EXECUITVE SUMMARY

The project is an extensive report on how the Airtel Company markets its strategies and how the company has been able in tackling the present tough competition and how it is cooping up by the allegations of the quality of its products. The report begins with the history of the products and the introduction of the Airtel Company. This report also contains the basic marketing strategies that are used by the Airtel Company of manufacturing process, technology, production, policy, advertising, collaboration, export scenario, future prospect and government policies. The report includes some of the key salient features of market trend issues. In today s world of cutthroat fierce competition, it is very essential to not only exist but also to excel in the market. Today s market is enormously more complex. Hence forth, to survive in the market, the company not only needs to maximize its profit but also needs to satisfy its customers and should try to build upon from there.

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OBJECTIVES OF THE STUDY
1. To identify the difference in market performance of Airtel industry. 2. To study the market of Airtel Industry in big scale sector. 3.To compare various parameters of manufacturing, Technology advertising, collaboration, future prospect and government policies. 4. To know the sales and distribution of Airtel. It's a well known fact that no business can exist without customers. In the business of Website design, it's important to work closely with your customers to make sure the site or system you create for them is as close to their requirements as you can manage. Because it's critical that you form a close working relationship with your client, customer service is of vital importance. What follows are a selection of tips that will make your clients feel valued, wanted and loved

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RESEARCH METHODOLOGY
The research approach for this study was conclusive research. Conclusive researches are designed to help executives to choose among various possible alternatives to make a viable business decision. Further this research was of descriptive type, which is an offshoot of conclusive research. The problem for this research was non-operating in nature The data both primary and secondary data, the source was one hundred respondents for primary data. For the proper analysis of data simple statistical techniques such as percentage were use. It helped in making more accurate generalization from the data available. SAMPLE SIZE The method used for sample technique was random sampling method. This method was used because it was not know previously as to whether a particular person will be asked to fill the questionnaire. SIZE OF SAMPLE: The population of the sample would be 15 0 respondents. DATA COLLECTION: Source of Data for this project primary & secondary only . In reference to the theoretical concept as well as for information are collected through secondary sources from paper published material i.e. newspaper, journal and magazine & from printed electronic media i.e. internet websites. The primary data was collected through questionnaire filled from the respondents .

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TOOLS OF ANALYSIS
To know the response. I have used the questionnaire method in sample survey. If one wishes to find what people think or know, the logical procedure is to ask them. This has led marketing researchers to use the questionnaire technique for collecting data more than any other method. In this method questionnaire were distributed to the respondents and they were asked to answer questions in the questionnaire. The questionnaires were structured non-disguised questionnaire because the questions, which the questionnaire contained, were arranged in a specific order besides every question asked were logical for the study, no question can be termed as irrelevant. The questionnaire, were nondisguised because the questionnaire were constructed so that the objective is clear to the respondent. The respondents were aware of the objective. They knew why they were asked to fill the questionnaire .

Objective of Research
The purpose of research is to discover answers to questions through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. The survey was carried out with the help of a structured questionnaire, which helps in accomplishing the research objectives. The respondents by means of personal interview administer this structured ended questionnaire. Though each research study has its own specific purpose, we may think of research objective as falling into a number of following broad groupings: 



To gain familiarity with a phenomenon or to achieve new insight into it. To test a hypothesis of a causal relationship between variables.

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MODE OF COLLECTING DATA

Organization Airtel

Project undertaken to survey on customer satisfaction on Airtel services

Collection of Data from

Retailers

STUDENTS

Employees

Data of Bhopal is compiled with the help of flowcharts and tables.

Report is made after compilation of data

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SAMPLE DESIGN: Population: Population for this research is set of customers those who are using the services of airtel in Hyderabad city. Sample size: the number of samples collected for the research is 150 customers. The research technique used by psychology and they have amply used sociologists being of considerable relevance to marketing researchers.RESEARCH DESIGN Marketing research is often concerned with the behaviors of the consumer in the respect marketing research have drawn heavily on the behavioral. 6|Page . The concept and the theories of these behavioural sciences are also proved to be relevant to market researcher. 1. Sampling procedure/Sampling method: the sampling method used for this study is non profitability convenience sampling. Sciences such a psychology and sociology in fact the contribution of these science to marketing research have been very significant especially with regard to two aspect. which is selected according to the easy and convenience of the researchers. 2.

 The date during which questionnaires were filled. the questionnaire method.  Target geographic area. Primary data was collected using the following techniques  Questionnaire Method  Direct Interview Method  Observation Method The main tool used was. the questionnaire Was a combination of both open ended and closed ended questions.  To these 100 people a questionnaire was given. where a face-to-face formal interview was taken. 7|Page .  Some dealers were also interviewed to know their prospective. the research methodology adopted is basically based on primary data via which the most recent and accurate piece of first hand information could be collected.  Finally the collected data and information was analyzed and sCompiled to arrive at the conclusion and recommendations given. Procedure of research methodology  To conduct this research the target population was the mobile users. Further direct interview method. Sample size of 100 was taken. Who are using GSM technology. as one continuously observes the surrounding environment he works in and the secondary data is collected through newspapers.PROCEDURE OF RESEARCH Achieving accuracy in any research requires in depth study regarding the subject. As the prime objective of the project is to compare Airtel with the existing competitors in the market and the impact of WLL on Airtel. Secondary data has been used to support primary data wherever needed. Lastly observation method has been continuous with the questionnaire method. internet.

and the president officially announced the TRAI ordinance on 25 January 1997. it was stipulated that no firm can win in more than one metro. In India. the old fixed-licensing regime was to be replaced by a revenue sharing scheme whereby between 812 percent of cellular revenue were to be paid to the government. The government decided to set up TRAI to separate regulatory functions from policy formulation. the telecom service areas are divided into four metros ( New Delhi. In March 1999. As a result. 8|Page . Thirty-four licenses for GSM900 cellular services were auctioned to 22 firms in 1995. the Telecom Regulatory Authority of India (TRAI) bill was introduced in the Lok Sabha. Key to achieving these goals was a world-class telecom infrastructure. diverting funds away from network development and enhancements. Chennai and Kolkata) and 20 circles. these functions were the sole responsibility of the DOT. three circles or both. a new telecom policy was put in place (New Telecom Policy [NTP] 1999). For the auction. the Indian government adopted a new economic policy aimed at improving India's competitiveness in the global markets and the rapid growth of exports. by 1999 many operators failed to pay their license fees and were in danger of having their licenses withdrawn.CHAPTER 1 1. licensing and telecom operations. Prior to the creation of TRAI." "B" and "C. The circles are further classified under "A." with the "A" circle being the most attractive and "C" being the least attractive. Modi Telstra in Kolkata in August 1995. The regulatory body at that time the Department of Telecommunications (DOT) allocated two cellular licenses for each metro and circle. The circles of Jammu and Kashmir and Andaman and Nicobar had no bidders. Mumbai.1 INTRODUCTION TO INDIAN TELECOM INDUSTRY In the early 1990s. In 1996. which roughly correspond to the states in India. The first cellular service was provided by. Under this new policy. while West Bengal and Assam had only one bidder each. High license fees and excessive bids for the cellular licenses put tremendous financial burden on the operators.

87. All these services are provided under the Airtel brand. The businesses at Bharti Airtel have been structured into three individual strategic business units (Sub's) . 9|Page . As part of its continuing expansion.71. 50 billion. Airtel's world class service and innovative products have enabled it to establish this position of leadership.41.2 COMPANY PROFILE  The Company: Bharti Airtel Ltd. while the B&T business group provides broadband & telephone services in 94 cities. 16 billion on revenues of Rs.1. 1.carriers (long distance services) and services to corporate. In 2003/04.Bharti TeleVentures earned a gross profit of Rs. The Enterprise services group has two sub-units . 90.597  GSM: 3. 12. Airtel commands nearly 20% share of the market making it the number one brand in the country. broadband & telephone services (B&T) & enterprise services. Airtel has invested over Rs.065 billion in creating a new telecom infrastructure. As the pioneer and frontrunner.387  CMD: Sunil Bharti Mittal  Market Share: 26%  Connectivity: Provides best connectivity with submarine cable landing station at Chennai. The mobile services group provides GSM mobile services across India in 23 telecom circles. Airtel has been instrumental in leading and ushering in the mobile revolution in India.210  Broad Band & Telephone: 1.  Formally Known as Bharti Televentures Limited  The Customers: 3. .mobile services.1.

Bharti Enterprises also manufactures and exports telephone terminals and cordless phones. Punjab. Bharti Tele-Ventures' strategic objective is to capitalise on the growth opportunities that the Company believes are available in the Indian 10 | P a g e . the fundamental focus remains unchanged: seek out the best technology in the world and put it at the service of our ultimate user: our customer. first private basic telephone service provider in the country. Karnataka and Tamil Nadu and nationwide broadband and long distance networks. Karnataka. Its services sector businesses include mobile operations in AndhraPradesh. Maharashtra circle. In addition.000 fixed line customers. Madhya Pradesh circle. Haryana. Tamil Nadu and Uttar Pradesh (West) circle.88 million mobile and 334. Mumbai. Established in 1985. Delhi. Kerala. ranging from being the first mobile service in Delhi. Delhi. Bharti Enterprises has been at the forefront of technology and has revolutionized telecommunications with its world-class products and services. first Indian company to provide comprehensive telecom services outside India in Seychelles and first private sector service provider to launch National Long Distance Services in India.21 million total customers nearly 2. Apart from being the largest manufacturer of telephone instruments. Bharti has recently launched national long distance services by offering data transmission services and voice transmission services for calls originating and terminating on most of India's mobile networks. Bharti has been a pioneering force in the telecom sector. The Company is also implementing a submarine cable project connecting Chennai-Singapore for providing international bandwidth. Bharti had approximately 3.3 HISTORY OF BHARTHI AIRTEL Vision "As we spread wings to expand our capabilities and explore new horizons. HimachalPradesh. Kolkata.Chennai. Haryana.1. it is also the first telecom company to export its products to the USA. Gujarat. it also has fixed-line operations in the states of Madhya Pradesh and Chhattisgarh. With many firsts and innovations to its credit.

telecommunications market and consolidate its position to be the leading integrated telecommunications services provider in key markets in India. Businesses Bharti Tele-Ventures current businesses include  Mobile services  Fixed-line  National and international long distance services  VSAT. These 15 circles collectively accounted for approximately 56% of India's land mass. The Company has developed the following strategies to achieve its strategic objective:  Focus on maximizing revenues and margins. 11 | P a g e . and Emphasize on human resource development to achieve operational efficiencies.  Position itself to tap data transmission opportunities and offer advanced mobile data services. with a focus on providing mobile services . Internet services and network solutions Competitive Strengths Bharti Tele-Ventures believes that the following elements will contribute to the Company's success as an integrated telecommunication services provider in India and will provide the Company with a solid foundation to execute its business strategy:  Nationwide Footprint .  Offer multiple telecommunications services to provide customers with a "one-stop shop" solution.approximately 92% of India's total mobile subscribers resided in the Company's fifteen mobile circles.  Focus on satisfying and retaining customers by ensuring high level of customer satisfaction.  Leverage strengths of its strategic and financial partners.  Capture maximum telecommunications revenue potential with minimum geographical coverage.

The brand earmarked for basic service operations.  Build sub-brands within each of these services and Use Bharti as the mother brand providing the group its corporate identity as well as defining its goal to become a national builder of telecoms infrastructure. Asian Infrastructure Fund Group and New York Life Insurance. AirTel . Focus on telecommunications to enable the Company to better anticipate industry trends and capitalize on new telecommunicationsrelated business opportunities.The flagship brand for cellular operations all across the country. Brand Architecture: Bharti is working on a complex three-layered branding Architecture to:  Create specific brands for each service. Brand Strategy: To understand the brand strategy.  Quality management team with vision and proven execution skills. cellular telephony wasn t a mass market by any means. owning a cellular phone was expensive as tariff rates (at Rs 8 a minute) as well as instrument prices were steep sometimes as much as buying a second-hand car. For the average consumer. India One .  The strong brand name recognition and a reputation for offering high quality service to its customers. International Finance Corporation. When the brand was launched seven years ago. Touchtel . Warburg Pincus.The brand for national long distance (NLD) telephony Though the costs of creating new brands are heavy but the group wants to create distinct independent brands to address different customers and profiles . and The Company's strong relationships with international strategic and financial investors such as SingTel. 12 | P a g e . let s first look at the brand building exercise associated with AirTel a brand that had to be repositioned recently to address new needs in the market.

A change in tack was important because this was a time when the cellular market was changing .77 lakh (it now has 1. dynamism and performance. The brand had become something like Lufthansa cold and efficient . he explains. it became necessary for AirTel to appeal to a wider audience. Bharti was already the leading cellular subscriber in Delhi with a base of 3. By that time. Did it work? Repeated surveys following the launch showed that there were three core benefits that were clearly associated with the brand leadership. Once you reached them you had to expand the market so there was need to address to new customers. In simple terms. These were valuable qualities. Sachdev and his team realized that in a business in which customer relationships were the core this could be a major weakness. it meant AirTel was positioned as an asp rational brand that was meant for leaders.The leadership series was okay when you were wooing the crème deli crème of society.2 million customers). distant and efficient. The idea was to become a badge value brand . there was no emotional dimension to the brand it was perceived as cold. it had now become important for Bharti to humanize AirTel and use that relationship as a major Differentiation.Bharti could have addressed the customer by rationally explaining to him the economic advantage of using a mobile phone. And the various brand-tracking exercises showed that despite all these good things. Instead of the value-proposition model. As tariffs started dropping. but they only took AirTel far enough to establish its presence in the market. for customers who stood out in a crowd. The reason With tariffs identical to competitor Essar and roughly the same level of service and schemes.What they needed was to become Singapore Airlines. But Sachdev says that such a strategy would not have worked for the simple reason that the value from using the phone at the time was not commensurate with the cost. And with tariffs becoming more affordable as cell companies started cutting prices 13 | P a g e . we decided to address the sensory benefit it gave to the customer as the main selling tack. So the AirTel leadership series campaign was launched showing successful men with their laptops and in their deluxe cars using the mobile phone. efficient but also human.

the focus is on positioning AirTel as a power brand with numerous regional sub-brands reflecting customer needs in various parts of the country. the company decided that it needed to segment the market. AirTel hoped to reverse that. again. is Youtopia. and a new exercise is being launched to this effect. One such experiment. AirTel offered rock bottom tariff rates (25 paise for 30 seconds) at night to Youtopia customers a time when they make the maximum number of calls. family or colleagues. That is precisely what the brand tried to achieve through its new positioning under the AirTel Touch Tomorrow brand campaign. existing customers were an important tool for market expansion and Bharti now focused on Building closer relationships with them. This set of campaigns portrayed mobile users surrounded by caring family members.it was time to expand the market. a relationship game that needed to be reflected in the AirTel brand. If AirTel is becoming more humane and more sensitive as a brand. How could Bharti leverage this leadership position down the value chain? Surveys showed that the concept of leadership in the customer s minds was also changing. Says Sachdev: The new campaign and positioning was designed to highlight the relationship angle and make the brand softer and more sensitive. It also set up merchandising exercises around the scheme like a special portal for young people to buy Things or bid for goods. the company is unwilling to discuss the new positioning in detail. Bharti has also understood that one common brand for all cellular operations might not always work in urban markets that are now getting increasingly saturated. With Youtopia. launched last year. a survey showed that 50 per cent of the new customers choose a mobile phone brand mostly through word-of-mouth endorsements from friends. To bring in new customers. AirTel was perceived as a brand for the well-heeled older customer. there was nothing for younger people. But broadly. Thus. Leadership did not mean directing subordinates to execute orders but to work along with a team to achieve common objectives it was. Right now. As it looks to expand its cellular services nationwide to eight new circles apart from the seven in which it already operates Bharti is now realizing that there are new compulsions to rework the AirTel brand. The company is now looking at offering other services at affordable prices to this segment which include music downloads on the mobile and 14 | P a g e . Also. In order to deliver the concept. a brand aimed at the youth in the 14 to 19 age bracket and for those who are young at heart . With its earlier positioning.

feasible as a means of expanding the market even faster.  To assist customer care personnel to deal with subscriber queries. The focus. the ads were withdrawn. however. Airtel has devised common numbers for subscribers across the country for services like customer care. The idea was to make the brand affordable. The brand was created to offer mobile users Internet-interface services or what is known as WAP (Wireless Application Protocol). of course.  It will also launch a unified billing system across circles so. 15 | P a g e . Working on the above game plan Bharti is constantly coming up with newer product offerings for the customers. The Magic: Perhaps the more ambitious experiment has been with Magic the prepaid card. is to offer better quality of service. customers moving from one place to another do not have to close and then again open new accounts at another place. The idea was to bring Internet and mobile in perfect harmony. accessible and.000 frequently asked questions and their answers have been stored on the computers. a storehouse of 40. most importantly.  To make the service simpler for customers using roaming facilities. Other Brand Building Initiatives:The main idea is to stay ahead of competition for at least six months. you need the two services to tango to offer customers a new choice . says Sachdev. but the company reiterated that the branding exercise could be revived because Tango will be the Brand to offer GPRS services or permanent Internet connectivity on the mobile phone which AirTel is expected to launch soon. The other experiment that Bharti has worked on is to go in for product segmentation through the Tango brand name. This. food services and cinema amongst others.bundling SMS rates with normal calls to make it cheaper for young People to use. had less to do with the branding exercise as with inefficiency of service (accusingly slow download speeds) and the limited utility of WAP services. Subsequently. The name was chosen from the popular movie title It Takes Two to Tango: basically.

This will offer subscribers tangible cash benefits depending upon their usage of the phone. but the facility would be limited to the region in which they buy the card. Now activation can be done by all of them. the company is also working on a loyalty program. and not only by Connect outlets. The cost per picture is between Rs 5 to Rs 7. has decided to offer roaming services even to its pre-paid customers. 16 | P a g e . all within 15 to 20 minutes. for the first time for a cellular operator. In comparison. A key area is to increase the number of activation centres.  Bharti is also aware that it has to make owning a ready-to-use cellular service much easier than it is today. it will provide real benefits to customers. The idea is to create an Airtel community. So. the competition takes two to four hours.  Airtel Connect stores which were exclusive outlets (for its services) and about 250 Airtel Points which were kiosks in larger shops.  To ensure that customers don t migrate to other competing services (which is known as churn and ranges from 10 to 15 percent of the customer base every month). Bharti expects that most of its new customers (one estimate is that it would be 60 to 70 per cent of the total new subscriber base) would come from the pre-paid card segment.  Another key area which Bharti is concentrating its attention upon is a new roaming service launched in Delhi under which calls of a roaming subscriber who is visiting the city will be routed directly to his mobile instead of travelling via his home network.  Bharti. Earlier Bharti had 250.  The company also offers multi-media messaging systems under which customers having a specialized phone with a in-built camera can take pictures and e-mail it to friends or store it in the phone.  The loyalty program will not be only for a badge value . they must be given valueadded products and services which competitors don t provide.

As befits a fast-moving consumer service.paid cards are really catching up with the mobile phone users and it is actually helping the market to increase. Unlike post -paid.  Bharti is in the process of launching a new system in alliance with Mumbai. service on priority basis. The company is constantly innovating to enhance the value proposition for its pre-paid service. and value-added services without any additional paper work. First. they are easier to obtain and convenient to use. They are leveraging technology to expand their distribution network and deliver round-the-clock recharge options to its MOTS (Mobile on the Spot) subscribers. customers can also call Care Touch for bill payments at free of cost. The system will not only save users the hassle of going out and buying a card every time it expires but also enable mobile companies to reduce the cost of printing and distributing cards.based company Venture InfoTech which will enable a pre-paid card user to renew his subscription by just swiping a card. to reach its Magic pre -paid cards to subscribers' doorsteps.Dedicated Care Touch executives are expected to assist customers with any service on priority basis. which includes easi er payment of bills. Besides the regular proactive reminder calls for bill payment. single-point access for any assistance they require. Care Touch. Bharti is focusing on two factors to make pre-paid cards more attractive. Pre. for highvalue. corporate customers. mobile operators are beefing up their distribution channels.  Bharti Cellular has also launched a special service. providing them with instant. Keeping the entry cost low for consumers and making recharging more convenience. 17 | P a g e . The company is also joining hands with local grocery shops which will enable users to recharge their cards by just making a phone call to the shop.' a company delivering food at home. Customers can dial 777 and enjoy a slew of services.  Bharti Televentures has tied up with 'Waiter on wheels. It is often available even with paanwalas. the game is now moving beyond price to expanding distribution reach and servicing a well-spread-out clientele with technology and strategic alliances. one Need not pay security deposits for picking up a pre-paid card.  Apart from improving the convenience of recharging.

production. too many companies mistakenly allocate a dispropo rtionate amount on mere advertising and promotion. AirTel presented MTV Inbox.4 Bharti s View on its Branding strategy:First.  Highly interactive VJ based show with real-time feedback mechanism. and delivery operations for the product itself. the enterprise itself becomes more competitive. businesses need to budget for an increasingly higher spend on their brand promotion but this has to be undertaken in tandem with enterprise-wide reengineering of the business philosophy and core design. becoming more individualistic in their needs and far more demanding with the passage of time. Unflinching orientation to customer needs is the second key success factor. Customizing the product (and communication of its benefit) to meet the specific needs of various consumer/customer sub-segments is the third element in creating brand appreciation. Delivering value on a sustained basis is perhaps the most potent key to build a brand that lasts. Both brands joined hands to target the high growth youth segment. Customers (be it for industrial products or consumer goods and services) across the world are more informed and. As far as allocation of time and financial resources are concerned. Pro-active tracking of shifts in consumer behaviour. the first on-air SMS based interactive music dedication show exclusively for AirTel and AirTel Magic customers. brand building efforts in today s context have to be seen in a more holistic manner. with more choices and higher media clutter. at the same time. anticipating redefined or emerging customer needs. On the contrary. The positive spin to this argument is that by first addressing the fundamentals. and then reacting in real-time are essential to attract and retain customer loyalty a key element of creating brand equity in the present situation. This can be the beginning of a virtuous cycle wherein brand equity continues to increase as the enterprise sustains delivery of an appropriate product or service at an ever increasing value. This is not to say that advertising and promotion are less relevant. 1. 18 | P a g e .

It underlines the strength of our unique business model and our vision to provide affordable services like lifetime prepaid to customers across the length and breadth of the country. accelerates towards the 100 million customer mark  Rapidly expands network. we believe this growth momentum will remain intact and we are gearing towards the 100 million customers mark. which puts Bharti Airtel amongst the top telecom companies in the world. Bharti Airtel said. not only will the cost of building a regional or a national (or an international) brand will continue to rise but also the time taken to do so will be longer and will need sustained and focused efforts. I would like to thank our partners for having shared our vision.It is. Commentin g on this major global landmark. The 50 million customer base covers mobile as well as broadband & telephone customers. We are delighted to have achieved this major landmark. Bharti Airtel crossed the 10 million customer mark in November 2004. Bharti Airtel has achieved the distinction of becoming the fastest private telecom company in world to achieve this landmark in a single country within 143 months of start of operations. This milestone highlights the emergence of India as one of the top telecom markets in the world and we are proud to have been at the forefront of this growth. however. In July last year. The company added 19 | P a g e . to roll out across all census towns and over  5.000 villages covering over 95% of the population. Mr. Joint Managing Director. it crossed the 25 million customer mark. Akhil Gupta. crucial to note that in the years to come. 00. Becomes the fastest private telecom company in the world to achieve this milestone  Enters into the league of the world s top telecom companies. moves towards top 5 global mobile companies  Adds last 25 Million in just 14 months. Going forward.

the next 25 million customers in just 14 months. It is a tribute to our commitment to provide best-in-class services to our customers and lead the market with exciting innovations. In Broadband & Telephone SBU. The company s strategic focus will be on further strengthening the Airtel brand through best-in-class customer service. which is backed by wide national distribution. with a sharp focus on the home and SME segments. In the Enterprise business. Bharti Airtel will invest substantially in the long distance business to achieve the scale of a global carrie r within next 2years. It is readying to offer triple play to its customers with the launch of its IPTV service. We are committed to create a world-class organization and benchmark it with the best in the world. It is also strengthening the corporate business towards becoming a preferred managed services partner for the top 2000 corporations. President & CEO. Bharti Airtel will initiate large-scale deployments of broadband network infrastructure in 94 towns. This is amongst the fastest rate of customer additions by any telecom company in the world. Mr.i2i to Singapore and SEA-ME-WE-4 to Europe. ManojKohli. The company is operating national DTH operations in the name of DIGITAL TV. 20 | P a g e . As the market gets ready for the next wave of growth. thereby covering 95% of the country s total population. we are committed to expanding our telecom networks wider and deeper across the country and partner India s growth story. In the mobile business. The company has two International landing stations in Chennai that connects two submarine cables Systems .000 villages across India by 2010. Bharti Airtel added. This is a very proud moment for us and I would like to thank our 50 million customers for believing in Airtel. Bharti Airtel plans to make considerable investments in Network expansion to establish presence in all census towns and over 500.

C A 2 2 1 O GANISA ION STRUCTURE 21 | ¢¡   e .

2. that has an international submarine cable.  Pan-India footprint. other than VSNL.  The fast-expanding IPLC market.  Latest technology and low cost advantage.  The only Indian operator.2 SWOT ANALYSIS OF BHARATI AIRTEL STRENGTHS  Very focused on telecom.  Leadership in fast growing cellular segment.  Huge market. WEAKNEES  Price Competition from BSNL and MTNL  Untapped Rural market  Competition from other cellular and mobile operaters.  Saturation point in Basic telephony service OPPORTUNITIES THREATS 22 | P a g e .

071 broadband & telephone customers. This has brought a huge value to the IPLC customers.  THE ONLY OPERATOR IN INDIA OTHER THAN VSNL HAVING INTERNATIONAL SUBMARINE CABLES. Bharti Airtel is one of India's leading private sector providers of telecommunications services based on an aggregate of 27. to connect to the outside world. delivering them an option besides the incumbent carrier. Airtel.326). 23 | P a g e . consisting of 25.591.STRENGTH  VERY FOCUSED ON TELECOM Bharti Airtel is largely focused on the telecom.  LEADERSHIP IN FAST GROWING CELLULAR SEGMENT Airtel is holding leadership position in cellular market.239. around 93% of the total revenue comes from telecom(Total telecom revenue Rs 3.686 GSM mobile and 1. The mobile services group provides GSM mobile services across India in 23 telecom circles. while the B&T business group provides broadband & telephone services in 92 cities.  PAN INDIA FOOTPRINT Airtel offers the most expansive roaming network. the monopoly breaker shattered the Telecom monopoly i n the International Long Distance space with the launch of International Submarine cable Network i2i jointly with Singapore Telecommunications Ltd.757 customers as on August 31. in the year 2002. and trot across the globe with International Roaming spread in over 240 networks..648. 2006. Letting you roam anywhere in India with its Pan-India presence.

WEAKNESS  Price Competition from BSNL and MTNL. towns and villages it has covered already works to its advantage as putting more base stations for cellular coverage in these areas comes with negligible marginal cost. 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. Submarine Line Terminating Equipment and SDH system to power the cable. add wavelengths and convert the STM 64 output to STM-1 data streams respectively. and any other form of telecommunication. 24 | P a g e . as it needs only to augment its cellular switch/equipment capacity and increase the number of base stations. As a late entrant into the cellular market. Airtel is tough competition from the operators like BSNL nd MTNL as these two operators are offering services at a low rate. unlike other private cellular operators who started their service more than 4-5 years back and low capital cost due to advantages of large scale buying of cellular switch/equipment. Besides such cost advantages. Airtel Enterprise Services and SingTel jointly provide IPLCs on the Network i2i. The number of cities. business data exchange. The Landing Station in Singapore is managed by SingTel and by Airtel in Chennai (India). An IPLC can be used for Internet access.  LATEST TECHNOLOGY AND LOW COST ADVANTAGE The costs of introducing cellular services for Airtel are marginal in nature. it has dual advantage of latest technology with modern features.  Untapped Rural market. OPPORTUNITIES  THE FAST EXTENDING IPLC MARKET An IPLC (international private le aced circuit) is a point-to-point private line used by an organization to communicate between offices that are geographically dispersed throughout the world. video conferencing. Each Landi ng Station has Power Feeding Equipment. it has also other cost advantages for the latest cellular technology.

Fierce and cut -throat competition is already in place with the markets ever abuzz with several tariff reductions and announcement of attractive packages. With its wide and extensive presence even in the remotest areas.the consumer . HUGE MARKET The cellular telephony market is presently expanding at a phenomenal / whopping rate every year and there is still vast scope for Airtel to enter /expand in this market. its cellular service will be a flop. It needs to be proactive with attractive packaging. Besides there is a vast rural segment where the cellular services have not made much headwa y and many customers are looking towards Airtel for providing the service to them. If BSNL is not innovative and agile. pricing and marketing policies lest its presence in the market be treated with disdain by the private cellular companies. It needs to be proactive with attractive packaging. 25 | P a g e . whose benefits are increasing with passing of everyday. pricing and marketing policies lest its prese nce in the market be treated with disdain by the private cellular companies. THREATS  COMPETITION FROM OTHER CELLULAR It is time for BSNL to improve/expand its cellular services.  MARKET MATURITY IN BASIC TELEPHONY SEGMENT Although Airtel entered in the basic telephony market it s a biggest there for the company as the basic telephony market has reached . Airtel poised to gain a big market share in this segment when it expands cellular services into the rural areas. trying to grab most of the mind share of the king . The launch of WLL services by Reliance Infocomm has aggravated the situation.

Their job is to supply those products to the Retailers 26 | P a g e .  Distributor distributes the products to the FSEs .3 AIRTEL DISTRIBUTION CHANNEL Airtel Company Urban Rural area Distributor Rural super FSE Rural distributor Retailer FSE Retailer Distribution procedure and Margins: In Urban Areas  Airtel directly supply its products to the distributors in Urban Areas through Territory Manager  Territory Manager distributes the products as per demand for individual distributors.3%. which is scheduled as per the target for the territory.  In urban areas the Margin for the Distributor is 1.2.

1%. 10/.As per same Urban system few FSB works under each RD and they supply the products to the individual retailers.) Stock system in distribution: The complete stock maintenance procedure is categorically divided in two parts. In Rural Areas Same procedure is followed in the rural areas but the distribution system is completely different from Urban Area and the Margin is also different Company s supply system to the territory manager is same procedure as per urban areas. The retailers have a margin of2.They have a margin of 0.10/.They have a margin of 1.Products are supplied from the RS to the RD (Rural Distributors).7%.7% ( 2.7%).5% margin on RCV Rs. In the case of Retailer: 27 | P a g e .  The company is spending nearly 4% in Urban Areas. from this above analysis and distribution channel system.and 2. The products at first distributed to the RS (Rural Super).(So the company has been taken a great step in sales maximization in rural areas that they will be able to reduce the margin and will not have a loss in rural areas.5% on RCV of Rs.5% and 2.  In Rural Areas the company is spending a margin nearly 4.7% on other RCVs) So.and for all other RCVs the margin is 2.5%.  Stock to be Maintained by Distributor  Stock to be Maintained by Retailer  In the case of Distributor: The distributor has to keep the LAPU balance for minimum 7 days.7% (2.The Retailers margin is 2. the outcomes are. Here 35% of the value must be in RCV.

How. what and to whom we they can sale their product. They are using these entire four step for decide their sales force and each step they are also Check they are doing right things or not and if they thing changes are needed than they revised whole process again.2. Sales Force Automation A sale force automation is a system that automatically records all the stages in the sales process. when. Training of Sales Force After Recruitment they are trained their employee for effective working and in this training period they guided employee. 28 | P a g e . this include a contact management system which tracks all contact that as been made with a given customer.4 SALES FORCE: Selection of sales force They recruited separate department for sales and work of those employee is to get or generate more and more revenue for organization. the purpose of the contact and any follow up that might be required. Controlling of sales Force They also control the sales force because they know the importance of control system in organization. That s why we can see the difference between Airtel sales growth and other challenger and follower. where. Motivating of sales force If because of some reason any employee is not able to do their best performance in that case rather than any action they use motivation as a tool for increasing morale of that employee.

Customer Satisfaction in 7 Steps:1. confident and above all. I believe that if a potential client spends over half the meeting doing the talking. In the business of Website design. 29 | P a g e . but at least email or call them back and let them know you've received their message and you'll contact them about it as soon as possible. 2. We all know how annoying it is to wait days for a response to an email or phone call. be calm. you're well on your way to a sale.5 LITERATURE REVIEW CUSTOMER SATISFICTION It's a well known fact that no business can exist without customers. Encourage Face-to-Face Dealings: This is the most daunting and downright scary part of interacting with a customer. rather than a voice on the phone or someone typing into an email or messenger program. take time t o ask them what they need.2. Respond to Messages Promptly & Keep Your Clients Informed: This goes without saying really. Because it's critical that you form a close working relationship with your client. it's important to work closely with your customers to make sure the site or system you create for them is as close to their requirements as you can manage. My experience has shown that a client finds it easier to relate to and work with someone they've actually met in person. It's important to meet your customers face to face at least once or even twice during the course of a project. wanted and loved. When you do meet them. customer service is of vital importance. What follows are a selection of tips that will make your clients feel valued. It might not always be practical to deal with all customers' queries within the space of a few hours.

then what? Should they contact different people for billing and technical enquiries? If they're not satisfied with any aspect of your customer service. Even if it's as small 30 | ¥¤ £  & !  & % $    !  ©¨ 3 B ¦ # i ndl You c  § § nd Approachable: he as e through the phone This is very true It's very e . " 5 Attention to Detail (also no n as The Little Niceties ) Have you ever received a Happy Birthday email or card from a company you were a client of? Have you ever had a personalized sign-up confirmation email for a service that you could tell was typed from scratch? These little niceties can be time Consuming and aren't always cost effective. what should they do? If the first option doesn't work. or not knowing who to turn to. If a customer has a problem. who should they tell? There's nothing more annoying for a client than being passed from person to person. Making sure they know e actly what to do at each stage of their enquiry should be of utmost importance.and anywhere else it may be useful.  4 Have a Clearl -Defined Customer Service Polic This may not be too important when you're just starting out. and at all times remain polite and courteous. respond to your clients' wishes as best you can.important to be friendly courteous and to make your clients feel like you're their friend and you're there to help them out. but a clearly defined customer service policy is going to save you a lot of time and effort in the long run.it happens to all of us. So make sure your customer service policy is present on your site -. It's vital that you keep a clear head. There will be times when you want to beat your clients over the head repeatedly with a blunt object . but remember to do them.

In this case a quick apology and assurance it'll be ready ASAP wouldn't go amiss 31 | P a g e . or you might miss a deadline through no fault of your own. wanted and valued. The simple message: when you promise something. achieving this supreme level of understanding with your clients will do wonders for your working relationship. Honor Your Promises It's possible this is the most important point in this article. and m ost importantly. It shows you care. Projects can be late. The most common example here is project delivery dates. it shows there are real people on the other end of that screen or telephone. Clients don't like to be disappointed. something may not get done. technology can fail and sub-contractors don't always deliver on time. 7. deliver. it makes the customer feel welcomed. 6. Sometimes.as sending a Happy Holidays email to all your customers. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out:Sometimes this is easier said than done! However. it's something.

WHICH MOBILE SERVICE YOU ARE CURRENTLY USING? A) RELIENCE B) AIRETEL C) DOCOMO D) IDEA E) VODAFONE RELIANCE AIRTEL DOCOMO IDEA VODAFONE 7% 12% 17% 4% 60% Out of 150 samples 60% of the customers are using airetel ne t 12% customers are using reliance. RELIANCE AIRTEL DOCOMO IDEA VODAFONE 18 88 6 25 11 32 | P a g e .CHAPTER 3 DATA ANALYSIS 1. 17% are using idea and 4% are using docomo.7% of the customers are using vodafone.

10% opted for bad. How was the network of airtel in your area? a) Excellent b) average c) good d) bad 10% 12% 18% 60% excellent average good bad 60% of the customers said that the network was excellent. 18% customers opted for average. 12% opted for good.2. excellent average good bad 85 25 17 15 33 | P a g e .

6% of them opted for not available. 7% of them opted for rarely available. Comment on the availability of the recharge vouchers? a) Available b) not available c) rarely available 6% 7% avilable 87% not avilable rarely avilable 87% of the customers opted for available.3. avilable not avilable rarely avilable 3 34 | P a g e .

4. How often you recharge your mobile? a) Daily b) once in a week c) once in a month 23 daily 39 once in a week 88 once in a month Out of 150 samples 88 customers recharge their mobiles daily. 23 customers opted once in month. daily onceinaw eek onceinam onth 88 39 23 35 | P a g e . 39 customers recharging once in a week.

Are you satisfied with the promotional offers providing by airtel? a) yes b) no 28% 72% yes no Out of 150 respondents 72% of the customer opted for yes which says that they ate satisfied with the promotional offers providing by airtel and 28% of the respondents are not satisfied with the offers providing by airtel.5. yes no 18 0 42 36 | P a g e .

Comment on the advertisements of airtel? a) Good b) bad c) cache 50 75 25 good bad cache Out of 150 respondents 75 customers said that the advertisements of airtel are good. good bad cache 75 25 50 37 | P a g e . 25 respondents opted for bad and 50 respondents said that the advertisements are cache.6.

37 customers opted that they are not satisfied.7. Are you satisfied with the customer service providing by airtel? a) yes b) no 37 yes 113 no yes no 113 37 The customer service is the most important aspect in the telecom industry which laid a bridge between the company and the customer to solve their problems and to take their valuable suggestions. 38 | P a g e . Out of 150 respondents in my survey 113 customers said that they are satisfied with the customer service.

25customers opted for talktime offers.70 customers opted for sms offer. 39 | P a g e .10 customers opted for std offers.8. Which offer you like most in the recent times? a) 1p/sec b) unlimited sms c) full talk time d) STD offer 10 25 45 1p/sec sms talktime std offer 70 1p/sec sms talktime std offer 45 70 25 10 This question analysis the offers and the different marketing developments of airtel in the current market scenario out of 150 respondents 45customers opted for 1p/sec.

9. Which sector you want to improve in airtel? a) Offers b) network c) talk time d) customer care 9 20 offers network talktime customer care 78 43 offers network talktime customer care 78 43 20 9 This question gives the opinion of the customers in the sectors which they want to improve out of 150 respondents 78 customers opted for offers. 40 | P a g e . 43 customers opted for network . 20 customers opted for talk time. 9 customers opted for customer care.

41 | P a g e .41 customers opted for vodafone.10.25opted for idea. 25 customers opted for docomo. Which mobile service you like other then airtel? a) Reliance b) docomo c) idea d) Vodafone 41 59 DOCOMO IDEA VODAFONE 25 25 RE IANCE DOCOMO IDEA VODAFONE ' 59 25 25 41 This question helps us to find out the opinion of the customers on the other networks on which they are interested out 150 respondents 59 opted for reliance.

15% opted for satisfied.11. Overall satisfaction on the services providing by airtel? a) Excellent b) good c) satisfied d) Un satisfied 6% 15% excllent good 19% 60% satisfied unsatisied excllent good satisfied unsatisied 91 2 22 9 This question explains the over all satisfaction of the customers on the services provided by airtel out of 150 respondents 60% customers opted for excellent. 42 | P a g e . 6% customers said that they are not satisfied with the services. 19% customers opted for good.

Bharti realized that its existing customer base could be used to promote the brand and expand its market (as these customers could endorse the brand) and thus focused on building a close relationship with them. the government also decided to reduce tariff rates. Bharti had become the leading cellular player in Delhi (its major market) with a subscriber base of over 0. Analysts perceived the brand to be distant. colleagues or family members. By 1999. The surveys indicated that 50% of the new subscribers bought a cellular phone service brand on the basis of suggestions made by their friends. On account of this information. efficient and cold. Essar's subscriber base began nearing that of Airtel. The surveys also revealed that the concept of leadership was itself undergoing a transformation. Other supportive values ass ociated with the countrys efficiency The campaign was reportedly successful and resulted in a marginal improvement in Airtel's performance. which featured successful men and women with their deluxe cars. 43 | P a g e . In words of Preet Bedi. as it had failed to add an emotional dimension to the brand. the growth was still much below the company's expectations. As a result. Director. the nearest competitor of Airtel. The public increasingly perceived leaders as people who worked with a team to achieve common objectives rather than those who dictated terms to their subordinates. The brand had become something like Lufthansa cold and efficient. efficient but also human. What they needed was to become Singapore Airlines.CASE STUDY REPOSITIONING AIRTEL The above realization led to the launch of the Leadership Series'campaign. Meanwhile.38 million. Much to Airtel's chagrin. which was meant for leaders and celebrities. it failed to attract more customers. in its attempt to understand the customer's psyche. A company source said that the campaign was aimed at positioning Airtel as an aspiration brand. These exercises revealed that though the Leadership campaign had been effective. carrying laptops and using cell phones. Performance and Dynamism. the players made all efforts to extend their horizons to reach customers across all sections. The surveys conducted after the launch revealed that people began associating three core benefits with the Airtel brand Leadership. as the competition in the sector intensified. Essar. However. began offering tariff plans. Airtel conducted many brand tracking exercises. schemes and services that were identical to that of Airtel. In early-2000. Lowe India.

signage merchandising material. collaterals. This was done in order to facilitate its entry into new areas of the telecom sector and establish itself as a global telecom brand. which had red. audiences to SEC B audiences. aspiration. In early-2000s. Hence. Commenting on the decision. The tagline Touch Tomorrow was placed below in lower THE NEW AIRTEL LOGO AFTER THE TOUCH TOMORROW CAMPAIGN The campaign was first rolled out in the states of Karnataka.In line with its repositioning efforts. As a part of this campaign. a senior executive of Essar said. As a part of this. black and white colours with Airtel' en wrapped in an eclipse. The company also increased its Touch Point network (Airtel's shop-in-shop points at various departmental stores and lifestyle establishments). Men wore black trousers and a white shirt bearing the Airtel logo with and a red tie.According to company sources. While the Touch Tomorrow campaign was still running. lacking an emotional or humanized touch was a major weakness. Bharti focused on giving a contemporary look to Airtel Connect centres with e-kiosks. Madhya Pradesh. The leadership series was okay when you were wooing the crème de la crème of society. Himachal Pradesh and Chennai. Bharti also created a new logo for the Airtel brand. Schiff scarves. The dress code at these outlets was also changed. Once you reached them you had to expand the market so there was need to address to new customers. family -centric and softer brand values while promising easy reach. Bharti also revamped the entire Airtel network including Airtel Connect centres. The new commercials developed for this campaign reflected humane. to gain a competitive advantage. It also changed the color scheme of these outlets by adopt ing a coordination of red. Airtel also shifted its focus from SEC. Bharti unveiled a three-tier Airtel brand architecture that was aimed at defining every service with a special brand name and place them under a mother brand (Refer Table III). black and white to give the outlets a soothing. facades. Bharti decided to humanize the Airtel brand. Bharti announced a major brand restructuring exercise at the corporate level. While women sported red tops and black trousers with ivory. Commenting on the new brand 44 | P a g e . these brand-tracking exercises helped it realize the fact that in a business where customer relationships were of paramount importance. soft but classy look.

cellular phones would become accessible to teenagers. the company was inclined to create independent brands for its various services. Special merchandising exercises were also undertaken. Soon the company discontinue d the advertisements for Tango. the brand was retained for the company's permanent Internet connectivity (GRPS ) services (on its cellular phones). energy and friendliness. the basic telephone services of Bharti were brought under the Touchtel brand and the National Long Distance (NLD) telephony under the India One' brand. Youtopia offered lower tariff rates (at Re 0. the Airtel and Touch Tomorrow campaign became very popular. Commenting on this initiative. Though the cost of creating new brands was high. However. as a more towards product segmentation. The new campaign was accompanied by a change in the logo as well (Refer Figure II). The idea was to bring Internet and mobile in perfect harmony. 45 | P a g e . Bharti planned to expand the customer base. The logo (with new design and colour pattern) symbolized innovation. Reinfusion DY&R (Brand Communications). the Internet-Interface services (WAP) offered to cellular users were brought under the brand name Tango'in 2001. which was presently limited to the older age groups. and they continued to operate as distinct brands.architecture. Tango was not as successful as Bharti had expected it to be. All convergent technologies in the sphere of telephony will be a part of the new brand architecture.25 for 30 seconds) at night. Bharti also decided to introduce a tariff plan (specifically) to attract the youth. The company sources mainly attributed this to the limited utility and inefficiency of WAP services. Sachdev said. Bharti's decision to withdraw this campaign (Touch Tomorrow) in 2002 came as a surprise to many. a senior Bharti official said. As a part of the restructuring efforts. called Youtopia. planned to cash in on the fact that with reduced tariffs. where young people could buy or bid for goods. The idea behind the new logo was to give Airtel a younger look. Youtopia was a clear deviation from Airtel's earlier positioning as a brand for older people symbolizing dignity and power. The Bharti brand and Magic (the prepaid cellular brand) were not included in the Airtel brand architecture. By targeting youth in the age-group 14-19 years. However. Commenting on the launch of Tango. The service. The new branding initiative takes into cognizance the findings that consumers consider Airtel as a brand of the successful people and a preferred address. For instance. said An Equity Research undertaken by ORG-MARG and quarterly Brand Track studies by IMRB have given us insight into the needs of tomorrow's consumer. Moreover. Therefore. President. Sandeep Goyal. a special portal was created.

almos t all the players were seen focusing on their positioning. The company reportedly allocated Rs 1 billion for media coverage and other brand building activities.' injected with renewed energy and heightened optimism. the objective of this new architecture was to establish Bharti as a global telecom company. With such high potential. which also included Tango. All the wireless products were placed under the Airtel brand.17 million cellular subscribers in India and the number was expected to grow to over 12 million and 120 million by 2003 and 2008 respectively. the cellular market in India was one o f the fastest growing markets of the decade. As per the report. Commenting on the new brand identity of Airtel. Bharti was also making efforts to retain its position as the market leader (Refer Exhibit III for a note on Bharti's moves on the strategic level). 46 | P a g e . proved that Bharti is consistently on the lookout for best marketing strategies for Airtel. The shift to Live Every Moment from Touch Tomorrow had nevertheless.However. According to company sources.THE NEW AIRTEL LOGO As part of its restructuring and repositioning exercise. According to a Cellular Operator's Association of India (COAI) report. a Bharti spokesperson said. Airtel's brand identity and campaign will now have a new younger and international look and feel that builds on the earlier positioning of Touch Tomorrow. The proposed two-tier architecture was categorized under two heads wired and wireless. it still remains to be seen whether the latest round of repositioning and the strategic partnerships would help Airtel sustain the competition and retain its leadership in the market. Free net and Magic. advertising and promotional efforts and on building strategic partnerships. Bharti unveiled a new brand architecture that replaced the three-tier architecture. there were over 8.

in the next 10 years. Aug 6. claimed that it paid 152 crore for every MHz of spectrum that it had when compared to 20 crore/MHz and 30 crore/MHz paid by RCOM and Tatas. Bharti said that in 200910. the. The Sunil Mittal-promoted Telco has told telecom minister A Raja that other mobile phone firms such as Tata s and Reliance Communications hold same amount of spectrum but pay 5-6 times lower levies when compared to it.ARTICLE ON AIRTEL Bharti: We pay more for airwaves than others [Telecom] Times of India.627 crore by Reliance Communications and Tata Teleservices. the company paid 1. During the same period. it would pay about 20. respectively Besides.265 crore towards spectrum usage charges as against 192 crore and 217 crore for Reliance Communications (RCOM) and Tata s. Bharti has also added that based on current revenues and factoring a marginal 8% growth.864 and 2. 2010 NEW DELHI: Bharti Airtel has hit back at allegations that it was holding excess airwaves and told the communications ministry that it has provided best returns to government for the spectrum it held.000 crore towards spectrum fee as compared to 2. All telecom companies currently share between 2-6% of their revenues with the government as spectrum usage charges. Bharti. respectively. respectively. 47 | P a g e . in its communication to Raja.

the billing department has to be more effective & efficient. in terms of quality. This would automatically attract new customers. 1. There should be no compromise in quality and the network facility 48 | P a g e . * Catalogues should be distributed among customers. contests and coupons must be given to retailers as well as customers and prospects. Its demand should be increased. *Free samples should be distributed among the prospects.SUGGESTIONS Following are the few suggestions to AIRTEL for improving the market share and image of the products concerned. *Airtel should continue to offer the best toppings to stay at the top. *To ensure better customer satisfaction & maintain higher level of Customer relationship management. PRODUCT *Modification must be brought about in AIRTEL. PLACE * The brands must be made available easily in. PCO &general stores. *To retain existing customers means offering the best scheme. Airtel need not spend on advertisement to attract new customers. 3. PROMOTION *Company must undertake extensive promotional activities like advertisements must be released in different Medias to create brand awareness. Sales promotion tools like gifts. 2.

standardized integration framework.  Optimization of business processes and infrastructure. needed to find a way to focus on developing new services that could set it apart from the competition and strengthen its customer relationships.  Outsourcing of technology will provide BhartiAirtel to focus resources on growing the business. efficient total customer experience through end-to-end integration customer-facing processes.Recommendations There are following suggestions for marketing strategies for Airtel-  BhartiAirtel needed to maximize its future flexibility and growth potential adopting business-driven framework of integration. is needed. With competition intensifying in the Indian telecom services market. through flexible.  Improved cross-selling and targeting and a more seamless.  Flexible pricing model will enable Bharti Airtel to avoid major increases in capital expenditure 49 | P a g e . allowing it to implement and deliver new services rapidly.

I can conclude that Airtel lagged behind its competitors as far as customer service and availability is concerned. it tries its best to understand the need of its important customer. As we know that now airtel has already launched its product with logo Aisi azaadi aur kahan has already became popular in market. The maximum no. of people who use the mobile is in the age group of 20 to 30. As Airtel is the only company having the maximum no of mobile connections so it must seriously look into the loop holes of the existing customer service department. 50 | P a g e . Maximum no. as they are consumer friendly and recharging the connection is not a problem. of people spends RS 500 on their connections. Cash cards are the most popular type of mobile connections. So we can say that inspite of so many competitor in the market Airtel is having a good position just because every time.CONCLUSION After analyzing the findings of the research.

Comment on the availability of the recharge vouchers? a) Available b) not available c) rarely available 4. How often you recharge your mobile? a) Daily b) once in a week c) once in a month 5. Which mobile service you are currently using? a)Reliance b)Airtel c)Docomo d)Idea e)Vodafone 2. How was the network of Airtel in your area? a) Excellent b) average c) good d) bad 3.QUESTIONNARE Measurement of customer satisfaction on Airtel NAME: AGE: OCCUPATION: 1. Comment on the advertisements of airtel? a) Good b) bad c) cache 51 | P a g e . Are you satisfied with the promotional offers providing by airtel? a) yes b) no 6.

Which offer you like most in the recent times? a) 1p/sec b) unlimited sms c) full talk time d) STD offer 9. Overall satisfaction on the services providing by airtel? a) Excellent b) good c) satisfied d) Un satisfied 12. Are you satisfied with the customer service providing by airtel? a) yes b) no 8. Would you like to give your suggestions to improve the satisfaction level Of customer? a) Yes b) no If yes specify you are suggestions --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- 52 | P a g e .7. Which mobile service you like other then airtel? a) Reliance b) docomo c) idea d) Vodafone 11. Which sector you want to improve in airtel? a) Offers b) network c) talk time d) customer care 10.

trai.com www.gov.in www.india.com www.com 53 | P a g e .hindustantimes.Bibliography www.com www.airtelworld.google.

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