MANAGEMENT THESIS 1

FINAL REPORT A Detailed study on the impact of promotional activities of Airtel’s broadband services for Mysore East.

BY N.V.VIBITHA 0801211523

UNDER THE GUIDENCE OFMr. AASHISH ITIGATTI FACULTY GUIDE INC, MYSORE

A r e p o r t s u b m i t t e d i n p a r t i a l f u l f i l l m e n t of t h e r e q u i r e m e n t o f M B A p r o g r a m a t I C F A I U n i v er s i t y .

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Faculty Member INC, Mysore

CERTIFICATE

This is to certify that this management thesis entitled – ‘A DETAILED STUDY ON PROMOTIONAL ACTIVITIES OF AIRTEL BROADBAND SERVICES FOR MYSORE EAST ‘ embodies the sincere work done by Ms. N.V.VIBITHA [Enrollment Number: 0801211523], under my guidance and supervision in the academic year 2008-2010 in partial requirement for the award in MBA Program in ICFAI University.

Mr. AASHISH ITIGATTI Faculty Guide INC, Mysore

ACKNOWLEGDEMENT

It gives me immense pleasure to thank the following members for their kind co-operation and guidance towards me during the completion of my project work.

First of all I take an opportunity to thank Mr.Rajeev Raghvan Centre Head of INC,Mysore. I would like to thank Mr. Nikhil Gowda and Mr.Mohammed Abbaz from Airtel for their continuous support. I express my sense of deep gratitude to our faculty guide, Mr. Aashish Itigatti for his kind co-operation and support extended and

Ms.for sparing valuable time in guiding and helping me in successful completion of this project. Finally. Mysore. Mysore hereby declare that this project entitled ‘ A DETAILED STUDY ON THE PROMOTIONAL ACTIVITIES OF AIRTEL BROADBAND SERVICES FOR MYSORE EAST ‘ has been prepared by me under the guidance and supervision of Mr. blessings and undivided support have paid rich dividends to form a successful project. Faculty Guide in ICFAI National College. Aashish Itigatti. DECLARATION I.V.Vibitha student of MBA of INC.N.VIBITHA . I would like to thank my friends and well wishers for their enthusiastic support which has directly or indirectly helped me in making this project a successful one. Place:Mysore Date :09/11/2009 N. A special thanks to my Parents whose consistent encouragement.V.

9. 2. 3. Biblography 11. 7.Analysis and Interpretations Findings Recommendations 10.CONTENTS 1. Annexure. 5. 8. 4. . Introduction Industry Profile Company – Overview Literature Review Theoretical Aspects Research Methodology and Design Data collection. 6.

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CPE.Customer/Client Premises/Provided Equipment. They are as follows: 1. 7. WIMAX. DSL. . 6.Digital Subscriber Line. ASDL. VPN.Asymmetrical Subscriber Data/Digital Line. 3. 2.Virtual Private Network.ABBREVATIONS For this project titled ‘A DETAILED STUDY OF PROMOTIONAL ACTIVITIES OF AIRTEL BROADBAND SERVICES’ the following abbrevations have been used.Broadband Wireless Access. 5. ISDL-International Software Design Labs. BWA.Worldwide Interoperability for Microwave Access. 4.

. Sales promotion is often referred to by the names of extra purchase value and below the line selling. It includes incentive offering and interest creating activities which are generally short term marketing events other than other promotional mix. Sales promotions are varied. The purpose of sales promotion is to stimulate. Often they are original and creative and hence a comprehensive list of all available techniques.TITLE The management thesis entitled ‘A detailed study on the impact of sales promotional activities of Airtel’s Broadband services for Mysore East is an attempt to understand the promotional activities adopted by the Company and its effect on the sales for consumers at Mysore east. SYNOPSIS Sales promotion is any initiative undertaken by an organization to promote an increase in sales. Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers. retailers or other organizational customers to stimulate immediate sales. Sales promotion can be either at consumer end in pull strategy or at distribution channels in push strategy. Sales promotion refers to many kinds of incentives and techniques directed towards consumers and traders with the intention to produce immediate or short term sales effects. wholesalers. Sales promotions targeted at retailers and wholesalers are called trade sales promotions. motivate and influence the purchase and other desired behavioral responses of the firm’s customers. Sales promotions targeted at the consumer are called consumer sales promotions. usage or trial of a product or service.

demonstrations. premiums. contests & sweepstakes. sampling. free trials. The purpose of this research is to stabilize themselves in the market as well as to retain its identity to find out sales promotional activities in the context of Airtel broadband services at Mysore. rebates. short term allowances. trade sales promotion. loyalty programs. money refund.Consumer sales promotion can be if various kinds they are.coupons. advertising support programs. trade in . promotional pricing. point of purchase displays. sales incentives or push money promotional products and trade shows. . personal appearances.

Among those good pulsing customers the households and business class customers are also one of them. My thesis will help the company to know more about their strength. customers and the area where they have to concentrate more and also about their competitor’s strategy. The Bharti AIRTEL landline and broadband services has there in the market of Mysore City for last four and a half years. .INTRODUCTION TO THE STUDY The management thesis which I was done as a part of my studies is “A Detailed Study on the Impact of Promotional Activities of Airtel Broadband Services for Mysore East. The study I conducted provided me an excellent opportunity to implement all that I have learnt in my class room sessions in the practical outfield. This will also help the company to build a good relationship with the customers. I am doing my thesis on this particular topic due to the reason that I believe it will help me know more about the marketing strategy. AIRTEL mainly focus on the customers who pays the average monthly bill amount ranging between Rs 499/. competitiveness and also about the customer behavior. In this four and a half year time they have made there own identity in the market has a landline and broadband service provider with a good number of high pulsing customers.to Rs 1899/-.

very low cost CPE and affordable end-to-end connectivity. This industry in India is still growing and has a long way to go in terms of stabilized industry in India. That is up to 40-times faster than the conventional dial-up medium. In fact. The Indian telecom sector operates in a volume-driven market. Huawei is already delivering DSL modems at US$13 to Indian operators. ADSL services now cover 300towns with a combined 1. India has nearly 200 million telephone lines making it the third largest network in the world . including the computing platform. while broadband wireless subscriber figures are still negligible. If the broadband market in India grows to meet the government's revised targets. at speeds of up to two megabits per second (Mbps). Broadband services were launched in India in 2005. it might spur one of the world's largest broadband wireless markets. The telecom industry is one of the fastest growing industries in India. the market take off will require sufficient spectrum. Quite likely the majority of these will be wireless broadband connections because of the poor wire line infrastructure in place. While low broadband penetration is a clear opportunity for BWA/WiMAX. For example. A country where broadband's average revenue per user (ARPU) is estimated at US$8-10 requires very low equipment cost. target broadband connections have been currently revised to 20 million by 2010.INDUSTRY PROFILE Broadband is a collective term for a group of technologies that enable highspeed Internet access.5 million connections.

after China and USA. National Telecom Policy (NTP) 1994 was the first attempt to . telecommunications sector benefited from the general opening up of the economy. In 1990s. It was an exclusive provider of domestic and long-distance service that would be its own regulator (separate from the postal system). After independence in 1947. which resulted in better quality of service and lower tariffs. In 1883 telephone services were merged with the postal system. Telephone services were introduced in India in 1881. In 1986. a monopoly run by the government's Ministry of Communications. examples of telecom revolution in many other countries. Indian telecom industry has the highest growth rate in the world. In 1985. Indian Radio Telegraph Company (IRT) was formed in 1923. all the foreign telecommunication companies were nationalized to form the Posts. Also. Department of Telecommunications (DOT) was established. led Indian policy makers to initiate a change process finally resulting in opening up of telecom services sector for the private sector. two wholly government-owned companies were created: the Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas. Telecom sector was considered as a strategic service and the government considered it best to bring under state's control. The first wind of reforms in telecommunications sector began to flow in 1980s when the private sector was allowed in telecommunications equipment manufacturing. With a growth rate of 45%. Telephone and Telegraph (PTT). History of Indian Telecommunications started in 1851 when the first operational land lines were laid by the government near Calcutta (seat of British power).

In 1997. national or domestic long distance and international long distance services. TRAI was formed to act as a regulator to facilitate the growth of the telecom sector. and Idea Cellular. Telecom Regulatory Authority of India (TRAI) was created. Cellular services can be further divided into two categories: Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). such as leased lines. high. Fixed line services consist of basic services. and collectively account for less than 5 per cent of subscriptions. and Cellular Services.end services. Private sector services are presently available in selective urban areas. The state operators (BSNL and MTNL). which along with rental was the main source of revenue. Cellular operators get substantial revenue from these services. and compensate them for reduction in tariffs on airtime. while the CDMA sector is dominated by Reliance and Tata Indicom. The . Telecommunication sector in India can be divided into two segments: Fixed Service Provider (FSPs). Opening up of international and domestic long distance telephony services are the major growth drivers for cellular industry. ISDN. New National Telecom Policy was adopted in 1999 and cellular services were also launched in the same year. private services focus on the business/corporate sector. and offer reliable.give a comprehensive roadmap for the Indian telecommunications sector. Vodafone-Hutch. closed user group and video conferencing. However. account for almost 90 per cent of revenues from basic services. The GSM sector is dominated by Airtel.

CDMA. The GSM. national long distance. Blackberry mobile etc. Apple iphone. Along with improvement in telecom services. etc. and mobile-commerce. have come up.reduction in tariffs for airtime. along with other applications like high storage memory. Internet surfing. Camera's. The much-awaited 3G mobile technology is now entered the Indian telecom market. there is also an improvement in manufacturing. multimedia applications. and handset prices has driven demand. The value added services provided by the mobile service operators contribute more than 10% of the total revenue. Traditional telephones have been replaced by the codeless and the wireless instruments. Sony Ericsson's W-series. Touch screen and advanced technological handsets are gaining popularity. with the provision of broadband services in the fixed line segment and GPRS in the mobile arena. multimedia games. Motorola's PDA phones. Market Share of Public and Private Players Both fixed line and mobile segments serve the basic needs of local calls. In the beginning. Radio services have also been incorporated in the mobile handsets. Mobile phone providers have also come up with GPRS-enabled multimedia messaging. such as Nokia's latest N-series. international long distance. video generators. WILL service providers are all upgrading themselves to provide 3G mobile services. . long distance calls and the international calls. there were only the Siemens handsets in India but now a whole series of new handsets. MP3 Players.

Convergence India. it is expected that by the year 2010 there will be over 500 million subscribers in the Indian telecom market. the telecom industry this year will be focusing more on rural areas to connect them with the urban areas so that the farmers and the small-scale industries can have faster access to information related to weather and market conditions. Telecom Expo India.Private 52% Public 48% The telecom sector in the country has already adopted the latest technological advancements to cater to the demands of the growing market. with cheaper handsets and lesser tariffs. Moreover. . VAS India and IPTV India being organized year to year are all efforts in this direction. Also.

Another one is Bharti broad band Ltd under the brand name of Manthra Online.COMPANY PROFILE Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. Another one is Bharti Tele Sonic Ltd under the brand name of India One. . After sometime the companies Bharti Telesonic Ltd and Bharti Broadband and Teleservices Ltd combined together and form Bharti Infotel Ltd. Respectful. world leader in financial protection and wealth management. Interested. Tolerant.Their logo is “Think fresh Deliver More”. Ltd. Then Bharti Tele Net Ltd under the brand name of Touch Net. Airtel is the name of their brand. Their first company is Bharti Cellular Limited under the brand name of Airtel. The companies Bharti Telenet Ltd and Bharti Broadband Ltd combined together and form Bharti Broadband and Teleservices Ltd. Punjab in May 2009. Energetic and loving . Bharti has recently forayed into retail business as Bharti Retail Pvt. In 13th September 2004 all the four companies combined together and form Bharti AIRTEL Ltd. Bharti Airtel is one of India's leading private sector providers of telecommunications services with more than 79 million subscribers as of December 2008. with Wal-Mart for the cash & carry business at Amritsar. BHARTI AIRTEL LTD started in July 7 1995. The Bharti Group. It has successfully launched an international venture with EL Rothschild Group to export fresh agri products exclusively to markets in Europe and USA and has launched Bharti AXA Life Insurance Company Ltd under a joint venture with AXA. has a diverse business portfolio and has created global brands in the telecommunication sector.Its head quarters is at Delhi. In 1998 company started their first land line operation. AIRTEL stands for Affectionate.

and Internet call services. Also. subscribers also get to enjoy music downloads. Aside from unlimited playtime. and Wi-fi categories. expandable. India’s leading provider of state-of-the art telecommunications services is the power behind Airtel Broadband Services India. and enterprise solutions. Bharti Enterpises. they have effectively launched India’s first private submarine communication cable systems. the data services provided by the Airtel broadband and Internet connection service is further grouped into DSL. this game server that Airtel exclusively hosts is fully reliable. Leased Line. The three are as follows: broadband and telephone services.  Airtel’s DSL plans are enforced with an unlimited Internet game playtime scheme. Consequently. Bharti Airtel. Every subscription of Airtel DSL gives the client the ability to play all the games provided in Airtel’s game server. audio/video messaging. mobile services. directly manages three lines of businesses under its subgroup. Bharti Airtel since its inception has been at the forefront of technology and has steered the course of the telecom sector in the country . without any game-client download charges. Bharti Enterprises is actually the first ever privately owned company to have successfully setup a satellite-based gateway for its Internet access service. as the company is known. In the same way. Airtel comes to you from Bharti Airtel Limited. ISDL. This particular feat is made possible through partnership with Singtel. India’s largest integrated and the first private telecom services provider with a footprint in all the 23 telecom circles. and is updated with new games every month.  The broadband and Internet connection service falls under the data services provided by Airtel’s broadband and telephone services arm. VPN.

All these services are provided under the Airtel brand. Enterprise Services. And the best of feature of Airtel’s ISDN service is that subscribers get to pay for the actual usage of the service only and nothing more. Airtel’s ISDN line is fully digital – and simply that translates to superior voice quality despite real-time data transfers and exchanges. Bharti Airtel is currently working hard to become India’s most admired brand in telecommunication services.with its world class products and services. Airtel’s ISDN service can be considered as an enterprise solution that provides for high-speed voice with simultaneous data access. The businesses at Bharti Airtel have been structured into three individual strategic business units (SBU’s) – 1. Mobile Services 2. Airtel Telemedia Services 3. .  On the other hand. The Enterprise services provide end-to-end telecom solutions to corporate customers and national & international long distance services to carriers. They are also aiming to be home to India’s greatest talents working in the field of telecommunications. nothing less. The mobile business provides mobile & fixed wireless services using GSM technology across 23 telecom circles while the Airtel Telemedia Services business offers broadband & telephone services in 95 cities. They are striving to be loved by their own customers and longs to be considered as a benchmark by a lot of related businesses nationwide.

Sunil Bharti Mittal. The Chairman and Managing Director. BOARD OF DIRECTORS The board of directors of the Company has an optimum mix of executive and nonexecutive directors. Business plans. its promoters or its management. experience and expertise required to take decisions. Business plan DSL 10995 subscribers also get free two static IP address necessary for some of their important business applications. are offered either at 256 kpbs or 512 kbps speeds. The independence of a director is determined on the basis that such director does not have any material pecuniary relationship with the Company. which are in the best interest of the Company. Mr. The board members possess requisite skills. which may affect the independence of the judgment of a Director. The Bharti Group. . is an Executive Director and the number of Independent Directors on the Board is 50% of the total board strength. Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. We deliver what we promise and go out of our way to delight the customer with a little bit more”.Airtel’s broadband services start at 64 kbps speed to as fast as 256 kbps for home users. which consists of two executive and fourteen non-executive directors. on the other hand. has a diverse business portfolio and has created global brands VISION AND PROMISE      By 2010 Airtel will be the most admired brand in India: Loved by more customers Targeted by top talent Benchmarked by more businesses “We at Airtel always think in fresh and innovative ways about the needs of our customers and how we want them to feel.

The independence of a Director is determined on the basis that such director does not have any material pecuniary relationship with the Company. which consists of three Executive and fifteen NonExecutive Directors. which are in the best interest of the Company. SUNIL BHARTI MITTAL Chairman & Group Managing Director -BHARTI ENTERPRISES .The composition of the Board is as under: The Board of Directors of the Company has an optimum mix of Executive and Non-Executive Directors. experience and expertise required to take decisions. which may affect the independence of the judgment of a Director. The Chairman and Managing Director. Mr. is an Executive Director and the number of Independent Directors on the Board is 50% of the total Board strength. its promoters or its management. The Board members possess requisite skills. Sunil Bharti Mittal. The composition of the Board is as under: Mr.

Raju  Pulak Chandan Prasad  Bashir Abdullah Currimjee  Gavin Darby  Syeda Imam  Ajay Lal . Kumar  Kurt Hellstorm  Donald Cameron  Paul O’Sullivan  Professor V.S.Following are the board of directors of Bharti Airtel :-  Rajan Bharti Mittal  Rakesh Bharti Mittal  Akhil Gupta  Chua Sock Koong  N.

paying bills to making new friends and not to mention endless fun & learning for children.  Why wait to connect . It also gives you the power of limitless discovery on Internet – from shopping to banking. Power Surfing . Shop. the internet is always ON. York Chye Chang  Arun Bharat Ram  Paul Donovan SERVICES PROVIDED BY AIRTEL BROADBAND SERVICES. Surf while you talk . exchange heavy files and chat at an enviable speed. No more waiting for dial-up to connect. download MP3. The special features of Airtel broadband services are. secure Internet access as soon as you switch on your computer.With Airtel Broadband. It is powered by DSL technology which gives you blazing-fast.With speed of up to 2Mbps. Airtel Telemedia Services: Airtel is offering broadband & Internet services a over 100 cities in India. always available. all thanks to an extensive Broadband Services infrastructure. Airtel Broadband Services connection does not   . feel the excitement of doing more on Internet.No more missed calls or blocked telephone lines while using the internet. No more disconnections in the middle of download. You are ready to use the internet as soon as you switch on your computer.

 Robust installation . The customer feedbacks are carried out with great care. Superior server technology and a dedicated port provide total security to data storage and information exchange through the Internet.The world class infrastructure & end-to-end digital network of underground copper cable lines ensure an extremely robust connection that eliminates the risk of damage. one of the best in PC security. Credit card method.Easy payment method.block existing telephone lines and allows one family member to use the phone while another member surfs the net. you only pay for what you use. It works for round-the-clock. You can choose any one of the method for paying the cash. check drop boxes. Video Surveillance Solutions . 365 days a year. ECS. Payment options – Airtel offers you a number of payment methods like cash payment. 24x7 customer supports – The 24x7 customer support unit helps you to serve better.Airtel along with F–Secure. What’s more.     Services: The services offered by Airtel Broadband & Internet are listed below: 1. online payment. Speed on demand – The customer can enjoy a dedicated speed of up to 2 Mbps without having to change your subscription plan. Airtel PC security . provides you with a service that tries to answer a Broadband customer’s most frequently asked question “Is my PC safe?”.

Video Postcard TM service etc. you can detect and repair most problems. with the Video Surveillance Solution. 5. It is an easy-to-use personal communications service that connects you with your friends and family. shop and staff from your PC from anywhere and at all times. 2. The simple installation procedure gives you access to unsurpassed performance instantly. video & Audio Calling. Globally accepted and successfully used by over 38 million customers worldwide. With NetXpert. it helps to identify any system or network problems that may come up from time to time. In Touch In Touch is a great way to stay connected. 3. Online Tests Airtel Broadband Services offer you online competitive tests for GRE. all by yourself. the NetXpert provides immediate solutions for Internet connectivity related problems.With this service you can observe your office. Wifi Wifi is a wireless technology brand by the Wifii Alliance that gives you a host of fantastic advantages ranging from reliability to security. Thereafter. . SAT and MBA. GMAT. NetXpert NetXpert is automated broadband care technology. warehouse. using a PC or a TV and a Broadband (high speed) Internet connection. and experience the joys of uninterrupted Broadband. from the comfort of your home. The NetXpert helps in the speedy installation and activation of the Broadband connection on your PC. 4. With In Touch you can do various activities like Video & Audio messaging.

. televisions and radios. the wireless network also uses radio waves.  DEL – Direct Exchange Line – Land line Phone (Voice)  DSL – Digital Subscriber Line – for data  Telephone Instrument  Touchnet Dial-up-service Business focus of Bharti Airtel Broadband and Telephony Services. Products of Bharti Airtel Broadband and Telephony Services. Reduction of operating cost. and digital cameras. Organizational Culture of Bharti. DVD players. Just like cell phones.    Reduction of error level.Common applications for Wifi include Internet and VoIP phone access. gaming. and network connectivity for consumer electronics such as televisions. Reduction of cycle time.     Operational excellence Reducing churns Tightening cost Utilizing capacity Quality Policy of Bharti Airtel broadband and Telephony Services.

 Act transparently and couragebly. Cut hierarchy to where knowledge resides.  Process standardization and customization  Best practice replication  Speed of urgency Strategy Of Bharti Airtel Broadband And Telephony Services.  Residents  Small and middle enterprises  PCO’s(public call office)  Corporate’s .  Centralized reporting system Customers of Bharti Airtel Broadband and Telephony Services. Process focus of Bharti Airtel broadband and Telephony Services.

 Bsnl  Relience  Tata indicom .Competitors Of Bharti In Broadband And Telephony Services.

. BHARTI AIRTEL took new initiatives to woo customers. Rehmaan. As competition in the telecom arena intensified. Bharat Sanchar Nigam Limited (BSNL). loyalty rewards. Shahrukh khan. there were a total of 12 players in the market with the five major players being Bharti Tele-Ventures Limited (Bharti). The list includes-Sachin. business solutions and talk time schemes.celebrity endorsements. Saif Ali Khan. All the players except RIM offered services based on the Global System for Mobile (GSM) technology.PROMOTIONAL STRATEGY After the liberalization of the Indian Telecom Sector in 1994. Kareena Kapoor.The most important consumer segments in the cellular industry were the youth segment and the business class segment. discount coupons. the Indian cellular market witnessed a surge in cellular services. The youth segment was the largest and fastest growing segment and was therefore targeted most heavily by cellular service provider. Vodafone-Essar limited (Vodafone). Idea Cellular limited (Idea) and Reliance India Mobile (RIM). Zaheer Khan Etc. AIRTEL has used most number of celebrities for advertisements. By 2005. RIM provided services based on Code Division Multiple Access (CDMA) technology as well as GSM. Prominent among these were .

By directmail. In this way the consumer is attracted towards the broadband service.this is another way of sales promotion where in the brochures and leaflets of broadband service are posted along with the landline bills to the consumer. When a consumer steps into a store he/she sees these displays and this turns out to willingness to purchase. Sales Executives.Bharti Tele-Ventures adopted celebrity endorsement as its chief promotional strategy. 3. fixed line and broadband service market. By 2004 it emerged the unprecedented leader commanding the largest market share in the cellular. Billboards.If you are having a Airtel landline at home the Airtel customer care calls the customers at regular intervals to create awareness and educate them about their broadband connections and wide offers. print media and banners etc are used widely as sales promotional methods to attract consumers. .sales executives of Airtel gather database and approach to the consumers who are having Aitrtel landlines and who have a personal computer or laptop at their place then they promote their broadband services by explaining the features and offers in detail. 2. 4. Point of purchase displays. 5. Tele calling. The popular techniques that are undertaken by Airtel Broadband for sales promotion at Mysore are as follows1.when a person walks into any Airtel store anyone can find a wide range of point of purchase displays regarding broadband connection.

collection. Along with these Airtel also undertakes advertising and sales promotional activities aggressively by sponsoring in trade shows & events and they also participate in fairs and exhibitions locally. monitor marketing performance. generate define and evaluate. analysis and Reporting of the data findings relevant to a specific marketing situation facing the company. Simply. and improve understanding of Marketing as a process”. Careful planning through all stages of the research is a .6. RESEARCH DESIGN AND METHODOLOGY MARKETING RESEARCH Definition of marketing research is approved by the board of the American Marketing Association (AMA) is: “Marketing research is the functions which links the customer and public to marketer through information used to identity and define marketing opportunities and problems. marketing actions. marketing research is the systematic design.

necessity. These three types of research included. The function of marketing research within a company is to provide the Information and analytical inputs necessary for effective planning of future marketing activity. A research may undertake any of three types of research investigations depending upon the problem. Basic research. control of marketing operations in the present and evaluation of marketing results. Applied research and Designated fact gathering. Objectivity in research is all.important. The heart of the scientific method is The objective gathering and analysis of the information. Steps in Marketing Research Process Marketing Research Process can be carried out through the following steps: Define the problem and research objectives Develop the research plan Collect the information .

To know the demographic factors is influenced by sales promotional strategies. Organizational exposure helps the student to know how effectively they performed in the market. . The primary objectives of the study was. To study the relationship between various promotional strategies on sales volume. To study how sales promotional tools helps to increase sales and retain customers.Analysis and interpretations Present the findings. OBJECTIVES OF THE STUDY. The Management Thesis study helps the student to check whether the theory and practice actually matches. SCOPE AND NEED FOR THE STUDY.

3. To understand the influence of sales promotion of the company and does this has any association in their buying pattern incurred through this. The information gathered through this research can be used by the company to improve its services and became more customers friendly. RESEARCH METHOLOGY: . This research is aimed at profiling the standard customer with an aim to increase the network and improve company-customer relations. The following can be the scope for the study : 1. for any organization or firm to survive in this competitive world depends on its ability to be dynamic and be different from the competition to be unique in the industry. To understand the promotional activities for Airtel Broadband services. This can increase the goodwill of the company and its overall performance. Thus this study is aimed to provide the management with some knowledge about its status in market both in terms of sales and customer awareness. To gain knowledge about the basic principles and concepts of sales promotion.Today. The research also aims to provide some ideas to improve the company’s present condition. 2. Customer Satisfaction helps every organization to keep the existing customer and to build new customer.

magazines. The appropriate methodology will improve the validity of the findings. web sites and from other relevant publications.The success of the analysis mostly depends on the methodology on which it is carried out. Secondary Data: Secondary data was collected from journals. A Detailed study on the impact of sales promotional activities of Airtel’s broadband services for Mysore East. It is very important to have a suitable research methodology. Sampling Design: . Research Design: Descriptive Research: Descriptive research includes survey and factfindings enquire of different kinds involving a detailed survey by a questionnaire issuing to respondents/customers of Airtel Broadband Services. Data Collection: The study is based on the data collected through primary and secondary sources. Area of the study: The study was mainly concentrated on Mysore city-East. I collected primary and secondary data to analyze and identify the impact of the promotional strategies and sales volume and customer satisfaction in the Organization. For my Management thesis1 entitled. Primary Data: An interview schedule was designed to collect primary data from various broadband users ie customers by a questionnaire survey.

Sample Frame: The customers were selected on a random basis from which the respondents were selected based on convenience.The sampling design mainly consists of the sample taken for the study along with the sample size. sample sizes of 100 customers were selected for the purpose of the study. Research period The time for the project is approximately 3 months in which the collection of data. Sampling Method: Convenience sampling was used. interpretation. Sample Unit : The customers in the age group of 18 to 60 years is taken as the sample unit. People residing in Mysore East who are salaried. households. Sample Size: From the universe. professionals. students and others. analysis. Sample Universe: All customers using broadband connection in Mysore East was taken as the sample universe . The study was conducted on consumers with different type of business. businessmen. based on the willingness and availability of the respondents. conclusion and the objectives of the study should be justified. sample frame and sampling method. .

we reject our hypothesis. Then we gather sample data and determine sample statistic. if the change in one variable affects a change in the other variable. And Chi-Square test is undertaken to test the hypothesis. Hypothetical testing and correlation are the statistical tools helpful to indicate the impact of sales promotional strategies on sales volume for Airtel Broadband services. the variables are said to be correlated. The study is causal in nature as it shows the impact of sales promotion on sales volume. Mysore. Correlation is a statistical tool that helps to measure and analyze the degree or extent to which two or more variables fluctuate with reference to one another. . Hypothetical testing begins by making assumption about the population parameter. To test the validity of our hypothesis the difference the hypothesized population parameters is calculated. In other words. If the value is small we accept it. If the actual value is large.STATISTICAL TOOLS: The aim is to present a clear idea of research procedure that will be followed in the study.

Successful 43 a 28 c 71 Unsuccessful 7 b 22 d 29 50 50 100 Total . QUANTITATIVE ANALYSIS. Age group/ Sales 20-35 36-50 Total SolutionHo.Square test to know relationship between age group and promotional activities and sales.DATA COLLECTION ANALYSIS AND INTERPRETATIONS. Testing of hypothesis by Chi.There is a relation between age group and sales promotional activities.

Ha. By Chi-square test- X2 cal = = = X2 cal = N (ad-bc)2 / (a+b) (c+d) (a+c) (b+d) 100 (946-196)2 / (50) (50) (71) (29) 56250000/5147500 10.93 Degree of freedom is 1.84 .There is no relation between age group and sales promotional activities and sales. Test of significance is 5% K = 3.

As X cal value is greater than k value so Ho is rejected and Ha is accepted. So there is no relation between age group and sales promotional activities.

CORRELATION Sales (X) 50 60 65 70 71 69 65 Advertising x=X- X y=Y-Y (Y) 15 18 16 22 20 18 17 -15 -5 0 5 6 4 0 5 Σx = 0 -3 0 -2 4 2 0 -1 0 x2 225 25 0 25 36 16 0 25 Σx2 = y2 9 0 4 16 4 0 1 xy 45 0 0 20 12 0 0 Mean X = 520/8 = 65 Mean Y = Y- is in 000s and both the values X and Y are on a monthly basis.

70 18 ΣX =520 ΣY = 144 144/8 = 18

0 0 Σy2 = 34 Σxy = 77

Σy = 0 352

So Correlation ‘r’ is as follows-

r = 0.704 indicates that there is a positive relationship between the sales and promotional activities of the company. So when advertising and promotional activities are increased then the sales of the company also increase.

What type of internet connection is used at your place? Table showing the type of connection used in the organizations Table 1 Connection type Broadband Dial-up GPRS Others Total 0 100 No. of respondents 100 0 0 Percentage 100 0 0 0 100

Chart 1

How did you get to know about Airtel broadband service? Table 2 Medium No. of respondents 50 24 30 7 100 Percentage 45 22 27 6 100 Advertising Friends Existing Users Others Total Chart 2 .100 90 80 70 60 50 40 30 20 10 0 100 East 0 Broadband Dial-up 0 GPRS 0 others The Interpretation is that all of the sample units were using Broadband connection and none of them were using other type of connection at their place.

Did advertising and sales promotion make an impact for your purchase? Table 3 Result Yes No Total No. 22% from friends and 7% of them by other mediums. of respondents 71 29 100 Chart 3 Percentage 71 29 100 . 27% of them are through existing users.6% 27% A dv ertising Friends Exis ting Us ers Others 22% 45% Maximum of 45% of respondents are educated by the advertising medium.

of respondents Percentage . Why do you prefer Airtel broadband connection? Table 4 Characteristic s Offers Service quality 13 37 13 37 No.29% Yes No 71% Up to 71% respondents feel that sales promotional activities were the impact for their purchase and rest 29% do not agree.

20% of the customer has chosen Airtel because of the brand name ‘Airtel’. of respondents 6 21 55 16 Percentage 6 21 55 16 .Speed & security of Data Brand Name Total 20 30 30 20 100 100 Chart 4 Brand Nam e 20% Offers 13% Offers Service quality Speed & Security Brand Nam e Speed & Security 30% Service quality 37% T The interpretation is that only 13% of the customers preferred Airtel broadband because of offers. It also shows the brand name also has some implication before choosing Airtel Broadband services. The highest 37 % of the customers preferred Airtel because of the quality of service offered by Airtel. Table showing customer rating of speed of Data transmission Table 5 Ranking Poor Fair Good Very good No. The second most 30% of the customers have preferred because of the Speed of internet service.

of respondents 6 20 47 Percentage 6 20 47 22 5 .Excellent Total 2 100 2 100 Chart 5 Ve ry good 16% Excellent Poor 2% 6% fair 21% Poor fair Good Very good Excellent Good 55% Around 55% of the customers rated the speed of data transmission is very good in Airtel broadband. Table showing customer rating of Safety of Data transmission Table 6 Ranking Poor Fair Good Very good Excellent 22 5 No. Only 6% of the customers are worried about the speed. 2% of the customers rated it as Excellent.

Total 100 100 Chart 6 Very good 22% Excellent 5% Poor 6% fair 20% Poor fair Good Very good Excellent Good 47% The interpretation is that 47% of the customers rate safety of data as good. of respondents 10 15 38 25 12 100 Percentage 10 15 38 25 12 100 . Table showing customer ranking of usage experience Table 7 Ranking Poor Fair Good Very good Excellent Total No. The customer who ranked it excellent contributes 5 % of the sample size. 22 % of customers ranked it as very good. Only 6 % of the customer feels it as bad.

12% of the customers ranked it as excellent. Also 10 % of the customer rated it as poor. of respondents 13 14 35 26 12 100 Percentage 13 14 35 26 12 100 . Table showing customer rating of after sales service Table 8 Ranking Poor Fair Good Very good Excellent Total No.Chart 7 Excellent 12% Very good 25% Poor 10% Poor fair 15% fair Good Very good Excellent Good 38% The interpretation is that around 38% of the customers has ranked the usage experience was good. 25% of the customers ranked it as very good.

But the concern is that 13 % of the customer also feel that the after sales service is poor.Chart 8 Excellent 12% Poor 13% fair 14% Very good 26% Good 35% Poor fair Good Very good Excellent The interpretation is that. Are you aware of some other service in this category? Table 9 Result Yes Total No. Some 26 % rated it as very good and 35% as good. 12% of the customer has rated the after sales service as excellent. of respondents 100 100 Percentage 100 100 Chart 9 .

Table showing Rating of Airtel broadband with other competitors in the same category Table 10 Ranking Best Better Average Worse No.100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Yes No 0 100 Series1 100% of respondents are aware of other broadband services in this category. of respondents 45 35 10 10 Percentage 45 35 10 10 .

35% feel its better and 10% feel its average and worse.Total 100 100 Chart 10 10% 10% B est 45% B etter Average W orse 35% About 45% of respondents feel that Airtel is best. .

Internet plays an important role in the day to day activities. In most of the organization. 2. 4.FINDINGS 1. A number of the organization preferred Airtel because of the quality of service provided and also for the speed of data transmission. . Quality of the service provided plays an important role in keeping the existing customers and to bring new customers. 3. Most of the organizations prefer broadband connection over other type of connection because of speed and other compatibility of service.

More than 10% customers have complaints regarding the after sales service of Airtel broadband. After sales service plays essential part of customer satisfaction. Customers feel Airtel broadband was much better than other competitive products of the same category. The overall satisfaction level is very high among customers. 8. 6. This shows the place Airtel has achieved in the minds of the customer in Mysore region. The customer rate quality of the service as the most relevant one and hence Airtel Broadband services should maintain the quality in services and should make improvements in this feature. 7. Some customers are planning to discontinue because of high billing and after sales service is not good. Safety of data is very important in any type of organization. The safety and security of Airtel network is rated very well by most of its customers. This is mostly due to number of systems connected by single broadband connection. RECOMMENDATIONS I would like to give my suggestions which the company can make use of:1. . 2. But a number of customers have reported it excellent and very good. 9. Though it is a small percentage the company should focus on these to keep the brand image in the minds of people.5. Airtel with its own PC security suite helps organizations protect its data from theft and prevents it from harmful attacks. Many customers have rated the speed of data transmission is very good. Some customers had complaints regarding the speed.

Many dissatisfied customers asked for more information about other plans or change of plans. There is a huge market potential for broadband services in the city so the company should take care of more promotional activities in which advertisement plays and effective role and hence to have a competitive edge over other brands. It will help customers clear their doubts about billing and hence to improve their satisfaction level. 5. it should be dealt quickly. So the company can make use of this opportunity to retain its customers by providing the right plans. If any complaint is observed from the customers. So the company could provide the service as free of cost. The overall objective of the study was to find out how the customer’s impact on sales promotional activities of Airtel broadband services and to find out their . So the dissatisfaction may be due to providing wrong plans by the sales persons. So the company must provide an awareness program about the specialized plans for them.3. 4. Lack of awareness about the plans is high among customers. CONCLUSION Airtel is one of the powerful brand in India and it has been successful in creating a strong impression on the consumer minds with its varied products and offerings to consumers on a huge scale to deliver its customers at its best. 7. It is free of cost in its competitors like BSNL. 6. This will reduce the chance for dissatisfaction. The detailed billing is provided as a value added service in Airtel broadband.

The study revealed the picture of customers perception and satisfaction which help Airtel broadband to encourage more people to be the customers/consumers of Airtel Broadband. BIBLIOGRAPHY T o obtain more information regarding the present study and to substantiate it with theoretical proof. the following references were made: Marketing Management by Philip Kotler .satisfaction towards the service against its competitors.

Internet and website sources arewww.in www.wikipedia.google.bhartiairtel.com ANNEXURE . Other jounals.com www.com www.Marketing Management by ICFAI publications Marketing Research by ICFAI publications Business Research Methods by ICFAI publications Quantitative Methods by ICFAI publications.airtelbroadband.

The purpose of preparing this questionnaire is to try and understand the effectiveness of sales promotional activities undertaken by Airtel Broadband Services at Mysore East. Mysore currently doing a project with Airtel at Mysore would be indeed grateful to your co-operation is deeply socliated to provide the relevant information in filling this questionnaire. I assure that the information will be kept confidential.Vibitha a student of INC.QUESTIONNAIRE QUESTIONNAIRE Dear Sir/Madam. I N. Please tick at the place that matches your opinion. .V.

Do you have internet connection at your home or workplace? Yes [ ] No [ ] 2. Rate the following : Poor-1 Fair-2 Good-3 Very Good-4 Excellent-5 [ ] [ ] Quality of Service [ ] Brand Name [ ] . If yes.) [ ] 3. Which is the current service provider at your place? AIRTEL RELIANCE OTHERS [ ] [ ] [ ] TATA INDICOM BSNL [ ] [ ] 4. Did advertising and sales promotion make an impact for your purchase? Yes [ ] No [ ] 6.Name of the respondent Contact No and address Occupation Age1. what kind of internet connection are you using currently? Broadband Dial-up [ ] [ ] GPRS others (Wireless.. How did you get to know about broadband service given by Airtel? Advertising [] Friends [ ] Exisisting Users [ ] Others [ ] 5. What makes you to prefer Airtel Connection at your place? Offers Speed & Safety 7..

Particulars Speed Poor Fair Good Very Good Excellent Safety & security Usage Experience After Purchase Servic(warran ty. customer service) 8. would you say that our product is. compared to other product in this category. Best [ ] better [ ] average [ ] worse [ ] 10. Are you aware of some other service provider in this category? Yes [ ] No [ ] 9. If yes. If you see the connection to be good. repair.. then what are the factors backed by in terms of satisfaction? .

............... followed later by print. Do you have any suggestions for Airtel Broadband services .................. N.. The campaign has identified a ............. And to catch the young audience........ It seeks to reposition Airtel Broadband as the answer to real high-speed Internet experience with the statement ‘Impatience is the new life.. especially for the Indian youth. Bharti Airtel...... The campaign is conceptualised by Rediffusion DYR.... Which plan do you have currently? 12...... “The campaign was developed to focus on the youth.11........ The digital campaign premiered on April 6 on the mobile and Internet platforms.VIBITHA Impatience is the new life................ Head ....................... .....V... R Chandrasekar.. the campaign is using the digital medium in a big way..... Commenting on the new campaign...Brand & Media.......... Thank you very much for your kind co-operation and sparing your valuable time............ along with traditional media................................... This is the peg that Airtel Telemedia Services has used to promote the 8mbps speed for Airtel Broadband service. TV and BTL........ Live it with Airtel Broadband’. said..

Chandrasekar further said. The objective is to create communities. led by a TVC.core target group for its campaign based on a study by IMRB. The campaign idea is ‘impatience is the new life’. seeks to incorporate the digital medium as a strong element and engage with the TG on that platform.” The TVC comprises a montage of shots of impatient young people who can’t wait for things to happen culminating with the introduction of Airtel Broadband with up to 8mbps of speed.” he added. we are also loading the film on YouTube and putting up banners on all popular websites. We are also doing a WAP post on mobile. ‘Funsters’ are the most hungry for a real broadband experience. enabled with the new Airtel Broadband and new speed.” “The 360-degree communication campaign. impatientones. . Besides the advertising activities.com. We have also started a contest on who will be the next impatient one. “We are taking forward four key initiatives and have created a microsite. These are the 16-25 year old college students and young professionals.