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Brandness of Airtel
Brandness of Airtel
Branding
“The act of giving a company a particular design or symbol in order to advertise its products
and services” from Cambridge Advanced Learner’s Dictionary
A brand is a name, sign, symbol, slogan or anything that is used to identify and distinguish a
specific product, service, or business. A legally protected brand name is called a
proprietary name.
Brand is the image of the product in the market. Some people distinguish the psychological aspect
of a brand from the experiential aspect. The experiential aspect consists of the sum of all
points of contact with the brand and is known as the brand experience. The psychological
aspect, sometimes referred to as the brand image, is a symbolic construct created within the
minds of people and consists of all the information and expectations associated with a
product or service.
People engaged in branding seek to develop or align the expectations behind the brand experience,
creating the impression that a brand associated with a product or service has certain qualities
or characteristics that make it special or unique. A brand is therefore one of the most
valuable elements in an advertising theme, as it demonstrates what the brand owner is able
to offer in the marketplace. The art of creating and maintaining a brand is called brand
management. Orientation of the whole organization towards its brand is called brand
orientation.
Careful brand management seeks to make the product or services relevant to the target audience.
Therefore cleverly crafted advertising campaigns can be highly successful in convincing
consumers to pay remarkably high prices for products which are inherently extremely cheap
to make. This concept, known as creating value, essentially consists of manipulating the
projected image of the product so that the consumer sees the product as being worth the
amount that the advertiser wants him/her to see, rather than a more logical valuation that
comprises an aggregate of the cost of raw materials, plus the cost of manufacture, plus the
cost of distribution. Modern value-creation branding-and-advertising campaigns are highly
successful at inducing consumers to pay, for example, 50 dollars for a T-shirt that cost a
mere 50 cents to make, or 5 dollars for a box of breakfast cereal that contains a few cents'
worth of wheat.
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OBJECTIVES OF STUDY
SCOPE OF PROJECT
The study is conducted within a town and its various parts. Was divided into two regions which
are one town and two towns. The survey is conducted in Automobile shops situated in all
regions which are exclusive in sales of BHARTI AIRTEL LIMITED.
The basic need of the project is to understand the service of AIRTEL LIMITED products and
identify what are the gaps in service. The idea behind the projects is to identify what is the
brand and service range of AIRTEL LIMITED products in a market.
2
Company wants to know whether the service process is working properly or not? And are retailers
satisfied with the service practice? Company also wants to distinguish the availability of
AIRTEL LIMITED products and visibility in the market through promotional materials.
The need of the project arises from the company to improve its service practice in order to have
better market placement in the market. So, for that they needed in-depth analysis of the
problems which would also generate some fresh ideas for the improvement.
METHODOLOGY
Definition:
Research methodology is the specification of the method of acquiring the information
needed to the structure or to solve the problem at hand.
It is the pattern of the framework of the project that stipulates what information is to be collected,
from which source and by what method.
Secondary Data:
Secondary data is the annual report of the company and the official.
.
SAMPLING
Sampling Procedure:
The sampling technique used here was Quota Sampling, which is one of the most
commonly used non-probability sample designs.
Sampling Unit:
The target population from which the sample is chosen is owners of all brands of
cars.
Sample Size:
The sample of 50 from the target population was chosen.
As the time given for the completion of the project was limited.
● The survey was restricted to a particular place only.
● There may be few opinions which might have been missed out.
● The time period of the project is 45 days.
4
● Though the customers wanted to give information they could not give as it wastes
their business time.
● The accuracy of the answers depend upon the mode of interest of respondents.
INDUSTRY PROFILE
Introduction
India is the world’s second-largest telecommunications market. The telecom infrastructure in India
is expected to increase at a compound annual growth rate (CAGR) of 20 per cent during the
period 2008–2015 to reach 571,000 towers in 2015.
5
The mobile phone industry in India is likely to contribute US$ 400 billion to the country’s gross
domestic product (GDP) and has the potential to generate about 4.1 million additional jobs
by 2020, The mobile ecosystem generated approximately 5.3 per cent of the GDP for India,
and directly supported 730,000 jobs in 2012, according to the report titled ‘Mobile Economy
India 2013’ released by GSMA in association with the Boston Consulting Group (BCG).
“India is a place for investment and innovation for Vodafone. India is one of the two biggest
markets for us along with Germany. The company is investing nearly US$ 3 billion over the
next two years in India in expanding its network infrastructure and distribution channel in
the country,” according to Mr Vittorio Colao, CEO, Vodafone Plc.
History
Telecom in the real sense means transfer of information between two distant points in space. The
popular meaning of telecom always involves electrical signals and nowadays people exclude
postal or any other raw telecommunication methods from its meaning. Therefore, the history
of Indian telecom can be started with the introduction of telegraph.
Key Statistics
The telecommunications industry attracted foreign direct investments (FDI) worth US$ 12,889
million in the period April 2000–September 2013, according to data published by the
Department of Industrial Policy and Promotion (DIPP).
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The country’s GSM operators added 1.66 million rural subscribers in October, taking their overall
user base to 274.32 million, according to data released by the Cellular Operators’
Association of India (COAI). The telecom companies are looking at rural India to add users
and revenues.
Market Dynamics
India could emerge as a low-cost hub for testing security-sensitive IT products used in telephone
and other critical infrastructure networks, with the country being recently given the
'authorising member nation' status in the Common Criteria Recognition Arrangement
(CCRA). Laboratories in India could offer testing services at much lower costs compared to
other CCRA labs in Western markets, highlighted Mr Rajan Mathews, Director General,
COAI – the industry body representing GSM operators.
India has over 50 per cent mobile-only internet users, possibly the world’s highest compared to 20–
25 per cent across developed countries, according to Avendus Capital. More so, gaining
impetus from the increasing penetration of smartphones and a whole host of mobile-only
content, the Indian mobile advertising market is estimated to reach Rs 2,800 crore (US$
457.52 million) by 2016 from the current Rs 180 crore (US$ 29.41 million).
Increasing demand for smartphones and availability of high speed networks, such as 3G and 4G
services, has resulted in the rapid growth of the Indian market, besides offering immense
opportunities to players involved in the business. The RNCOS’ research study, ‘Indian
Mobile Gaming Market Forecast to 2017’ estimated the market to reach Rs 18.5 billion
(US$ 302.28 million) in 2017 and grow at a CAGR of nearly 24 per cent during the period
2013–2017.
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The Chennai-based mobile phone retailer, UniverCell will double its retail footprint to 1,000
outlets by the end of March 2015 from the present 500.
Viom Networks is looking to add between 1,500 and 2,000 mobile towers by this fiscal end.
The company is expected to invest approximately Rs 150 crore (US$ 24.51 million).
Micromax will start assembling phones at its Rudrapur plant by the first quarter of 2014.
The facility employs over 400 people.
Road Ahead
The DoT will encourage telecom service providers to share their infrastructure, according to Mr M
F Farooqui, Telcom Secretary, and Government of India. The telecom industry and the
Government need to work together to attract investments and exploit advances in
technology. With the success in voice-connectivity being carried forward to data and
emerging technologies including cloud computing, the government is targeting broadband
connectivity from 15 million currently to over 600 million in 2020.
On the back of the ongoing investments into infrastructure, the country is projected to witness high
penetration of internet, broadband, and mobile subscribers in the near future. Various policy
initiatives by the Indian government have led to a complete transformation of the industry in
the last decade. It has achieved a phenomenal growth during the last few years and is poised
to grow further.
The real-action starts now for the Indian telecom industry at the onset of new financial year. Amidst
the scams and licensing issues, India is still one of the fastest growing telecom markets. The
growth is driven by increased adoption of mobile phones and seamless rural connectivity.
There is still ample space for growth left in the market, before moving to maturity and
consolidation efforts.
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actionable insights into areas like customer experience will enable success in leveraging the
market conditions. Transactions in the e-commerce space are likely to reach the peak of the
hype cycle and online security becomes a real threat. Significant upgrade of technical
capabilities will be required to enable integration of subscriber databases with Aadhaar
numbers.
Telecom and mobile communications are enabling other industry sectors such as banking, energy,
education, health etc. Telecom will thus become a pivotal industry in enabling industry
convergence.
COMPANY PROFILE
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offers 2G, 3G wireless services and mobile commerce. Bharti Airtel had over 269 million
customers across its operations at the end of March 2013.
Highlights
Bharti Airtel becomes the fourth largest mobile operator in the world
Airtel launches Mobile Services in Lakshadweep
On 12th December 2012, enjoy a day of great shopping deals on www.airtel.in
Education is now available anytime, anywhere with Airtel mEducation
The 100 respondents were asked to scale the performance of various brands
You
1. Do you use teleservices(cell or Landline)?
Table 1.1:
Options Number of Respondents
YES 50
No 0
Total 50
Graph 1.2
10
60
50
40
30 Number of Respondents
20
10
0
YES No Total
Interpretation:
From above pie chart it can be stated that 100% people using tele services for their
constructions
Table 2.1
Type of system Number of Respondents
AIRTEL 25
VODAFONE 5
TATA INDICOM 6
RELIANCE 7
Others 7
Total 50
Graph 2.2
11
Number of Respondents
60
50
40
30
Number of Respondents
20
10
0
E E rs l
EL ON
M
NC he
ta
IRT F ICO IA O t To
A DA IN
D
RE
L
VO TA
TA
Interpretation:
From above it can be stated that 50% of people using AIRTEL
10% of people using VODAFONE teleservices ,
12% of people using TATA teleservices ,
13% of people using RELIANCE teleservices ,
15% of people use other brands.
3) Which Kind of service are you using? Please mention?
Table 3.1
Type of service No. of respondents Percentage
Fixed line service 14 28%
Mobiles 30 60%
Walky 6 12%
Total 50 100%
Graph 3.2
Kind of service:
12
60
50
40
30 Number of Respondents
20
10
0
YES No Total
Interpretation:
From the above table it can be seen that 60% of them are using mobile services, while 27% are
using fixed line services, and the remaining 3% are using walky services.
4..What are the valuable attributes you normally look for while purchasing a teleservices?
Table 4.1
Attributes Number of preference of attribute
Quality 12
Price 4
Brand Name 20
Tariff 6
Service 5
Performance 3
Total 50
Graph 4.2
13
60
50
40
30 Number of Respondents
20
10
0
YES No Total
Interpretation:
From above pie chart it can be stated that people give preference 40% to brand name,
25% to quality,
8% to price,
12% to comfort,
10% to service, and
5% to performance
5) Why do you prefer this service?
Table 5.1
Particulars No. of respondents Percentage
Convenience 26 53%
Economical 15 30%
Security 02 04%
Features 07 13%
Total 50 100%
Graph 5.2
Preferring for this service:
14
60
50
40
30 Number of Respondents
20
10
0
YES No Total
Interpretation:
In today’s busy world convenience seems to be the most overriding factor while preferring cellular
service. It is clear that 53% of the respondents have preferred this service due to easy &
hands free availability, making it convenient to use it. On the other hand 30% have said the
economy of the service, while 13% of the respondents have given features as their choice.
While a meager 4% of the said security as the reason for preferring the service.
6. How do you feel about the pricing of AIRTEL services as compared with others?
Table 6.1
No. Of respondents Percentage
Expensive 00
Competitive 48
Can’t say 02
Total 50 100%
Graph 6.2
15
60
50
40
30
20
10
0
Expensive Competitive Can’t say Total
INTERPRETATION:
The feelings of customers of AIRTEL about the pricing of the services is, 96% of
them are satisfied and feel the prices are comparable with others and 4% of them are not
satisfied with the pricing of the company as they feel the prices are not competitive enough.
16
80
70
60
50
40
30
20
10
0
YES No
INTERPRETATION:
From above pie chart it can be stated that 70% people are aware of AIRTEL teleservices,
30% are not aware system.
17
Consultant 5 10
Total 50 100
Graph 8.2
120
100
80
60
40
20
0
Friends Advertisements Tele call Event Consultant Total
INTERPRETATION:
From the above we can state that 40% people heard about the Labcal through friends,
24% through advertisements,
6% through tele call,
20% through event and
10% through consultant.
Features 15 30
Better service 10 20
Brand name 20 40
18
All the above 5 10
Total 50 100
Graph 9.2
120
100
80
60
40
20
0
Features Better service Brand name All the above Total
INTERPRETATION:
From above pie chart it can be stated that people give preference 40% to brand name,
30% to features,
20% to better service,
19
Graph 10.2
120
100
80
60
40
20
0
Excellent Very good Good Average Poor Total
INTERPRETATION:
From above pie chart it can be stated that the service provided
by Labcal is 60% excellent,
20% very good,
10% good and 10% average.
20
Graph 11.2
120
100
80
60
40
20
0
One day With in a week 1week 1-2 week Total
INTERPRETATION:
From above pie chart it can be stated that the percentage of people who are getting their
orders on that it self is 80%,
With in a week is 20%, &one week is 0%. And 0% of people getting with in 1-2 week.
12) Is CLIP facility providing by the services is sufficient & convenient to you?
Table 12.1
Options No. of respondents Percentage
Yes 50 100%
No 00 0%
Total 50 100%
Graph 12.2
Opinion about CLIP facility:
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120%
100%
80%
60%
40%
20%
0%
Yes No
INTERPRETATION:
From the above analysis it is clear that 100% of the respondents are feeling happy and feel the clip
facility is sufficient and convenient to them.
13) Do you want any additional features to be included to you service in future?
options No. of respondents Percentage
Yes 34 67%
No 16 33%
Total 50 100%
Table 13.1
Graph 13.2
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additional features:
120%
100%
80%
60%
40%
20%
0%
Yes No Total
INTERPRETATION:
From the above table it is clear that 67% of the total respondents are desirous of having some new
features like call waiting, GPRS, MMS etc., to be included in this service in future, and the
remaining 23% respondents do not want any changes as far as the additional features are
concerned.
Graph 14.2
23
120
100
80
60
40
20
0
Frequently Rarely No Total
INTERPRETATION: -
90% of the customers are getting satisfied with the supply of Airtel tele services by
expressing that they do not come across stock out problem.
Highly satisfied 12 24
Moderately satisfied 12 24
Satisfied 24 48
Dissatisfied 2 4
Highly dissatisfied 0 0
Total 50 100
24
Graph 15.2
120
100
80
60
40
20
0
l
ed ed ed ed ed ta
tisfi tisfi tisfi tisfi tisfi To
sa sa Sa ss
a
ss
a
gh
ly ely Di di
Hi r at ly
e gh
od Hi
M
INTERPRETATION: -
48% of the customers are satisfying by the supply and 24% moderately satisfying,
24% highly satisfied and 2% dissatisfied.
Graph 16.2
25
120
100
80
60
40
20
0
l
ed ed ed ed ed ta
tisfi tisfi tisfi tisfi tisfi To
sa sa Sa ss
a
iss
a
gh
ly
te
ly Di d
Hi ra ly
e gh
od Hi
M
INTERPRETATION:-
The majority of the dealers are satisfied with the mode of dispatch by the company
26
120
100
80
60
40
20
0
Advertisement Campaign Dealer Others Total
INTERPRETATION:-
The above table shows that 54% respondents are saying that customers play majors
in customer’s awareness about the product. And 38% of respondents are stating that
advertisement is second highest promotional activity to create awareness in the minds of
customer.
27
120
100
80
60
40
20
0
l
ed ed ed ed ed ta
tisfi tisfi tisfi tisfi tisfi To
sa sa Sa ss
a
iss
a
gh
ly
te
ly Di d
Hi ra ly
e gh
od Hi
M
INTERPRETATION:-
60% are satisfying the sale of Airtel tele service Product following 22% if the
dealers moderately satisfied, 18% of were highly satisfied.
28
120
100
80
60
40
20
0
Past sales Seasonal Orders Others Total
INTERPRETATION:-
The high percent of dealers are estimating the demand for the product through orders
and 26%of are estimating on seasonal base.
FINDINGS
● it can be stated that 100% of people in survey using teleservices for their
constructions
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● it can be stated that 50% of people using AIRTEL Teleservices,10% of people using
Vodafone teleservices , 12% of people using tata teleservices , 13% of people
reliance teleservices , 15% of people having other brands.
● it can be stated that people give preference 40% to brand name,25% to quality,8%
to price, , 12% to comfort,10% to service,5% to performance.
● it can be stated that 70% people are aware of AIRTEL, 30% are not aware system.
● we can state that 40% people heard about the AIRTEL through friends, 24% through
advertisements, 6% through tele call, 20% through event and 10% through
consultant
● it can be stated that people give preference 40% to brand name, 30% to features,
20% to better service, 10% to all the above attributes.
SUGGESTIONS
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● The company should maintain their market position and try to increase their
customers.
● Enough stock should keep in stockiest place& retailers place
● To enable the customers to get in touch with the service personal more easily, the
number of direct phones should be increase or provide the toll free number to give
solutions of constructions.
● Periodically, review meetings with the customers in different areas should be
convinced, to have a general consensus regarding problems being faced by them.
● To increase sales of the teleservices, the company should concentrate on
advertisements and try to provide special offers.
● If the company reduce the price of the teleservicess for who purchase huge
quantities, then sales will be increased dramatically.
CONCLUSION
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The analysis of the data obtained the market research has led to many interpretations
on the teleservices brands. In course of conducting marketing survey some value and useful
information was given by respondent.
Advertising in papers, hoardings and enquire consider to be ineffective avenue for securing
information about AIRTEL teleservices.
Users find AIRTEL as one which provides security for Users and reliable and
feasible.
The overall conclusion of the study is the AIRTEL Teleservices offering better
services which make Users feel happy and comfortable.
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BIBLIOGRAPHY
www.airtel.com
www.indianbrands.com
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QUESTIONNAIRE
AIRTEL RELIANCE
VODAFONE Other’s(specify)
TATA
What are the value attributes you normally look while purchasing a teleservices?
(Please rank)
Delivery Quality
Price Brand Image
Comfort Service
Performance Other’s (please specify)
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7. How many days it takes to deliver your order? ( )
A. within a day B. within a week C.1 week D. 1-2 week
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