Centers (ARC). 2. 1.11 - . To know the key challenges being faced by the Airtel in the coming years. 1. 2. To understand the roles of different distribution channels. SCOPE OF THE STUDY By this study satisfaction as well as attitude towards the Airtel has been found out. Rajasthan only which may not represent the real and whole picture of the entire Rajasthan market. Secondary Data I have collected all the details from FOS’s and the proprietor of the Tushar Enterprises and Ravi Corporations (distributors). The study was confined to Jodhpur. Even though the following limitations could have certain degree of impact on the findings. Rajasthan and help in providing the best services to all the customers. taking care of customers need. To understand the sales and distribution system of Airtel Prepaid. Getting an opportunity to convince & interact with the Retailers. METHODOLOGY Data collection: My study includes secondary data. Sources of Data . Many retailers were not interested in Airtel because of steep competition in the locality among retailers.

3. Territory Manager personal report. Informal Interviews were followed in case of new potential retail outlets.1.12 - . Airtel’s brochures and catalogues. Tushar Enterprises and Ravi Corporations (distributors) personal data. 2. .


1. July 07. June.No.: +91 11 4266 6400 Fax No.881 As per Cellular Operators Association of India (COAI) report. Bharti Airtel Limited (A Bharti Enterprise) Aravali Crescent.: +91 11 4166 6137 Registered Office Key Peoples Website Sunil Bharti Mittal Chairman and Managing director (CMD) Manoj Kohli Joint Managing Director & CEO Akhil Gupta Non Executive Director & Lead Director (Telecom) www.14 - . Vasant Kunj. 2009) As per US GAAP Accounts 1. 2009 The Stock Exchange.23. Phase II. New Delhi – 110 070.615 million (year ended March . Provides telemedia services (fixed line and broadband services through DSL) in 95 cities in India. Mumbai (BSE) The National Stock Exchange of India Limited (NSE) 10. 369. Nelson Mandela Road. India Tel. Rs. 1995. 2009 Provides GSM mobile services in all the 23 telecom circles in India. Provides telemedia services (fixed line) in 95 cities in India.Name Business Description Established Revenue Shares in Issue Listings Customer Base Operational Network BHARTI AIRTEL LIMITED Provides GSM mobile services in all the 23 telecom circles in India.898.239.67. and was the first private operator to have an all India presence.796 as at March and was the first private operator to have an all India presence.

The company complements its mobile. BUSINESS STRATEGY “To capitalize on the growth opportunities that the company believes are available in the Indian telecommunication market and consolidate its position to be the leading integrated telecommunication services provider in the key market in the India. Telemedia Services business offers broadband and telephone services in more than 14 circles. Leverage strengths of its strategic and financial partners. It became a public limited company in India on February 18. Broadband and telephone services and enterprise services. Focus on satisfying and retaining customers by ensuring high level customer satisfaction. 2002. The mobile business provides mobile and fixed wireless services using GSM technology across 23 telecom circles. broadband and telephone services with national and international long distance services. 2. Bharti is the “total telecom provider” for India’s large enterprises. Focus on maximizing revenues and margins.15 - . 2005. 2008. with a focus on providing mobile services”. AIRTEL VISION . Airtel became the first private operator to offer fixed line telephony on June 04. Bharti Airtel since its inception. The company also provides telephone services and internet access over DSL in 14 circles. 5. Offer multiple telecommunication services to provide customers with a “one-stop shop” solution. has been at the forefront of technology and has steered the course of the telecom sector in the country.All these services are rendered under a unified brand “Airtel”. With its world class products and services. They have recently entered into Media business by launching their Direct to Home (DTH) services in October. Position itself to tap data transmission opportunities and offer advanced mobile data services. It offers its TELECOM services under the Airtel brand & is headed by Mr. The businesses at Bharti Airtel are structured into 3 strategic business units (SBU’s) – Mobile Services. Sunil Mittal.Bharti Airtel. 4. 6. 1. formerly known as Bharti Tele Ventures Limited (BTVL) is India's largest and world’s 3rd largest cellular service provider with more than 102 million subscribers as of June. It becomes the first telecom company to have an all India mobile footprint (Presence in all 23 telecom circles in India) on March 30. 3. 1998. 2009. Capture maximum telecommunication revenue potential with minimum geographical coverage. It also offers fixed line services and broadband services.

16 - . Targeted by top talent. Creating Positive Impact – with a desire to create a meaningful difference in society. striving to change the status quo. Making it Happen . Ericsson. AWARDS AND RECOGNITION . Teleperformance Mphasis. Wipro. CORE VALUES 1. 4. Error-free service delivery Innovate products and services Cost efficiency Unified messaging solution. adapt to the changing environment and evolving customer needs 3. Empowering People . IBM Daksh.with an innate desire to do good 5. Loved by more customers. 3. Huawei. Cisco. IBM. innovate and energize new ideas with a strong passion and entrepreneurial spirit. 2. Firstsource & do their best 2. 2. Being Flexible . Singtel Equity Partner {Strategic} AIRTEL MISSION They believe to meet the mobile communication needs of their customers through:1. Benchmarked by more business. Openness and transparency . PARTNERS Network Equipment Mobile Services Telemedia Services Information Technology Call Centre Operations Nokia. Nortel. 1. Hinduja TMT. Airtel wants to be the most admired brand in India. Siemens.“To provide global telecom services and delight customers” By 2010.

some are as Follows: 1. Adjudged As the ‘Best Carrier India’ At the Telecom Asia Award 2008. Largest Telecom Company Listed On Indian Stock Exchanges. Largest Private Fixed Line Operator In India. Adjudged As ‘Company of the Year’ At the CNBC India Business Leader Awards 2007.” 5. 7. 3.Brand Equity 4. 8.GSM Association Chairman’s Award 2008. Economic Times ‘Company of the Year 2007’ Award for Corporate Excellence Gallup Great Workplace Award for 2008 -Airtel is one of the only 20 companies worldwide and the only company from India to receive the prestigious award. Brands 2008 Survey’ Conducted By The Economic Times . Sunil Bharti Mittal. 3rd Largest Wireless Operator In The World. Largest Wireless Operator In India. Gallup Great Workplace Award For 2008.17 - . Awarded With Top Honors At The GSM Mobile World Congress Conference 2008 In Barcelona for the Category “Best Billing/ Customer Care Solution.Bharti Airtel has received recognition for its innovative practices across the world. Padma Bhushan Awards In 2007. . Airtel Was Chosen As The 2nd Most Trusted Service Brand In India In The ‘Most Trusted. OVERVIEW OF THE TELECOM INDUSTRY IN INDIA . 2. Largest Private Integrated Telecom Company In India. Ranked 2nd In the Survey of India’s Most Respected Companies by Business world 2007. 6.

MVAS in India accounts for 10 per cent of the operator's revenue.74 billion by 2010.11 per cent over the additions made the previous month. fixed line revenues are expected to touch US$ 12. the Indian MVAS is poised to touch US$ 2.5 million customers added every month. at the end of April 2009. do not include the GSM subscriber additions made by Reliance Telecom. The Indian telecommunications industry is on a growth trajectory with the GSM operators adding nearly 9 million new subscribers in April 2009. According to a study by Stanford University and consulting firm BDA.2 billion while mobile revenues will reach US$ 39. Buoyed by the rapid surge in the subscriber base. India has become the second country in the world to have more than 100 million CDMA-based (code division multiple access) mobile phone subscribers after the US.94 at the end of April 2009.26 million new customers in 2008. taking the total user base to 297 million.47 million. and is expected to grow rapidly at 70 per cent to touch US$ 1. . The country’s cellular base witnessed close to 50 per cent growth in 2008.96 billion by June 2009. With this growth. huge investments are being made into this industry. the largest globally. India is currently adding 8-10 million mobile subscribers every month. It is projected that the industry will generate revenues worth US$ 43 billion in 2009-10. by 2012. India added 113. According to Business Monitor International. Currently. around half the country's population will own a mobile phone. accounting for a tele-density of around 51 per cent by 2012. The figures. the overall tele-density reached 37.8 billion in India. the total number of telephone connections reached 441.15 billion in June 2008. which has 157 million CDMA users. This would translate into 612 million mobile subscribers. which is expected to reach 18 per cent by 2010. however. Value-Added Services Market A report by market research firm IMRB stated that the mobile value-added services (MVAS) industry was valued at US$ 1. a growth of 3. It is estimated that by mid 2012.18 - . Major Investments The booming domestic telecom market has been attracting huge amounts of investment which is likely to accelerate with the entry of new players and launch of new services. with an average 9. Growth According to a Frost & Sullivan industry analyst. According to the Telecom Regulatory Authority of India (TRAI).The Indian telecommunications industry is one of the fastest growing in the world and India is projected to become the second largest telecom market globally by 2010.

Mobile phone production is estimated to grow at a CAGR of 28. The Department of Telecommunications (DoT) has stated that foreign telecom companies can bid for 3G spectrum without partnering with Indian companies. plans to invest US$ 220.65 million fixed and Wireless in Local Loop (WLL) connections and 551.58 million over the next year to set up base stations across the state.23 billion. which launched GSM mobile services in Bangalore in February 2009. will put in about US$ 1. Norway-based telecom operator Telenor has bought a 60 per cent stake in Unitech Wireless for US$ 1.16 billion in its WiMax project. for US$ 225 million. The government is implementing a program of connecting 66. touching US$ 13.3 per cent from 2006 to 2011.6 per cent from 2006 to 2011. The government will invest US$ 2 billion to set up 112. Introduction of a unified access licensing regime for telecom services on a pan-India basis.000 towers by 2010. Manufacturing India's telecom equipment manufacturing sector is set to become one of the largest globally by 2010.19 - . India's leading telecom company in revenue terms. Telecom operator Aircel.000 community service centers in rural India to provide broadband connectivity in 2008-09. Policy Initiatives The government has taken many proactive initiatives to facilitate the rapid growth of the Indian telecom industry.822 uncovered villages under the Bharat Nirman programme. Japanese telecom major NTT DoCoMo acquired a 27. Rural Telephony Rural India had 76.064 Village Public Telephones (VPT) as on September 2008.6 billion. 100 per cent foreign direct investment (FDI) is permitted through the automatic route in telecom equipment manufacturing. Therefore. Revenues are estimated to grow at a CAGR of 26. Bahrain's Batelco has signed a deal to buy 49 per cent in Chennai-based S-Tel. totaling 107 million handsets by 2010. SSTL is also planning to invest US$ 5. 92 per cent of the villages in India have been covered by the VPTs. by the end of this financial year. Only after winning a .31 per cent equity capital of Tata TeleServices for about US$ 2. a GSM service provider. BSNL. Vodafone Essar will invest US$ 6 billion over the next three years in a bid to increase its mobile subscriber base from 40 million at present to over 100 million. a joint venture between Russiabased telecom major Sistema and Shyam Group in India.5 billion over the next 5 years in India. Universal Service Obligation (USO) subsidy support scheme is also being used for sharing wireless infrastructure in rural areas with around 18.6 billion in November 2008. FDI ceiling in telecom services has been raised to 74 per cent.The Russian government is likely to pick up equity amounting to US$ 670 million-US$ 700 million in Sistema Shyam TeleServices Ltd (SSTL).

The Road Ahead The target for the 11th Plan period (2007-12) is 600 million phone connections with an investment of US$ 73 billion. . revenue from India's telecom services industry is projected to reach US$ 54 billion in 2012. Apart from the basic telephone service. would they need to apply for unified access service license (UASL) and partner with an Indian company in accordance with the FDI regulations. the real potential for telecom service growth is still lying untapped.62 per hundred of population as on December 2008. there seems to be huge untapped potential for mobile phone penetration in rural India. According to the CII Ernst & Young report titled 'India 2012: Telecom growth continues'. there is an enormous potential for various value-added services. With rural tele-density being 12. as against US$ 31 billion in - . In fact. The Indian rural market is going to be the next big thing for wireless telecom providers.

) in Rs 1\1. These are:1.5\5 1\1. New Muskaan pack has a Lifetime Validity 3. Nokia.2/min. 2/. Customers not satisfying this condition will lose their lifetime validity benefit.e. Muskaan. 2.To register this number. Existing Customers can also migrate to Muskaan tariff by sending MUSKAAN to 999. All new customers will get default tariff of 60 paise per minute for a period of 30 days from the date of the first recharge without any charges .5\5 Other details:Muskaan 1. 4. call 321 ( Rs. Processing fee of Rs.04.21 - .5 1\1. and 2. Life time validity : ( As per the License Period of Bharti Hexacom Limited in Rajasthan Circle i. till 21.2016 subject to change in Regulatory or License conditions governing BHLs operations & extendable for further period by Government of India) 6.5 SMS (Local\Nation\ applicable on all subsequent talktime recharges. Price (in Rs) Muskaan Nokia 27 46 Calling Value (in Rs) 10 40 Call Rates (Local\STD) in Rs per 60 seconds 1\1. 5. Minimum recharge of Rs 200 (cumulative) in 180 running days to enjoy lifetime validity benefit.AIRTEL PRODUCTS AND SERVICES:TARIFF PLANS (PRE-PAID) There are basically two kinds of SIM available in the market by Airtel in Jodhpur. You can also opt for one local Airtel number to be called @30 paisa/minute for daily a rental of 50p.

07 2 0. 6.79 2 11.Nokia 1.01 14. Rs 46 is the New Lifetime Validity recharge denominations available for only existing non-life time prepaid customers. Customers not satisfying this condition will lose their lifetime validity benefit. anywhere.2016 subject to change in Regulatory or License conditions governing BHLs operations & extendable for further period by Government of India).22 - . Minimum recharge of Rs 200 (cumulative) in 180 running days to enjoy lifetime validity benefit.20 2 2. 3.22 0 90 293 550 -74.38 applicable on all talktime recharges.000.54 20.80 0 90 7 52.22 32. 2.40 2 5. Processing fee of Rs.38 0 90 885 Easy charge is an exclusive and paperless recharge facility that gives you complete freedom to for any value anytime.01 0 90 130 220 -20. you can choose recharge values that suit your need starting from Rs 10 till Rs 10. You can also recharge your . 2/. New customers will get default tariff of 60 paise per minute for a period of 30 days from the date of the first recharge without any charges.60 0 90 49 106.04.21 0 90 100 150 -14. What's more.03 0 90 445 1100 -193. till 21.93 0 90 5 25. Processing fee on Top-up recharges would be applicable on all subsequent recharges. Life time validity : ( As per the License Period of Bharti Hexacom Limited in Rajasthan Circle i. 5.e.54 0 0 206 345 -32. 4.03 49. VOUCHER RATES Recharge coupon & Top-Up options:MRP (Rs) 10 30 60 120 150 220 345 525 1000 Calling Processing Service Validity Grace Approximate (days) Period Minutes Value Fee (Rs) tax (days) Of Usage (Rs) (Rs) 7.

3. 4. 6. 2. 5. Both you and your dealer will receive an SMS in a few seconds confirming the recharge.prepaid while Here’s how it works:- roaming anywhere across the country. You can dial *123# from your Airtel phone and your current balance will be automatically displayed on your handset screen for a short duration.1 Validity (days) Lifetime Lifetime 365 365 365 Lifetime 365 .23 - .17 582. the dealer will directly recharge your card using his mobile. Validity:Value (Rs) 46 99 152 321 393 753 654 Calling Value (Rs) 40 90 45 150 349. 1. Just mention your Airtel number and the amount you wish to recharge.80 670. Do make sure that the dealer enters your correct mobile number and the amount you wish to recharge. On your request. Just pay your dealer and your transaction is complete.

SMS validity 60 days. Free minutes validity 30 days. 1. In 450 RC the customer gets 4500 local SMS.24 - . In 753 RC the customer also gets all local calls @ 50paise/Minute for 180 days after the first recharge. SMS validity 30 days. 8.99/min. 0.5/SMS (upto 160 characters) & international SMS @ Rs5/SMS (upto 160 characters).00 per minute. Free minutes to be used between 10pm to 5pm (19 hours). Entire Gulf (Except Qatar & Pakistan) @ Rs. 6. You can also avail of 2 Local Airtel no’s on which call rates will be 20paise/minute. 13. In 90 RC the customer gets 900 local SMS. SMS validity 30 days. Tariff Validity: 30 Days 5. Airtel to Landline @ 60paise /Min and STD Calls @ Re 1/Min. Tariff Validity: 30 Days 11. Canada & UK-Landline @ Rs. STD @ Re1/minute. National outgoing SMS @ Rs. 10.10 per SMS [160 Characters]. In 52 RC the customer gets all local calls at 50 paise/Minute for 30 Days 4. In 36 RC the customer gets 360 local SMS. 2. national SMS @ Rs1.25 per SMS [160 Characters]. 9. In 321 RC you will get local calls @ Re1/minute. 3.50 per minute. In 16 RC the customer gets 80 local SMS. 9. US.20/Min. Airtel to other Local Mobile Calls @ 60 paise/Min. All STD calls @ Rs. In 75 RC the customer gets all Airtel to Airtel local calls @ 40paise/Min. SMS validity 60 days. SMS validity 30 days. 100 RC contains 150 Airtel to Airtel minutes valid for 30 days. In 155 RC the customer gets Airtel to Airtel local calls @50p/Min. 7. Call to 52521 will be charged at Rs 2/Min. In 148 RC the customer gets All Local outgoing calls @ Rs. 0. 3. . Local outgoing SMS @ Rs.OTHER OFFERS 1. 111 Top-up contains 245 Airtel to Airtel minutes. In 26 RC the customer gets 100 National SMS. 0. Airtel to other local calls @ 60p/Min on any network. calling rate on the 2 Friends & Family numbers will be 20 paise per min. You will be able to SMS any local numbers @ 99paise/SMS (upto 160 characters). Tariff Validity: 90 Days 12. Call 52521 to register the 2 nos. You will also get Rs 25 talktime.

16. The free minutes are valid for 30 days. In 9RC offers 30 local applicable on all talktime recharges. 15. 18. 2/. In 49RC you can make STD calls at 75 paise/minute for 30 days. Life time validity : ( As per the License Period of Bharti Hexacom Limited in Rajasthan Circle i. In 55RC offers 120 minutes Free to Local Airtel Mobile numbers. In 24RC you will get 100 local Airtel to Airtel calling minutes between 11PM to 8PM. 19. . 20. Minimum recharge of Rs 200 (cumulative) in 180 running days to enjoy lifetime validity benefit. 17. SMS are valid for 15 days. These free minutes can be used anytime between 10 pm to 5 pm (For 19 hrs). Minutes are valid for 30 days. till 21. In 35RC you will get discounted call rates of Re1/minute on STD calling for a period of 30 days. Processing fee on Top-up recharges would be applicable on all subsequent recharges. In 135RC offers 180 STD minutes. The minutes will be valid for 30 days. 21.e.04. Customers not satisfying this condition will lose their lifetime validity benefit. In 31RC you will get 31 free minutes to call any local mobile number for 15 days.2016 subject to change in Regulatory or License conditions governing BHLs operations & extendable for further period by Government of India).25 - .14. In 19RC you will get the benefit of all local calls at 60paise/minute for 30 days 22. Processing fee of Rs. In Rs 99 & Rs 46 are the New Lifetime Validity recharge denominations available for only existing non-life time prepaid customers.

Ring tone Charges: Rs. download and send as message to a friend.VALUE ADDED SERVICES Service Name 543217 Ringtones Ka Maharaja Calling Charges Airtel Live Portal Type of Services On Usage Description Airtel Ringtones Ka Maharaja offers largest collection of Hindi.per bill . Give your request Rs. watch live TV and download full songs on your phone. 20/Song.26 - . 50/. It is as simple as recharging your phone with talktime. 30/ 30 days & Rs. To deactivate press *115*2#. vice-versa Optional Easy Music Optional Simply walk into your nearest Airtel retailer and pick your favorite Hello Tunes or choose a Melodious Ring tone of your favorite song. Rs. Make your mobile the most happening entertainment destination with Airtel Live. Prepaid Bill Optional Prepaid bill is a detailed statement of your account. 6/min On Usage Content download charges apply. English & Regional songs that can listen. Download latest Ringtones. true tones. games. Missed Call Alert Optional Get updates of all the calls you missed while your phone was switched off or you were unreachable through SMS. Convert your Post-Paid subscription to Prepaid with ease. wallpapers and many more goodies. Browsing charges is 30p/20kb Just submit your valid documents at the nearest Airtel Relationship Centre Free of Cost. You can also get news clips. How to Access Just dial short code 543217 Prepaid Charges Call Charges Rs. 10/ Mono Ringtone. To activate press *115*1#. Conversion from PostPaid to Prepaid. Subscription: Rs 15/month. 500/(activation charges from prepaid to postpaid) Subscription: Rent charges for Hello Tune Rs.

health and films). Strong Network Coverage. Hello Tunes etc.SIM Replaceme nt Optional Cricket Pack Optional through SMS. Voice Mail. SMS PREBILL (month) (address) and send it to 121. call divert and Caller Line Identification Presentation). business. or *646*605# (Toll Free) which helps you keep track of all your calls. 75/- Rs. SMS (Short Messaging Service). Subscription Alerts (regular alerts on news. call hold. replaced at the nearest Airtel Relationship Centre by filling up a simple form and providing your Identity Proof Get SMS score alerts and listen 543212601 to live commentary. we provide you lost / with a replacement to ensure damaged your immediate accessibility SIM needs are met. Rs. .27 - . Airtel provides a number of other services to its customers like Pre activated STD/ISD without deposits or rentals. Only one month bill can be sent at a time In event of a damage or loss of Get your your SIM. Prepaid Roaming. Call management Services (Call waiting. 5 per day Apart from these above stated services. MMS (Multi-media Messaging Service). Airtel Live. jokes. SMS and other services. Instant Balance and Validity Enquiry.

there are two Airtel Relationship Centers (ARC) Swagat Communication Ahuja Complex. 9829012345/121 For enquiries.raj@airtel. For Rajasthan:For complaints. Customers can also send them an SMS to 121 or mail them at 121@airtelindia. 9928944865 Appellate Authority Fax No. accessible from anywhere in the country.28 - .CUSTOMER CARE SERVICES In case customers need assistance. pay bills as well as purchase their products and services. they can simply dial '121' from their Airtel mobile phones . Ratanada. The relationship centers is a one-stop shop for all their users to recharge their accounts. and to address their queries. even while in roaming. Police Station Jodhpur .302001 Nodal Officer E-mail id Nodal Officer Contact No. Sardarpura. Malviya Nagar C-Scheme Jaipur . Prepaid CCN. 9829012345/121 Address Appellate Authority Contact No. Opp.342001 . (Toll.342001 Talwar Communication 4 C Road. 9928034865 Nodal Officer Fax 0141-4044204 Appellate Authority E-mail id appellate.their toll-free number. Near Police Lines Jodhpur .198 Free) For enquiries. 0141-4044204 AIRTEL RELATIONSHIP CENTRES Bharti Airtel has set up relationship centers all across India for their customers. Airtel Relationship Centers (ARC) is present in 17 cities to provide customer services across the State. Customer Care No. Postpaid CCN. In Jodhpur. In Rajasthan.

June'2009 Sl. 1 2 3 4 5 6 8 9 Name of Company Bharti Airtel Vodafone Essar BSNL IDEA Aircel Reliance Telecom MTNL Loop Mobile All India Total Sub Figures 102367881 76449598 49073929 47088878 21798731 12401101 4297218 2305640 315782976 % Market Share 32.90% 3.21% 15.COMPETITION In India:- Group Company wise % market share .29 - .00% (As per Cellular Operators Association of India (COAI) report.54% 14.93% 1.June'2009 Total Sub Figures 1 Bharti Airtel 2 Vodafone Essar 3 BSNL 4 IDEA 5 Aircel 6 Reliance Telecom 8 MTNL 9 Loop Mobile In Rajasthan:. No. 2009) Group Company wise % market share .91% 6.42% 24.73% 100. June.36% 0.

June.014 5. 1 2 3 4 5 6 7 Name of Company Bharti Airtel BSNL Vodafone Reliance Idea Tata MTS All Rajasthan Total Sub Figures 7.417 2.03 22.30 - .650.29 10.262 3.31 100 G roup C pany wise % m om arket share .May'2009 Sl.359 % Market Share 31.444. No.289 24.M ay'2009 T otal S ub F igures 1B harti Airtel 2B L SN 3 Vodafone 4R eliance 5 Idea 6T ata 7M S T (As per Telephone Regulatory Authority of India (TRAI) report.89 3.572.15 5.324.13 13.988 797.20 14. 2009) .156 3.Group Company wise % market share .233 1.288.401.170.


4. Distribution Procedure & Margins:In Urban Areas 1.5% in Urban Areas. Their job is to supply these products to the Retailers. Products are then supplied from the RS to the RD (Rural Distributors).5%. As same in case of urban areas.They have a margin of 1. 5. In Rural Areas Same procedure is being followed in the rural areas but the distribution system is slightly different from Urban Areas and the Margin is also different. The products then at first being distributed to RS (Rural Superstock). from this above analysis and distribution channel system. In Rajasthan. 3. 2. 2. the outcomes are:1. Airtel directly supply its products to its distributors in Urban Areas through Territory Manager. The Retailers margin is 3% (for all recharge coupons and top-ups). Company supply their products to the Territory Manager same as in case of urban areas. which is scheduled as per the target for the territory.32 - . The company is spending nearly 4. The Retailers margin is 3% (for all recharge coupons and top-ups). the company is spending a margin of nearly 5. the Margin for the Distributor in urban areas is 1. 2. 5. Territory Manager distributes their products as per the demand of the individual distributors. . 4.They have a margin of upto 1%. So.5%.5%. 1. 3. Distributor distributes the products to the FOS’s (Feet On Street). In Rural Areas. few FOS works under each RD and they supply the products to the individual retailers depending upon their demand.Airtel has divided its distribution channel for rural as well as urban areas differently which is been discussed as below.

This information is then being sent to the head office in Jaipur. Backhand:- . However. 3. The other task is to distribute CLAIMS among the retailers on behalf of the company. firm etc. The distributor has to keep the LAPU (mobile to mobile transfer of money or topups) balance for minimum 7 days. For every 50 outlets there should be 1 FOS. They are also a part of the distributor team. which can be increased depending upon the size of business and distributor. They used to sell the products to the retailers on behalf of the distributor. Therefore they play a key role in Airtel’s Marketing strategy. This helps in setting target for the retailers by the company. For every FOS there should be 1 ARE. Minimum number of backhand required is 1. It is a compulsory task for each FOS to visit retailers. They were on direct payroll of the distributor. They also provide training to the retailers about how to use the products and solve their queries and problems. They were being assigned to a given area under the distributor whole area. They act as an intermediary between the territory manager and retailers. In this they asked the activation of new numbers by the retailers of Airtel competitors. ARE (Activation Recharge Executive):ARE is the person who used to verify and collects all the PEF (documents or formalities regarding new connections) from the retailers.Distributor:A Distributor is a person. once in every 2 days. 2.33 - . Company Guidelines for its Distributors:1. engaged in the general marketing of Airtel products and services. 4. Here 35% of the value must be in RCV. In that area they have the responsibility of providing Airtel products to the retailers. FOS (Feet On Street):The FOS is the person who used to visits each retail outlet on alternative days or if needed daily whether their is any shortage of product or not. However they’ll receive incentives from the company depending upon their work performed. the supply system of Airtel is so strong that a Retailer will never go with shortage of product. They are also required to perform a task called as MARKET MAPPING in first week of every month.

PRIMARY (The products supplied to the distributors from the company is said to be Primary) . May. depositing it to the Airtel Head Office etc. The base product of the company is SIM. verifying their documents.Backhand is the individual who performs all the office work for the distributor like filling up of forms. LAPU A SIM is being provided to retailers from the company at free of cost for providing easy recharge service to their customers.. 2009) So from the above data it is cleared that the Airtel has really worked hard to make their products available at every corner and streets of the Jodhpur City. This SIM has a memory of 128kb and specially designed for easy recharge purposes. Backhand is the main member of the team. This SIM has also Rs 300 talk time free Airtel to Airtel (A2A). Jodhpur City Telecom Infrastructure:Airtel Voda Distributor FOS ARE Total 16 37 33 86 4 20 10 34 Ide a 5 16 10 31 Reli 5 15 10 30 Tat a 4 12 8 24 BSNL Virgin MTS Total 4 8 8 20 1 4 4 9 1 8 5 14 40 120 88 248 (As per Airtel Official data.34 - . They are having a strong distribution channel in Jodhpur city. Here 33% of the value must be in RCV. SIM (Subscriber Identity Module) 1. failuring this target the SIM will be automatically deactivated. required for new subscriber. A retailer has to do minimum of 5 easy recharge customers per month. Normally there is one backhand for every distributor. 1. Now Airtel provides the SIM with 64kb memory.1500). and record of all the activated numbers. The cost of the SIM to company is Rs 40/. activating numbers. They are even way ahead of their closest competitors as far as distributors and FOS is concerned. Only regular retailers have this facility. 2.with life time option which the retailer can sell at a maximum price of Rs 100/. Retailers:The retailer has to keep LAPU balance for 3 days (minimum amount Rs.

This award is given to those retailers who are doing sales of more than Rs. Third group includes RC only. It is mandatory to achieve both parameters to be awarded. and recharge coupons). AIRTEL PCO & iBOX Airtel is also providing the PCO services in Jodhpur region to its retailers. iBOX (Coin Box) 2. .e.75. PCO (like BSNL land line facility) AIRTEL RETAIL OUTLET Retail Outlet means those shops which sell Airtel products (SIM. TERTIARY (Here the Retailer sold the products to the customers).2. SECONDARY (The products supplied to the Retailers from the Distributors through FOS is said to be Secondary) 3. vouchers. LAPU (top-ups) and Recharge Coupons (RC). distributors and FOS have competitions among themselves to perform better and winner will be awarded.LAPU and above with 50 or more PEF activation. 000/. Airtel Navaratna: The “Airtel NAVARATNA” award is a special way to encourage and appreciate the retailer’s performance.35 - . new SIM. Apart from all these appreciations retailers. Airtel maintains a category for its retail outlets. They have categorized them in 3 groups:First group which sell all three products i. They provide this facility in two ways:1. Second group contains only LAPU and RC outlets.

000 to 1.000 <15. 50.000 60.000 Type Number of Activation S1 125+ S2 75 to 125 S3 50 to 75 S4 25 to 50 S5 10 to 25 S6 1 to 10 COMPETION MARGINS (For Urban) OPERATOR Airtel Vodafone BSNL TATA Reliance Idea DISTRIBUTOR 1.000 to 30.36 - .000 30. >1.5 1.000 15.8 1.000 to 60.5 RETAILER 3 3 4 32 3 3 .CATEGORY WISE MOVEMENT (Types of Outlets) (Outlet Type as Per Turn over monthly) (Outlet Type as per sales/activation) Outlet Type Cat A Cat B Cat C Cat D Cat E Turn Over in Rs.5 1.5 1. 50.

37 - . what . How.Sales Department (Company):- Selection of Sales Force Controlling of Sales force Sales Manager Training of Sales Force Motivating Of sales force Selection of sales force They recruit separate peoples for the sales department and work of those employees is to get or generate more and more revenue for organization. where.and to whom they can sell their products. Training of Sales Force – After Recruitment they trained their employees for effective working and in this training period they guided employees. . when.

documents provided. That’s why we can see the difference between Airtel sales growth and other challengers and followers. address etc to the Distributor or Backhand. in that case rather taking any action against the employee they use motivation as a tool of increasing the morale of that employee. The SIM initially is not activated. But during recent Scenario maximum retailers are supplying activated SIM to its customers or either promises them to start in 15 minutes so that the new subscriber can easily use the new SIM without any delay. They are using these entire four step to decide their sales force and at each step they are also performing checks that they are doing the right things or not and if they think that changes are needed than they revised the whole process again.> to 59109 Step 4: This SMS reaches to 59109 (technical section) and then 3 new SMS comes in return one to Retailer. The retailer verifies the document. the retailer sends a SMS through its LAPU SIM.Motivation of sales force – If because of some reason any employee may not be able to perform according to the standards then. UN*(space) <Mobile no. Step 2: Customer chooses a number/SUK and provide its document to the retailers. SIM activation procedure – (During training I had informed and demonstrated this procedure to the new outlets) SIM is provided by the company to the distributor and the distributor’s supplies these SIM to the retailers as per their wishes. But because of increasing competition. To activate the SIM following procedure is followed:Step1: Customers visited a retail outlet. Controlling of sales Force – They also control the sales force because they know the importance of control system in organization. next one to Distributor or Backhand and the last one to the ARE. Step 3: After verifying the documents.38 - . the . Step 5: Then the process says that the ARE must visit the retailer and verifies the documents and provide all the details like name of the customer. after any subscriber purchases the SIM and provide all the documents required then the retailer uses a special procedure through its LAPU SIM to activate that SIM.

The PEF form should be dully filled along with the Retailers and Distributors stamps on the PEF before submitting it to the Company’s office. DL. photo credit card etc. One photo-copy of identity proof like Pan Card. Any valid document showing his nativity or residential proofs like Pass Port. And a message is being received by the customer regarding the activation of their new number.After this new SIM will be activated and will be ready to use. The new subscriber must have to be an Indian citizen. Distributor also has to verify the authenticity of the consumer by calling them and asking for the details provided in the PEF form from the person. .> to 59110 After the new subscriber bought the SIM. S/He has to give one latest his/her photo. Voter ID .Distributor or the Backhand activates the new connection on the goodwill of the retailer. The distributor or Backhand sends a SMS from his distributor SIM. 4. ARE then collects the formalities from all the retailers and submitted it to the Backhand. BSNL preferred) etc. and Options etc. 2-3 days grace period is being provided to the distributors to submit all the new connections PEF of a particular day. Necessary Documents for New Subscription: 1. (Airtel customer service number (toll free)). 1st that person has to insert the SIM in the mobile phone and then has to call 123. 2. If the documents are known to be fake or doubtful then the connection will be cutoff immediately. In the mean time. Heavy fines can be imposed as per company’s rules and regulations against the retailer or the distributor for this negligence. Step 2: A number of options will appear like Recharge. <Mobile no. Select Recharge. Backhand then notes down all the information in his files. the number is activated and used by the consumer. Actions on Fake documents: 1. 3. Easy Recharge – How to provide recharge value to the customers on part of the retailers? Steps are as followed:Step 1: The retailer from his/her LAPU SIM selects the Airtel Recharge option in the Menu. home electricity or phone bill(land line. This process takes only 5-10 minutes.39 - . My Account. 2.

press OK. Value Added Services To provide Hello Tunes subscription by the retailers for customers. Following are the steps:Step 1: Choose EASY VAS in the retailers LAPU SIM in Airtel Services. HTSUBS and press OK. Step 3: Enter Customer’s mobile no. Step 6: Retailer enter their MPIN. and amount only after that press OK. Step 2: Select SELL option. Step 6: Repeat Step 3. select NOKIA) Step 5: Retailer enters VAS ID i. For getting the codes of songs for Hello Tunes.e. after checking the message. Step 7: A confirmation message is being received on the mobile screen of the retailer. check the mobile no. SMS <Movie name or Song name> To 59123 (Toll-Free) . Step 8: A SMS is being sent and Hello Tunes is being activated on the Customer Mobile No.Step 3: Enter Customer’s mobile no. Step 8: A free SMS is being received by the Customer and Distributor regarding the recharge. Step 7: A message will be displayed on the retailer mobile handset regarding the confirmation of the transaction. (If the model is not present there in the list. Step 4: Enter the amount and press OK.40 - . and press OK. Step 4: From the following options available on the mobile screen. Retailer choose the Customer handset. Step 5: Enter retailer’s password and press OK.

Rs. 22. Similar is the case with change in the song of Hello Tune. When retailers sell a Hello Tune Subscription to the customer then retailer charged Rs. Dealer helpline no: 801 . 30 from the customer but only Rs.41 - .) 30 100 200 Retailer Margin (in %) 25 10 10 For sales of every Hello Tune song. SMS pef space <Mobile No. To know the pendency information.50.50 is being deducted from his/her LAPU balance which means a Margin of 25% for the retailers i. 7.e.Commission for Retailers: VAS Keyword HTSUBS HTSUB120 HTSUB365 Hello Tune Validity 1 MONTH 4 MONTH 1 YEAR Price (in Rs. retailer’s margin is 15%.> To 121 For more information.


The company has covered the entire Indian nation with its network. The only Indian operator other than VSNL having its own international submarine cables which helps them in providing the best broadband services to its customers. 2. Investors and shareholders show complete faith in the company which helps in monetary level. with whom they hold a strategic alliance. This means that the business has access to knowledge and technology from other parts of the telecommunications world. Global telecommunications and new technology brands see Airtel as a key strategic player in the Indian market. It is the largest cellular provider company in India. Towers are important if your company wishes to provide wide coverage nationally. 3. and also provides advertising opportunities for Google in India. Although Airtel have strong presence throughout the country but still they are far away from the Indian rural part and generally this part is covered by BSNL so indirectly Airtel is loosing revenue from the rural sector. Weakness:1. . The tie-up with Google can only enhance the Airtel brand. and also supplies broadband and telephone services as well as many other telecommunications services to both domestic and corporate customers. 2. Opportunities:1. The company possesses a customized version of the Google search engine which will enhance broadband services to customers.SWOT ANALYSIS Strengths:1. Until recently Airtel did not own its own towers. Bharti Airtel has more than 102 million customers. 5. The new iPhone was launched in India via an Airtel distributorship.43 - . Nokia . 4. Another strategic partnership is held with Blackberry Wireless Solutions. This has underpinned its large and rising customer base. 2. Strong Financials.and Sing Tel. Other stakeholders in Bharti Airtel include Sony-Ericsson. which was a particular strength of some of its competitors such as Hutchison Essar.

Bharti Airtel could also be the target for the takeover vision of other global telecommunications players that wish to move into the Indian market.000 to 160. Threats:1. Bharti Airtel is embarking on another joint venture with Vodafone Essar and Idea Cellular to create a new independent tower company called Indus Towers. Airtel and Vodafone seem to be having an on/off relationship. Its shows that the company is moving towards villages and Tehsils which are still un-tapped. 2. Knowledge and technology previously available to Airtel now moves into the hands of one of its competitors. The company is investing in its operation from 120.6% Stake in the Airtel business sold it back to Airtel. IPTV is another potential new service that could underpin the company's long-term strategy. and instead invested in its rival Hutchison Essar. .000 small villages every year. This new business will control More than 60% of India's network towers.44 - . 4. Vodafone which owned a 5.3.


Got the information on which brand the retailer is trying to push out. 2. (All the procedures are informal in nature. 2. New subscriber analysis and new outlet opening analysis were done.As per the requirement the overall strategy was divided in certain categories:1. Put canopy and sale SIM at prime locations after consulting with retailers and distributors to boost up the sales. I did a job of Retailers analysis with a team of 3 after consulting with territory manager and with his proper guidance. 3. no prior questions were made a informal approach was taken to get the information) Suggestions after the analysis report to the Territory Manager:1. Through this way we extracted the information about the retailers’ preference. These are the thing that I have to extract from the retailers. We worked in team covered up maximum retailers possible in the given time period (2 days) after making a list of top retailer outlets. The market analysis was done through informal interviews and also information extracted from the retailers by visiting the outlet as mysterious customers. Our objectives are:1. 2. What the retailer prefers to sale (which SIM they are trying to push out) by what to the customer. . 2. Spread the information among public about the cost of the SIM. Meeting owner and showing them as we are students and doing a survey in Jodhpur market. Extracting information from them about like at what cost they are selling Airtel SIM and Airtel’s competitors schemes. Informal interviews were conducted for Airtel special scheme promotion and for sales maximization. Directly going to the shop and asking the retailer about Airtel SIM cost with life time validity and about the tariff chart of Airtel as customers.46 - . Our approach:1.

Reasons for a retailer to be an Airtel outlet:1. These SIM costs Rs.depending upon the retailer with lifetime validity and Rs. Putting canopy in some prime locations of Jodhpur and selling the SIM at the cost of Rs 10/. 2. . Many of the present outlets are happy with FOS (distribution system) as they are providing the vouchers and other products in proper time.Recommendations and Actions on our suggestions:1. Demand in the market for Airtel SIM and vouchers are maximum as customers are asking for Airtel products. Outcomes: 1. Airtel is proving fewer margins to retailers compared to other network service providers but most subscribers are attached with Airtel a biggest reason for a retail outlet to sell Airtel products. 5.(over 42 degree centigrade) in Jodhpur City as well as lack of man power). In the 3 prime locations canopy was setup for 5 consecutive days. Maximum of the retailers also accepted that in market.47 - . Airtel Company is trying to open more and more outlets but FOS are not so interested to open in a large number as their work load will be more and they have to achieve more target. 3. 2. 3. 4. 134 SIMs were sold out during this period. During the promotion we are saying this offer is from the Particular Retailer who has agreed with the proposal. (Some SIMs were sold out during this period but the overall market remained same as this project were done only for 7 days and cannot be continued for more period because of high atmospheric temp. 8/to the retailers. Airtel has maximum number of subscribers. 2. 5/as talktime. So that the retailer also get benefited. 3. The retailer and distributor both are benefited from this canopy drives as their targets were achieved as well as they earn decent profits.or Rs 15/. Some retailers were taken into consideration and they allowed us to go with the above proposal.

48 - . Some outlets demands electronic add boards but distributors are unable to provide them in time. 7. In some areas there is significant number of outlets that the individual retailers business is being affected by this steep competition.6. .


Retailer margin is not a problem for Airtel in Jodhpur. 8. 3. It is difficult to maximize the sales as maximum consumers belongs to lower income group and they prefer more talk time in their usual tariff. 7. the other entrants are capable of pushing their sales.50 - . . Airtel facing a steep competition in Jodhpur Market. 5. Retailer benefit schemes as they achieve the target can push more subscribers and maximize sales. 6. Airtel has a good reputation as a telecom brand in Jodhpur. Some retailers bringing in the recharge coupons from rural area to Jodhpur region to get more margins comparatively to urban areas. banners etc. 4. 2. So. People prefer Airtel in Jodhpur because of its network coverage all over the state including rural areas. Where others (new entrants) are doing it. Some retailers are unhappy with Airtel’s advertisement offers because the company is not providing them the Electronic Boards in time (for new outlets). Competitors selling strategy becoming a biggest problem for sales maximization.Conclusion:1.

standardized integration framework. .51 - . allowing it to implement and deliver new services rapidly. Bharti Airtel needed to maximize its future flexibility and growth potential by adopting a business-driven framework for integration. With competition intensifying in the Indian telecom services market. 4. 2. Optimization of business processes and infrastructure. Improved cross-selling and targeting and a more seamless. is needed. Outsourcing of technology will provide Bharti Airtel to focus resources on growing the business. Bharti Airtel needed to find a way to focus on developing new services that could set it apart from the competition and strengthen its customer relationships. 3. through flexible.Recommendations:There are following suggestions for marketing strategies for Airtel1. efficient total customer experience through end-to-end integration of customer-facing processes. visited on 28 june 2009) Airtel’s brochures and catalogues are also being used for schemes. http://www. http://www. http://www.php(last visited on 14 july 2009) tel/Investor+Relations/Company+Profile/Factsheet/ (last visited on 12 August 2009) 2. http://www.REFERENCES Internet pr19june09no56.ibef.aspx(last visited on 28 june 2009) 4. - .

DSL.Global System for Mobile Communications 8.Recharge Coupons 11. CDMA. . CMS. SMS. BTS. RC. GSM.Customer Relationship Management 3. CCN. SIM.Base transceiver station 5.Airtel Relationship Centres 7.53 - .Digital Subscriber line 2. ARC.Subscriber Identity Module 10.code division multiple access 9. USP-Unique Selling Proposition 4. CRM.Customer Care Number 12.ABBREVIATIONS USED 1.Short Message Service.Current market share 6.

Sign up to vote on this title
UsefulNot useful