PROJECT REPORT ON

MARKETING STRATEGIES OF AIRTEL
SUBMITTED UNDER PARTIAL FULFILLMENT OF THE REQUIREMENT FOR TRAINING SUPERVISOR: PROJECT ADVISOR:

SUBMITTED BY:

SESSION:

ACKNOWLEDGEMENT
I acknowledge the sincere assistance provided to me from several rather unexpected quarters during the course of

execution of this study. It would be a mammoth task to place on record my gratitude to each and every one of them but a whole hearted attempt would be made nevertheless, least I be branded ungrateful. I am extremely thankful to Mr.Abhishek Yadav, (Unit

Advisor) for giving me an opportunity to undergo training in BHARTI AIRTEL MARKETING and making my stay at AIRTEL MARKETING a memorable learning experience. Where the emotions are involved words cease to work. I am deeply indebt to ---------------------- for her encouragement, affections, valuable advice and guidance that helped me to complete this project successfully.

2

EXECUTIVE SUMMARY

The project aims at understanding the Marketing strategies at Airtel and its impact on the perception of Airtel Cellular Services. Research has demonstrated conclusively that it is far more costly to win a new customer than it is to maintain an existing one. And there is no better way to retain a customer than to exceed his expectations. For this purpose it is essential to know the level of customer satisfaction. The focus of my research was the measurement of customer satisfaction level for the services provided by Bharti Airtel. The research was done for the corporate clients of Bharti Airtel. My job was not only to represent the Corporate Sales Dept. and collect the feedback from the clients but also to get the major complaints resolved through internal counselling. There can be no better opportunity to interact with the external as well as the internal customers of an organization. Finally the results of the research verify the fact that keeping the customer satisfied is the best strategy to not only retain the existing customers but also to expand the business to new horizons.

3

TABLE OF CONTENTS

1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

TELECOMMUNICATION MARKET IN INDIA GSM MARKET IN INDIA INTRODUCTION TARIFF STRUCTURE PROMOTIONAL STRATEGY MARKET SITUATION COMPETITIVE SITUATION MARKETING STRATEGY ADAPTED BY BHARTI OBJECTIVE RESEARCH METHODOLOGY LIMITATION SWOT ANALYSIS CONCLUSION BIBLIOGRAPHY QUESTIONNAIRE 51

7 11 23 39 48 50

60 69 70 71 79 81 82 83

11.
12. 13. 14. 15.

4

cellular connections in India will surpass fixed line by late 2004/early 2005. target by three years.5% in 2006 and 10.Bharti. Vodafone. wireless is the principal growth engine of the Indian telecom industry. There has been almost 74% in cell 5 . Accordingly. Tata and Reliance and with the State sector incumbents-BSNL and MTNL has brought about a significant drop in tariffs. Today it is the fastest growing market in the world and represents unique opportunities for UK companies in the stagnant global scenario.a. Tele-density.TELECOMMUNICATION MARKET IN INDIA The Indian telecommunications Network with 250m telephone connections is the fifth largest in the world and is the second largest among the emerging economies of Asia. Given the current growth trends. With more than 33 million users (both CDMA and GSM). Private operators have made mobile telephony the fastest growing (over 164% p. India requires incremental investments of USD 20-25 bln for the next five years. Intense competition between the four main private groups . which was languishing at 2% in 1999.) in India.5% in 2007 and is set to increase to 20% in the next five years beating the Govt. has shown an impressive jump to 9.

An independent regulatory body (TRAI) and dispute settlement body (TDSAT) is fully functional. Customs duties on hardware and mobile handsets have been reduced from 14 percent to 5 percent. Thus BSNL stands second largest cellular operator in terms of subscriber base at the end of the fiscal 6 . The Government has played a key enabling role by deregulating and liberalising the industry. BSNL. which operates in 23 circles. The Indian government has merged the IT and Telecom Ministries to speed up reforms Bill and to decision the on the Communication Convergence enable common regulation of the Internet.phone charges. has a subscriber base of 37 lakh subscribers. broadcasting and telecoms will be taken after the new Government assumes responsibilities in may this year. ushering in competition and paving the way for growth. which operates in 22 circles. resulting in litigation. resulting in a boom time for the consumers. INDIAN CELLULAR MARKET The Bharti Group. with 50 lakh subscribers. continues to be the country's largest cellular operator. 70% in ILD calls and 25% drop in NLD charges. these have all been addressed now. While there were regulatory irregularities earlier.

92% growth. 2007. MTNL. BSNL has been a very aggressive player in the market.40 lakh.13 lakh in January 2005. Unlike fellow public sector undertaking. during March 2005. and is expanding at the rate of 25% per year thereafter. Spice Communications. Vodafone.9 lakh subscribers added in February 2005 and 2. The subscriber numbers per operator drop sharply with the sixth largest operator.80 lakh. Year-on-year. having a subscriber base of 9. the highest growth in any month so far. "Cellular operators who expected BSNL to go the MTNL way. were taken by surprise and did not take effective steps to counter it. displacing Vodafone from the second position. which operates in only eighteen circles. till it was too late in the day. is the fourth largest operator with a subscriber base of 17. which operates in Seven circles. the cell club has reported a 7.31 lakh last month." said a telecom analyst. Idea.31 lakh subscribers across four circles. This is much higher than 5. Belying fears of a slowdown in cellular subscriber acquisitions. which operates in Mumbai and Delhi. followed by Reliance 7 . higher than BPL's 11. The cellular subscriber club expanded by 21. is the third largest operator with a subscriber base of 32 lakh. the cellular subscriber base in the country has almost doubled in March 2005.ending March 31.

Karnataka and Tamil Nadu jumped by 10. While the cellular industry has been on roll for the first three quarters of the previous financial year with an average of 16. Punjab. Haryana.08 lakh. Madhya Pradesh and West Bengal recorded a jump of 10. Category B circles of Kerala. 8 .32 lakh subscribers.18 % to reach 43. While the subscriber base-jumped by 3. subscriber base of category A circles of Maharashtra.69%. Rajasthan.9 lakh subscribers.Telecom's 8. with a base of 8.39 lakh in the metros.75 lakh monthly additions in the third quarter.58. Uttar Pradesh (West). Gujarat. the Capital's cellular subscriber base of over 80 lakh is still higher than Mumbai's 66.38% to 44.89 lakh. while Mumbai added 1.646 added by Delhi. higher than the 1.64 lakh. Circle C has reported 12.180 subscribers. Uttar Pradesh (East).74 lakh subscribers. Among the metros. with a total base of 33.63. the first two months of 2007 had seen the growth slowing down.74 % growth with subscriber numbers jumping to 5. MTNL is the ninth largest operator. Andhra Pradesh.

More significant liberalisation followed in 1996 with the licensing of new local fixed line and mobile service providers.1 billion growing at roughly 1. Much of this success can be attributed to the stabilisation of the licensing and regulatory environment.GSM India With a population of around 1. After two rather difficult years. India is potentially one of the most exciting GSM markets in the world.7 per cent a year. However. India's telecommunications have undergone a steady liberalisation since 1994 when the Indian government first sought private investment in the sector.GSM MARKET IN INDIA Regional Interest Groups . the past 12 months have seen the region's promise beginning to come to fruition. it has been the 9 .

the policy places significant emphasis on greater competition for both fixed and mobile services. This means that service costs have fallen by 60 per cent since the first GSM networks became live in 1995.' Competition in the mobile sector has already had a visible impact on prices with calls currently costing less than 9 cents per minute. One of the challenges facing GSM operators in India is the diversity of the coverage regions -from remote rural regions to some of the most densely populated metropolitan areas in the world. There is a genuine commitment to creating a modern and efficient communications infrastructure that takes account of the convergence of telecom. India has more than 40 networks. It is estimated that more than Rs200 billion 10 . which cover the seven largest cities. 'The policy's mission statement is 'affordable communications for all'. over 7000 towns and several Lacs villages. IT and media.government's New Telecom Policy (1999) that has had the most radical impact on the development of GSM services. Such depth of coverage has required enormous investment from India's operators. In addition. It also helps explain why a recent Telecom Asia survey revealed that more than 70 per cent of Indian mobile subscribers felt that prices were now at a reasonable level.

With India's low PC penetration and high average Internet usage -at 14-20 hours a month per user it is comparable to the US -the market for mobile data and m-commerce looks extremely promising. the target of 150 million subscribers by 2007-2008 is definitely achievable. In the year ahead.had been invested in India's GSM industry by mid-2000. The good news is that subscriber growth is beginning to look healthy. India fastest growing GSM mart India is expected to have 145 million GSM (global system for mobile communications) customers by 2007-08 compared to 26 million subscribers as on March 2005. 11 . "For GSM. At this pace. president of GSA. GSM India will work with its members to realise the potential of early packet services in anticipation of the award of 3GSM licences." Alan Hadden. India is a success story. said at a news conference in New Delhi. according to the Global Mobile Suppliers Association. It is one of the fastest growing markets with its subscriber base doubling in 2005. 300 billion over the next five years. WAP services have already been launched in the subcontinent and the first GPRS networks are in the process of being rolled out. a figure that is set to be supplemented by a further Rs.

08 billion rupees ($1." he said.Globally. Hadden said: "GSM is the world's most successful mobile standard with over 1 billion users. he said. Ramachandran. adding GSM accounted for 80 per cent of the new subscriber growth in 2005. It also supports automatic international roaming. which is a major contributor to business plans. Commenting on the raging debate over GSM versus CDMA in mobile services arena. the GSM market reached 1 billion users in February 2005."Almost every Latin American operator has chosen GSM.V.86 billion) compared with 64 billion rupees a year earlier. In North America GSM growth is bigger than CDMA (code division multiple access). it is amongst the highest taxed industries in the country. spectrum charges and other taxes. and is an open mobile standard. According to T." India’s GSM mobile firms’ revenue up 30 pct India’s private telecoms firms offering GSM-based mobile services reported a 24 percent rise in revenue in the year to March 2007 but said future growth rates could slow because of heavy taxes on the nascent industry. Although India’s mobile sector is the world’s fastest growing major wireless market. The Cellular Operators Association of India (COAI) said revenue for fiscal 2003/04 stood at 83. Mobile carriers pay as much as 25 percent of their revenue as licence fee. director 12 .

a key measure of profitability.4 percent to 432 rupees in the fourth quarter compared with 523 rupees in the first quarter due to a cut in tariffs and excessive competition among companies. “These revenue growth rates cannot be maintained unless there is a concerted effort by the government to cut excessive levies and allow sharing of infrastructure” “But the potential to do much better exists as there is still huge demand in the sector. Sales jumped because of a doubling of the GSM (Global System people of Mobile Communications) user base as more entered the flourishing market thanks to one of the lowest call rates in the world. declined 17.25 million users took up the service in April compared with 13 . But the monthly average revenue per user. Ramachandran said. the second-ranked player.general at COAI. The pace of growth in monthly additions is slowing after just 1. and Mahanagar Telephone Nigam Ltd.” Ramachandran said the sector was still losing money but declined to elaborate. demand untapped: The association has not included the financial performance and the GSM-user base of state-run firms Bharat Sanchar Nigam Ltd. There are 150 million GSM customers and more than 96 million users of the rival CDMA-based mobile services in the country. Growth slowing.

1.63 million in February. “Our surpluses are not enough to cover costs of network expansion and financing charges on loans. Reliance Infocomm Ltd and the Indian GSM-unit of Vodafone group battle in the hotly competitive sector. 28 percent owned by Singapore Telecommunications.9 million in the previous month and 1. 14 . Carriers are now subsidising handset costs to woo users into the underpenetrated industry forecast to have more than 250 million customers by 2007. Ramachandran blamed the slowdown on a majority of small GSM operators being unable to expand networks into rural swathes where demand remained largely untapped. About a dozen firms such as Bharti Airtel Ltd.” he said. Roughly three percent of Indians own a mobile phone compared with about 20 percent in China. We are making money only to cover operating expenses.

DOES GSM HAVE THE EDGE? GSM operators are not the only ones who are worried about the rapid strides made by CDMA mobile players Reliance Infocomm and Tata Indicom in the Indian cellular market? The GSM suppliers – both handset and equipment . are beginning to lose some sleep over what was earlier termed as `niche’ and `minuscule’ data carriage market by the operators Apart from the strong success of the two CDMA operators whose networks are based on code division multiple access (CDMA). the miserable showing of the four global standard for mobile (GSM) 15 .who incidentally also have their other foot firmly placed in the CDMA pie.

has the vendors worried. always-on connectivity to the Internet. on the other hand. have had to migrate from the frustrating experience of WAP (wireless application protocol) to GPRS. an optimism that it’s trying to make GSM operators feel as well. which has not 16 .based networks that launched general packet radio service (GPRS) service for data connectivity in last three years. which can give hi-speed. the data traffic component will grow by 25-30 per cent. THE CDMA CHALLENGE CDMA players had launched their services with CDMA 2000 1Xbased networks. Global mobile Suppliers Association (GSA) now believes that even though India will primarily remain a voice traffic-led market in next two-three years. and other data services. GSM operators.

met on Tuesday in the capital to persuade the operators to adopt EDGE (Enhanced Data rates for GSM Evolution) and leave GPRS behind as a dream gone sour. a major reason why GPRS growth has been so slow. the two CDMA operators have about 120 lakh connections. Though no figures are available as to how many use these for data services. In comparison. Ericsson. Alcatel and Lucent Technologies . but the actual speeds have not exceeded 14-18 kbps. the figure is believed to be respectable as a percentage ratio for CDMA.significantly improved the subscriber’s experience of surfing the Net on/from mobile. The field trials gave a speed of around 54 kbps.61 crore. but the data transfer speeds of GPRS have been abysmal.80. Idea 17 . Only Airtel.000 lakh GPRS users only. the country has between 2. The company was the first to conduct field trials in November with its equipment supplier Ericsson. The top brass of GSA. As against the total GSM cellular base of 5. BPL Mobile and Idea Cellular had launched GPRS. the EDGE! Bharti Cellular is close to commercially launching its EDGE service in Delhi and Mumbai by end May or early June. Bharti is almost there But first. All these sets are data compliant. sources said. an organisation comprising Nokia. Vodafone. Siemens.

EDGE holds the promise of delivering data speeds of around 170180 kbps (as against the theoretical speed of around 380 kbps) which. He felt India could have as many as 200 million GSM subscribers by 2007-2008. GSA president Alan Hadden predicted that GSM growth will far outstrip CDMA as was happening globally. The revenue of top 25 global operators from data averages 18 per cent and 22 of these operators run GSM 18 . promises the launch of many data applications. The two companies would eventually migrate to EDGE. Vodafone and BPL are yet to hold the trials. if achieved. The scalable cost of migrating from GPRS to EDGE is not too high and mainly comprises software upgrades in case of a modern network such as Bharti and Hutch. According to GSA. up from nine million in December 2004.1 billion GSM subscribers worldwide as against 250 million CDMA customers. Will GSM maintain its headstart? At the GSM Evolution Forum held in New Delhi. but perhaps after seeing the response to Bharti’s service. claimed chairman of GSA India chapter Rakesh Malik.too held EDGE field trials in February this year with its vendor Nokia. there are over 1.

The first CDMA 2000 1X was commercially deployed in October 2000.” he added. 81 operators have launched 77 CDMA 2000 1X networks whereas nine have launched services based on 1xEV-DO 19 . But CDMA is no pushover with Korea and Philippines as the shining jewels in its crown. “People are using their phones for much more than voice.networks. Already. were migrating gradually to GSM. not CDMA. Fifteen networks have commercially launched EDGE as it can run 3G like services in the existing spectrum for the operators without needing a 3G license. “Besides. pointed out Hadden at the GSM Evolution Forum. We know for sure that almost 20-25 per cent of the revenue for some GSM operators comes from roaming customers. Almost every country has a GSM-based network and even those US operators. Even the migration to a full-fledged 3G level of Wideband CDMA (WCDMA) will be smooth with EDGE. The Forum is a global GSA program to assist the operators for evolution to third generation (3G) technologies. the automatic roaming provided by GSM networks in almost 200 countries is a power that CDMA doesn’t give you. which operated on now-defunct TDMA technology.” said Hadden. Overall. there are 76 operators in 50 countries that have committed to deploy EDGE.

according to CDMA Development Group. But the real cruncher will be the migration at a later stage to 3G technologies such as WCDMA. 16 new 1X and six 1xEV-DO networks are scheduled to be deployed in 2004. Where are the models? What will matter a lot in this war will be the availability of EDGE compliant handsets at affordable rates. same has not been the case with GSM. subscribers can expect the delivery of advanced mobile services such as easy downloading of video and music clips. GPRS handsets have not become commonplace and GPRS feature is found only in mid and high-end segment handsets. provided their handset supports all this. Even now.platform across Asia. EV-DO and EV-DV are the next level of evolution on the CDMA 2000 1X platform. End sum game When the networks deploy EDGE. capable of delivering services comparable to 3G WCDMA. full multimedia messaging. EV-DO or EV-DA as and when the government decides what to do with the 3G licences. At least. While the two CDMA operators have been giving out handsets that can give hi-speed data transfer. WCDMA for 20 . the Americas and Europe. besides high-speed Internet and e-mail access.

but Indian market could well throw an interesting scenario that industry experts will do well to watch. including video telephony. GSM lobby may continue to remain gung ho over the future of their technologies over that boosted by the American firms Qualcomm and Motorola. Reliance plans to offer its CDMA subscribers much more than what GSM players intend to deliver through their EDGE for their subscribers. but India will probably be more like the Chinese market with both standards co-existing. A Korea and Japan may not be waiting to happen in India. For now. More importantly. In the coming months. WCDMA will spawn a whole new range of full motion audio-video applications. GSM rules! 21 .example promises delivery of a phenomenal 2 megabytes per second (mbps). equivalent to what a leased line in many middle level corporates gives. Who succeeds in this battle for mobile customer’s eyeballs is most difficult to predict.

6 million mobile and 5. as of March 31.a part of the biggest private integrated telecom conglomerate. 2007.4 million fixed line customers. 1995 for promoting investments in telecommunications services. Bharti Airtel is India's leading private sector provider of telecommunications services based on a strong customer base consisting of 50 million total customers.INTRODUCTION Airtel (Bharti Airtel Ltd. Its subsidiaries operate telecom services across India. which 22 . Airtel comes to us from Bharti Airtel Limited . 44. Bharti provides a range of telecom services.) Bharti Airtel Limited was incorporated on July 7. which constitute. Bharti Enterprises.

Bharti is the leading cellular service provider. 23 .include Cellular. Bharti has also put its footsteps into Insurance and Retail segment in collaboration with Multi. Total Cost Control You can control your Airtel Prepaid like never before. With a host of great features. No more rentals or deposits – simply recharge as much as you need to from as low as Rs. Going mobile with Airtel Prepaid is a new way of life.National giants. with a footprint in 23 states covering all four metros and more than 50 million satisfied customers. also simple to use. the Ready Cellular Card from Airtel comes to you from Bharti Enterprises. to as high as Rs. it is also the first company to export its products to the USA. Internet and recently introduced National Long Distance. 10. Airtel Prepaid makes everything that you dreamt and believed. India's leading integrated telecom service provider. Bharti also manufactures and exports telephone terminals and cordless phones.000/-. Basic. Apart from being the largest manufacturer of telephone instruments in India. possible. SERVICES Airtel Prepaid Airtel Prepaid. 10.

Hassle-free calls are here to stay! Strong Network Coverage Enjoy complete clarity when calling with Airtel’s world-class technology and unbreakable network coverage that spans over 23 circles across the country. The calling value on your card keeps reducing as you make calls or use any other chargeable service. press 'OK' or 'YES' button and your account balance will be displayed on the screen of your handset. You can also call 123 from your mobile phone and listen to the voice announcement or simply dial *123#. Choose the Airtel Prepaid Recharge Coupon that’s right for you. Recharge your Airtel Prepaid Recharging is Easy. Instant Balance and Validity Enquiry Your account balance is updated on the screen of your handset at the end of each chargeable call. No more paying deposits or having a minimum balance in your account to make an STD/ISD call.Pre activated STD/ISD without deposits or rentals You can now enjoy a pre-activated STD/ISD on your Airtel Prepaid. from a variety of tailor– made recharge coupons with different 24 .

to recharge your phone. Try them and discover a whole new world of fun and excitement. a wide range of Services that will change the way you communicate. Simply follow the procedure mentioned below. You can also send or receive MMS. call hold. call divert and Caller Line Identification Presentation – all with your Airtel prepaid connection. check your email and access other GPRS services while roaming in India as you would in your own city. Prepaid Roaming Airtel Prepaid comes preactivated with 'National Roaming'. which are available at a number of outlets across your city. so you stay connected no matter wherever you are.denominations. While traveling abroad you can receive calls & send or receive SMS. Voice Mail 25 . Call management Services Call waiting. Other Services Airtel brings you.

When your handset is switched off. Airtel Voicemail will answer your calls and record a message. or you’re too busy to answer the phone. SMS <SUB NEWS> to 3333 for News. MMS (Multi-media Messaging Service): Jazz up your messages with pictures. jokes. with MMS from Airtel! To activate MMS on your phone. <SUB BIZ> for Business News. anywhere in the world. images and video clippings. if it's too noisy to talk or you don't have much time. Subscription Alerts Get regular alerts on news. SMS (Short Messaging Service) Send messages quickly and easily using text. It's the way to share those interesting one-liners. Airtel Live! 26 . health and films on your Airtel mobile phone with Subscription Services. important reminders and rib-tickling jokes.you just pay for the phone call when you use the service. <SUB SPO> for Sports Alerts & <SUB VAASTU> for Vaastu tips. The best part is that there's no extra monthly cost for setting up Voicemail . SMS 'MMS' to 56465 and save service settings. <SUB JOKE> for Jokes. anytime. business. with anyone.

right on your phone! Airtel Live! WAP Services: Download the latest ring tones. Airtel Live! SIM Services: Access loads of fun content and exciting services like cricket. To get Airtel Live! settings on your phone. wallpapers. games. latest National / International News. by sending a SMS 'FUN' to 56465. Airtel Live! Portal can be accessed from you GPRS enabled phone. You can also get news clips. For e. choose the "What's new" option under the "Airtel services" menu.Make your mobile the most happening entertainment destination with Airtel Live! Airtel brings you the latest in entertainment and information services. Movie Reviews or Stock Market Updates.g. on your phone at the touch of a few buttons with Airtel Live! SIM based Services on your SIM card menu. Airtel Live! Voice Services: Just Dial 56465. Airtel Live! SMS Services: You can enjoy a host of services by sending a keyword as an SMS to 56465! Choose Astrology / 27 . say ring tones to download your favorite ring tones. and name the service. stocks. watch live TV and download full songs on you phone. videos and much more. SMS 'Live' to 56465 and save the settings that you receive as your preferred connection. You can also choose a variety of content options like Live Cricket Commentary. To download new services on your Airtel SIM.

Cricket. Bollywood / Hollywood / Indi Pop Ring tones. Help to 56465. 28 . In case you need assistance SMS.Horoscope.

You will get an SMS notification upon successful receipt of that gift. This would directly take you to your favorite artist's Hello Tunes listing.g. Gift a Hello Tune Forget gifting chocolates. you can make them groove to the hottest new tracks burning up the music charts with Hello Tunes from Airtel! You get a wide choice of songs in the Popular & New Arrivals categories that are updated regularly. Say it with a song instead! Gift a Hello Tune to that special someone. Just call 55055 and choose the song that you want to gift. 29 . Once inside the copy feature. call 678005 for English New and 678001 for Hindi New. Follow the simple voice instructions and key in the 10-digit Airtel mobile number that you want to gift the Hello Tune to. all you have to do is call 55055 and follow the simple voice instructions to copy your favorite Hello Tunes.Hello Tunes Tired of that boring old ‘tring tring’ on your phone? Well now when a friend calls. just key in the 10-digit Airtel mobile number you want to copy the Hello Tune from and you get the same Hello Tune assigned to your number. What's more you can directly call the number for your kind of music. flowers and greeting cards. Copy a Hello Tune Get the tune you want. e.

com. Simply walk into your nearest Airtel Shop and walk out with your favorite song. Airtel Postpaid Airtel welcomes you to a vibrant world of unlimited opportunities. like. not just through words but ideas. in the subject of the mail for a quicker response. *In case of email.our toll-free number. accessible from anywhere in the country. innovative yet simple new ways to communicate. dial '121' . Bhangra Beats to foot tapping Tamil Hits from a list of more than 18000 songs. Reach us Anytime Anywhere In case you need assistance. 9810012345. You can also send us an SMS to 121 or mail us at 121@airtelindia. More exciting. 30 . Bhajans to Jazz.Buy Music .Airtel Music Shops Buying your favorite Hello Tune or Ring tone is as simple as recharging your phone with talk time. Hard Rock to Gujrati Garba. even while roaming. just when you want to. emotions and feelings. Choose from Bollywood Hits to Indipop Remixes. mention your mobile no. To give you the unlimited freedom to reach out to your special people in your special way.

Register free on ‘My Airtel’ section and view your monthly bill with call details for last three months. Drop a cheque at any of the drop boxes for making payments or simply log on to My Airtel section and pay instantly through your credit card. All you have to do is fill the Standing Instruction Form and mail. fax it to us or drop it any of our relationship centres. Easy Payment Options. To change your tariff plan call our IVR at 121 and leave a request. Walk into any Airtel relationship centre and make your payments by cash or credit card. Anytime Anywhere You can choose from a host of convenient payment options only with Airtel. 31 . at the click of a button. You can also opt for easy payment options like: Standing Instructions You can give us standing instructions to debit your credit card account for your monthly Airtel bills.Easy Billing Enjoy a host of rich features only with Airtel e-bill. Sort your calls between personal and official or analyze your usage.

Electronic Clearing System Fill an ECS form and mail. 32 . Walk in to any Airtel Relationship Centre in the country. make payments by cash or credit card and enjoy uninterrupted Airtel Services.You can also make use of ECS facility. you will be informed via a voice or a non-voice message to make an interim payment and reduce your account balance below your credit limit. You may also choose to pay us an additional refundable deposit to enhance your credit limit or opt for our convenient payment method of Credit Card Standing instruction . keeps track of your usage and ensures that your mobile phone is not misused. Pay while roaming Airtel has introduced 'Anywhere payment' that offers you the convenience of making payments while you roam. fax it to us or drop it any of our relationship centres to directly debit your bank account for your monthly Airtel bill. Credit limit Your pre-set credit limit mentioned on your monthly bill helps you keep your mobile charges in control. Should you exceed your credit limit.

Long Distance Calling Facility Call long distance calls in India and Overseas with STD / ISD facility on your Airtel phone. Try them and discover a whole new world of fun and excitement.National and International Airtel's roaming service allows you to stay connected and use your mobile phone to make or receive calls from almost anywhere in India and also over 160 countries.It offers you world class technology and unbreakable network coverage that spans over 23 circles across the country. from almost anywhere in India and abroad. to access the internet and office mails (eg.Roaming Use Airtel Postpaid's GPRS services. Widest Roaming .Strong Network Coverage Enjoy complete clarity when calling with Airtel . BlackBerry services). while roaming. In more than just words. GPRS . with Services from Airtel Airtel brings you a wide range of Services that will change the way you communicate. Say it. 33 . abroad.

you just pay for the phone call when you use the service. dial *135*2# then press the call button and wait for the request to be completed. To activate. call divert and Caller Line Identification Presentation. help you do more with your Airtel Postpaid connection! Conference call You can hold a teleconference with 5 people simultaneously with Call Conferencing service from Airtel. Airtel Voicemail will answer your calls and record a message. or you’re too busy to answer the phone. Voice Mail When your handset is switched off. To know more. call hold. 34 . In fact. Missed call alert A missed call alert is a SMS that you will receive for all the calls that you missed. call customer service at 121. The SMS will detail the CLI and the time when the call was made.Call management Services Call waiting. you can set up a conference even when the other five are using a landline phone. The best part is that there's no extra monthly cost for setting up Voicemail .

<SUB BIZ> for Business News. SMS <SUB NEWS> for News. SMS 'MMS' to 56465 and save service settings. anywhere in the world. business. anytime. important reminders and rib-tickling jokes. Airtel Live! Make your mobile the most happening entertainment destination with Airtel Live! Airtel brings you the latest in entertainment and information services. images and video clippings. if it's too noisy to talk or you don't have much time. health and films on your Airtel mobile phone with Subscription Services.SMS (Short Messaging Service) Send messages quickly and easily. jokes. <SUB JOKE> for Jokes. right on your phone! 35 . using text. Subscription Alerts Get regular alerts on news. <SUB SPO> for Sports Alerts & <SUB VAASTU> for Vaastu tips to 3333. with MMS from Airtel! To activate MMS on your phone. with anyone. MMS (Multi-media Messaging Service): Jazz up your messages with pictures. It's the way to Share those interesting one-liners.

Airtel Live! Portal can be accessed from you GPRS enabled phone. You can also choose a variety of content options like Live Cricket Commentary. stocks. latest National / International News. choose the "What's new" option under the "Airtel services" menu. Airtel Live! Voice Services: Just Dial 56465 and say the name of the service. games. For e. 36 . Cricket. Airtel Live! SMS Services: You can enjoy a host of services by sending a keyword as an SMS to 56465 ! Choose Astrology / Horoscope.g.Airtel Live! WAP Services: Download the latest ringtones. In case you need assistance SMS ‘Help’ to 56465. watch live TV and download full songs on you phone! To get Airtel Live! settings on your phone SMS 'Live' to 56465 and save the settings that you receive as your preferred connection. videos and much more. say ‘Ring tones’ to download your favourite ring tones. Movie Reviews or Stock Market Updates. wallpapers. Airtel Live! SIM Services: Access loads of fun content and exciting services like cricket. Bollywood / Hollywood / Indi Pop Ring tones. on your phone at the touch of a few buttons with Airtel Live! SIM based Services on your SIM card menu. To download new services on your Airtel SIM. You can also get news clips. by sending a SMS 'FUN' to 56465.

GPRS (General Packet Radio Services) Log on to the internet, with GPRS that allows data transmission at a higher speed. Access e-mails and internet across Airtel's pan-India presence using 'Mobile Office' with your phone or a phone and laptop both. Get the EDGE Browse the internet on your mobile phone with Airtel's EDGE services. Enjoy live TV, enhanced WAP experience and Airtel Data Cards on our high speed network. Hello Tunes Tired of that boring old ‘tring tring’ on your phone? Well now when a friend calls, you can make them groove to the hottest new tracks burning up the music charts with Hello Tunes from Airtel! You get a wide choice of songs in the Popular & New Arrivals categories that are updated regularly. What's more, you can directly call the number for your kind of music, e.g. call 678005 for ‘English New’ and 678001 for ‘Hindi New’. This would directly take you to your favourite artist's Hello Tunes listing.

37

Copy a Hello Tunes Like a tune you want, all you have to do is call 55055 and follow the simple voice instructions to copy your favourite Hello Tunes. Once inside the copy feature, just key in the 10-digit Airtel mobile number you want to copy the Hello Tune from and you get the same Hello Tune assigned to your number. Gift a Hello Tunes Forget gifting chocolates, flowers and greeting cards. Say it with a song instead! Gift a Hello Tune to that special someone. Just call 55055 and choose the song that you want to gift. Follow the simple voice instructions and key in the 10-digit Airtel mobile number that you want to gift the Hello Tune to. You will get an SMS notification upon successful receipt of that gift. Buy Music - Airtel Music Shops Buying your favourite Hello Tune or Ringtone is as simple as recharging your phone with talktime. Simply walk into your nearest Airtel Shop and walk out with your favourite song. Choose from Bollywood Hits to Indipop Remixes, Hard Rock to Gujrati Garba, Bhajans to Jazz, Bhangra Beats to foot tapping Tamil Hits from a list of more than 18000 songs.

38

Reach us, Anytime Anywhere In case you need assistance, dial '121' - our toll-free number, accessible from anywhere in the country, even while roaming. *In case of email, mention your mobile no. like 9810012345 in the subject of the mail for a quicker response.

TARIFF

STRUCTURE
Prepaid Tariffs

Airtel Prepaid Ready Cellular Card and Recharge Cards are available, all over the city at over retail outlets including 24-hour outlets. Airtel Prepaid Ready Cellular Card and Recharge Cards are available, all over the city at over retail outlets including 24hour outlets.

39

Airtel Prepaid Regular
449 SUK Pulse Rate Price of Pack (Rs.) Free Airtime on Pack (Rs.) Incoming Calls (Rs.) 60 sec Rs.449 Nil Free while in home network Airtel LOCAL RATES (Rs./min) STD RATES (Rs./min) ISD (Rs./min) USA, Canada, Europe (Fixed Line), Australia, Singapore, Hong Kong, Thailand, Malaysia, Indonesia, New Zealand. Gulf, Europe (Mobile), SAARC countries, Africa & Rest of the world Cuba, Sao Tome & Principe, Guinea Bissau, Diego Garcia, Nauru, Solomon Islands, Vanuatu, Cook Islands, Tuvalu, Tokelau, Norfolk Island, Sakhalin SMS (Rs.) Local National International Other Details Rs.1.20 Rs.2.00 Rs.5.00 Rs.6.40 Rs.1.20 Rs.2.75 GSM / CDMA (10 Digit) Rs.2.00 Rs.2.75 Landline / WLL Rs.2.40 Rs.2.75

Rs.9.20

Rs.40.00

*Rs 50 Local Airtel-Airtel Mobile talktime per month for 6 months * First month Airtel-Airtel credit within 72hrs of activation & balance credit by 1st week of eve month) *The SMS charge as applicable is per 160 characters * Validity- 24 months.

40

00 Garcia. Solomon Islands. 41 . Rs. Bissau.99 Countries.POSTPAID Airtel Postpaid allows you to choose from a variety of affordable talk plans. Thailand. Hong Kong.20 Austalia. 40.99 Rs 1. Europe world Cuba. Nauru. SAARC Rs 9. convenient payment options and host of rich features. So get set to enjoy a world of limitless possibilities! Reference Tarif Packages (RTP) ON TIME CHARGES Activation Charges Rs.99 STD RATES 50 – 200 Km 200 – 500 Km 500 + Km ISD USA. 1. Rs. Canda. 99 Airtel GSM Digit) Rs 1. Malaysia. 524 Bill plan Charge Rs. Indonesia. 7. 250 Membership Fee Rs. Africa & Rest of the Sao tome & Diego Principle.99 / Landline / CDMA (10 WLL Local Rates Rs. Singapore. 250 Security Deposit NA MONTHLY CHARGES (FIXED) Rs. new Zealand Gulf. 444 Monthly Rental Rs. Europe (Fixed Line). Vanuatu. 150 Clip NA MONTHLY CHARGES (OPTIONAL) Clip Rs. Guinea (Mobile).

00 Rs.00 Rs 250 Rs 250 (Converts into security after 24 months) Security Deposit NA MONTHLY CHARGES (FIXED) Rs. Solomon Islands. 5.00 3.00 2. Diego Garcia. Tuvalu. Local Pack Airtel to other local mobiles (non Airtel) At Rs 1 / min  Monthly rental Rs 25 per months/STD Pack  42 .00 This Bill Plan is also available under Advance Rental of Rs. Nauru. 50 Monthly Rental Rs.00 Rs 2. Vanuatu. 799 for 2 years.00 Rs. Rs. Tuvalu. Norfolk Island. Sakhalin SMS Local National International Value Added Services (Rs. 150 Bill Plan Charge Rs.00 5. Rs. 50 Bissau. Rs. 150 Clip NA MONTHLY CHARGES (OPTIONAL) Clip Rs. Tokelau. Norfolk Island.Cook Island. 1. Cook Islands.) Airtel One Standard 150 ONE TIME CHARGES Activation Charges Membership Fee Rs. 3. Sakhalin SMS Local National Intentional VAS  Rs 1. Tokelau.

43 .  Monthly rental Rs 75 per month/Special offer for Airtel Telephone service customers  for availing Airtel Mobile services If you already have Airtel Telephone service. All other options and charges are as per the existing Airtel One Standard 150 Plan. at just 50 P / min.Airtel to other mobiles (non Airtel) & fixed lines nos. No membership / activation fee Enjoy calls to your Airtel fixed line no. you can buy a new Airtel Mobile connection under Airtel One Standard 150 Plan. Benefits:  Non security deposit. call us 516-12345 Advance Rental benefits (1year scheme) Pay an advance rent of Rs 499 and enjoy Airtel One Standard 150 plan at Zero monthly rental for one year. For details. Monthly rent of Rs 25 for reduced call rates to your Airtel    fixed line has been waived off for 1 year. Advance rental of Rs 499 gives you a rental discount of Rs 150 every month for the next 2 months. at Rs 2 / min.

40 Rs. Norfolk Island. SAARC Rs 9. Austalia. Vanuatu. Tokelau. Europe world Cuba.00 Rs. 2. 7. Sakhalin SMS Local National Rs. Thailand. 2. 2. 50 Airtel CDMA (10 WLL LOCAL RATES STD RATES 50-200Km 200 – 500 Km 500 + Km ISD USA.40 Rs. Island. 1. Canda.00 Rs.00 Rs. 299 NA GSM Digit) Rs. Hong Kong. 2. Guinea Cook (Mobile). 2. 1.00 Rs.40 Countries. Rs.00 Garcia. 2.00 Rs. Singapore. 2.40 Rs.20 Rs. Malaysia.40 / Landline / Security Deposit MONTHLY CHARGES (FIXED) Bill Plan Charge Monthly Rental Clip MONTHLY CHARGES (OPTIONAL) Clip Rs.00 44 . new Zealand Gulf. Europe (Fixed Line). 2. Solomon Islands. Africa & Rest of the Sao tome & Diego Principle.Airtel one Standard 299 ONE TIME CHARGES Activation Charges Membership Fee Rs 250 Rs 250 (Converts into security after 24 months) NA Rs 299 Rs. 1. 1.00 Rs.40 Rs. 40.00 Rs. Indonesia. Tuvalu. 2. 150 Rs.99 Re. Nauru. 2. Bissau.

5.) Rs.00 Rs.International Value Added Services (Rs. 3.00 You also enjoy 25 FREE local mobile to mobile SMS 45 .

5. 1.00 Rs. 150 Rs. Diego Tuvalu. Vanuatu. 2.00 46 .Senior Citizen Plan ONE TIME CHARGES Activation Charges Membership Fee Security Deposit MONTHLY CHARGES (FIXED) Bill Plan Charge Monthly Rental Clip Cuba. Guinea Cook Bissau. 3. Norfolk Island. Solomon Islands. 250 Rs. Nauru. Sao Tome & Principle. 99 NA Rs. 250 (Concerts into security deposit after 24 months) NA Rs. 51 Rs. Islands.50 Rs.00 Rs. Sakhalin SMS Local National International VAS With Senior Citizen Plan Rs. Tokelau. Garcia.

) – Rs 1.5 / min ISD calls to US / Canada / South East Asia / Australia / New    Zealand) – Rs. 0. 47 .5 / min.You can take 3 Friends and Family numbers: Airtel to Airtel (1local no. Airtel to Airtel (1 STD no.) – Rs. 9.99 / min You also get FREE alert subscription worth Rs 30 / alert or 3 months on:    News Astrology Health Tips The SMS charges as applicable is per 160 Characters.

Karnataka "We are adopting a new brand- 48 . According to Mr. The new brand ethos is portrayed in two distinct fashions . followed by "The Good Life". IVRS. Aimed at reengineering its image as just simply a cellular service provider to an all out information communications services provider. more customer centric organization.the tag line "Touch Tomorrow". The new campaign is in two phases . Jagdish Kini. roaming. which underscores the leading theme for the new brand vision. Touch Tomorrow is meant to embrace the new generation of mobile communication services and the changing scope of customer needs and aspirations that come along with it The new communication is about a new dimension in the cellular category that goes beyond the Internet.the first of which will communicate overall brand philosophy and the second products and services. which underscores a more caring. etc but which engulfs the whole gamut of wireless digital broadband services that will constitute tomorrows cellular services. Chief Operating Officer. Bharti Mobile Limited. SMS.PROMOTIONAL STRATEGY Airtel to “Touch Tomorrow” with a new brand vision The Bharti Mobile promoted AirTel cellular service will go in for repositioning of its brand image.

The new identity will have the logo in Red.platform .not only to reflect our corporate ethos but also business strategy". 1. Once a subscriber takes this plan. 49 . Company has launched a plan that allows users to take a pre-paid connection with lifetime validity for a one time payment of Rs. 999. LIFE TIME PLAN PRE-PAID card users need not worry anymore about recharging their coupons every month. AirTel will incorporate the latest branding in all of its communication and will soon be going in for an enhanced promotional drive to establish the brand's presence. he will always be an Airtel subscriber whether the mobile is being used or not. The move is aimed at stopping the churn in the pre-paid subscriber base. Black and White colours along with lower case typography to convey warmth. Subscribers availing themselves of this scheme will also get full talk time for the recharge coupon they purchase and also have the option to buy Taiwanese manufactured Bird mobile handsets for as low as Rs.399.Touch Tomorrow .

awareness level was low and both operators independently tried to spread awareness and educate the people Once the networks were commercially launched. this led to a number of schemes being offered and prices crashing. 50 . Essar Cellphone followed by launching its services informally in Oct 95. At this point of time.MARKET SITUATION At the time of launch The first mover in the market was Airtel which launched its services in Delhi in Aug 1995 (Informal launch). it became a number game with a multitude of schemes being offered to woo customers Initially the cellphone was perceived as a status symbol and utility took a back seat The target segment in Delhi were corporate and the high income group. the market was at a nascent stage. This coupled with the steep license fee paid to DOT put pressure on the operators to break-even by rapidly expanding their markets.5 lakh subscribers. In the first two years. The average capacity installed was for 1.

However. Essar. both the players have been dependent on tactical advertising However. Essar is trying to counter this by emphasising on the reach of its network and the quality of its service. Airtel is perceived as the high quality provider and has a premium image. 51 .COMPETITIVE SITUATION Airtel launched its services before Essar and skimmed the market picking up the bulk of the high usage premium clients. This is a very competitive industry with the two companies differentiating either on value-added services or price. they have restrained from using comparative advertising Hoardings have been a very popular medium for carrying the advertisements Airtel has also been advertising on television using the Bharti Telecom name. SALES DEPARTMENT AND STRATEGY A. Airtel positions itself as the market leader on the basis of the number of subscribers. Essar is somewhat not been very successful largely due to the inconsistency in advertising To promote themselves. • • • • Major Accounts (Direct Channel) Handles corporate (named and famed) accounts Forecasting of sales Mapping the accounts Providing after sales support to the subscribers. is perceived as the lower end service provider. on the other hand.

• • Maintaining call reports for records. Handling distribution Maintaining records and level check of the channel partner Liaisoning between the channel partner and the company. Telesales Call customers and generate sales lead. • • • 3 • • Rental Provide cellular services (SIM cards) on rent. IDC (indirect Channel) • • • • • C. Follow up with the customers. Provide cellular phones on rent Useful for people visiting Delhi for a short interval. Target achievement Training the executives of the channel Distribution Support 1. if they need any assistance 52 . Providing Feedback to the marketing department regarding the requirement of the market. B. Logistics • Monitor handset and SIM card requirements of channel partners and co-ordinate with stores • Settle areas of concerns such as incentive claims of channel partners 2.

• 4 • • Pass on the sales lead to the channel department. 5. Monitor the operations at the AirTel distribution outlets Organize training. • • Retail Locate shops to open retail counters. pagers and conventional phones is as follows Cellular Phones Pager Conventional Phones Premium Upper Lower X X X X X X Middle Upper X X X Lower X X Economy Upper Lower X - 53 . better ability to fine-tune a product / service to the requirement of target buyer and the resultant ease in designing a proper designing marketing mix strategy In this case segmentation is on the bade of income. In evaluating different market segments the company looks at two factors The overall attractiveness of the segments and the company's objectives & resources The present market for Cellular phones. MARKET SEGMENTATION Segmentation is beneficial because of better predictability of the target consumer group. Audit Consultant to the AirTel showrooms. minimization of risk exposure. Monitor the retail counters.

because getting them to switch brand loyalty later would be hard So far Airtel marketers have been concentrating totally on the business executive class but now that the basic viable volumes has beer) built up and prices have declined to a certain extent they are planning to venture further a field. About 15% are foreign organisations and the rest are professionals and small businessmen.X Market Segment Targeted TARGET MARKET SEGMENT Airtel has targeted the premium and upper middle class. It Is also planning to target the business tourists during their stay in the capital About 60% of the clientele are top executives of corporate houses. During the introduction stage there was intense pressure to get consumers across to hook up with their brand. The rationale behind it is that only those segments should be targeted who value time and have the paying capacity. a lifestyle revolution and a status symbol The emphasis is to remove misconception that the cellphone is an expensive means 54 . POSITIONING The product is sought to be positioned as a business efficiency tool.

The basic product promise by Airtel is mobility.because in the field of Communication & Information Technology changes occur at a tremendous pace.of communication and drive home the point that the cellphone is actually a day-to-day utility PRODUCT POLICY AND PLANNING The product or service is the heart of the marketing mix. Since. Without a product or a service customers' needs cannot be satisfied. the premium segment is nearing saturation the company targeting the upper middle and middle-middle class. At present the cellular phone market has reached the maturity stage. In order to do so Airtel is trying to optimise the price performance package by offering suitable "product bundling". 55 . Effective product segmentation has to be carried on continuously because basic services can be and will be copied and in time become expected component of the product. Airtel seeks to carry out this segmentation through provision of new information services and making new facilities available. The product policy and planning depends on the stage of the product life cycle. recognised the significance of making the first move-. Airtel's main It has marketing strategy is to be a first mover all the time.

) with reasonable price in order to deliver maximum price performance to its customers. Voice Mail service This system is similar to the answering machine . iii) Mobile Fax 1 Data Service 56 . It gives an option of sending and receiving text messages directly from one mobile phone to another without the intervention of an operator. The "Value Added Services" provided from Airtel are:1). also opened a 24 hours customer service.if the user is not able to answer a call for some reason the caller can leave messages in the voice mail box which can be later retrieved by the user It has ii) Short Message Service The short message service is like a two-way pager. In addition. Only price doesn't serve as an effective differentiator. value added services become the effective differentiator.This involves the selection of the suitable hardware (handset) and its software (its services. it offers free Airtime services and other concessions to make the prices and thus the product more attractive.

This service helps the subscriber to send and receive Faxes. viii) Call forward Incoming calls can be forwarded to another fixed or mobile phone. or any geographical region. access E-mail. v) Caller ID Displays calling person's number. to permit only local calls. in peak hours. vi) Outgoing call restriction To prevent or limit outgoing calls. for example.Call conferencing. 57 . download computer files from other systems and remotely log on to another computer and surf the Internet. All it requires is the payment of an initial amount. or to limit the outgoing calls to a listed number. Call Broadcast et cetera. Also possible to exclude one or several countries. This is a useful service for people who travel to Delhi often and those who want to control the expenses on their calls. Besides these some other services provided by Airtel are . iv) Cash Card The cash card is a pre-paid and pre-activated card which allows the buyers to buy air time in advance.

The billing is done in the home network (Delhi). Once a subscriber is In any other city or country. Since this is a high-involvement expensive product. * Manual Roaming means a separate SIM card is provided for each city ** Semi automatic roaming means one card has the facility for different cities. simply insert the SIM card of the local operator Into your handset and start talking. Roaming facility is available manually* as well as semi-automatically. where a GSM network is available. a) They take personal responsibility to "get" the answer for any problem faced by the customer 58 . In the early stages getting increases to subscribe may be easier than getting them to talk since they will find it costlier to use the mobile phone as compared to a conventional phone [if is believed that initially cellphones would be used buy] viii) Roaming Facility Roaming facility is available while the subscriber is travelling.It is in the operators -Interest that they not only get many subscribers but also get them to use the mobile facility frequently. the service provider has to fully take care of the customers. AIRTEL'S MARKETING ORIENTATION.

hence emphasis is on maintaining a 'Smiling and a Friendly Atmosphere' to please and retain the customer. This is due to the reason that the operating companies are required to pay a fee to the government for using airtime. the cellular services are more expensive than the land line based telephone services.b) They anticipate customers' problems and take pro-active steps to prevent them c) They give answers to the questions & requests. e) They end the interaction on a positive or a humorous notemaking the last 30 seconds count. 59 . Airtel realises that attracting people 'Is easy but converting them into loyal customers is hard. quickly & efficiently. PRICE AND PRICING POLICY AIRTEL has realised that the Indian market is price sensitive. d) They have a positive tone & manner while interacting with customers. Therefore it care of the has come up with various innovative tariff schemes to take needs of different category of customersGenerally.

also the fact that a Cellular phone is a high involvement product. In the next phase the campaign associated Airtel with Cellular only thereafter was the Bharti Cellular connection 60 . Since the cellular phone category itself is too restricted. price doesn't qualify as an effective differentiator.' bearing just the company's name and without explaining what Airtel was. What now the buyer is looking at is to get the optimum price-performance package. it is the network efficiency and the quality of service that becomes important. Besides print advertising. Given the Cell phone category. The image of the service provider counts a great deal. It is trying to set up a thematic campaign to build a stronger brand equity for Airtel.MARKETING STRATEGY ADOPTED BY BHARTI Bharti has spent a considerable amount on advertising its mobile phone service. This also serves as an effective differentiator Brand awareness is spread through the' campaigns and brand preference through brand stature. Airtel. the company had put up large no of hoardings and kiosks in and around Delhi. The objective behind designing a promotion campaign for the ‘Airtel’ services is to promote the brand awareness and to build brand preferences. Airtel's campaign in the capital began with a series of 'teaser' hoardings across the city.

Brand strength of a product or the health of a brand is measured by the percentage score of the brand on the above aided and the unaided tests. Vans with Airtel logos roamed the city. handing out brochures about the company and its services to all consumers. Every company has a goal. This implies that if potential or knowledgeable consumers are asked to name a Cellular phone service provider that is on the top of his/her mind 60% of them would name Airtel. 61 . tenor and the stance of the visual ads are designed to convey the image of a market leader in terms of its market share.000 direct callers were sent out. The figures show that Airtel is a healthy and a thriving brand. which might comprise a sales target and a game plan with due regard to Its competitor. Airtel 's campaign strategy is designed keeping in mind its marketing strategy.). As of today the awareness level Is 60% unaided. 4 crores. It tries to portray the image of being a "first mover every time" and that of a "market leader". As for aided it -is 100% (by giving clues and hints etc. In the first four months alone Airtei's advertisement spend exceeded Rs. the Airtel campaign began to focus on the utility of Cellphone. When the name was well entrenched in the Delhiites’s mind. About 50.brought up. The tone.

It is still on the rising part of the product life cycle curve in the maturity stage. since heavy users comprise only 15 - 20% of the population the other segment cannot be neglected. The product promise (which might cost different 1 higher) is an important variable in determining the target audience. It is for this reason that the service provider offers a plethora of incentives and discounts. The right hand side shows the revenue share earned from the three types of users. 62 . Concerts like the "Freedom concert" are being organised by Airtel in order to promote sales. The media channel is chosen with economy in mind. The population which has just realised the importance of cellular phones has to be roped in. The print advertisements and hoarding are placed in those strategic areas which most likely to catch the attention of those who need a cellular phone. The target segment is not very concrete but. Airtel. medium and low categories. The diagram on the left hand side shows the percentage of the users classified into heavy. values its heavy users the most and constantly indulges in service innovation. But. keeping in mind the importance of the customer retention.The status of the product in terms of its life cycle has just reached the maturity stage in India. there is an attempt to focus on those who can afford.

image launch campaigns. other promotional strategies that Airtel has adopted are . 63 . advertisements. Airtel has tied up with Lufthansa to offer customer bonus miles on the German airlines frequent flier's programs. (ii) There have been pre educational launch campaigns. promotional advertise-ments. attacking advertisements and tactical advertisements. (i) People who have booked Airtel services have been treated to exclusive premiers of blockbuster movies. congratulatory advertisements. advertisements.Besides this.

Each franchises has to invest Rupees Ten Lakhs. For this the.DISTRIBUTION Company Franchisee Distributor Dealer Dealers Customer Customer The. It 27 Franchisees and 15 Distributors.They also have 8 'instant access cash card counters. The franchises can it any number of dealers as long as their territories do not overlap.company whose operations are concentrated in and around Delhi. The franchises can carry out his 1 her own promotional strategy.Each franchises or distributor can have any number of dealers under him as long as the person is approved by the Airtel authority. to obtain a franchise and should employ an officer recruited by Airtel. company contributes 64 . But unfortunately Airtel has not been very successful in controlling territorial overlaps of dealers. This person acts as an liaison between the company and the franchises.

The complaints encountered by the franchisees and dealers are either handset being non-functional or the SIM Card not getting activated. Target set for distributors and the dealers is 100 -150 activations per month. The dealers under the franchisee receive the same commission.75% of the money and the franchises contributes 25% of the money. 65 . The dealer of Airtel are not allowed to provide any other operators' service. Hence the dealers can also go for their own The promotions like banners and discounts on festivals etc. One Lakh as an initial investment. Anything more complicated is referred to the main Airtel office in Delhi. The consumer on providing the bill of purchase for the handset and proof of residence has only to wait an hour before getting connected. The dealer has to invest Rupees. The staff of the dealers and the franchisees are provided training by the Airtel personnel. The franchises and the dealer obtain the feedback from the customers and they are sent through the liaison officer on a day-to-day basis to Airtel. dealer provides service promptly.

the subscriber wouldn't just get a personal phone that lets him/her be in touch. 66 .WHAT DOES AIRTEL OFFER? With Airtel. but also gets a host of benefits that let him/her manage his/her time like never before. An Airtel subscriber is provided with a Subscriber Identity Module Card (SIM card) .that is the key to operating his/her cellular phone. His card activates Airtel cellular services and contains a complete micro-computer chip with memory to enable one to enjoy one's cellular phone thoroughly. Indians are at the beginning of the maturity stage. PRODUCT LIFE CYCLE The pattern of cellphone subscriber growth observed elsewhere in the world reveals that the growth in the market is Initially slow followed by a sharp acceleration. enter the PIN code and it becomes 'your' personal phone'. but so far that has not happened in India. Just plug your SIM card into your cellular phone. always. As far as the Product Life Cycle is concerned. Each SIM card contains a PIN code (Personal Identity Number) which may be entered by one.

Sales Use heavy sales Increase to Increase to Build awareness and interest in the mass market Stress brand differences and benefits. Offer value added services Increase in number of value added services. Advertising Build product awareness among early adopters and dealers. Price to match or best competitors Build more intensive distribution. 67 . Price Charge costplus Price to penetrate market Distribution Build selective distribution Build Intensive distribution.Introduction Growth Maturity MARKETING OBJECTIVES Create product awareness and trial Maximise market share Maximise profits whole defending market share Strategies Product Offer a basic product/ service.

68 . build and maintain relationships with customers.Promotion promotion to entice people to subscribe. encourage brandswitching.

OBJECTIVES OF THE STUDY Objectives: To study the importance and development of tele – communication industry in today’s scenario. 69 . To understand the various Marketing Strategies which Airtel has adopted to survive in highly competitive cell phone industry. To make a comparative study of the major players in Indian Service Provider.

70 . There have been two sources of information collected: a) Primary Sources I have met retailers of the Airtel of the company and have been able to get first hand information regarding the product.RESEARCH METHODOLOGY The methodology adopted for this project is exploratory in nature since there is no hypothesis that has to be tested. Their input has been valuable. its features and the buying patterns of the product. Another vital source has been the Internet and particularly the companies own website. The conclusions have been drawn by exploratory research work. b) Secondary Sources Secondary source has played a vital role to play in this report. A good amount of data has been collected from various published articles and reports found in magazines and journals.

Time pressure and fatigue on the part of respondents and interviewer. 71 .LIMITATIONS Every attempt will be taken to obtain the error free and meaningful result but as nothing in this world is 100% perfect I believe that there will still the chance for error on account of following limitations(1) (2) Respondent’s unavailability. (3) Courtesy bias.

Do you believe that India is potentially one of the most exciting mobile service providers in the world? Company Airtel Vodafone Idea MTNL Yes 4 4 4 4 No 1 1 1 1 As according to the above table 16 (80%) out of the total 20 interviewed people in all the above four specified Indian mobile service providers are of belief that India is potentially one of the most exciting mobile service providers in the world. No 1 0 1 1 1 Yes 4 2 4 4 6 AirTel 8 Vodafone 4 10 Idea 12 MTNL 4 14 16 18 72 . whereas some 4 (20%) of them do not agree to this view.FINDINGS 1.

Do you find that the government’s telecom policy has had the most radical impact on the development of mobile service providers? Company Airtel Vodafone Idea MTNL Yes 4 3 3 5 No 1 2 2 -- As according to the above table 15 (75%) out of the total 20 interviewed people in all the above four specified Indian mobile service providers find that the government’s telecom policy has had the most radical impact on the development of mobile service providers. whereas some 5 (25%) of them deny this.5 4 3.5 1 0. 5 4.5 3 2.5 0 Yes No AirTel Vodafone Idea MTNL 73 .2.5 2 1.

5 2 1. Do you believe that one of the challenges facing mobile operators in India is the diversity of the coverage regions? Company Airtel Vodafone Idea MTNL Yes 2 3 3 2 No 3 2 2 3 As according to the above table 10 (50%) out of the total 20 interviewed people in the mobile service providers are of belief that one of the challenges facing mobile operations in India is the diversify of the coverage regions.5 0 Yes No AirTel Vodafone Idea MTNL 74 . whereas interestingly another 10 (50%) of them deny this.3.5 1 0. 3 2.

5 2 1.4.5 1 0. does you find that mobile service providers is a very complex standard? Company Airtel Vodafone Idea MTNL To some extent (1-5) 3 2 2 3 To great extent (6-10) 2 3 3 2 As according to the above table 10 (50%) out of the total 20 interviewed people in all the above four major the mobile service providers in Indian Cellular industry find only to some extent that GSM is a very complex standard. whereas the another 10 (50%) respondents find to great extent that mobile service providers is a very complex standard. 3 2. To what extent.5 0 To some extent To great extent AirTel Vodafone Idea MTNL 75 .

Do you believe that mobile service providers comes close to fulfilling the requirements for a personal communication system? Company Airtel Vodafone Idea MTNL Yes 9 8 8 5 No 1 2 2 5 As the above shows 30 (75%) out of total 40 respondents are of the belief that mobile service providers comes close to fulfilling the requirements for a personal communication system.CONSUMER LEVEL 1. 3 2 No 2 2 MTNL Idea Vodafone 2 AirTel 3 3 3 Yes 76 . whereas 10 (25%) of them are in no way to this belief.

No 1 0 3 2 2 Yes 9 5 10 AirTel 7 15 Vodafone Idea 8 20 MTNL 25 8 30 35 77 . Do you find that mobile service providers as the most exciting and satisfying mobile standard? Company Airtel Vodafone Idea MTNL Yes 9 7 8 8 No 1 3 2 2 As the above shows 32 (80%) out of total 40 respondents find that mobile service providers as the most exciting and satisfying mobile standard. whereas the remaining 8 (10%) respondents deny this.2.

Do you believe that your service provider has a genuine commitment to creating a modern and efficient communications? Company Airtel Vodafone Idea MTNL Yes 10 8 10 8 No -2 -2 As the above shows 36 (90%) out of total 40 respondents are of the belief that their service providers have a genuine commitment to creating a modern and efficient communications whereas the remaining 4 (10%) respondents deny this.3. 2 0 No 2 0 MTNL Idea Vodafone 8 10 AirTel Yes 8 10 SWOT ANALYSIS 78 .

STRENGTHS • • • • • • • Cost advantage Current leaders in quality service Largest distribution network Ability to constantly innovate Highly skilled workforce Entrepreneurial zeal Airtel’s increased equity and market cap. WEAKNESSES • • • • • To prove credibility Price pressures Need for Government support Awareness Sales and Marketing 79 .

• • • • Attain higher value services Collaborative business needs to be explored Vertical repeatable solutions. THREATS • Foreign investment • • Global trends moving from GPS to WLL.OPPORTUNITIES • • To sustain passion and commitment Airtel’s market share increasing at other service provider expense. Thus opportunity to wipe it out. Lack of global parity in telecom tariff • Other competition 80 . Low penetration level in rural markets.

81 . Call conferencing is also another feature Airtel provides. Also good no. Also the company is now providing more services like the door to door services which is you dial the Airtel customer care and would like to send someone flowers the Airtel company delivers those flowers to the person concerned. these statistics imply a bright future for the company.CONCLUSION From above the details I conclude that 70% Airtel users preferred to remain with Airtel. of users who were willing to switch from their respective subscribers showed interest in Airtel. Hence. Also Airtel is providing free text messaging service and free voice mail service.

• Moe Rahnema. T.M. 1994. Two User Location Strategies for Personal Communication Services. In D. In EUROCON 88. • Robert G. Overview of the GSM System and Protocol Architecture.BIBLIOGRAPHY • Bernard J. McGrawHill New York. Artech House. Radio Equipment for GSM. Balston and R. April 1993. Winch.V Macario. Mallinder. 1(1). • • • • Vodafone Airtel Idea MTNL 82 . June 2005. • C. 1993. Watson. • Seshadri Mohan and Ravi Jain.C. IEEE Personal Communications. editors. Boston. Cellular Radio Systems. Specification Methodology Applied to the GSM System. Telecommunication Transmission Systems. 1993. IEEE Communications Magazine.

Do you believe that one of the challenges facing mobile operators in India is the diversity of the coverage regions? Company Airtel Vodafone Yes No 83 . Do you find that the government’s telecom policy has had the most radical impact on the development of mobile service providers? Company Airtel Vodafone Idea MTNL Yes No 3. Do you believe that India is potentially one of the most exciting mobile service providers in the world? Company Airtel Vodafone Idea MTNL Yes No 2.QUESTIONNAIRE NAME: ____________________________________ ADDRESS: ____________________________________ OCCUPATION: ____________________________________ 1.

Idea MTNL 4. To what extent. does you find that mobile service providers is a very complex standard? Company Airtel Vodafone Idea MTNL To some extent (1-5) To great extent (6-10) 84 .

CONSUMER LEVEL 1. Do you believe that your service provider has a genuine commitment to creating a modern and efficient communications? Company Airtel Vodafone Idea MTNL Yes No 85 . Do you believe that mobile service providers comes close to fulfilling the requirements for a personal communication system? Company Airtel Vodafone Idea MTNL Yes No 2. Do you find that mobile service providers as the most exciting and satisfying mobile standard? Company Airtel Vodafone Idea MTNL Yes No 3.

Sign up to vote on this title
UsefulNot useful

Master Your Semester with Scribd & The New York Times

Special offer for students: Only $4.99/month.

Master Your Semester with a Special Offer from Scribd & The New York Times

Cancel anytime.