Project Proposal

(Synopsis)
TITLE:

“A Study on Advertising & Sales Promotional Activities Carried by

Airtel in Hyderabad”

1) INTRODUCTION FOR THE STUDY - THE PROBLEM:

Promotion is true that products are manufactured to satisfy the

needs of the consumers. But alone is not enough. Today the

responsibility of the manufacturers does not cease with physical

production whatever may be the nature of the product. The present day

marketers are consumer oriented where it is the duty of the

manufacturers to know from where, when, how and what price the

products would be available. Successful marketing consists in offering

the right product of the right price of the right place (and time) with

right promotion.

In course of time, various activities came into vogue designed

particularly to help easy sale of goods. These activities commonly

known as promotional Mix. The marketing communication Mix also

called as the “Promotion Mix” consists of four major tools.

1. Advertising.

2. Sales Promotion

3. Publicity

4. Personal Selling
 MARKETING COMMUNICATION PROCESS:

Generally marketing communication is undertaken to pass on the

message of a product or sale to the ultimate consumers. Thus, there are

three elements in this process.

2) NEED FOR THE STUDY:

Promotion includes all those functions, which have to do with the

marketing of a product all other activities designed to increase and

expand the market. But it is clearly distinguished from advertising and

personal selling, through basic aim or all the three is one and the same

viz., to increase the volume of sales.

Hence the present study on Advertising & Sales Promotional

Activities Carried by Airtel in Hyderabad is expected to provide the

researcher the customer opinion about tariff rates, brand loyalty,

influencing factors, market share of Airtel. The proposed study will also

reveal the sources of awareness for the customers, the present level of

Customer Satisfaction on network coverage & on Services Provided by

Airtel. Finally, the proposed study will reveal the Satisfaction of

Customers on Recharge and Top-up cards, in comparison with other

competitors in Hyderabad city. Finally, suggestions will be given to the

company to increase its present performance in Hyderabad.

3) OBJECTIVES OF THE STUDY:

The following are the objectives of the proposed study: -

1. To Study the customer opinion about tariff rates of Airtel Mobile

Services in Hyderabad.

2. To Study the brand loyalty of Airtel.

3. To Study the influencing factors of Airtel.

4. To Study the present market share of the Airtel.

5. To Study the sources of awareness for the customers.

6. To Study the present level of Customer Satisfaction on network

coverage of Airtel.

7. To Study the Customer Satisfaction on Services Provided by Airtel.

8. To Study the Satisfaction of Customers on Recharge and Top-up

cards, in comparison with other competitors in Hyderabad city.

4) SCOPE OF THE STUDY:

The scope of the present study is strictly confined to the study of

Advertising & Sales Promotional Activities carried by Airtel in the

geographical limits of Hyderabad and Secunderabad. The findings and

conclusions drawn therein cannot be valid outside the scope of the study.

5) RESEARCH METHODOLOGY:

SOURCES OF DATA:

The data in the proposed study will be collected from both primary and

secondary sources.
a) Primary Data:

The primary data in the proposed study will be collected directly

from the respondents in the geographical limits of Hyderabad and

Secunderabad.

b) Secondary Data:

The secondary data in the proposed study will be extracted from the

following sources: -

1) Published articles supplied by the company;

2) Annual Reports of the company;

3) Text books and Magazines;

4) News Articles and

5) Downloading the necessary content from Internet.

Research Tool:

The Research tool in the proposed study will be a ‘Structured

Questionnaire’ which consists of both open and close ended questions.

Sampling Technique:

The method of ‘Stratified Random Sampling Technique’ will be

adopted in the proposed study to extract the required information directly

from selected respondents for the study.

Sample Size:

The sample size in the proposed study will be approximately 50

respondents. However, depending upon the cooperation of the respondents

this may further be increased.

6) PERIOD OF THE STUDY:

The study will be carried for a period of approximately 1 ½ months

i.e. 45 days. This is only a tentative schedule, however the final report may

further increased or curtailed depending upon the need and necessity to do

so with the consultation with my project supervisor.

7) LIMITATIONS (IF ANY) OF THE STUDY:

The following are the limitations of the proposed study: -

a) The study will be conducted with a limited sample size of 50

respondents only.

b) The study will be carried for a period of only 45 days.

c) The study will be purely based on the responses given by the

respondents, which may not be free from bias.

8) CHAPTER PLAN:

The following is the typical plan for the study and chapterisation: -

1. Chapter - I

 Introduction

 Objectives Of The Study

 Research Methodology

 Limitations Of The Study

2. Chapter -- II

 Company Profile

 Various Service Providers

 3. Chapter -- III

 Review of Literature

4. Chapter -- IV

 Data Analysis & Interpretation

5. Chapter -- V

 Findings

 Suggestions

 Conclusion

6. Chapter -- VI
 Annexure -- Questionnaire
 Bibliography

9) BIBLIOGRAPHY (TENTATIVE):

The following books and sites will be visited for compiling the data

in the proposed study. This is only a tentative submission, however, the

final draft may include some more books or internet sites.

Principles of Marketing Management -- Philip Kotler

Modern Management -- R.S.N.Pillai

Websites:

www.businessline.com

www.bharati.com

www.googlesearch.com