Professional Documents
Culture Documents
1
INTRODUCTION
The project aims at understanding the marketing strategies at Airtel and its impact on the
perception of Airtel tele media service. Research has demonstrated conclusively that it is far
more costly to win a new customer than it is to maintain an existing one. And there is no way
to retain a customer than to exceed his expectation. For this purpose it is essential to know the
level of customer satisfaction level for the service provided by the Airtel. The research was
done for the corporate clients of Airtel. My job was not only to represent the corporate sales
Dept. and collect the feedback from the clients but also to get the major complaints resolved
through internal counselling. There can be no better to interact with the external as well as the
internal customers of an organization. Finally the result of the research verify the fact that
keeping the customer satisfied is the best strategy to not only retain the existing customers but
also to expand the business to new horizons.
Airtel is one of the leading private sector providers of telecommunications service Based on no
of customers and no of Mobile users. The business at Airtel have been structured into three
individual strategic business units (SBUs)-mobile service, tele media services (ATS)
&enterprise service. The mobile service group provides GSM mobile service across India in
23 telecom circles, while the ATS business group provide broad band & telephone service in
94 cities. The enterprise service group has two sub-units -carriers (long distance service) and
service to corporates. All these service are provided under the Airtel brand
Company shares are listed on the stock exchange, Mumbai (BSE) and The National Stock
Exchange of India Limited (NSE) The Company has strategy Alliance with SingTel. The
investment mad by SingTel is one of the largest investment mad in the world outside Singapore
in the company.
The company mobile network equipment partner includes. In the case of broadband and
telephone services and enterprise services.
STATEMENT OF THE PROBLEM
OBJECTIVE
The Indian communications scenario has transformed into a multiplayer, multi product market
with varied market size and segments. Within the basic phone service the value chain has split
into domestic/local calls, long distance players, and international long distance players. Apart
from having with cope with the change in structure and culture (government to cooperate),
Airtel has had to gear itself to meet competition in various segments –basic services, long
distance(LD),and internet service provision (ISP).It has forayed into mobile service provision
as well.
Objective of study are:
What marketing strategies the Airtel is implementing to defend and increase the
market share.
To find who are the competitors of the Airtel and the market shares of the
competitors and what strategies Airtel is implementing to beat its competitors.
To find out how Airtel react to the technology changes in the communication
sector.
RESEARCH METHDOLOGY
Research methodology is the process of conducting scientific enquires starting with searching
a problem, identifying sources of data, collecting the required data, analyzing the collecting
data, interpreting the data and results and writing a report.
RESEARCH DESIGN
“Research design is the plan, structure and strategy of investigation conceived so as to obtain
answers to research question and to control variance.” Research design can be grouped in to
three categories:
o Exploratory Research Design
o Descriptive Research Design
o Casual Research Design
PERIOD OF STUDY:
The study of the project taken was three months (December 2017-Febraury 2018)
AREA OF STUDY:
The research was carried out in Coimbatore city. The sample was drawn from Airtel users of
Coimbatore city which was picked through Random sampling metod
COLLECTION OF DATA:
There are two types of sources for data collection Primary data: it means the data which are
collect at first time. Secondary data the secondary data which have been gathered earlier for
some other purpose. I used for the study secondary sample like websites and book
Is the process of gathering and measuring information of variables of interest, in a established
systematic fashion that enables one to answer started research questions, test hypothesis,
and evaluate outcomes. The data collection component of research is common to all fields of
study including physical and social sciences, humanities, business,, etc. While methods vary
by discipline, the emphasis on ensuring accurate and honest collection remains the same. The
goal for all data collection is to capture quality evidence that then translated to rich data
analysis and allows the building of a convincing and credible answer to question that have
been posted.
LIMITATIONS
The study is restricted only to AIRTEL, Chennai respondents. The view of their
other area is not taken.
Few respondents answer was collected.
Respondents concentrated where the customers of AIRTEL only.
Since the researcher selected 50 sample size it is not sufficient to cover opinion of
entire population.
Time duration in conducting the research is very low.
REVIEW OF LITERATURE
4. T.V. Ramchandran
Analyzed performance of India Telecom Industry which is based on the volumes rather
than margins. THE Indian consumer is extremely priced sensitive. Various socio-demographic
factors high GDP growth, rising income levels, booming Knowledge sector and growing
urbanization have contributed towards tremendous growth of these things together and delver
the mobile revaluation to the masses will be 3 Generation (3G) services
6.Oliver Stehman
The telecommunication industry is characterized by rapid innovation in the service and
the transmission market. The legally protected public or private monopolist does not have the
same incentive to foster innovation that would exist in a competitive environment. Thus, state
intervention based on the natura monopoly arguments neglects dynamic aspect, which are
crucial in the telecommunication sector.
According to economic times Indian mobile phone market is set to surge ahead urban
India has a tele density of 30 where as rural Indian has a tele density of it indicators that the
market is on ascent, wiyh more than 85000 villages yet is come under tele connectivity.
7.Virat Bahri
Explain the view point sam pitroda the chairman of world tele that identifies opportunities
for investment in telecommunications. He analyses that there is an increasing role of telecom
in e-governance in India. According to him technology can be leveraged to take India’s develop
to next level
8.Snyder
Communication is a process that allows information to pass between a sender and one or
more receivers and the transfer to meaningful information or ideas from one location to a
second location. Communication is a human process; human communicate by sending
information between themselves. Where as, telecommunication is the transmission of data or
information over a distance .Tele is a Greek word meaning at a distance, far off. Thus, it
classifies smoke signals, semaphore flags, lanterns and signal flares, telegraph systems,
televisions, telephones ,written letters, and hand signals as capabilities that support
telecommunication .The problem with these communications forms include reliability , speed
of transmission, and comprehension purpose.
9. Rohith Prasad & V. Sridhar
This is the one of the first such attempt to analysis the tradeoffs between low market power
and economics of scale for sustained growth of mobile services in the country. Our analysis on
the data on mobile services in India indicates the existence of economies of scales in this sector
.We also calculate the upper bound on the optimal number of operators in each license service
area so that policies that make appropriate tradeoffs between competition and efficiency can
be formulated.
ANALYSIS AND INTERPRETATION
NO 6 12%
TOTAL 50 100%
INTERPRETATION:
From the above chart showing that 88% respondents are like airtel & 12%
respondents are said no from the 50 samples.
Chart 1: Showing respondents like Airtel company
12%
YES
NO
88%
Table 2: How much time do you spend?
TV movies 15 30%
Newspaper 15 30%
Radio 5 10%
Internet 15 30%
Total 50 100%
INTERPRETATION:
From the above chart 30% respondents are TV movies& 30% respondents are
Newspapers & 10% respondents Radio & 30% are Internet.
Yes 46 92%
No 4 8%
Total 50 100%
INERPRETATION:
From the above chart that showing 92% are yes & 8% are no.
No
Yes
0 5 10 15 20 25 30 35 40 45 50
Sometimes 20 40%
Often twice 0 0%
Total 50 100%
INTERPRETATION:
From the above chart that showing 30% are never & 40% are sometimes & 20% depends on
channel & o% often price & 10% every time.
18
16
15
14
12
10
10
6 5
2
0
0
NEVER SOMETIMES DEPENDS ON OFTEN TWICE EVERYTIME
CHANNEL
Others 10 20%
Total 50 100%
INERPRETATION:
From the above chart that showing 80% are college add & 20% others.
Network 20 40%
Offers 10 20%
Total 50 100%
INTERPRETETION:
From the above chart that shoving 40% network & 20% offers & 40% are network speed.
20 20
10
199 30 60%
299 10 20%
399 10 20%
Total 50 100%
INTERPRETATION:
From the above chart that showing 60% are 199 & 20% are 299 & 20% are 399.
80% 82% 84% 86% 88% 90% 92% 94% 96% 98% 100%
Series1 Series2
Never 15 30%
Sometimes 20 40%
Depends 5 10%
Often 0 0%
Total 50 100%
INTREPRETATION:
From the above chart that showing 30% are never & 40% are sometimes & 10% are depends & 0%
are often & 20% are every time.
18
15
16
14
12 10
10
8
5
6
2 0
0
Never Sometimes Depends Often Every time
199 30 60%
299 15 30%
399 5 10%
Total 5 100%
INTERPRETATION:
From the following chart that showing 60% are 199 & 30% are 299 & 10% are 399.
399 5
3
299 15
2
199 30
1
Offers 10 20%
Speed 20 40%
4G 20 40%
Total 50 100%
INTERPRETATION:
From the following chart that showing 20% are offers & 40% are speed & 40% are 4G.
20%
40%
40%
Offers Speed 4G
e -mail 10 20%
information 10 20%
entertainment 15 30%
e-commerce 5 10%
downloading 5 10%
total 50 100%
INTERPRETATION:
From the following chart that showing 10 % ARE Chatting & social networking & 20% are e-mail &
20% are information& 30% are entertainment & 10% are e-commerce & 10% are downloading.
15
10 10
5 5
Table 12: What mod of advertising influence you to make in Airtel network
Adverting Influence NO OF PERCENTAGE
RESPONDANT
Friends &Relatives 30 60%
Online 15 30%
Advertisement 5 5%
Others 0 0%
Total 50 100%
INTERPRETATION:
From the above chart that showing 60% are friends & relatives & 30% are online & 5% are
advertisement & 0% others.
TV commercial 10 20%
Newspaper 10 20%
Banners 15 30%
Emails 15 30%
Total 50 100%
INTERPRETATION:
From the above chart that showing 20% are TV commercial &20% are New paper 30% are banners
& 30% are e mails.
14
12
10 10
10
0
Tv Commecial Newspaper Banners Emails
TV 10 20%
Newspapers 10 20%
Magazines 20 40%
Total 50 100%
INTERPRETATION:
From the above chart that showing 20% are Radio& 20% are TV& 20% are News paper & 40% are
Magizines.
20%
Radio
40%
TV
Newspapers
20%
Magazines
20%
Computer 20 40%
TV 5 10%
Mobile 20 40%
Books 5 10%
INTERPRETATION:
From the above chart that shows 40% are computers & 10% are TV & 40% ARE Mobile &10 % are
Books.
5
BOOKS
20
MOBILE
5
TV
20
COMPUTER
Offers 20 40%
Total 50 100%
INTERPRETAION:
From the above chart that shows 40% are Network speed & 20% are plan of the speed & 40% are
offers.
20
15
10
0
NETWORK SPEED PLAN THE NETWORK OFFERS
Table 17: What the main thing that attract you in Airtel network
MAINTHING NO OF RESPONDANT PERCENTAGE
Offers 10 20%
4G 20 40%
Total 50 100%
INTERPRETAION:
From the above chart that showing 40 % of network speed &20% of offers& 40% of 4G.
Chart 17: What the main thing that attract you in Airtel network
Chart Title
20
15
10
0
Network speed Series1
Offers
4G
Sales 15 30%
Promotion 5 10%
Advertisement 15 30%
Total 50 100%
INTERPRETATION:
From the above chart that shows 30% are marketing & 30% are sales & 10 % are promotion & 30%
are advertisement.
50 45
40
30
20
10 5 Series1
0
Prepaid Postpaid
FINDINGS
1. The majority 88% respondents are yes like Airtel Company
2. The majority 30% respondents are TV movies spending time
3. The majority 92% are yes are like the Airtel Company Advertisement
4. The majority 40% are sometimes changing the channel
5. The majority 80% are college add Airtel company advertisement
6. The majority 40% are network speed attractive part in Airtel
7. The majority 60% are 199 Airtel plans
8. The majority 40% are sometimes online adds plan of the company
9. The majority 60% are 199 last plan remember
10. The majority 40% are 4G specification in Airtel plan
11. The majority 30% are entertainment using the network for
12. The majority 60% are friend’s mod of advertising
13. The majority 30% are banners mod of marketing suggestion
14. The majority 40% are Magazines trusting mod of advertisement
15. The majority 40% are computers live without
16. The majority 40% are offers specification of network
17. The majority 40 % of network speed attraction in Airtel network
18. The majority 30% are advertisement marketing strategy
19. The majority 90% are prepaid mobile service use
20. The majority 80% are good smooth operation service
21. The majority 60% are good connectivity and network coverage of Airtel Company
22. The majority 60% are good using the service
23. The majority 60% are 1 year repurchase of the service
24. The majority 50% are good level of satisfaction of service
25. The majority 60% are good service from the company
CONCLUSION
Airtel is fulfilling the needs of many people. The company should promote their product as
attractively as possible. They should also maintain the market reputation the has and retain
the customers. There are lot of competition in the market, the company should face the tough
competition and come out with better and plans.
They should always focus on achieving the targets or objectives of the company. The
company has a tie up with many large organization and which is because of their services and
reputation in the market. Hence, the organization should change its policies with the changing
market and maintain its position.
BIBILIOGRPHY
WWW.Airtelworld.com
Google
WWW.Scribd.com
Prepaid 45 90%
Postpaid 5 10%
Total 50 100%
INTERPRETATION:
From the above chart that showing 90% are prepaid 10% are postpaid.
50 45
40
30
20
10 5 Series1
0
Prepaid Postpaid
Table 20: Are you satisfied with the number of drop boxes
DROP BOXES NO OF RESPONDANT PERCENTAGE
Good 40 80%
Bad 2 4%
Satisfaction 8 16%
Total 50 100%
INTERPRETATION:
From the above chart that showing 80% are good & 4% are bad & 16% are satisfaction.
Chart 20: Are you satisfied with the number of drop boxes
Chart Title
40
35
30
25
20
15
10
5
0
Good
Bad
Satisfaction
Good 30 60%
Bad 5 10%
Satisfaction 15 30%
Total 50 100%
INTERPRETATION:
From the above chart that showing 60% are good & 10% are bad & 30% are satisfaction.
SATISFACTION
BAD
GOOD
0 5 10 15 20 25 30
Table 22: For how long you been using this service
REPURCHASE THE NO OF PERCENTAGE
SERVICES RESPONDANT
Good 30 60%
Bad 18 36%
Satisfaction 2 4%
Total 50 100%
INERPRETATION:
From the above chart that showing 60% are good & 36% are bad & 4% are satisfaction.
Chart 22: For how long you been using this service
Chart Title
30
20
10
0
Good
Series1
Bad
Satisfaction
Table 23:How likely are in the repurchase the service from the company in
the future
1Year 30 60%
2Year 15 30%
3Year 5 10%
Total 50 100%
INTERPRETATION:
From the above chart that showing 60% are 1 year & 30% are 2 year 10 % are 3 year.
Chart 23: How likely are in the repurchase the service from the company in
the future
CHART TITLE
35
30
25
20
15
10
0
1Year 2Year 3Year
Table 24:How would you rate your level of satisfied with the service
provider in regard to pricing
Good 25 50%
Bad 20 40%
Satisfaction 5 10%
Total 50 100%
INTERPRETATION:
From the above chart that showing 50% are good & 40% are bad & 10% are satisfaction.
Chart 24: How would you rate your level of satisfied with the service
provider in regard to pricing
CHART TITLE
Satisfaction
Bad
Good
0 5 10 15 20 25
Table 25: How likely are to repurchase the service from this company in
the future
Good 30 60%
Bad 5 10%
Satisfaction 15 30%
Total 50 100%
INTERPRETAION:
From the above chart that showing 60% are good & 10 % are bad & 30 % are satisfaction.
Chart 25: How likely are to repurchase the service from this company in
the future
Chart Title
30
25
20
15
10
0
Good Bad Satisfaction
APPENDIX
A STUDY ON MARKETING STRATERGY OF AIRTEL
QUESTIONNAIRE
Name:
Age Group (yrs.): up to 18 18 to 25 25 to 40 40 to 55 € 55
2.
3.
4.
5.
11. You use the Network for….. (Rank them in order of your preference)
Chatting and Social Networking
Email
Information
Entertainment
E-Commerce
Downloading
12. What mode of advertising influences you to make in Airtel network
Magazines and newspaper
Friends and relatives
TV Commercial
Online advertisements
13. Which mode of marketing would you prefer? (Rank in order of preference)
TV commercials
Print Ads: Newspaper, Magazines
OOH: Banners, Poster
Online Ads: Banners, Emails,
14. Which mode of Advertising would you trust? (Rank in order of preference)
Recommendations from consumers
Radio
TV
Ads before movies
Newspapers
Magazines
Blogs & forums
Brand websites
Email I signed up f
Network speed
20. Are you satisfied with the number of drop boxes /recharge coupons denomination
available for smooth operation of your mobile service?
Good
Bad
Satisfied
21. About connectivity and area of network coverage?
Good
Bad
Satisfied
22. For how long have you been using these services?
More Than 1Year
More Than 3Year
More Than 5Year
23. How likely are you in the repurchase the services from this company in the future?
Would you say your chances are…
Good
Satisfied
Bad
24. How would you rate your level of satisfaction with the service provider in regards to
pricing?
Good
Satisfied
Bad
25. How likely are to repurchase the services from this company in the future?
Good
Satisfied
Bad