MP Immanuel.

COCHIN ARTS & SCIENCE COLLEGE
A STUDY ON EMPLOYEE MOTIVATION HAS BEEN

CONDUCTED IN AIRTEL
Submitted in partial fulfilment of requirements for the award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION
MAHATMA GANDHI UNIVERSITY, KOTTAYAM
Submitted by
IMMANUEL THOMAS JOHN
Reg. No. 190021086253

Under the guidance of
Asst Prof: HARIKRISHNAN.V.S
DEPARTMENT OF BUSINESS ADMINISTRATION
Cochin Arts and Science College – Manakkakadavu
Cochin Arts and Science College – Manakkakadavu
(Approved by Government of Kerala and Affiliated to MG University) M a r c h

2022
DECLARATION
I, IMMANUEL THOMAS JOHN , Sixth semester BBA student of Cochin Arts and Science
College Manakkakadavu, do here by declared that this report on topic EMPLOYEE
MOTIVATION HAS BEEN CONDUCTED IN AIRTEL, in partial fulfillment of required
for the award of Bachelor of Business Administration, is a confide work done by me
under the supervision and guidance of HARIKRISHNAN.V.S . I also declare that this
report has not been previously formed the basis of award of any degree, diploma,
associate ship, fellow ship or any other similar title of this or any other university or
institution.
Place: Name of Student: IMMANUEL THOMAS JOHN
Date:
DEPARTMENT OF BUSINESS ADMINISTRATION
COCHIN ARTS AND SCIENCE COLLEGE
MANAKKAKADAVU, KUMARAPURAM. P.O, ERNAKULAM – 683565
(Approved by Govt: of Kerala & Affiliated to Mahatma Gandhi University Kottayam)
(2019-2022)
CERTIFICATE
This is to certify that the project report entitled “ EMPLOYEE MOTIVATION HAS BEEN
CONDUCTED IN AIRTEL ” is a bonafide record of the work done by , IMMANUEL THOMAS
JOHN, Reg. No: 190021086253 submitted in partial fulfilment of the requirement for the
award of the Degree of Business Administration of Mahatma Gandhi University, Kottayam
during the period 2022. It is also certified that this project work has not formed part of
any other Degree/ Diploma / Fellowship or other similar title by this candidate.
Internal Project Guide Head of the Department
Submitted for the examination held on:
External Examiner
COCHIN ARTS AND SCIENCE COLLEGE
MANAKKAKADAVU, KUMARAPURAM. P.O, ERNAKULAM – 683565
(Approved by Govt: of Kerala & Affiliated to Mahatma Gandhi University Kottayam)
(2019-2022)
CERTIFICATE
This is to certify that the project report entitled “ EMPLOYEE MOTIVATION HAS BEEN
CONDUCTED IN AIRTEL ”” is a Bonafide record of the work done by , IMMANUEL THOMAS
JOHN, Reg. No: 190021086253 submitted in partial fulfilment of the requirement for the
award of the Degree of Business Administration of Mahatma Gandhi University, Kottayam
during the period 2022. It is also certified that this project work has not formed part of any
other Degree/ Diploma / Fellowship or other similar title by this candidate.
Head of the Department Principal

ACKNOWLEDGEMENT
I humbly how my head before the Almighty God for the unveiling of these results
otherwise it would have been impossible.
I would like to extent my sincere gratitude to Dr. Renjiith.K.P, Principal,
COCHIN ARTS & SCIENCE COLLEGE Manakkakadavu for granting me the permission
guidance and facilities to do the project.
I am grateful to Mrs. BINDHU S.K, HOD, BBA Department for the sincere and constant
support, that I have received throughout my academic carrier.
I express my profound gratitude to HARIKRISHNAN.V.S , Asst. Professor, BBA Department

for his guidance and support during the course of the project.
I would like to express my sincere gratitude to my dear parents and friends for their
support and coordination rendered to me to make this project a success and also would
like to acknowledge my deepest regards to all the teachers of COCHIN ARTS & SCIENCE
COLLEGE Manakkakadavu for their impartial help, support and guidance towards the
project. Finally, I thank all those who help me directly and indirectly to carry out this
project successfully.
IMMANUEL THOMAS JOHN

TITLE OF CONTENTS
PAGE
Sl. No. CHAPTERS
NO.
1 AN OVERVIEW OF THE INDUSTRY
1.1 Brief History of the Industry 9
1.2 Business Process of the Industry 10-17

1.3 Market Demand and Supply – Contribution to GDP –
18-21
Revenue Generation
1.4 Level and Type of Competition – Firms Operating in the
22-24
Industry
1.5 Pricing Strategies in the Industry 25-28

1.6 Industrial performance Global, National and Regional
29-32
basis
1.7 Prospects and Challenges in the Industry 33-39
2 COMPANY PROFILE
2.1 Brief History of the Organization and current Board of
41-44
Directors / Organizational chart
2.2 Mission/Vision Statement and Quality policy
45-46
followed/Quality certification attained
2.3 Business Process of the Organization – Product profile 47-48

2.4 Customers of the Organization – Level of Operations
49-51
(Global/National/Regional)
2.5 Competitors of the Company 52-55
2.6 Strategies – Business, Pricing, Management 56-58
2.7 CSR Activities 59-62

2.8 Export / Import 63
2.9 Collaborations & Expansion Plans 64-66
2.10 SWOT Analysis of the Company 67-69
3 DISCUSSION
3.1 Literature Review – Advertising strategy 71-80
3.2 Objective assessment of the Company & Industry
3.3 Objective assessment of literatures gathered under

81-84
Advertising strategy
3.4 Contributions by the student 85-87
4 CONCLUSION 90-2
BIBLIOGRAPHY 93
CHAPTER 1
AN OVERVIEW OF THE INDUSTRY
8
1.1 Brief History Of The Industry
History Of Indian Telecommunications Started In 1851 When The First Operational Land
Lines Were Laid By The Government Near Calcutta (Seat Of British Power). Telephone
Services Were Introduced In India In 1881. In 1883 Telephone Services Were Merged With
The Postal System. Indian Radio Telegraph Company (Irt) Was Formed In 1923. After
Independence In 1947, All The Foreign Telecommunication Companies Were Nationalized
To Form The Posts, Telephone And Telegraph (Ptt), A Monopoly Run By The Government’s
Ministry Of Communications. Telecom Sector Was Considered As A Strategic Service And
The Government Considered It Best To Bring Under State’s Control.
The First Wind Of Reforms In Telecommunications Sector Began To Flow In 1980s When
The Private Sector Was Allowed In Telecommunications Equipment Manufacturing. In
1985, Department Of Telecommunications (Dot) Was Established. It Was An Exclusive
Provider Of Domestic And Long-Distance Service That Would Be Its Own Regulator
(Separate From The Postal System). In 1986, Two Wholly Government-Owned Companies
Were Created: The Videsh Sanchar Nigam Limited (Vsnl) For International
Telecommunications And Mahanagar Telephone Nigam Limited (Mtnl) For Service In
Metropolitan Areas.
In 1990s, Telecommunications Sector Benefited
From The General Opening Up Of The Economy. Also, Examples Of Telecom Revolution In
Many Other Countries, Which Resulted In Better Quality Of Service And Lower Tariffs, Led
Indian Policy Makers To Initiate A Change Process Finally Resulting In Opening Up Of
Telecom Services Sector For The Private Sector. National Telecom Policy (Ntp) 1994 Was
The First Attempt To Give A Comprehensive Roadmap For The Indian
Telecommunications Sector. In 1997, Telecom Regulatory Authority Of India (Trai) Was
Created. Trai Was Formed To Act As A Regulator To Facilitate The Growth Of The Telecom
Sector. New National Telecom Policy Was Adopted In 1999 And Cellular Services Were
Also Launched In The Same Year.
9
10
1.2 Business Process Of The Industry
Strategic Management Process Airtel Industry: Telecom

The Indian Telecommunications Industry Is One Of The Fastest Growing In The World,
With About 19 Million Additions A Month. The Industry Has Witnessed Consistent Growth
During The Last Year On The Back Of Rollout Of Newer Circles By Operators, Successful
Auction Of Third- Generation (3g) And Broadband Wireless Access (Bwa) Spectrum,
Network Rollout In Semi- Rural Areas And Increased Focus On The Value Added Services
(Vas) Market.
There Have Been Several New Entrants In The Markets Lately. This Has Led To Ever
Lowering Tariffs And A Decrease In The Revenue Of Existing Players. Fresh Acquisition Of
Customers Is No Longer A Guarantee To Increase In Revenue. Consequently, In Addition
To The Lower Calling Rates, The Operators Have Been Forced To Provide A Host Of Value
Added And Auxiliary Services. To Retain Its Leadership Position, Airtel Is Already Leading
The Way In Areas Of Mobile Commerce, Banking Etc.
As The Indian Telecom Industry Enters Its Third Phase, Growth In The Markets Is Bound
To Mirror The Growth In The Economy. This Provides Valuable Pointers To The Next
Driver Of Growth – The Rural India – Where Mobile Penetration Levels Still Remain An
Abysmal 15%. Airtel Has Been Looking To Expand And Learn In The Rural/Low Income
Market Segment. Airtel Has Already Ventured Into Providing Mobile Financial Services,
Mobile Money Transfers To Customers In Rural Areas, Further Leveraging Its Existing
Base Of Cellular Subscribers.
Porter’s Five Forces (Cellular Service)

• Threat Of New Entrants – Medium
1. Has Been Following A “Liberal Regulatory Regime” To Encourage Greater Competition .
Withbetter Quality And Affordable Prices”
2.The Government Presently Allows Fdi Of 76% In The Sector, Encouraging Foreig
Players To The Indian Market.
3. Capex Requirements And Strict Licensing Policy Hinders Entry
11
• Bargaining Power Of Buyers -Very High

1. Lack Of Product Differentiation- There Are Short Term Gains That One
Player May Have From Innovation/ First Mover Advantage Into A New
Value Added Service
2. Extremely Low Switching Costs In Moving From 1 Service Provider To Another

3. Multiple Service Providers- Very Wide Variety Of Choice For The Customers.
Competitive Landscape Implies Consistently Better Offers And Deals For Customers.
• Bargaining Power Of Suppliers-Very Low

Airtel Outsources Most Of Its Operations. Since Contracts Are Allocated To The Highest
Bidder, Airtel Only Looks At Getting The Best Deal. This Mechanism Provides Airtel With A
High Degree Of Flexibility. For Eg. Network Outsourcing/Maintenance Partners:
Ericsson(15 Circles), Siemens (7 Circles), Huawei, It System Partner: Ibm, Tower
Maintenance And Other Infrastructure: Bharti Infratel And Indus Towers.
• Pressure From Substitutes-High

The Communications Space Is Very Dynamic With New Technology (3g And 4g) And
Products Flooding The Market. Mobile Services Are Competing With Products Such As,
Wired- Lines,Cdma, Video Telephony, Tata/ Reliance- Walky Phones, Internet Telephony-
Skype, Google, Fring Etc, Vsat Phones.Additionally, Data Services On Cellular Phones Have
Become An Essential Product Feature. On This Front, Mobile Services Face A Significant
Threat From Local Isps, Broadband Service, Leased Lines, Blackberry And Ipad.
•Current Rivalry – Medium-High

Airtel Is The Current Market Leader In The Mobile Service (Gsm) Sector With 31% Market
Share. Vodafone, Bsnl, Idea Are Its Major Competitors
12
Competitive Advantage
Airtel Has The Following Competitive Advantages:
 Strategic Alliances: Acquisitions And Jvs Airtel Has Been Entering Into Various Jvs
And Acquisitions To Increase Its Footprint As Well As Global Presence. The Firm
Has Stake In Jt Mobiles, Sky Cell Etc. With The Acquisition Of Zain And Other
Players, Airtel Has Used This Strategy Effectively To Become A Global Player
 Outsourcing: Airtel Has A Clear Outsourcing Strategy. It Outsources All Its

Functions Except Marketing, Sales And Finance; This Has Helped The Firm Focus
On Its Core Competencies. Further Due To Its Market Leadership Position And
Volume Of Its Operations, There Are Multiple Bidders; Which Has Ensured High
Quality Service/Products For Airtel
 Supplier Relationship: Airtel Has Strong Relationships With Its Suppliers. It Relies
On Bharti Infratel For Towers, Ibm For It Systems Etc. It Is Able To Sustain Its
Innovative Business Model By Focusing On Relationship Management With
Vendors
 International Presence: Airtel’s Global Presence And Deep Pockets Are A Source Of
Competitive Advantage For The Firm. Value Chain Analysis. The Traditional Mobile
Industry Value Chain Basically Involved The Mobile Operator, Service Provider,
Device Manufacturer And The Customer. However The Mobile Services Industry Is
Rapidly Evolving With Value Added Services, Data Services Etc. Gaining
Significance.
These Are A Very Profitable Revenue Stream For The Service Provider. For Example In The
Value Added Services Segment, The Network Operator Keeps About 60% Of Revenue, The
Technology/Software Developer Retains About 25%, While The Content Provider Gets
About 20% Of The Revenue From Value Added Services (Source: Imrb Research).
With M-Commerce Contents Becoming Increasingly Important In The Value Chain, It Is

Seen That The Operator Share In The Value Chain Has Been Declining. Airtel Has Been
Tying Up With Entertainment Providers, Fmcgs, Insurance Companies To Maintain A Share
In The Value Chain. From A Strategy Perspective, This Should Be One Of The Focus Areas
For Airtel.
13
14
Business Level Strategy

Airtel Cellular Service Follows A Cost Leadership Strategy. The Market Focus Is Broad- With
The Firm Catering To 137 Million Customers As Of Fy10. Further, Since Differentiation Is
Very Short Lived And Immediately Imitated By Competitors; Firms Attempt To Maintain A
Cost Advantage Over Their Competitors. Airtel Has Maintained Its Cost Leadership By
Reducing Its Operational Costs And Its Unique Business Model Which Outsources All Major
Functions Except, Sales, Marketing And Finance. Differentiation Is Also Attempted With The
Help Of Value Added Services. While There Are Several Player In The Market, Including The
New Entrants, Bharti- Airtel, Rcom And Bsnl Are The Only Players To Gain A Differential
Advantage On The Account Of Existing Infrastructural Capability.
 Differentiation Focused
 Differentiation
 Cost Leadership- Airtel
 Cellular Focused Cost
 Integrated
 Competitive
 Scope Narrow
 Broad
 Source Of Competitive
 Advantage Differentiation
 Cost
15
Corporate Level Strategy

Bharti Airtel Has Been Divided Into Distinct Business Units, As Follows:
 The Mobile Services Division Is Probably The Most Valuable Division Of Bharti
Airtel. Airtel Offers Gsm Mobile Services In All The 23-Telecom Circles Of India And
Is The Largest Mobile Service Provider In The Country, Based On The Number Of
Customers. It Provides Numerous Value Added Services Such As Mobile Apps, Hello
Tunes, M-Commerce, Wireless Internet Etc.
 The Airtel Telemedia Services Division Provides High Speed Broadband Internet
And Related Services. It Also Provides Landline Service In 93 Cities Across India. It
Also Launched Its Dth Services In 2008 And Is Present In More Than 150 Cities
Now.
 The Enterprise Services Division Provides A Diverse Portfolio Of Services To Large
Enterprise And Carrier Customers. This Division Is Further Divided Into Two Unite:
Carrier Business Unit And Corporate Business Unit.
 The Corporate Business Unit Provides End To End Telecom Solutions To India’s
Large Corporate. It Specializes In Providing Customized Solutions To Address The
Unique Requirements Of Different Industry Verticals.
 The Carrier Business Unit Provides Long Distance Wholesale Voice And Data
Services To Carrier Customers As Well As To Other Business Units Of Airtel. It Is
Present In Significant Capacity In The International Arena As Well.
 The Digital Tv Services Provides Customers With A Unique Tv Viewing Experience
With A Wide Variety Of Channels And Programmes And With The On-Demand
Content On Airtel Live. The International Business Group Deals With All Of Airtel’s
Operations Outside India And South Asia.
16
Bharti Airtel Has Comparatively Low Levels Of Diversification, And It Follows A Dominant
Business Strategy. The Second Quarter Financials Of Airtel Show That Its Mobile Services
Division Had A Gross Revenue Of Rs. 8099 Crore, Which Is Roughly 82% Of Its Total
Revenue Of Rs. 9846 Crore. Thus Its Mobile Services Division Is Its Dominant Business. The
Reasons For Airtel To Diversify Are Purely Based On Value Creation. As All Its Divisions
Focus Mainly On Telecommunication And Related Technologies, The Transfer Of Core
Competencies Becomes Much Easier And Much More Useful. Moreover Sharing Activities
And Resources, Especially Technological Knowledge, Is Very Helpful And Creates A Positive
Synergy For Airtel. It Also Gives Airtel To Increase Its Market Power By Engaging In
Multipoint Competition With Competitors Such As Tata. Further It Provides Efficient
Internal Capital Allocation Opportunities To Airtel, As The Retained Earnings From Its
Hugely Profitable Mobile Services Can Be Put To Good Use In Other Divisions.
Value Creation Through Diversification

Airtel Seeks To Create Value Through Diversification By Moving Across Businesses That
Share Both Operational And Corporate Relatedness. With This Approach, It Expects To
Achieve High Resource Sharing And Consequently, Significant Cost Reduction. It Looks At
Operational Relatedness Since A Number Of Its Businesses Operate Across Similar
Technologies And Thus The Platform For A Given Product Can Be Used Directly For
Extending The Service From A Completely New Product. As An Example, The Cables For A
Telephone Connection Provided By Airtel Can Be Used To Provide Broadband Service To
The Customer Without Any Significant Change In Infrastructure. The Skills Required From
The Technicians Are Also Not Very Different And Thus Economies Of Scale Are Quite
Possible. The Same Logic Can Be Extended To Exploring The Corporate Relatedness. All
The Diversified Businesses Require Similar Managerial And Technical Expertise As Can Be
Seen In The Example Provided Above.
In Pursuing This Strategy, Airtel Will Have To Be Conscious Of The Fact That It Can Lead
To Diseconomies Of Scope. This Can Arise Primarily From The Very Factor Which Airtel Is
Banking On – Similarity Across Its Businesses. A Wrong Move In Any One Of The
Businesses Can Spill Over To Its Other Business And Cause Repercussions Even In The
Short Term. This Is The Very Reason That The Organization Cannot Afford To ‘Go Easy’ On
Any Of Its Domains And Needs To Keep Up To Speed In All Its Businesses.
17
International Strategy
Today Bharti Airtel Operates In 19 Countries Throughout The World. Apart From Being The
Largest Cellular Service Provider In India, It Is The Fifth Largest Telecom Operator In The
World. It Has About 207.8 Million Subscribers Worldwide – 152.5 Million In India, 50.3
Million Are In Africa. This Has Helped Airtel To Increase Its Global Market Share And
Revenues Significantly.
 International Business Level Strategy

We Will View This In Further Detail Using Porter’s Determinants Of National Advantage Model.
It Is Worth Noticing Here That After The Indian Subcontinent, Airtel’s Main Region Of
Operation Is Africa. It Is Possible That The Company Found It Attractive To Enter Africa
Because Due To Its Economic Conditions, Countries There Would Be Lacking In Necessary
Factors Of Production. Domestic Companies In Africa Would Be Lacking In Technological
Resources,Human Resources, And Capital Necessary In The Telecommunications Sector. On
The Other Hand, There Is No Lack Of Such Resources In India. This Is One Of The Major
Reasons Why Airtel Chose To Expand There. Although The Demand For Services Provided
By Airtel Is Increasing At A Rapid Pace In India, There Is Still A Lot Of Competition And The
Demand Is Smoothing Out Slowly. To Further Increase Its Revenues And Market Share
Airtel Has To Expand To Other Nations As Well. Due To The Lack Of Existence Of Bare
Minimum Infrastructure In Africa And The Slow But Steady Increase In Its Economic Well
Being, The Demand Conditions Over There Should Be Very High. The Related And
Supporting Industries Are Also Very Competitive And There Are A Lot Of Players In The
Telecommunication Sector, Like Vodafone, Bsnl And Reliance
 International Corporate Level Strategy
Airtel Has Always Made It A Point To Focus On The Needs Of Customers And Provide
Solutions To Customers According To Their Requirements. For Example, The Mobile
Services That They Offer Vary Even Among The Different States Of India According To
Customers' Preferences. Similarly, The Kind Of Services, Offers, Plans And Value Addition
That They Offer In India Is Very Different Than What They Offer In Other Nations.
For Airtel, Need To Address Local Responsiveness Has Always Been Of The Utmost
18
Importance. On The Other Hand, The Need For Global Integration Is Not Very High. The
Two Business Groups, As Shown Above, Are Distinct From Each Other. Due To The Lack Of
Proximity Of The Locations Where Airtel Operates, And Other Strategic Factors, It Is Best
For Airtel To Have Low Levels Of Global Integration. Bharti Airtel Follows An Integrated
Structure Responsible For All Aspects Of Its Telecom Business In India. Significant
Reorganization Took Place In October 2006 In Line With The Vision Of Making Airtel, The
Most Admired Brand In India By 2010.
19
1.3Market Demand And Supply-Contribution To GDP- Revenue Generation
Demand Supply Gap In Telecom: Outpaced China In The Economic Growth Rate In 2015.
India’s Economy Grew Atan Average Of 7.5% Against The Chinese Economy Which Managed
6.9% Growth. There Are Various Factors That Are Helping The Economic Growth And
Technology And Telecom Significantly Contribute In This Growth. Like Industrialisation In 19 th
Century, Now Is The Era Of Digitisation Andtechnology. By 2020 India Will Have A Population
Of
1.3 Billion, Of Which About 0.8 Billion Will Be Of Workingage.
Although India Has The Demographic Advantage, The Biggest Challenge Is The Lack Of
Appropriate Skills Of The Workforce. To Leverage The Demographic Dividend, There Is An
Urgent Need To Enhance The Quality Of Workforce By Providing Technical Skills And
Expertise That Will Make Them Employable And Will Meet The Corporate Demand In The
Future.
The Growing Adoption Of Telecom Services Has Raised The Demand For Skilled
Workforce. Telecommunication And Technology Has Created A Wide Area Of Employment
Opportunities With Frequent Launch Of New Technologies, Products And Services. The
Government's Dream Project Of Digital India, National Optic Fibre Network, Smart Cities
Also Demand Huge Skilled Workforce. To Cater To The Rising Demand, Telecom Sector
Skill Council (Tssc) And Bharat Broadband Nigam Limited (Bbnl) Had Inked A Pact For
Skill Development In The Telecom Sector In 2014.
Tssc, The Apex Skill Development Body Of The Telecom Sector, Is Helping In Enhancing
Skills Of Over 1.80 Lakh People Across 23 States And 145 Cities And Town Across India.
There Are 130 Affiliated Training Providers, 135 Industry Partners, 4 Affiliating Partners,
10 University Partners And Three State Partners In Gujarat, Kerala And Madhya Pradesh.
The Department Of Telecom (Dot) Along With Pmo Seek Help Of Telecom Service
Providers To Train Students Across Industrial Training Institutes (Itis) In Line With The
Industry's Operational Requirements. The Training Will Focus On Technical Work Relating
To Rollout And Maintenance Of Mobile Networks And Will Be Monitored By The
Department's Skill Development Wing. This Could Not Only Create A Pool Of Skilled Young
Professionals But Also Help In Meeting The Skilled Workforce Demand.
20
There Are Several Upskilling Programs Initiated By It Giants To Provide It Based Skills To
Young Students For Their Future Employability. These Initiatives Can Be Extended To
Different Sectors Like Manufacturing, E-Commerce, Etc. And Further To Students Of Higher
Educational Programs Like Engineering Diploma And Degree Based Schools And Colleges.
The Professional Pool Will Help In Catering To The Skill Demand Domestically And Could
Be An Added Advantage To The Make In India Initiative.
Proliferating These Across The Length And
Breadth Of The Country. Going The Digital Way, Although These Are Good Steps In The Right
Direction, The Question Arises Of Scalability And Learning Virtually On Online And Offline Basis
And Having “Mobile” Trains, Buses And Using Other Imaginative Ways May Help To Address
These Challenges. Needless To Mention, The Local Language Content On An Interactive Platform
Like Gaming Can Accelerate Skillset Development.
The Existing Infrastructure Of Panchayats Can Be Used For The “Last Mile Connectivity”.
Disclaimer: The Views Expressed Are Solely Of The Author And Ettelecom.Com Does Not
Necessarily Subscribe To It. Ettelecom.Com Shall Not Be Responsible For Any Damage
Caused To Any Person/Organisation Directly Or Indirectly.
Telecom Industry May Contribute 8.2 % To Gdp By 2020 By Leveraging 5g
Kolkata: The Telecom Industry’s Contribution To Gdp Is Estimated To Reach 8.2% By

2020, By When Industry Players Are Slated To Also Leverage 5g Technologies To Connect
With Global Markets And Ring In A Fully Networked, Knowledge And Services Economy,
The Economic Survey 2018-19 Said Thursday. The Modi Government Plans To Make India
5g-Ready By 2020, And Has Signalled Plans To Auction 5g Spectrum Later This Year.
“For India, 5gprovides An Opportunity For Industry To Reach Out To Global Markets;
Consumers To Gain Economies Of Scale And Citizens To Reap Benefits Of Doorstep
Governance And Availability Of Services, Medical Support, Benefit Transfers, Education,
Entertainment And Also Build A Digital Payments, Knowledge And Services Economy,” The
Survey Said. The Arrival Of Ultra-Fast Sg Wireless Broadband Technology, It Said, Would
Ring In An Era Of Inter-Connected Smart Devices On A Massive Scale That Would Help
21
Unlock The Transformational Impact Of Machine To Machine (M2m) And Internet Of

Things (Iot) Technologies For Citizen-Centric Services In India.
Upcoming 5g Technologies, It Said, Are Set To Contribute $2.2 Trillion To The Global
Economy Over The Next 15 Years, With Key Sectors Such As Manufacturing, Utilities, And
Professional/Financial Services Set To Benefit The Most.
Last Year, The Telecom Regulator Had Recommended
The Sale Of About 8,644 Units Of Frequencies Across Eight Bands, Including 4g Airwaves
In The 700 Mhz, 800 Mhz, 900 Mhz1800
Mhz, 2300 Mhz And 2500 Mhz Bands, And A Debut For
5g Spectrum In The 3.3-3.6 Ghzband, Which Is Collectively Estimated To Rake In Rs 5.6
Lakh-Crore For The Government At Base Prices. But The Digital Communications
Commission (Dcc), The Apex Decision Making Wing Of The Department Of
Telecommunications (Dot), Recently Asked The Sector Regulator To Review Its
Recommendations, Including The Pricing And Quantum Of Spectrum To Be Auctioned,
Giving A Shaft Of Hope To Industry That Base Prices Could Be Lowered For What Is Likely
To Be India’s Largest-Ever Spectrum Sale.
The Survey Said India’s Mobile Services Industry Had Witnessed Exponential Growth,
Driven By Affordable Tariffs, Wider Availability, Expanding 4g Coverage And Roll Out Of
Mobile Number Portability That Have Led To Evolved Consumption Patterns. The Mobile
Industry, It Said, Already Supports About 6.5% Of India’s Gdp, Citing A Report Collated By
London-Based Gsma.
Mobile Technologies And Services, It Added, Generated “4.6% Of Gdp Globally In 2018,” A
Contribution That Amounted To $3.9 Trillion Of Economic Value Added, Noting That By
2023, “Mobile’s Contribution Would Reach $4.8 Trillion, Or 4.8% Of Gdp”. The Wider
Mobile Ecosystem, It Said, Supported A Whopping 32 Million Jobs (Directly And Indirectly)
And Also Made A Substantial Contribution To The Funding Of The Public Sector With
Nearly $500 Billion Raised Through General Taxation (Before Regulatory And Spectrum
Fees).
The Survey Also Noted That The Quantum Of Foreign Direct Investment (Fdi) Inflows In
22
Fy19 Stood At $2.67 Billion, Which Was More Than Double The $1.3 Billion Level
Witnessed In Fy16. But The Quantum Of Fdi Inflows Into India’s Telecom Sector In Fy19
Was Well Below $6.21 Billion Level Scaled In Fy18.
Telecom Minister Ravi Shankar Prasad, However, Recently Told Parliament That The Fall
In Telecom Fdi Inflows In Fy19 Compared To Fy18 Levels Could Not Be Blamed On Either
Financial Stress In The Sector Or Regulatory Uncertainty. Prasad Had Said The Quantum
And Nature Of Fdi Inflows Hinges On Many Factors, And No Specific Reasons Could Be
Attributed For Increase Or Decrease In Fdi On A Year-To-Year Basis.
23
1.4 Level And Type Of Competition- Firm’s Operating In The Industry
Telcos Find New Ways To Take On Competition
The Entry Of Reliance Jio Set Off A Price War In India’s Telecom Market. The Unlimited
Voice Calls And Data Services Offered At Cheap Prices Have Seen Profits Plunge For Airtel
And Vodafone. The Intense Competition And Pricing Pressures Are Likely To Continue.
However, The Two Other Key Players Are Now Preparing To Face The Challenges Through
New Strategies. Here Is How They Plan To Do It.
Focus On Quality Customers

The Turmoil After Jio’s Entry In 2016 Led To A Pile Up Of Huge Debt For Existing Telecom
Players And Triggered Consolidation, Leaving Three Key Players – Vodafone Idea, Bharti
Airtel And Reliance Jio – To Compete. Both Vodafone Idea And Bharti Airtel Have Since
Been Having A Tough Time Holding On To Their Subscribers And Maintaining Arpu- The
Average Revenue Per User, A Metric That Measures The Amount Of Money Generated
From An Individual Customer. Bharti Airtel’s Arpu, Which Stood At 196 In June 2016,
Declined To 104 By December 2018, As The Company Reduced Rates To Fight The Price
War.
Similarly, Idea Cellular In June 2016, Before The Merger With Vodafone India, Had An Arpu Of
175 Which Fell To 189 In December 2018. However, The Two Players-Bharti Airtel And
Vodafone Idea, Now Have A Strategy To Fight Out Reliance Jio. They Have Decided To
Focus On Fewer And Better-Paying Customers To Improve Revenue (For Jio, Mostly
Customers On Low Value Plans Are The Target).
Both Airtel And Vodafone Idea Introduced Minimum Recharge Plans And Increased Their
Retail Tariffs To Wean Out The Non-Paying Customers. Since The March 2019 Quarter, The
Arpu Of Both The Companies Have Increased. In The Recent June Quarter, Airtel’s Arpu
Grew 23 Per Cent Y-O-Y To *129 And For Vodafone Idea It Grew 17 Per Cent Y-O-Y To
*108.
Airtel And Vodafone Idea Are Also Providing Various Offers And Deals To Retain Quality
Customers And Attract New Subscribers.
24
Airtel Has Created A Loyalty Programme – Airtel Thanks. This Programme, Launched In
September 2018, Offers Rewards, Perks And Privileges. For Instance, The Perks And
Privileges Include Amazon Prime Membership, Access To Netflix And Exclusive Content
From Zee6, Hooq And Eros Now, Along With Norton Mobile Security. Subscription. These
Offers Are Available Across The Company’s Services-Pre-Paid, Postpaid And Broadband.
This Is Expected To Not Only Increase Data Consumption But Also Bring New Subscribers.
Vodafone Idea Too Has Been Offering Benefits, In Terms Of Video Streaming, Access To Ott
Platforms Such As Amazon Prime And Play.
Playing On Demand
With Players Offering More Data At Rock-Bottom Prices, India’s Data Consumption Has Sky
Rocketed In Recent Years. It Has Moved Up From 278 Mb (Megabytes) In March 2015, To
9.06 Gb (Gigabytes), In March 2019, As Per Trai Data. To Monetise The Increasing Demand
For Data And Attract Those Buying It To Opt For Premium Plans, Airtel Plans To Shut
Down 3g Network Across All Circles By The End Of Fy20. This Is Intended To Free Up
Network, Ensure Better Capacity For 4g Usage, And Boost Its Arpu.
Airtel Has Seen An Increase In Its Data Consumption Per Customer Per Month – From 7.8
Gb In June 2018, It Stands At 11.9 Gb In The Latest June Quarter. This Is Higher Than Jio’s
Data Consumption Of 11.4 Gb.
Pressure To Continue
As Jio Is Unlikely To Increase Its Tariffs, The Pricing Pressure Is Only Set To Continue. This
Will Not Only Erode The Subscriber Base Of The Other Telcos But Also Hamper Their Arpu
Growth. As Mobile Services (Includes Voice And Data) Account For Majority Of Revenue To
The Telecom Companies, They Have To Ramp Up Deals And Offerings To Taken On The
Competition And Retain Their Customers. This Is Particularly Important For Vodafone Idea
As Over 80 Per Cent Of Its Revenue Is From Mobile Services. Bharti Airtel May Handle It
Better. The Company Derives 50 Per Cent Of Its Revenue From Other Segments Including
Airtel Business (Communication And Data Services To Businesses, Government And Other
Enterprises), Home Services (Landline And Broadband Connection), Dth, And Tower
Infrastructure. Mobile Services Account For The Remaining 50 Per Cent Of Airtel’s Business.
25
However, Now, The Launch Of Jio Fiber – Which Offers Landline And Broadband Services,
Free Tv, Dth Connection And Free Ott (Over The Top) Connection (Jio Tv, Jio Cinema),
Could Be A Fresh Blow To Bharti Airtel’s Businesses Including Home Services And Dth
Services.
26
1.5 Pricing Strategies In The Industries
Airtel Price/Pricing Strategy

Below Is The Pricing Strategy In Airtel Marketing Strategy:
Airtel Follows A Competitive Pricing Strategy Because Of The Huge Competition In
Telecom Segment In India From Competitors Like Reliance Jio, Vodafone Etc. The Pricing
Strategies Of All Telecom Companies Are Monitored By Telecom Regulation Authority Of
India To Ensure Fair Prices Are Being Charged To All Customers. Hence, Despite
Regulation, The Most Important Aspect In The Pricing Strategy In The Marketing Mix Of
Airtel Is Based On Competitive Pricing Strategy. Airtel Provides Flexibility To Its Customer
To Choose And Customize Their Plan According To Their Preference And Pay Tariff
According To Chosen Pack (Eg. Myplan Service To Customer To Choose Their Plan And Pay
Price Accordingly). The Aim Of Airtel’s Pricing Strategy Is Customer Retention By
Providing Them With Combo Offers To Boost Revenue. Airtel Pricing Strategies In
Broadband Segment Is Also Of Very Low Cost And Attracts Huge Customer Base To Avail
Affordable Plans. Airtel Faces Tough Competition In Terms Of Price War With Other
Telecom Companies Like Reliance Jio And The Customer Loyalty For Any Telecom
Company Is Nearly Zero And Entirely Dependent On Price Of Services, So Airtel Offers Its
Basic Product Like Call, Data, Sms And Other Value Added Services At A Cheap Rate
Airtel Place And Distribution Strategy

Following Is The Distribution Strategy Of Airtel:
Airtel Sells Its Service Through Distributers And Retailers, Which Form The Basis Of Place
Strategy In The Marketing Mix Of Airtel. Airtel Has Got A Wide Distribution Network
Which Spans Across 20 Countries. Airtel’s Intensive Distribution Network Enables It To
Cover The Remotest Area. Airtel Uses Retail Stores, Convenient Stores, Roadside Stalls Etc
To Makeits Service Available To Customers. Airtel Makes Its Service Available Through
Businesses Like Paan Shops, Chemist’s Shops, Groceries Shops Etc. Airtel Has Also
Launched ‘Project Leap’ In The Year 2015 To Expand Its Coverage To Over 5 Lakh Villages.
Under This Project, Airtel Will Spend 60 Thousand Crores Over A Period Of Next Three
Years To Expand Its Network And Make Its Services Available Across India.
Airtel Also Offers A Dedicated 24 Customer Support Service Team Which Can Be Reached
Online Or Through Telephone To Report Any Issue Or Solve Customer Queries.
27
Airtel Promotion And Advertising Strategy

The Promotional And Advertising Strategy In The Airtel Marketing Strategy Is As Follows:
Airtel Is An Established And Well Known Brand In Telecom Sector. Airtel Organizes A Strong
Promotional Campaigns For Its Services Utilizing All Media Channels From Tv, Print, Events,
Social Media Etc. Hence The Promotion Strategy In The Marketing Mix Of Airtel Is Extremely
Comprehensive I.E. They Do A 360 Branding. Airtel Has Used All The Big Celebrities To
Endorse Their Services Like Shahrukh Khan, Ar Rehman, Sachin Tendulkar, Vidya Balan Etc.
Airtel Has Also Organized Some Famous Marketing Campaigns To Target Youth Audience And
Build Its Brand Like ‘Har Ek Friend Zaroori Hota He’ And ‘Jo Tera Hain Wo Mera Hain’. Airtel
Also Sponsors Various Events Like Cricket Matches, Grand Prix Etc And Organized Events Like
Airtel Delhi Half Marathon Etc Under Their Community Development Programme And Brand
Promotion. Airtel Has Also Got A Good Presence On Social Media Like Facebook, Twitter Etc.
Which It Uses For Its Service Promotion And Solve Queries Of Customers. Airtel Also Engages
In Public Relations Like Education Campaigns, Girls Child Awareness Campaigns Etc. Since This
Is A Service Marketing Brand, Here Are The Other Three Ps To Make It The 7ps.
Marketing Mix Of Airtel.

People
Airtel Focuses On “Win With People’ Approach For Its Effective Business Strategy. Airtel
Has Got An Employee Base Of 18179 With A Commendable Employee Engagement Score
Of 79%. Airtel Invests Heavily In The Training And Development Of The Skills Of Its
Employees. In 2016, Airtel Invested 168 Million To Nurture Talent Within Its Organization
And Build High Performance Culture. Airtel Also Focuses On Developing A Healthy Work
Culture And Efficient Functioning Of Its Cross Functional Teams. Airtel’s Talent First
Strategy Focuses On Building Entrepreneurship And Leadership Skills In Employees. The
People Strategy In The Marketing Mix Of Airtel Focuses On Hiring The Right Talent,
Training Them And Rewarding Them. Airtel Also Promotes Gender Diversity In Its
Organization By Promoting Women Friendly Working Policies. Airtel Promotes Itself As A
Learning Organization Where All Employees Follow A Learning Development Plan Based
On Their Career Aspiration. Airtel Also Gives Rewards And Recognition To Indentify And
Retain Talent Within Organization.
28
Process
Airtel Process For Providing Service To Its Customer Is Very Easy And Streamlined. Airtel
Process Focuses On Providing A Reliable And Responsive Service To Its Customers. To Get
A Plan Or New Connection The Customers Can Directly Go To Any Airtel’s Service Centres
Or Contact The Support Service To Activate/Deactivate A Plan. Airtel’s Customer Can Get
Their Queries Resolved 24*7 By Contacting The Customer Support Number From
Anywhere Across India. Airtel Also Opened India’s First Open Network Initiative Under
Project Leap That Displays Network Strength Across India. This Transparent Policy Allows
Customer To Check Network Strength And Coverage And Report Any Issue Easily. Airtel
Also Allow Its Customer Easily To Identify Various Plans And Pick The Most Suitable Plan.
Airtel Customers Are Free To Evaluate The Services And Then Can Carry On Or Switch To
A Different Brand Using Number Portability. Airtel Focuses On Delivering Optimal Services
Without Loss Of Quality Through Their Commitment Towards Its Customers.
Physical Evidence
Airtel Retail Outlet And Relationship Centres Serves As A Service Point To Its Customers.
The Company-Owned-Company-Operated Airtel Stores Try To Serve Its Customer In The
Best Possible Way By Providing A One Stop Solution For All Customer Needs Like Instant
Connection, Dongle And Broadband Connection Etc. These Stores Provide A Superior
Customer Experience With Excellent Look And Feel Of All The Outlets And Convenient
Location Within Any City. Airtel Products Like Sim Card Cover And Recharge Vouchers Are
Beautifully Designed To Appeal To The Customer. Airtel Provides Its Digital Tv Services
Through Its Set Top Boxes Which Are Easy To Configure And Use. All These Products Acts
As A Differentiating Factor For Airtel Service Marketing. Hence, All These Help In
Summarizing The Marketing Mix Of Airtel.
29
About Bharti Airtel

Airtel Is An Indian Based Global Telecom Service Company With Headquarter At New
Delhi, India. Bharti Airtel Was Founded By Sunil Bharti Mittal In The Year 1995. Initially
Bharti Cellular Limited Started Providing Services From Delhi When Under The Brand
Name ‘Airtel’ And Gradually This Brand Has Grown To Be The Largest Mobile Network
Provider In India And Fourth Largest Network Provider Globally In Terms Of Subscriber
Base. Currently Airtel Has Its Global Presence Operating In 20 Countries Covering Asia
And Africa.
Airtel Is Known For Its Innovative Business Process Of Outsourcing All Non-Core
Operations Like Network Planning And It Services To Third Parties And Focusing Only On
Its Core Operation Of Finance,Sales And Marketing. Airtel Has Perfected Its Decentralized
Business Model Called As ‘Minute Factory Model’ Which Focuses To Build High Usage And
Low Cost Customer Base To Increase Its Profitability. This Successful Model Has Also Been
Adopted By Airtel’s Competitors.
30
1.6 Industrial Performance Global, National And Regional Basis
Mobile Data Traffic Market, Global Industry Analysis, Size And Forecast Report
Get Comprehensive Research Providing Detailed Regional Analysis And Growth Outlook Of
The Global Mobile Data Traffic Market In The Latest Research Report Added By Big Market
Research.
The Report Is An Exhaustive Analysis Of This Market Across The World. It Offers An
Overview Of The Market Including Its Definition, Applications, Key Drivers, Key Market
Players, Key Segments, And Manufacturing Technology. In Addition, The Study Presents
Statistical Data On The Status Of The Market And Hence Is A Valuable Source Of Guidance
For Companies And Individuals Interested In The Industry. Additionally, Detailed Insights
On The Company Profile, Product Specifications, Capacity, Production Value, And Market
Shares For Key Vendors Are Presented In The Report.
By Key Players: At&T (Usa), Bharti Airtel Limited (India), China Mobile Limited (China),
China Telecom Corporation Limited (China), China Unicom (Hong Kong)Limited (China),
Kddi Corp. (Japan), Kt Corp. (South Korea), Ntt Docomo, Inc. (Japan), Orange S.A. (France),
Sk Telecom (South Korea), Sprint Nextel Corporation (Usa), Telefó nica S.A. (Spain), Telenor
Asa (Norway), Telstra Corporation Limited (Australia), T-Mobile International Ag & Co. Kg
(Germany), Verizon Communications, Inc. (Usa), Vodafone Group Plc (Uk)
A Proper Understanding Of The Mobile Data Traffic Market Dynamics And Their Inter
Relations Helps In Gauging The Performance Of The Industry. The Growth And Revenue
Patterns Can Be Revised And New Strategic Decisions Taken By Companies To Avoid
Obstacles And Roadblocks. It Could Also Help In Changing The Patterns Using Which The
Market Will Generate Revenues. The Analysis Includes An Assessment Of The Production
Chain, Supply Chain, End User Preferences, Associated Industries, Proper Availability Of
Resources, And Other Indexes To Help Boost Revenues.
31
Regions & Top Countries Data Covered In This Report Are: Asia-Pacific (China, Southeast
Asia, India, Japan, Korea, Western Asia), Europe (Germany, Uk, France, Italy, Russia, Spain,
Netherlands, Turkey, Switzerland), North America (United States, Canada, Mexico), Middle
East & Africa (Gcc, North Africa, South Africa), South America (Brazil, Argentina, Columbia,
Chile, Peru).
The Mobile Data Traffic Market Is Gaining Pace And Businesses Have Started
Understanding The Benefits Of Analytics In The Present Day Highly Dynamic Business
Environment. The Market Has Witnessed Several Important Developments Over The Past
Few Years, With Mounting Volumes Of Business Data And The Shift From Traditional Data
Analysis Platforms To Self-Service Business Analytics Being Some Of The Most Prominent
Ones.
With The Help Of In-Depth Research Offered In The Report, Readers Can Effortlessly Get
Detailed Analysis Of The Key Dynamics Of The Mobile Data Traffic Market. The Report Also
Offers Competitive Landscape By Providing Detailed Information On Trends In
Competition, Prominent Players, And Nature Of Competition. Additionally, It Offers
Detailed Analysis Of The Key Segments Of The Market That Helps In Understanding The
Global Trends In The Mobile Data Traffic Market. An Overview Of Each Market Segment
Such As Type, Application, And Region Are Presented In The Report. Additionally, The
Report Presents Drivers, Limitations, And Opportunities For The Mobile Data Traffic
Industry, Followed By Industry News And Policies.
Mobile Data Traffic Market By Type:

 Video
 Audio
 Others
 Mobile Data Traffic Market By Application:
 Netbooks/Not
 Ebooks
 Smartphones
 Others
32
Reasons For Buying This Report:

It Provides A Forward-Looking Perspective On Different Factors Driving Or Restraining
Market Growth. It Provides A Five-Year Forecast Assessed On The Basis Of How The
Market Is Predicted To Grow It Helps In Understanding The Key Product Segments And
Their Future. It Provides Pin Point Analysis Of Changing Competition Dynamics And Keeps
You Ahead Of Competitors. It Helps In Making Informed Business Decisions By Having
Complete Insights Of Market And By Making An In-Depth Analysis Of Market Segments
The Report Provides Insights On The Following Pointers:

North America, Europe, Asia Pacific, Middle East & Africa, Latin America Market Size
(Sales, Revenue And Growth Rate) Of Mobile Data Traffic Industry. Global Major
Manufacturers’ Operating Situation (Sales, Revenue, Growth Rate And Gross Margin) Of
Mobile Data Traffic Industry Global Major Countries (United States, Canada, Germany,
France, Uk, Italy, Russia, Spain, Netherlands, Switzerland, Belgium, China, Japan, Korea,
India, Australia, Indonesia, Thailand, Philippines, Vietnam, Turkey, Saudi Arabia, United
Arab Emirates, South Africa, Israel, Egypt, Nigeria, Brazil, Mexico, Argentina, Colombia,
Chile, Peru) Market Size (Sales, Revenue And Growth Rate) Of Mobile Data Traffic Industry.
Different Types And Applications Of Mobile Data Traffic Industry, Market Share Of Each
Type And Application By Revenue. Global Market Size (Sales, Revenue) Forecast By
Regions And Countries From 2020 To 2026 Of Mobile Data Traffic Industry. Upstream Raw
Materials And Manufacturing Equipment, Downstream Major Consumers, Industry Chain
Analysis Of Mobile Data Traffic Industry.
Key Drivers Influencing Market Growth, Opportunities, The Challenges And The Risks
Analysis Of Mobile Data Traffic Industry. New Project Investment Feasibility Analysis Of
Mobile Data Traffic Industry.
“Our Analysis Involves The Study Of The Market Taking Into Consideration The Impact Of
The Covid-19 Pandemic. Please Get In Touch With Us To Get Your Hands On An Exhaustive
Coverage Of The Impact Of The Current Situation On The Market. Our Expert Team Of
33
Analysts Will Provide As Per Report Customized To Your Requirement.”
Industry Overview Of Mobile Data Traffic Industry Research 2019

Major Manufacturers Analysis Of Mobile Data Traffic Industry Research 2019 Global Price,
Sales And Revenue Analysis Of Mobile Data Traffic By Regions, Manufacturers, Types And
Applications North America Sales And Revenue Analysis Of Mobile Data Traffic By
Countries Europe Sales And Revenue Analysis Of Mobile Data Traffic By Countries Asia
Pacific Sales And Revenue Analysis Of Mobile Data Traffic By Countries Latin America
Sales And Revenue Analysis Of Mobile Data Traffic By Countries Middle East & Africa Sales
And Revenue Analysis Of Mobile Data Traffic By Countries Global Market Forecast Of
Mobile Data Traffic By Regions, Countries, Manufacturers, Types And Applications
Industry Chain Analysis Of Mobile Data Traffic Industry Research 2019 New Project
Investment Feasibility Analysis Of Mobile Data Traffic Industry Research 2019 Conclusion
Of The Global Mobile Data Traffic Industry Market Professional Survey 2020
Appendix
About Us: Big Market Research Has A Range Of Research Reports From Various Publishers
Across The World. Our Database Of Reports Of Various Market Categories And Sub
Categories Would Help To Find The Exact Report You May Be Looking For. We Are
Instrumental In Providing Quantitative And Qualitative Insights On Your Area Of Interest
By Bringing Reports From Various Publishers At One Place To Save Your Time And Money.
A Lot Of Organizations Across The World Are Gaining Profits And Great Benefits From
Information Gained Through Reports Sourced By Us.
34
1.7 Prospects And Challenges In The Industry

Airtel Africa-London Prospectus Peek
By The End Of The Week Airtel Africa Will Have A Dual Listing At The London Stock
Exchange With A Secondary One In Lagos After Raising $750 Million, By Offering New
Shares To Investors At 80 Pence Per Share In June 2019, And Valuing The Company At
£3.1 Billion (-$3.9 Billion).
The Goal Of The Listing Was To Reduce The Debt Of The Company Further After It Had
Earlier About Airtel Africa: As At 31 December 2018, The Group Was The Second Largest
Mobile Operator In Africa, By The Number Of Active Subscribers(According To Ovum);
They Had 99 Million Mobile Voice Customer And 30 Million Mobile Data One And 14.2
Million Mobile Money Customers.
Performance: For The Financial Year 2019 They Had $3.01 Billion Revenue With 1.1
Billion From Eastern Africa, $1.1 Billion From Nigeria And $900 Million From The Rest Of
Africa. Of The Total Revenue, $2.9 Billion Was From Mobile Services With $167m From
Mobile Money. Eastern Africa Is Kenya, Uganda, Rwanda, Tanzania, Malawi And Zambia,
And The Rest Of Africa Comprises Operations In Niger, Gabon, Chad, Congo, Drc,
Madagascar And Seychelles. The Company Had A Pre-Tax Profit Of $272 Million Compared
To A Loss Before Tax Of $9 Million In 2018.
Managers & Employees: The Company Has Ten Non-Executive Directors (Including The
Chairman).Also, Raghunath Mandava And Jaideep Paul Will Serve As Chief Executive
Officer And Chief Financial Officer Of The Group From Their Operational Head Office For
Africa Based In Nairobi. They Will Be Enrolled In A Company Long-Term Incentive (Share
Option) Plan Along With Other Executives Of The Group.
Shareholders: Prior To The Listing, Top Shareholders Were Aaml-A Subsidiary Of Bharti
Airtel (68.31%). Warburg Pincus (7.65%) Singapore Telecom (Singtel 5.46%), Icii. – A
Bharti Mittal
Family Group (5.46%), Hero (Owned By Sunil Kant Munjal-4.37%) And The Qatar Investment
Authority (Qia) With 4.37%. After The Listing, In Which The Company Will Have Sold Between
35
14% And 18.9% %, The Top Shareholders Will Be Aaml (56.12%), Warburg Pincus (6.28%)
Singtel (4.49%). Icil (4.49%), Hero (3.59%) And Qia With 3.59%). Also, Subject To Completion
Of A Merger Deal In Kenya, Telkom Kenya May Acquire Up To 4.99% If They Exercise A Flip-Up
Right.
Other
• Results For The (London) Global And Nigeria Uptake Were Announced On 28 June, And
Share Accounts Of New Investors Will Be Credited From July 3 And Listed In London That
Day, And In Nigeria On July 4.
• Like Other Telco’s In Africa, 96% Of Their Customers Are Prepaid. Arpu Was $2.72 Per User
In
2019, Down From $3 In 2018 And $3.24 In 2017.
• Airtel Has Two Distinct Strategies; Where They Are Market Leaders (E.G In Chad), They
Price Closely To Market Rates And Where They Are Seeking Market Leadership (E.G In
Kenya), They Prioritize Affordability.
• Other Financing: In May 2019, The Company Arranged For A “New Airtel Africa Facility”
Bank
Facility With Standard Chartered.

• Other Deals: Ongoing Settlement Discussions In Tanzania, One Over A Tax Claim, Will See
All Cases Withdrawn And Boost The Government’s Shareholding To 49% At No Cost. In
Kenya, They Are Merging With Telkom Kenya And In Rwanda, They Are Acquiring Tigo.
• Listing Fees: The Company Will Pay The Fees And Expenses For The Listing Totalling $35
Million For The Uk Admission – And These Include Fca Fees, Bank’ Commissions,
Professional Fees, Costs Of Printing And Distribution Of Documents. The Joint Global Co
Ordinators And Joint Book Runners Were J.P. Morgan Cazenove And Citigroup, Joint Book
Runners Were Absa, Barclays, Bnp Paribas, Goldman Sachs, Hsbc, Standard Bank, The
36
Nigerian Joint Issuing Houses Were Barclays Securities Nigeria And Quantum Zenith Capital,
While The Public Relations Advisor Was Kekst Cnc.
About Airtel In Kenya:
• Airtel Is The Second Largest Telco In Kenya With 13.1 Million Subscribers And Market
Share Of 28%
• Telkom Kenya Is Expected To Acquire A Shareholding Of 32% In Airtel
Kenya In An Ongoing Business Transfer Deal.
• The Company Is Working With Kenya’s Central Bank To Reverse A Negative (Kshs -2.7
Billion) Capital Position As A Requirement To Be Part Of The National Payment System.
They Expected To Lose Another Kshs 1.2 Billion This Year.
• Airtel Has Proposed To Separate The Mobile Money Business From The
Telecommunication One And Fund The New One With Shareholder Loans. They Had
Committed To Recapitalize The Company By Kshs 3.85 Billion ($38 Million) By August
2019.
Key Challenge Faced By Airtel In Undertaking This Project
To Keep Its Leadership Intact By Expanding Into Rural Markets, Which Needed A Totally
Different Strategy, Products And Services Standar
37
Discussion
The Indian telecom scenario is over heated with 14competitors and over capacity even if
India’s world telecom Industry is one Of the Fastest Growing telecom industries in the World
with 635.51 million mobile phone Connections Asofjune2010. Also, the Metro And other big
cities Are 100 or more percent penetrated, While Rural India which Accounts for more than
60% Of new customers is still only 20 % Penetrated. In Aggregate Terms Rural India
Represents Material Opportunity Across Many Categories and Its salience driven by Wide
range of stimuli. Initiatives Like Higher minimum support Prices for crops, the farm loan
Waiver and Factors like good monsoon have helped Farmers become more prosperous. The
increasing prosperity of such A large population (Around 700 million) Accompanied by Above
Statistics Creates an Enticing Growth Potential.
But as Mentioned above, going rural for Airtel came with its Own Set of challenges-
Distribution Service, Product knowledge, Afford ability and soon. Still Airtel has been Able
to crack this code. As soon as Airtel Began Its journey in rural market in 2004 it Learnt
somethings instantly. Globally and in Indian cities Mobile telecommunication Helps
consumers travel while they talk in rural India, the need Was far more Basic than This:
Communication. It broke their many mis conceptions that rural Rajasthan with its Poor
Infrastructure Sparse population and large open deserts was a poor market for Telecom.
However, Airtel Found that these factors would not lend to mobility supported a
Communication Paradigm.
Offering Innovation: This Involves Changes to The Functionality of The Product/Service.

This is where nearly Always conventional innovation starts. And There is an important
Role to play for incremental innovation (Refreshing a product on annual er more frequent
Basis) Can keep customers returning and taking Advantage of continuous technology
Advances. Companies Like Bharti Airtel Aims to Conquer a New Market or Radically
Reshape Their Position Need to Think Bigger and Differently. Product system innovation
by partnership with Nokia: Even after understanding this Airtel had to cross a Lot Of
38
hurdles to become number one. Firstly, it had no Problems Putting Telecom Towers
There. There Was Avery Scant Presence of Handset Distributors in Rural Areas. Thus,
Airtel entered Into what turned out to beavery Profitable partnership With Nokia To
Bundle A Handset With A Connection. Another Thing Favoring This Partnership was
that both airtel and Nokia had same powerful brand ambassador Shah Rukh Khan. Reason
For Partnership with Nokia Given by Sanjay Kapoor, Chief Executive, Bharti Airtel was
that rural Consumers were highly brand aware, they would payable it More and Get a Top
Brand Rather Than a Cheaper Brand.
In the above study, we found That product system innovation demonstrates the ways in
Which several Industrial products connect with one o There to create a bigger system,
Which can lead to enhanced Functionality. This Functions help in bridge gap between
Constraints imposed by availability and helping Individuals fulfill Requirements.
Service Innovation: On the Service Aspect Airtel Has Introduced SMS-Based Self-Service
Systems in Nine. Vernacular Languages. It Is Now Piloting Call Centers Dedicated to Rural
customers in Tierland Tier Ivtowns With interactive Voice response (Ivrs) Options In 16
Local languages.
Thus one can see from case study that companies Also innovate on value they provide To
The Customers That Follows The Purchase Of The Core Product. Thus, Service Innovation
Is typically focused on Helping the Customers receive the full value Of Products They
Purchase And Use.
Finance Innovation: Innovative companies are those that succeed by defining new
Economic models and create a more permeable or to enterprise One that aligns Incentives
Across a Broader Network to Creating and Capturing New Value. Innovative Companies
are finding new ways to position Themselves Within an on Linear work Network. Network
provides away for companies to leverage each other’s offering. Customers And
Capabilities.
Networking finance innovation Then ext. big hurdle was the Validity One. Rural
Consumers could Hardly Afford to pay the steep validity charges (The money customer
39
Has to pay to stay connected To the Network). In 2004-2005, A typical monthly prepaid
Recharge would Cost Rs.333, Of which Rs. 33 was tax Rs. 175thevaliditychargeand Airtime
Only Rs. 125. So, Airtel Started Playing Around with Its Recharge Schemes Helped by
Regulations Imposed by Government and Other Regulators.
Recharge Rates Came Down, Eventually Ending in Life time validity’ Also was Rs. 99and
Micro-Recharges Where Users Could top Up as Much as They needed in multiples Of Rs.10.
Delivery Innovation: How A Company Gets Its Services to Customer Is the Domain of Delivery.
There Are Three Facets of Delivery Where Innovation Can Yield.
Disproportionately Better Results: Channel, Brand and Customer Experience.
Networking finance innovation: The next big hurdle was the Validity One Rural Consumers
Could Hardly afford to pay the steep validity charges (The money customer Has to pay to
stay connected To the Network) In 2004-2005, A typical monthly prepaid Recharge would
Cost Rs. 333, Of which Rs.33wastax Rs. 175thevaliditychargeand Airtime Only Rs. 125. So,
Airtel Started Playing Around with Its Recharge Schemes Helped by Regulations Imposed
by Government and Other.
Regulators. Recharge Rates Came Down, eventually ending in ’life time validity’ as low as Rs. 99
and Micro-Recharges Where Users Could top Up as Much as They needed in multiples Of Rs.10.
Delivery Innovation: How A Company Gets Its Services to Customer Is the Domain of
Delivery. There Are Three Facets of Delivery Where Innovation Can Yield
Disproportionately Better Results: Channel, Brand and Customer Experience.
Thus, we can see from above that channel innovation encompasses all the way airtel Gives
Its Customer Access to Its Offering. Successful Channel Innovation Used an Ideal Mix
(Retailers o Fall sorts, Wholesalers and Warehouses, Distributors, Call centers, Catalog etc.)
To Permit Customers to Buy What They Want.
Customer service innovation: For service requirements, in addition to the challenges Faced
posed by distance, Consumers had a fear of technology. They weren’t willing to Deal with Call-
40
Centers. Airtel Created 25,000 Airtel Service Centers (Ascs) Across Rural India. This Involved
Training A Specific Retailer In Village To Handle Service Requirements In Addition to selling
new connections and recharge-There tailer Gained higher credibility Leading to increased
walk-Ins while airtel provided a face to face service Interactions.
Moreover, A dedicated Helpline or call-Centre in each circle provided real time back- Up
support to these. Over time airtel has derived more out from its rural initiative. It
Introduced Value-Added Services like Fixed duration music radio, Job alerts And for
Consumers Buying Connections Through If co Joint Venture – Information About Product
Prices and Tips on Crop Management. Airtel Strongly Believes That How Your Customers
Feel After Interacting with The Company and Its offerings can Be a powerful source of
differentiation that creates a long-lasting Emotional Attachment.
Thus, one can see airtel growth through rural India has been powered by local talent. This
Allowed Airtel to Cross Challenges Posed by Languages and Dialects and Even ‘Shyness Of
some customers. As products Are serviced and produce by local people one Can even
argue That this has Airtel’s Brand loyalty in these Highly competitive times.
Process Innovation: The Activities A Company Performs or the Capabilities It Leverages in

Order To Deliver Its Products And Services.
Core process innovation: Airtel decided to create a two-Tiered Structure with rural Super-
Stock ists (Approximately 2000) And Rural Distributors Among Them. The Rural
Distributors Were Young Entrepreneurs (Around 30,000 At Last Count) Who We
reallocated Territories Around a few mobile towers and were responsible for customer
acquisition.
For service requirements in addition to the Challenges Faced posed by distance,

Consumers had a fear of Technology. They weren’t willing to deal with call-Centers. Airtel
created 25,000airtel Service Centers (Ascs) Across rural India. This involved Training A
Specific Retailer In Village To Handle Service Requirements In Addition To Selling New
connections and recharge- There tailer gained higher credibility leading to Increased
Walk-Ins While Airtel Provided A Face To Face Service Interactions. Moreover, A
41
Dedicated helpline or Call- Centre in each circle provided real time back-Up support to
These.
42
Chapter -2
Company Profile
43
2.1 Brief history of the organization and current board of directors/Organizational chart
Bharti Airtel, Incorporated on July 7, 1995 Is the Flagship Company of Bharti Enterprises.
The Bharti Group, Has A Diverse Business Portfolio and Has Created Global Brands In The
Telecommunication Sector. Bharti Airtel, Is Asia’s Leading Integrated Telecom Services
Provider with Operations In India And Sri Lanka. Bharti Airtel Has Been at The Forefront
Of The Telecom Revolution And Has Transformed The Sector With Its World-Class
Services Built On Leading Edge Technologies. Bharti Enterprises Is One of India’s Leading
Business Groups With Interests In Telecom, Retail, Manufacturing, Agri Business And
Financial Services. Bharti Has Recently Forayed Into Retail Business As Bharti Retail Pvt.
Ltd. Under A Mou With Wal-Mart For The Cash & Carry Business. It Has Successfully
Launched An International Venture With El Rothschild Group To Export Fresh Agri
Products Exclusively To Markets In Europe And Usa And Has Launched Bharti Axa Life
Insurance Company Ltd Under A Joint Venture With Axa, World Leader In Financial
Protection And Wealth Management.
Bharti Airtel Is India’s Largest Integrated And The First Private Telecom Services Provider
With A Footprint In All The 23 Telecom Circles. Bharti Airtel Since Its Inception Has Been
At The Forefront Of Technology And Has Steered The Course Of The Telecom Sector In The
Country With Its World Class Products And Services. The Businesses At Bharti Airtel Have
Been Structured Into Three Individual Strategic Business Units (Sbu’s) – Mobile Services,
Airtel Telemedia Services & Enterprise Services. The Mobile Business Provides Mobile &
Fixed Wireless Services Using Gsm Technology Across 23 Telecom Circles While The Airtel
Telemedia Services Business Offers Broadband & Telephone Services In 95 Cities And Has
Recently Launched India’s Best Direct-To- Home (Dth) Service, Airtel Digital Tv. The
Enterprise Services Provide End To-End Telecom Solutions To Corporate Customers And
National & International Long Distance Services To Carriers. All These Services Are
Provided Under The Airtel Brand. Airtel’s High Speed Optic Fibre Network Currently Spans
Over 90,205 Kms Covering All The Major Cities In The Country. The Company Has Two
International Landing Stations In Chennai That Connects Two Submarine Cable Systems –
121 To Singapore And Sea-Me-We-4 To Europe. Bharti Airtel (Singapore) Private Limited,
A Wholly Owned Subsidiary Was Incorp or Ion 2 nd April, 2007 And Will Obtain A License
44
To Enable Interconnecting The I2i Cable With Other Submarine Cable Systems Landing In
Singapore To Provide Increased Onward Connectivity To Us West Coast And Also To Cater
To Connectivity Requirements In Asia Pacific And For Carrying The Business Of
International Calling Card Services.
Products And Services Offered by The Company:
* Mobile
• Prepaid
• Postpaid
* Broadband & Internet
* Speed On Demand
• Airtel Pc Secure
• Airtel Net Pc
• Iptv
• Digital Tv
• Data And Ip Solutions
* Wireless Internet
• Data Card
• Usb Modem
* Email On The Go
• Windows Moble 5.0
• Airtel Easy Mail
• International Calling Cards
45
* Airtel Call Home
• Airtel World Calling Cards
• Voice Solutions Conferencing
Milestones:
• 2014 Airtel Crosses 200 Million Mobile Customer Mark In India
• 2013 Airtel Signs Definitive Agreement To Fully Acquire Warid Uganda

• 2012 Bharti Airtel Move One Notch In The World Wide Ranking To Be The Fourth Largest
Mobile
Operator In The World In Terms Of Subscribers.

• 2011 Bharti Airtel And Other Global Telcos Launch Eig For Commercial Use
• 2011 Bharti Airtel Partners With Savvis For Enhancing Managed Service Offerings
• 2010 Bharti Airtel Launches High Capacity Direct Terrestrial Link Between India And China
• 2010 Bharti Airtel Rated As India’s Best Enterprise Connectivity Provider
• 2010 Bharti Airtel Launches Global Data Services In Thailand & Malaysia
Achievements/Recognition :
• Bharti Airtel Ranked Fourth In Transparency 2013
• Airtel Wins Top Honours At The 7th Frost & Sullivan Ict Awards 2008
• Bharti Airtel Hs Been Awarded The ‘Best Cellular Service Provider’ And ‘Best
Service Provider’ At The 2008 V&D 100 Awards.
Broadband
• Bharti Airtel Has Been Voted As India’s Most Innovative Company, In A Survey Conducted By
The Wall Street Journal.
• Airtel Has Been Voted The 2nd Most Trusted Service Brand In The Annual Economic Times
Brand Equity, Most Trusted Brands Survey.
46
• Airtel Has Won The Platinum Trusted Brand Award In The Mobile Service Provider
Category In The Reader’s Digest Asia Trusted Brands Survey.
• Airtel Bagged ‘Wireless Service Provider Of The Year’ Award At The 2008 Frost & Sullivan
Asia
Pacific Ict Awards.
• Voted India’s Most Innovative Company – In A Survey Conducted By The Wall Street Journal
In 2008
• Winner Of The “Gallup Great Workplace Award”- Gallup Consulting, 2008
• “2nd Most Trusted Service Brand” – Annual Economic Times-Brand Equity, Most
Trusted Brands Survey 2008
• ‘Best Content Service Award For Its Farmer Information Dissemination Platform For
Bharti Airtel’s Joint Venture With Iffco, Iksl (Iffco Kisan Samachar) – World
Communications Awards 2008
• Best Project Management Award For Its Gujarat E-Gram Project – World
Communications Awards 2008
• “Best Telecom Company” At The Ndtv Profit Business Leadership Awards
• Best Carrier India For Innovative Products & Services And Efficient Cost Models And
The Ovum Telco-Transformation Award Recognizing Philosophy And Execution Of
A Successful Outsourcing Strategy At The Telecom Asia Awards 2008
• Sunil Bharti Mittal Was Awarded The Gsm Association Chairman’s Award 2008.
The Highest Honour In Global Telecom Sector, Recognized His Tremendous
Contribution To The Development Of India’s Telecom Sector
• Sunil Bharti Mittal Adjudged The “Business Leader Transforming India, Profit
Business Leadership Awards
• Bharti Airtel Has Won The ‘Most Preferred Cellular Service Provider Brand’ Award At The
Cnbc
Awaaz Consumer Awards In Mumbai.
• Bharti Airtel Has Received The Prestigious Businessworld-Ficci-Sedf Corporate Social
Responsibility Award 2009-2010.
47
2.2 Mission/Vision Statement And Quality Policy Followed/Quality Certification Attained
Airtel Mission, Vision And Values The Way Head

At Airtel, We Always Put You At The Heart Of What We Do. We Strive To Enhance Your
Experience With Us And Build Sting Relationship With You By Delivering Better Results
Every Time. And This, Reflects In Our Mission Too. Our Values We Aim To Work Towards
Our Vision, Driven By Our Values Of Air – Alive, Inclusive & Respectful Alive. We Are Alive
To The Needs Of Our Customers. We Act With Passion, Energy And A Can-Do Attitude To
Help Our Customers Realise Their Dreams. Innovation And An Entrepreneurial Spirit Drive
Us If It Can’t Be Done, We’ll Find A Way. Airtel Is For Everyone - We Champion Diversity,
Recognising The Breadth And Depth Of The Communities We Serve. We Work With Them,
Anticipating, Adapting And Delivering Solutions That Enrich Their Lives. We Do This By
Having An Open Mind And Embracing Change. Respectful We Live The Same Lives As Our
Customers, Sharing The Same Joys And The Same Pains. We Never Forget That They Are
Why We Exist. We Act With Due Humility, Always Open And Honest, To Achieve Mutual
Respect.
Vision & Promise

By 2010 Airtel Will Be The Most Admired Brand In India: Loved By More Cusionmers
Targeted By Lop Lalent Beuwiumarked By Nore Busiees Airtel Study Of Bharti Airtal Lid
We At Aitel Always Think Im Fresh And Innovative Ways About The Needs Of Our
Customers And How We Want Hem To Teel. We Deliver What We Pomise And Go Oit Ot
Our Way 0 Dengnt The Eustomer With A Little Bit More
48
Mission
We At Airtel A Ways Think In Fresh And Innovative Ways About The Needs Of Our
Customers And How We Want Them To Loel. We Deliver What We Promise And Go Oul Of
Our Way To Delight The Customer With A Little Bit More.
Customer Service Focus
Company Will Meet The Mobile Communication Needs Of His Customers Through Error-Free
Service Delivery
• Innovative Products And Services
• Empowered Employees
• Cost Efficiency
• Unified Messaging Solutions
49
2.3 Business Process Of The Organization–Product Profile
Indian Telecom Circles.[8]It Is The Second Largest Mobile Network Operator In India And
The Second Largest Mobile Network Operator In The World With Over 423.28 Million
Subscribers.[3][4][5] Airtel Was Named India’s 2nd Most Valuable Bharti Airtel Limited,
Also Known As Airtel, Is An Indian Global Telecommunications Services Company Based In
New Delhi, Delhinct, India. It Operates In 18 Countries Across South Asia And Africa, And
Also In The Channel Islands. Airtel Provides Gsm, 3g, 4g Lte, 4g+Mobile Services, Fixed
Line Broadband And Voice Services Depending Upon The Country Of Operation. Airtel Had
Also Rolled Out Its Voltetechnology Across All Brand In The First Ever Brandz Ranking By
Millward Brown And Wpp Plc.[9]
Under The Telemedia Segment, Airtel Provides Broadband Internet Access Through Dsl,
Internet Leased Lines And Mpls (Multiprotocol Label Switching) Solutions[Buzzword], As
Well As Iptv And Fixed Line Telephone Services. Until 18 September 2004, Bharti Provided
Fixed Line Telephony And Broadband Services Under The Touchtel Brand. Bharti Now
Provides All Telecom Services Including Fixed Line Services Under The Common Brand
Airtel. As Of June 2019, Airtel Provides Telemedia Services; In 99 Cities. As On 30 June
2019, Airtel Had 2,342 Million Broadband Subscribers.
Airtel Broadband Provides Broadband And Iptv Services. Airtel Provides Both Capped As
Well As Unlimited Download Plans. However, Airtel’s Unlimited Plans Aresubject To Free
Usage Policy (Fup), Which Reduces Speed After The Customer Crosses A Certain Data
Usage Limit. In Most Of The Plans, Airtel Provides Only 64kbyte/Second Beyond Fup
Which Is Equal To Other Competitors Tariffs. The Maximum Speed Available For Home
Users Under The New V-Fiber Program Is Up To 300mbit/S And With Dsl Is 16mbit/S. In
May 2012, Airtel Broadband And Some Other Indian Isps Temporarily Blocked File
Sharing Websites Such As Vimeo.Com, Megavideo.Com, And Thepiratebay.Se, Without
Giving Any Legal Information To Customers. In June 2011 The Economic Times Reported
That Telemedia Business Was Merged With Mobile, Dth And Business In Three Separate
Parts Respectively. Digital Television The Digital Television Business Provides Direct-To-
50
Home (Dth) Tv Services Across India Under The Brand Name Airtel Digital Tv.
It Started Services On 9 October 2008 And Had About 16.027 Million Customers At The
End Of June 2019. Services Under Mobile Data Include Blackberry Services; A Web-
Enabled Mobile Email Solution[Buzzword] Working On 'Push Technology: A Usb Modem
That Helps In Getting Instant Access To Internet And Corporate Applications; Airtel Data
Card, Which Enables Accessing The Internet Anytime; Easy Mail, A Platform That Provides
Access To Personal/Corporate E-Mails Independent Of Handset Operating System; And
Application.
Services That Shorten The Queues At The Billing Section, Off-Load The Pressure On The
Billing Staff And Bring Convenience To The User. Business Airtel Business Consists Largely
Of Six Products: Cloud And Managed Services, Digital Signage, Nld/Ild Connectivity (Vsat /
Mpls/ Iplc And Ethernet Products), Wi-Fi Dongles, Voice Solutions[Buzzword] (Like Toll
Free Numbers, Tracmate, And Automated Media Reading) And Conferencing Solutions
(Voip, Audio, Video, And Web Conferencing) Serving Industry Verticals Like Bfsi, It/Ites,
Manufacturing. Hospitality And Government. Airtel Business, The B2b Arm Of Bharti Airtel,
Has Rolled Out A First Of Its Kind Dedicated Digital Platform To Serve The Growing
Connectivity, Communication And Collaboration Requirements Of Emerging Businesses,
Including Smes And Startups. The Digital Platform Will Offersolutions[Buzzword] To
Emerging Enterprises To Enable Ease Of Business And Faster Time To Market, Android-
Based Tablet Beetel Teletech Ltd., A Unit Of Bharti Enterprises Ltd., On 18 August 2011,
Launched A 19,999 (Us$140) 7-Inch Tablet In India Based On Google Inc.'S Android
Operating System. The Offering Is Intended To Capitalise On The Expected Demand For
Cheap Computing Devices In The World's Fastest-Growing And Second- Largest Mobile
Phone Market.
51
2.4 Customers Of The Organization – Level Of Operations (Global/National/Regional)
Airtel Promises To Go The Extra Mile For Its Customer

Declares War On Service Failure And Targets Resolution Of Every Customer Query New
Delhi, June 18, 2020: Bharti Airtel (“Airtel”), India’s Largest Integrated Telco, Is Further
Raising The Bar As Part Of Its Mission To Deliver Best-In-Class Services To Customers.
Keeping Consumer.
Obsession At The Core Of Its Dna, Airtel Today Said That It Has Set Itself A Target Of
Answering And Resolving Every Single Customer Query, Learn Quickly From Failures And
Ensure They Don’t Get Repeated. And The Company Is Taking This Message To Customers
Across India Through A Bold Multi-Channel Marketing Campaign. The Current Times Have
Put Telecom Services And Reliable Connectivity At The Core Of The Daily Lives Of
Customers. Be It Work From Home, Virtual Classrooms, Online Shopping, Or Digital
Entertainment, Telecom Networks Have Become The Backbone For Accomplishing Most
Things From Within The Safety Of Our Homes. Consumer Centricity Has Always Been At
The Heart Of Everything That Airtel Does, But During These Testing Times, The Brand Has
Realized That A Network Provider’s Responsibility Towards Its Customers Has Never Been
Greater. Airtel Acknowledges That It Not Only Has The Responsibility To Provide Access
To High-Quality Telecom Services But Also To Give Answers To All Their Service Related
Queries By Responding And Resolving Them In A Quick And Transparent Manner. Says
Shashwat Sharma, Chief Marketing Officer, Bharti Airtel, “The Relationship Between Airtel
And Its Customers Has Never Been More Important, And To Serve Them Even Better We
Have Decided To Take Our Customer Obsession To The Next Level.
We Know That “Zero Questions” Is An Impossible Utopian Thought Especially For A

Telecom Brand, But That Won’t Stop Us From Trying Because We Know That The Closer
We Get To Zero, The Happier Our Customers Will Be. We Promise To Be Humble, Learn
Every Time We Fail And Be Relentless In Our Approach. For Us, This Is Not Just A
Campaign, We Are Now Re-Engineering The Entire Organization Towards This Goal And
Are Obsessed With Building A Culture Of Consumer Centricity.” Commenting On The Film,
Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu Said, “Lots Of
Organizations Claim To Be Customer-Obsessed. Very Few Are Willing To Walk The Talk.
52
Even Fewer Are Willing To Subject Themselves To Public Scrutiny. Airtel Is That Brand
And Their Intent To Be Truly Consumer-Centric Shines Through Loud And Clear With The
Launch Of Their Newest Commercial. It Is, In Many Ways, More Than Just An Advertising
Campaign. We Aimed To Create No-Nonsense, Tell-It-Like-It-Is Communication In Order
To Mirror Their Commitment To The Consumer And Signal Their Determination To
Achieve The Impossible”.
The Company Has Already Taken Big Strides In This Journey And These Are Some Of Its
Key Recent Initiatives To Make Sure That Customers Get The Best Possible Service
Experience: Network Technology: In The Last Three Years, Airtel Has Invested Over Rs
70,000 Crores In High-Speed Network Rollouts. Airtel Has Led The Introduction Of New
Technologies Such As Pre 5g Massive Mimo And Carrier Aggregation. The Result Is Airtel
Being Consistently Rated As India’s Top Mobile Network By Multiple Experts. More
Recently, Airtel Became The First Mobile Operator In India To Launch Voice Over Wi-Fi To
Solve The Indoor Coverage Issues Faced By Its Customers. Today, Millions Of Happy
Customers Enjoy Seamless Indoor Coverage Over Airtel Vo-Wi-Fi. For Its Busy Post-Paid
Consumers, Airtel’s Launched Platinum Network. This Gives Its Premium Users Priority In
Both Network As Well As Services Across Their Touch-Points, So That Network And
Telecom Related Issues Don’t Disrupt Their Hectic Schedules. Digital Gateways: To Help
Customers Recharge During Covid-19 Lockdown, Airtel Launched ‘Superhero’ – A First Of
Its Kind Program That Allowed Airtel Customers To Recharge The Prepaid Accounts Of
Fellow Airtel Customers Through Airtel Thanks App. For Every Recharge, The Super Hero
Makes A 4% Retail Commission. This Helped Millions Of Customers Who Don’t Have
Access To Online Recharge Options Or Are Not Digitally Savvy. Over A Million Airtel
Customers Are Registered As Superheroes. Culture Of Customer Obsession:
The Airtel Management Board Meets Every Morning To Review Customer Queries,
Resolution. Mechanisms And Timelines, And The Learnings From Customer Feed-Back.
Airtel’s New Campaign Will Run Across Tv, Digital And Print To Communicate The
Company’s Promise To Customers. The Campaign Has Been Conceived By Dentsutaproot,
Led By Pallavi Chakravarti And Team. To Watch The About Bharti Airtel Limited Bharti
Airtel Limited Is A Leading Global Telecommunications Company With Operations In 18
Countries Across Asia And Africa. Headquartered In New Delhi, India, The Companyranks
Amongst The Top 3 Mobile Service Providers Globally In Terms Of Subscribers. In India,
53
The Company’s Product Offerings Include Wireless Services, Mobile Commerce,Fixed Line
Services, High Speed Home Broadband, Dth, Enterprise Services Including National &
International Long Distance Services To Carriers. In The Rest Of The Geographies, It Offers
Wireless Services And Mobile Commerce. Bharti Airtel Had Over 423 Million Customers
Across Its Operations At The End Of March 2020.
54
2.5Competitors Of The Company
Bharti Airtel Holds A Dominant Position. In The Telecom Industry Worldwide. It Is The
Second- Largest Mobile Network In The World And Is Currently The Second Largest
Operator In India Holding A Market Share Of 28.35% Compared To The Largest Operator
Reliance Jio Which Holds A Market Share Of 32.99% As Of Data Obtained In February
20202. Airtel Has Been Able To Achieve Profits By Outsourcing Most Of Its Business
Operations And Focusing Heavily On Marketing, Sales, And Finance And Focusing On A
‘Minutes Factory’ Model Which Helps In Maximizing Profits By Offering Its Services At
Very Low Cost In Order To Attract And Retain Customers.
55
Some Of The Major Competitors Of Airtel In The Telecom Industry Are Reliance Jio,
Vodafone Idea (Now Viu From Their Merger In 2018). Apart From Telecom Services, Airtel
Also Offers Services Such As Fixed-Line Services, High-Speed Broadband, Dth, And
Enterprise Services Such As Long-Distance Services To Carriers. The Threat Of New
Entrants Is Low As Bharti Airtel Has Established Trust Among The Consumers Since Its
Long Term Provision Of Services, And Its Effective Marketing Strategies Which Make Any
New Entrant Difficult To Compete Even If They Aim To Offer Low Cost Services.
Key Factors For Airtel’s Competitive Position
Rich Brand Heritage Has Been One Of The Major Reasons For The Success Of Bharti Airtel.
Established In 1995, The Company Has Made Use Of Innovative And Well Designed
Marketing Strategies For Selling Its Services. It Has Tied Up With Some Of The Major
Players In The Telecom Field For Its Hardware And Outsources Most Of Its Intermediate
Tasks. Bharti Airtel Also Owns A Lot Of The Transmission Towers Throughout The
56
Country, Which Has Helped It Reduce Costs On Intermediaries For Their Cellular
Networks. By Following An Innovative Business Model Where The Consumers Pay On The
Basis Of The Usage, Gives Airtel The Ability To Offer Low Prices To The People And Yet
Achieve Growth In Its Revenue. Airtel Takes Advantage Of Being One Of The Earlies.
By Being An Early Mover To The Telecom Industry, And By Outsourcing Its Significant
Tasks, Airtel Has Been Able To Advance Faster Compared To Other Telecom Companies
With Its Full Focus On Marketing And Sales To Drive Its Revenue. Airtel Holds A Lot Of
Licenses Over Transmission Towers In India And Other Countries, Which Prohibits New
Entrants From Just Entering And Stealing Market Share. Further, Airtel Holds Committed
Contracts With Some Of The Major Players In The Field Of Telecom Hardware, And Over
Time, Has Been Able To Achieve A High Position In The Learning Curve. This Has Allowed
Airtel To Achieve More Success Compared To Its Competitors And Roll-Out Features Much
Faster Than Its Competitors. In Fact, This Can Be Seen When Airtel Was The First Network
Provider In India To Roll Out 4g In 2015, Which Enabled Airtel To Get More When Airtel
Was The First Network Provider In India To Roll Out 4g In 2015, Which Enabled Airtel To
Get More Subscribers. A Complete And Detailed Analysis Of The Industry Has Been
Provided Using The Five Forces Analysis Below.
57
58
2.6 Strategies-Business, Pricing, Management
Marketing Strategy Of Airtel
Airtel Is The World’s 3rd Largest Mobile Telecommunication Indian Mnc Operating In 20
Countries Across Asia & Africa. Airtel Has Presence In 22 Telecom Circles Across India & Is
India’s Largest Integrated Telecom Service Provider.
Segmentation, Targeting, Positioning, In The Marketing Strategy

Competitive Advantage In The Marketing Strategy Of Airtel
Airtel Uses Mix Of Segmentation Strategies To Segment Its Offerings Like Basic Call/Sms Plans,
Prepaid / Post-Paid Plans, Vas-Data, Caller Tunes Etc. Apart From Geographically Segmenting
The Market In East, West, North, South & Central, The Market Is Also Segmented In Each Region
On The Basis Of Demographic Variables Like Age, Income, Social Groups. Different Geographic
Regions Are Handled Independently And Different Campaigns Are Run According To The
Preferences Of People In Each Region. Airtel Has Targeted The Generation Z Of 15-25 Ages,
Generation X & Baby Boomers By Using Different Campaigns Over The Period Of Time I.E.
Campaign Like “Har Ek Friend Jaruri Hota Hai”/ “Jo Tera Hai Wo Mera Hai” To Target Gen Z And
Recently Launched Campaign Of “One Touch Internet” Targeting Gen X & Baby Boomers. Airtel
Has Been Successful In Top-Of-The-Mind Recall Amongst Cellular Phone Users And Is Enjoying
A Leadership Position In Most Markets. After Changing Its Logo It Has Repositioned Itself As
Young, Energetic & International Brand. It Has Evolved Itself As A Torch Bearer Of The Telecom
Industry In India.
With The Formation Of Indus Tower & Partnering With Idea & Vodafone For Indian
Operations, Airtel Has Extended Its Infrastructure In The Extreme Parts Of The Country
For Nationwide Penetration, Creating Competitive Edge Over Other Players In Terms Of
Low Operational Cost, Better Network Connectivity, Coverage, Low Call Drops & Better
Customer Service. Airtel Developed A Sustainable Advantage Through Its Excellent
59
Network Of Telecom Towers. In Many Locations, Newer Entrants Found It Cheaper To

Rent Airtel’s Existing Infrastructure Rather Than Setup New Towers. Also Spending
Extensively On Advertising & Promotions Helped It To Become A Market Leader. Word Of
Mouth Is One Of The Strongest Forms Of Promotions & Airtel Has Completely Leveraged
That. Airtel Is Always Known For Its Innovation And Some Of Its Productswere
Thelifetime Prepaid, Airtel Live, Hello Tunes, My Plans,
Which Occupies Different Places In Bcg
Matrixnamely Mobile Services Are Stars, As It Is Operating In 22-Telecom Circles Of India
And Is The Largest Mobile Service Provider In The Country, Based On The Number Of
Customers & (22.7 %) Market Share. Tele-Media Services – Fixed-Line Services Are Dogs
Since There Is A Phenomenal Decrease In The Services In The Industry As A Whole. High-
Speed Broadband Which Is Question Mark Since It Has Best In Class Network With
126,357rkm Of Fibre Laid Down But Still They Have Presence In Only 87 Metros & Tier-1
City Further Investment Can Increase Their Market Share & Will Help It To Move To Stars.
Important Factors In Planning
Airtel Business To Large Enterprise Is Question Mark, Although It Provides A Broad

Portfolio Of Services To Large Enterprise, Government, Small & Medium Businesses And
Carrier Customers But The Services Offered By Airtel Are Expensive As Compared To
Other Players. Digital Tv Services Are Stars, Airtel Have 18% Market Share In The Dth
Services Second To Only Dish Tv & Have Head On Competition With Tata Sky. Distribution
Strategy In The Marketing Strategy Of Airtel – It Has Wide Spread Simple And Effective
Channel Structure. Company Uses 2-Tier & 3- Tier Distribution Network System. Under 2-
Tier Distribution Network, Company Appoints Ud (Urban Distributors) & Rs (Rural
Supliers). Ud Distribute The Items To Retailers According To The Demand & Transfer Easy
Balance To Retailer Through Fos (Field Officer Sales) Sim Who Work Under Ud’s. Under 3-
Tier Distribution Rs (Rural Supers) Distributes The Items To Rd (Rural Distributors) &
Transfer Easy Balance Into Rd’s Sim, Who Then Distribute It To Retailers. Ad By Value
Impression Apart From All These Company Also Uses Airtel Relationship Centres Under
Franchised Model & Company Officials For Corporate Sales.
60
• Brand Equity In The Marketing Strategy Of Airtel
High Toma (Top Of Mind Awareness), Arpu (Average Revenue Per User), And Extensive
Distribution System & As High As 300+ Million Subscribers Has Helped Airtel In Crafting
Market Leader Position For Itself Over The Years. Also Airtel Has Shifted From A
Technological Brand To A Communication Brand Through Its Continuous Evolving
Branding & Marketing Efforts. It Has Rechristened Its Logo To Make It More Of
International, Young & Energetic Brand
61
• Market Analysis In The Marketing Strategy Of Airtel

In The Highly Competitive Telecom Market Where Each Company Is Trying Hard To Retain
Their Customers & Increase Arpu (Average Return Per User), Airtel Is Facing Stiff
Competition From Small & Local Players Like Uninor, Aircelwho Are Present In Few
Circles. Also Players Like Vodafone Who Are Fighting Head On To Emerge As A Market
Leader Possess A Serious Threat To The Company. Connectivity, Data Services & Vas(Value
Added Services) Will Be The Driving Force Of The Telecom Industry.
• Customer Analysis In The Marketing Strategy Of Airtel
Customers Group Consist Of All 3 Segments A, B & C With Their Distinctive Needs But
Majorly It Is Targeting B Segment Which Is Middle Class With Aspirational Needs & Is The
Fastest Growing Segment. To Cater The Corporates Clients & A-Class They Have Dedicated
Workforce. Airtel Deals In Both B2c & B2b Customers
62
2.7 CSR Activities

• Bharti Foundation
Imparting Quality Education To Rural Disadvantaged Children Has Been The Primary
Focus Of Thefoundation Ever Since Its Inception. The Foundation Is Committed To Help
Underprivileged Children And Young People Of Our Country Realise Their Potential. The
Satya Bharti School Program Is The Flagship Initiative Of Bharti Foundation. It Aims To
Provide Free Quality Education To Underprivileged Children In Rural India, With A Special
Focus On The Girl Child. The Model Ensures That Children Are Provided Quality Education
Absolutely Free Of Cost Through Well Trained Teachers, Selected Through A Well
Formulated Process, From The Surrounding Communities. It Supportsstudents In Our
Schools With Free Uniforms, Education Materials, Nutritious Mid-Day Meals, Among Other
Facilities, In Addition To Charging Absolutely No Fees.
In Close Partnership With 'Educate A Child', A Global Initiative, Bharti Foundation

Implements The Satya Bharti Learning Centres Program. The Program Aims To Bridge The
Education Gap Of Out-Of School Children And Mainstream Them Into Regular Government
Schools In Villages. Under Its Quality Support Program, Bharti Foundation Is Also
Collaborating With Government Schools To Improve The Overall Quality Of Schools. It
Does So By Bringing In Its Learnings From The Satya Bharti School Program And Enabling
The Leadership And Teachers Of Rural Government Schools To Initiate Their Schools On
The Path Of Constant Improvement.
The Foundation Has Recently Announced 'Satya Bharti Abhiyan', An Initiative To Improve
Sanitation Facilities In Rural Ludhiana. In Addition To Rural Household Sanitation, It Will
Also I. Satya Bharti School Program The Satya Bharti School Program Was Introduced In
2006. This Rural Education Initiative Has The Following Objectives:
Provide Free And Quality Education To Underprivileged Children, With A Special Focus On
The Girl Child, In Rural Parts Of The Country. Transform Students Into Educated,
Confident, Responsible And Selfreliant Employable Citizens Of The Country With A Deep
Sense Of Commitment To Their Society. Encourage Active Involvement Of The Community,
Parents And Likeminded Organisations. Improve Sanitation Facilities In Government
Schools In Rural Ludhiana
63
Blood Donation Celebrating The 68th Year Of The Indian Independence And Remembering
The Heroes Who Sacrificed Their Lives For The Nation, Airtel Wbo Organised A Voluntary
Blood Donation Camp At Its Premise. Due To Acute Scarcity Of Blood For Saving Lives, This
Initiative Received Much Appreciation. Gujarat Circle Also Organised A Blood Donation
Camp At Their Circle Office And Rajkot Zone. Around 100 Units Were Donated By Employe
Community Awareness Airtel Zonal Team At Ludhiana, With The Help Of Bharti
Foundation's Regional Team, Adopted Five Villages In Ludhiana To Build Community
Awareness For Personal Hygiene And Household Sanitation.
• Sanitation Week
Ludhiana Zone Employees Participated During The Inaugural Session Of The Sanitation
Week, Where Employees Picked Up Brooms And Waste Disposal Bags, Along With Bharti
Foundation Team And Satya Bharti School Students, To Strengthen The Message On
Hygiene And Cleanliness. In Addition To The Community, Students From Other Local
Government Schools Also Joined The Programme.
• Resource Management E-Waste

The Increasing Volume Of Waste Generated By The Telecommunication Sector Has Been A
Matter Of Grave Concern. Airtel, As One Of The Leading Companies Of Telecommunication
Sector, Manages Both Physical And E-Waste, Generated From Its Premises. The Company
Has Adopted A Proactive Approach By Ensuring End-To-End Traceability And Recycling Of
Waste. Airtel Continuously Monitors The Waste Generation At Each Stage, And Track The
Procedure Of Waste Disposal.
The Company Ensures That All Electrical And Electronic Components And Even Highly
Inflammable Fuels Are Handled And Disposed Of Responsibly, By Registered And Licensed
Recyclers. In Fy 2014 15, Over 1,700 Tons Of E-Waste Was Recycled As Per Waste
Electrical And Electronic Equipment (Weee) Norms
64
• E-Bills
Airtel Deploys The Best-In-Class Digital Assets Throughout Its Services. The Company
Aims To Reduce Paper Usage By Promoting The Use Of Electronic Billing And Online
Payment Methods. Over 65% Of Airtel’s Total Post-Paid Mobile Customers Have Switched
Over To Paperless Bills. More Than 15% Of These Customers Were Convert
• Green Network
• Conversion Of Indoor Sites To Outdoor

During The Year, Airtel Partnered With Its Tower Companies, Which Helped Convert
Indoor Sites To Outdoor Sites. Over 12,500 Sites Have Been Converted To Outdoor, Thus
Reducing The Energy Consumption Of These Sites By About 25%. Sites Are Converted
Mostly Installing Fcu For Switching Off The Aircon, Thus Making Them Feasible For
Installing Green Energy Solutions Like Solar And Li Ion, Among Others.
• Outdoor Site Deployment

During The Year, Over 90% Of New Sites Were Deployed As A Conditioner Usag Outdoor
Site, Eliminating Air
• Partnering For Greener Network

Green Project With Bharti Infratel Bharti
Infratel (Infratel) Has Been Working Closely With Airtel For Removing Aircon From Sites.
This Year, Over 3,600 Sites Were Converted To Outdoor, Using Fcu And Micro-Cooling
Solution, Making 6,000 Sites Outdoor Till Date.
Besides, Infratel Has Installed About 700 Solar Solutions At Sites In The Current Financial
Year, Taking The Total To 2,200. Infratel Continues To Be The Leader In Solar Site
Deployment Across All Tower Companies In India. In Addition, Infratel Has Tagged 5,500
Sites As Green Sites
65
• Project Green With Indus Toweres Cities

Project Green City Was Launched By Indus Towers Few Years Back, And Over 22,000 Sites
Have Been Tagged As Green Sites, Until This Year. Indus Towers Has Converted Over 9,000
Sites In The Current Year, Totalling 13,700 Sites Outdoor, Till Date.
66
2.8 Export And Imports.
• New Delhi: Bharti Airtel Has Clarified That The Government’s Move To Put It Under The
‘Denied Entity List’ Does Not Limit Its Ability To Import And Export Goods And Services In
The Future.
• The Directorate Of Foreign Trade(Dgft) Under The Commerce Ministry, On Tuesday, Put
Airtel On The ‘Denied Entities List’ Following The Non-Fulfillment Of Export Obligations
Under The Export Promotion Capital Goods(Epcg) Scheme.
• The Company Is Working Towards An Expeditious Closure Of This Matter With The
Office Of The Dgft And For Getting The Company’s Name Removed From The Del. It Must
Also Be Noted That The Said Action Does Not Limit The Ability Of The Company To
Undertake Future Imports Or Exports,” Airtel Said In A Regulatory Filing On Wednesday.
Airtel Also Said That It Had Not Applied For Any Such License As There Was No
Operational Need For The Same.
The Company Has Fulfilled All Its Export Obligations Under The Past Licenses And Has
Applied For Closure Of These Licenses Along With Necessary Documents To The
Authorities In This Regard,” It Said. The Epcg Is An Export Promotion Scheme. Under This,
Import Of Capital Goods Are Allowed At Zero Customs Duty For Manufacturing Quality
Goods And Services.
• Under The Scheme, Capital Goods Imported At Zero Duty Must Fulfil Epcg Exportobligation
Equivalent To 6 Times Of Duty Saved On The Capital Goods.
67
2.9 Collaboration And Expansion Plans
Airtel Announces Massive Expansion Plans Foe Its Future-Redy Network In Maharasgtra
& Goa
• Plans To Roll-Out 8000 New Sites And 4200 Kms Of Optic Fiber In Fy 18-19 Airtel –
India’s Fastest Mobile Network – Now Covers More Than 27,000 Towns And Villages In
The Region With 19,500 Mobile Broadband Sites One New Site Will Get Added Every Hour
To Airtel’s Future-Ready Networkin Maharashtra & Goa Under This Aggressive Roll-Out
Plan
- The Network Roll-Out Of Fy 18-19 Would Take The Total Number Of Sites To More
Than 38,000 And Extend The Fiber Backbone To 21,600 Kms
- Expansion Plan Of Fy 18-19 Follows A Fruitful Fy 17-18 Which Saw 6800 New Sites
And 2600 Kmsof Fiber Getting Added To Airtel’s Future-Ready
• Pune, 8th May 2018. Bharti Airtel (“Airtel”), India’s Largest Telecommunications Service
Provider, Today Announced It Massive Network Roll-Out Plans For Fy 2018-19 To Further
Expand Its High Speed Mobile Data Footprint In Maharashtra & Goa.
• As A Part Of Its Network Expansion Program – Project Leap, Airtel Announced Its Plans
To Add More Than 8000 New Sites In Fy 2018-19, Along With An Addition Ofmore Than
4200 Kms Of Optic Fiber, In Maharashtra & Goa. While Stepping Up The Data Capacities
And Taking Services Deeper Into Rural And Unconnected Areas, The Massive Roll-Out
Would Mean Addition Of 1 New Site Per Hour To Airtel’s Futureready Network In The
States Of Maharashtra & Goa (Excl Mumbai).
• The Expansion Plan For Fy 2018-19 Follows A Fruitful Fy 2017-18 Which Saw More
Than 7000 New Sites Being Deployed And More Than 2600 Kms Of Optic Fiber Being
Rolled Out In Maharashtra & Goa, Extending Its Mobile Broadband Footprint To 27000
Towns And Villages.
68
• Rohit Marwha, Chief Executive Officer – Maharashtra & Goa, Bharti Airtel Ltd, Adds, “We
Are Committed To Offer Our Customers In Maharashtra & Goa A Seamless Experience On
The Best Smartphone Network. We Will Continue To Invest Aggressively In The Region
And Expand Our Network Capabilities With Over 38,000 Sites By The End Of This Financial
Year. With Our Enhanced Speeds, Reach And Coverage, We Also Aim To Contribute
Towards The Government’s Vision Of Digital India.”
• With This Planned Roll-Out, Number Of Airtel’s Mobile Sites In Maharashtra & Goa Would
Go Up By 25% To 38,000, Further Enhancing The Speeds And Voice Qualities. The Addition
Of Fresh Optic Fiber Would Extend Its Fiber Backbone To 21,600 Kms, Supporting The
Growth Of High Speed Data Services In The Region.
•
• Network Highlights Of Airtel Maharashtra & Goa:
o .-4g Services On 2300 Mhz Launched In Apr 2012
o .-4g Services On 1800 Mhz Added In Feb 2017
o .- Volte Services Launched In Oct 2017
o Fiber Backbone – 17400 Kms
o *Towns And Villages Covered By Airtel Network- 40,000
69
About Bharti Airtel Limited
Bharti Airtel Limited Is A Leading Global Telecommunications Company With Operations

In 16 Countries Across Asia And Africa. Headquartered In New Delhi, India, The Company
Ranks Amongst The Top 3 Mobile Service Providers Globally In Terms Of Subscribers. In
India, The Company’s Product Offerings Include 2g, 3g And 4g Wireless Services, Mobile
Commerce, Fixed Line Services, High Speed Home Broadband, Dth, Enterprise Services
Including National & International Long Distance Services To Carriers. In The Rest Of The
Geographies, It Offers 2g, 3g, 4g Wireless Services And Mobile Commerce. Bharti Airtel
Had Over 413 Million Customers Across Its Operations At The End Of March 2018.
70
2.10 Swot Analysis Of The Company
Swot Analysis Of Airtel
 Strengths In The Swot Analysis Of Airtel:
• Renowned Telecom Company: With Its 19+ Years Of Rich Experience In The
Telecommunications Industry, Airtel Has Traveled Far And Wide To Become The World’s
Third Largest Overseas Telecommunications Operator With Operations In 18 Countries
Across South Asia And Africa, As Well As In The Channel Islands.
• High Brand Equity: One Of The Leading Telecommunications Companies With A High
Brand
Warning And A Colossal Subscriber Base.
• Advanced Infrastructure: With The Establishment Of The Indus Tower & As A Result Of
Its Alliance With Idea & Vodafone, Airtel’s Network Has Been Expanded To All Parts Of The
Country Resulting In National Penetration.
• Strategic Alliances: The Company Has Leading Investors, Sony Ericsson, Nokia And
Singtel And The Most Recent One Is Apple. These Strategic Alliances Raise The Credibility
Of The Product And The Bottom Line Of The Business.
• Technology: Airtel Infrastructure Is Manufactured And Operated By Ericsson, Huawei

And Nokia Networks While It Support Is Provided By Amdocs. The Transmission Towers
Are Maintained By Bharti Subsidiaries And Joint Venture Companies, Including Bharti
Infratel And Indus Towers In India.
• Flag Bearer Of The Telecommunications Industry: With Its Number 1 Spot Due To Its
Excellent Services In Developing Economies, Airtel Has Interconnected People’s Lives In A
Highly Efficient Manner. As A Result, Where Vodafone Is An International Entrant, Airtel Is
The Nation’s Leading Player In India And The Torchbearer Of The Telecommunications
Industry In India
71
 Weaknesses In The Swot Analysis Of Airtel:
• Outsourced Operations: Outsourcing Operations Have Helped Airtel Minimize Its Costs.
On The Other Hand, However, They Run The Risk Of Being Dependent On Certain Other
Companies Which May Have An Effect On Their Operations.
• Venture Into African Operations: Although It’s Been Many Years Since Airtel Purchased Zain’s
African Company, Airtel Is Still Struggling To Transform The Unit That Was Bought To
The Tune Of 9Billion Dollars.
• High Debt: As Its Acquisitions Turn Out To Be Bad Investments And Credit Is High And
The Margins Are Weak, Airtel Is Under High Debt. Airtel Does Not Have The Deep Pockets
As Of Reliance Jio. Opportunies In The Swot Analysis Of Airtel:
• Strategic Partnership: Partnering With Smart Phone Companies Will Be A Smart Strategy
For Mnp (Mobile Number Portability In India). This Will Secure Stable Cash Flows And A
Larger Customer Base In The Future.
• Market Development: With Ferocious Competition In The Telecommunications Industry

& Shrinking Margins, Venturing Into New Markets/Developing Economies Will Prove To
Be A Success For The Company.
• Vas: Vas (Value Added Services) Is Moving Towards The Future Of The
Telecommunications Industry, And By Focusing In This Vertical Segment, Airtel Can
Distinguish Itself In A Highly Competitive Market. With The Launch Of Exclusive Offerings,
Airtel May Have Higher Margins.
• Untapped Scope Of The Current Market: Although It Currently Provides 3 G & 4 G

Coverage, Such Networks Are Restricted To Specific Geographic Areas. Expansion Of These
Services To Most Of Its Regions Would Help The Company To Achieve More Profits And
Customers.
• Vas: Vas (Value Added Services) Is Going To The Future Of The Telecommunications
Industry, And By Focusing In This Area, Airtel Can Distinguish Itself Into A Highly
72
Competitive Market.
73
•Lte: The Whole Cellular World Is Moving Towards Lte (Long-Term Evolution Or 4 G).
Mobile Broadband Lte Can Be A Good Solution For India Where Fixed Broadband
Penetration Is Otherwise Poor. Airtel Has Taken The Lead With This Variant Of Lte In Four
Markets, But The Rollout Needs To Catch Up. Notwithstanding India’s Weak Lte
Environment, Airtel Will Portray Itself As The Welcoming Of That Technology. The
Company Lacks A National 3 G Spectrum License In 13 Out Of 22 Telecommunications
Service Areas. Airtel’s Mobile Broadband Lte Network Is Still Limited To Only Four Cities
In India.
• Upcoming 5g Technology Adoption Can Also Make Airtel As No.1 Telecom Company.
 Threats In The Swot Analysis Of Airtel:
• Government Regulatory Framework: As A Result Of The Normal Auctioning Of Spectrum

& Change In Government Policies, There Is A Possible Threat To The Stability & Life Of
This Market, Thereby Affecting Players.
• Competition: The Price War In The Home Market And The Rising Margins Are Adversely
Affecting The Group’s Overall Business.
• Mnp (Mobile Number Portability): Mnp Gives The Consumer Flexibility To Switch The
Service Provider While Keeping The Number, And Since Airtel Rates Are Premium Over
Other Service Providers, It Can See A Decline In The Subscriber Base.
• Reliance Jio 4 G Services Tariff And New Technology Adoption By Competitors Can Be A Big
Threat For Airtel.
• Airtel, One Of India’s Largest Telecommunications Companies, Has Spread Widely Over
The Past Two Decades Of Its Existence. The Company Is Known For Its Quality And Value-
Added Smart Range Of Services Here We Present Airtel’s Swot Analysis To Understand The
74
Company’s Strengths, Vulnerabilities, Opportunities And Risks.
75
Chapter -3
Discussion
76
3.1 Literature Review
Definition
Employee Motivation Is An Intrinsic And Internal Drive To Put Forth The Necessary Effort
And Action Towards Work-Related Activities. It Has Been Broadly Defined As The
“Psychological Forces That Determine The Direction Of A Person’s Behaviour In An
Organisation, A Person’s Level Of Effort And A Person’s Level Of Persistence”. Also,
“Motivation Can Be Thought Of As The Willingness To Expend Energy To Achieve A Goal
Or A Reward. Motivation At Work Has Been Defined As ‘The Sum Of The Processes That
Influence The Arousal, Direction, And Maintenance Of Behaviours Relevant To Work
Settings.” Motivated Employees Are Essential To The Success Of An Organization As
Motivated Employees Are Generally More Productive At The Work Place.
Objectives
Main Objectives Of Employee Motivation Are As Follows:
1. The Purpose Of Motivation Is To Create Condition In Which People Are Willing To

Work With Zeal, Initiative, Interest And Enthusiasm With A High Personal And
Group Moral Satisfaction With A Sense Of Responsibility.
2. To Increase Loyalty Against Company
3. Motivation Techniques Utilized To Stimulate Employee Growth.
4. For The Achieving A Desired Rate Of Production.
5. Performance Results From The Interaction Of Physical, Financial And Human
Resource.
6. You Can Ever Buy A Measured Number Of Skilled Muscular Motions Per Hour A Day.
77
Importance Of Employee Motivation:
The Workforce Will Be Better Satisfied If The Management Provides Them With
Opportunities To Fulfil Their Physiological And Psychological Needs. The Workers Will
Cooperate Voluntarily With The Management And Will Towards Maximum The Contribute
Their Goals Of The Enterprise.
. Workers Will Tend To Be As Efficient As Possible By Improving Upon Their Skills And
Knowledge So That They Are Able To Contribute To The Progress Of The Organization This
Will Also Results In Increased Productivity.
. The Rates Of Labour’s Turnover And Absenteeism Among The Workers Will Be Low.
There Will Be Good Human Relations In The Organization As Fiction Among The Workers
Themselves And Between The Workers And The Management Will Decrease.
The Number Of Complaints And Grievance Will Come Down. Accident Will Also Be Low.
There Will Be Increase In The Quantity And Quality Of Products Wastage And Scrap Will
Be Less. Better Quality Of Products Will Also Increase The Public Image Of The .Business.
Motivation Concepts Intrinsic

Motivation:
Intrinsic Motivation Refers To Motivation That Is Driven By An Interest Or Enjoyment In
The Task Itself, And Exists Within The Individual Rather Than Relying On Any External
Pressure. Intrinsic Motivation Is Based On Taking Pleasure In An Activity Rather Working
Towards An External Rewards.
Extrinsic Motivation:
Extrinsic Motivation Refers To The Performance Of An Activity In Order To Attain An

Outcome, Which Then Contradicts Intrinsic Motivation.Extrinsic Motivation Comes From
Outside Of The Individual. Common Extrinsic Motivations Are Rewards Like Money And
Grades,Coercion And Threat Of Punishment.Competition Is In General Extrinsic Because It
Encourages The Performer To Win And Beat Others,Not To Enjoy The Intrinsic Rewards Of
The Activity Social Psychological Research Has Indicated That Extrinsic Rewards Can Lead
To Over Justification And A Subsequent Reduction In Intrinsic Motivation.
78
In One Study Demonstrating This Effect, Children Who Expected To Be Rewarded With A
Ribbon And A Gold Star For Drawing Pictures Spent Less Time Playing With The Drawing
Materials In Subsequent Observation Can Be Internalized By The Individual If The Task
Fits With Their Values And Beliefs And Therefore Helps To Fulfill Their Basic
Psychological Needs.
Types Of Employee Motivation:
Understanding Employee Motivation Is Necessary To The Success Of A Company By

Knowing What Encourages An Employees To Do His Or Her Job, A Company Will Be
Able To Implement.
Different Policies To Increase The Performance Of The Workers In Order To Understand

Employee Motivation ,One Must Realize That People Are Different. This Means That
Different Things Motivate Different Employees.
Achievement
One Type Of Employee Motivation Is Achievement. In This Type Of Employees Motivation,

The Worker Is Driven By The Goal Itself. This In A Sense Like Climbing A Mountain
Because The Mountain Is There Employers Often Make Use Of This By Presenting
Challenges To The Employees. In Making Use Of This Type Of Employee Motivation
Employers Often Include Incentives Such As Promotion Or Cash. However, For The
Employees, The Incentives Is Only A Bonus To The Achievement.
Advancement
For Some Employees, Their Motivation Is The Prospect Of Rising Up In The Ranks Of The
Corporation. They Work Hard In Order To Catch The Eye Of The Boss Ad Probably Get A
Promotion. This Type Of Employee Motivation Is Characterized By Ambition. Of Course,
There Are Times When This Types Of Employee Motivation Can Be Dangerous.Sometimes,
Superiors May Find Their Jobs In Danger Because Of An Advancement-Motivated
Employee However, If Handled Properly, And An Employee Whose Motivation Is
Advancement Can Be The Best In The Business. As Such, This Type Of Employee
79
Motivation Should Be Handled Carefully.
80
Pressure
Some Employees Work Harder Under Pressure .This Employee Motivation Is Rarely
Manifested Consciously In A Worker. It Is Often The Case That An Employee Unknowingly
Piles Pressure On Him Or Her And This Pressure Pushes Them To Work Harder.Sometimes
Pressure Is Used By And Employee To See Just How Far He Or She Would Be Able To Go.
However, This Type Of Employee Motivation Can Have Some Very Negative Results,
Considering The Fact That Every Person Has A Limit In Fact, It Often Ends Up In A
Breakdown Of Some Sort.
Fear
This Is One Of The Mostly Commonly Used In Employee Motivation Techniques. Employee
Are Often Threatened With Termination If They Fail To Meet Certain Objectives. Of Course,
If An Employee Does Not Handle Pressure Very Well, This Type Of Employee Motivation
Techniques Could Be Detrimental To His Or Her Work Performance The Efficiency Of A
Person Depends On Two Factors, Firstly, The Level Of Ability To Do A Certain Work,
Secondly, The Willingness To Do The Work .So For As The First Factor Is Concerned It Can
Be Acquired By Education And Training, But
The Second Factor Can Be Created By Motivation. A Person May Have Several Needs And
Desire
.It Is Only Strongly Felt Needs Which Becomes Motives .Thus Motives Are Invisible
Directed Towards Certain Goals .Motivation Means That Process Which Creates On
Inspiration In A Person To Motivation Is Derived From The Word ‘Motive’ Which Means
The Latest Power In A Person Which Impels Him To Do A Work.Motivation Is The Process
Of Steering A Person’s Inner Drives And Actions Towards Certain Goals And Committing
His Energies To Achieve These Goals .It Involves A Chain Reaction Starting With Felt Needs
,Resulting In Motives Which Gives Rise To Tension Which Census Action Towards Goals. It
Is The Process Of Stimulating People To Strive Willingly Towards The Achievement Of
Organizational Goals Motivation May Be Defined As The Work A Manager Performs An
Order To Induce Subordinates To Act On The Desired Manner By Satisfying Their Needs
And Desires. Thus Motivation Is Concerned With How Behaviour Gets Started, Is
Energized, Sustained And Directed.
81
The Word Motivation Has Been Derived From Motive Which Means Any Idea, Need Or
Emotion That Prompts A Man In To Action. Whatever May Be The Behaviour Of Man There
Is Some Stimulus Behind It. Stimulus Is Dependent Upon The Motive Of The Person
Concerned .Motive Can Be Known By Studying His Needs And Desires .There Is No
Universal Theory That Can Explain The Factors Influencing Motives Which Control Mans
Behavior At Any Particular Point Of Time. In General, The Different Motives Operate At
Different Times Among Different People And Influence Their Behaviors.The Process Of
Motivation Studies The Motives Of Individuals Which Cause Different Type Of Behavior.
Motivation Is The Core Of Management Motivation Is An Effective Instrument In The
Hands Of The Management In Inspiring The Workforce .It Is The Major Task Of Every
Manager To Motivate His Subordinates Or To Create The Will To Work Among The
Subordinates. It Should Also Be Remembered That The Worker May Be Immensely
Capable Of Doing Some Work ,Nothing Can Be Achieved If He Is Not Willing To Work
Creation Of A Will To Work Is Motivation In Simple But True Sense Of Term, Motivation Is
An Important Function Which Very Manager Performs For Actuating The People To Work
For Accomplishment Of Objectives Of The Organization Issuance Of Well Conceived
Instructions And Orders Does Not Mean That They Will Be Followed .A Manager Has To
Make Appropriate Use Of Motivation To Enthuse The Employees To Follow Them. Effective
Motivation Succeeds Not Only In Having An Order Does Not Mean That They Will Be
Followed A Manager Has To Make Appropriate Use Of Motivation To Enthuse The
Employees To Follow Them. Effective Motivation Succeeds Not Only In Having An Order
Accepted But Also In Gaining A Determination To See That It Is Executed Efficiently And
Effectively In Order To Motivate Workers To Work For The Organizational Goals, The
Managers Must Determine The Motives Or Needs Of The Workers And Provide An
Environment In Which Appropriate Incentives Are Available For Their Satisfaction. If They
Provide An Environment In Which Appropriate Incentives Are Available For Their
Satisfaction .If The Management Is Successful In Doing So; It Will Also Be Successful In
Increasing The Willingness Of The Workers To Work .This Will Increase Efficiency Of The
Organization. There Will Be Better Utilization Of Resources And Workers Abilities And
Capacities.
82
Importance Of Motivation
Motivation Is One Of The Most Important Factors Determining Organizational Efficiency.

All Organizational Facilities Will Go To Waste In Absence Of Motivated People To Utilize
These Facilities Effectively. Every Superior In The Organization Must Motivate Its
Subordinates For The Right Types Of Behaviour. The Performance Of Human Beings In
The Organization Is Dependent On The Ability In The Motivation. Renis Likert Called
Motivation As “The Cost Of The Management Motivation Is An Effective Instrument In The
Hands Of Management In Inspiring The Workforce. Motivation Increases The Willingness
Of The Workers To Work, Thus Increasing Efficiency And Effectiveness Of The
Organization Thus Motivation Is A Basis Of Cooperation To Get, The Best Result Out Of The
Efforts Of The Human Beings On The Job.
Improvement Upon Skill And Knowledge:
All The Members Will Try To Be Efficient As Possible And Will Try It Improve Upon The
Skill And Knowledge To The Progress Of The Organization Which In Turn Will Provide The
Promised And More.Ultimately Enabling Them To Satisfy Their Need, Personal And Social
Both
Acceptance Of Organization Change:
Change Is The Law Of Nature .Due To Several Changes In The Society, Changes In
Technology, Value System, Etc. Organization Has To Incorporate These Changes To Cope
With The Requirement Of The Time. If People Are Effectively Motivated, They Gladly
Accept, Introduce And Implement These Changes Without Reserving Any Resistance To
Change And Negative Attitude, Thus Keeping The Organization On The Right Track Of
Progress A Firm That Provides Opportunities For The Advancement Of Its People Has A
Better Image In The Mind Of The Public As A Good Employer. This Image Helps In
Attracting Qualified Personnel And Thus Simplifies The Staffing Function .This Will Also
Improve Employee Satisfaction And Reduce Industrial Stifle.In A Nutshell, To Achieve The
Organizational And Individual Goals In An Economical And Efficient Manner, Motivation Is
An Important Tool In The Hands Of Management To Direct The Behaviour Of Subordinates
In The Desired And Appropriate Direction And Thus Minimize The Wastage Of Human And
83
Other Resources .
Motivation Is One Of The Most Crucial Factors That Determine The Efficiency And
Effectiveness Of An Organization With Its Help A Desire Is Born In The Mind Of The
Employees To Achieve Successfully The Objective The Enterprise. All Enterprise May Have
The Best Of Material, Machines And Other Means Of Production But All These Resources
Are Meaningless So Long As They Are Not Utilized By Properly Motivated People. There
Was A Time When The Human Resource Of Production Was Treated Like
Other Non-Human Resources And Was Not Given Any Special Importance. But This Old
Concept Has Lost All Importance In This Competitive Age Classifying The Importance Of
Motivation Renis Likert Has Called It.
The Importance Of Motivation Becomes Clear From Following Facts:
1. High Level Of Performance

2. Low Employee Turnover And Absenteeism
3. Easy Acceptance Of Organizational Change
4. Good Human Relations
5. Good Image Of Organization
6. Increase In Morale
7. Proper Use Of Human Resource Possible
8. Helpful In Achieving Goals
9. Builds Good Relations Among Employees
10. Easier Selection
11. Facilities Change
Motivation Involves Getting The Members Of The Group To Pull Weight Effectively, To Give
Their Loyalty To The Group, To Carry Out Properly The Purpose Of The Organization. The
Following Results May Be Expected If The Employees Are Properly Motivated. The
Workforce Will Be Better Satisfied If The Management Provides Them With Opportunities
To Fulfill Their Physiological And Psychological Needs. The Workers Will Cooperate
84
Voluntarily With The Management And Will Contribute Their Maximum Towards The Goal
Of The Enterprise Workers Will Tend To Be As Efficient As Possible By Improving Upon
Their Skills And Knowledge So That They Are Able To Contribute To The Progress Of The
Organization. This Will Also Result In Increased Productivity.
The Rates Of Labour’s Turnover And Absenteeism Among The Workers Themselves And
Between The Workers And The Management Will Decrease The Number Of Complaints
And Grievance Will Come Down Accident Will Also Be Low. There Will Be Increase In The
Quantity And Quality Of Products.
Motivational Theories
Maslow’s Hierarchy Of Needs
Abraham Maslow Viewed Motivation As Being Based On A Hierarchy Of Needs, Of Which A

Person Cannot Move To The Next Level Of Needs Without Satisfying The Previous Level.
Maslow’s Hierarchy Starts At The Lowest Level Of Needs, Basic Physiological Needs. Basic
Physiological Needs Include Air, Water, And Food. Employers Who Pay At Least A Minimal
Living Wage Will Meet These Basic Employee Needs. The Next Level Of Needs Is Referred
To As Safety And Security Needs. This Level Includes Needs Such As Having A Place To Live
And Knowing One Is Safe. Employers Can Meet These Needs By Ensuring Employees Are
Safe From Physical, Verbal And/Or Emotional Hazards And Have A Sense Of Job Security.
The Third Level Of Needs Is Social Affiliation And Belonging. This Is The Need To Be
Social, Have Friends, And Feel Like One Belongs And Is
Loved. Implementing Employee Participation Programs Can Help Fulfill The Need To
Belong. Rewards Such As Acknowledging An Employee’s Contributions Can Also Satisfy
These Social And Love Needs. The Fourth Level On The Hierarchy Is Esteem Needs. This
Level Is Described As Feeling Good About One’s Self And Knowing That Their Life Is
Meaningful, Valuable, And Has A Purpose. Employers Should Use The Job Design
Technique To Create Jobs That Are Important To And Cherished By The Employee. These
First Four Needs, Maslow Called D-Needs (Deficient).
Herzberg’s Two-Factor Theory
Frederick Herzberg Developed The Two-Factor Theory Of Motivation Based On Satisfiers

And Dissatisfiers. Satisfiers Are Motivators Associated With Job Satisfaction While
85
Dissatisfiers Are Motivators Associated With Hygiene Or Maintenance. Satisfiers Include

Achievement, Responsibility, Advancement, And Recognition. Satisfiers Are All Intrinsic
Motivators That Are Directly Related To Rewards Attainable From Work Performance And
Even The Nature Of The Work Itself.
Dissatisfiers Are Extrinsic Motivators Based On The Work Environment, And Include A
Company’s Policies And Administration Such As Supervision, Peers, Working Conditions,
And Salary. Herzberg Believed Providing For Hygiene And Maintenance Needs Could
Prevent Dissatisfaction But Not Contribute To Satisfaction. Herzberg Also Believed That
Satisfiers Hold The Greatest Potential For Increased Work Performance. Work-Life
Programs Are A Form Of Satisfier That Recognizes The Employee’s Life Outside Of Work
Which, In Turn, Helps Motivate The Employee. Improving A Job To Make It More
Interesting Can Improve The Overall Satisfaction An Employee Is Experiencing On The Job.
A Dissatisfier Looked At By Employees Is How Relationships Form With Colleagues.
Colleagues Play An Important Role Of The Workplace As They Are All Interacting Daily.
Forming High Quality Relationships With Peers Can Extrinsically Improve Employee
Motivation.
Vroom’s Expectancy Theory
The Expectancy Theory Of Motivation Was Established By Victor Vroom With The Belief
That Motivation Is Based On The Expectation Of Desired Outcomes.The Theory Is Based
On Four Concepts: Valence, Expectancy, Instrumentality And Force. Valence Is The
Attractiveness Of Potential Rewards, Outcomes, Or Incentives. Expectancy Is A Person’s
Belief That They Will Or Will Not Be Able To Reach The Desired Outcome. Instrumentality
Is The Belief That A Strong Performance Will Be Well Rewarded. Force Is A Person’s
Motivation To Perform. In General, People Will Work Hard When They Think That It Is
Likely To Lead To Desired Organizational Rewards. Vroom Thought That People Are
Motivated To Work Toward A Goal If They Believe The Goal Is Worthwhile And If They
Perceive That Their Efforts Will Contribute To The Achievement Of That Goal.
Force = Valence X Expectancy X Instrumentality
86
Locke’s Goal Theory
As Human Relations Management Took Hold, Increasing Intrinsic Motivation And

Attending To Individuals Became A Larger Concern For Employers. Increasing Intrinsic
Motivation Could Be Achieved Through The Goal Setting Theory By Edwin A. Locke.
Employers That Set Realistic And Challenging Goals For Their Employees Create Employee
Motivation. By Allowing Employees To Engage In Their Job, And Achieve Satisfaction When
Reaching A Goal It Can Entice Them To Want To Keep Setting New Goals To Reach New
Successes And Yield Superior Performance. The Theory Is Logical Because Employees Are
Going To Set More Difficult Goals But The Goals Will Be Attainable With Increased Effort.
Once In The Pattern Of Setting Goals, Employees Can Also Develop Goal Commitment,
Where They Are More Likely To Stick To Jobs Until They Are Finished.
Employees That Work Alongside Their Employers In The Goal-Setting Process Have The
Intrinsic Benefit Of Participating In Decisions, Which Can Lead To Higher Motivation As
They Are Empowered In Their Workplace. As Employees Reach These Personally Set
Goals, Management Can Reinforce Those Efforts By Showing Recognition Toward Their
Success.
87
3.3 Objectives Of The Employee Motivation
The Ultimate Goal Of Every Organisation Is To Increase Its Productivity. Hence, Motivation
Of Employees At All Levels Is The Most Critical Function Of Management. Mot Ited
Employee Produce A Goal Directed Behaviour With His Own Generator. Outside
Simulation Is Not Needed To Such Employee Again And Again. Inspire Of Outside Forces
He Is Driven Himself.
The Following Features Of Motivation Are:
1. Motivation Is An Internal Feeling. The Urge, Desires, Aspirations, Striving Or Needs

Of Human Being, Which Are Internal Influence Human Behaviour. For Example
People May Have The Urge Or Desire For Possessing A Motorbike, Comfortable
House, Reputation In The Society. These Urges Are Internal To An Individual.
2. Motivation Produces Goal Directed Behaviour For Example – The Promotion In The
Job May Be . Given To Employee With The Objective Of Improving His Performance.
If The Employee Is Interested In To Improve Performance.
3. Can Be Either Positive Or Negative. Positive Motivation Provides Positive Towards

Like Increase In Pay, Promotion, Recognition Etc. Negative Motivation Uses
Negative Means Like Punishment, Stopping Increments, Threatening Etc.
4. Motivation Is A Complex Process- As The Individuals Are Heterogeneous In Their

Expectations, Perceptions And Reactions, Any Type Of Motivation May Not Uniform
Effect For All The Members.
5.
Following Are Some Important Objectives Of Motivation:
1. To Create Conditions:
Main Basic Objective Of Motivation Is To Create Conditions In Which People Are Willing To
Work With Zeal, Initiative, Interest And Enthusiasm With A High Moral Satisfaction
88
Personal As Well As Group. Motivation, As Well Creates Feeling Or Responsibility And

Loyalty.
This Ultimately Results Indiscipline Naturally The Workers Feel Pride And Confident
Towards Achievement Of Organisational Goals Effectively.
2. To Stimulate Employee Growth:
Motivational Techniques Are Utilised To Stimulate Employee Growth. Clarence Francis

Rightly Said That “You Can Buy A Man’s Time, You Can Buy A Man’s Physical Presence At A
Given Place, You Can Even Buy A Measured Number Of Skilled Muscular Motions Per Hour
Or Day, But You Cannot Buy Enthusiasm, You Cannot Buy Initiative, You Cannot Buy
Loyalty, You Cannot Buy Devotion Of Hearts, Minds And Souls. You Have To Earn These
Things.” Motivation Helps Management In Winning Those That Cannot Be Bought.
Managers Believe That Motivation Is One Of The Most Important Factors In Managing
Human Resources Today.
3.To Achieve Organisational Goals:
Predetermined Objectives And Goals Of Any Organisation Can Be Achieved By Willful As

Well As Efficient Work By The Work Force. Motivation Only, Can Make The Workforce To
Stand To Expected Standards And Efficiency. It, Therefore, Is A Basic Duty Of Every
Manager To Motivate His Subordinates For The Attainment Of Predetermined
Organisational Goals And Objectives.
4.For Better Utilisation Of Human And Non-Human Resources:
It Is The Duty Of Every Manager To Utilise Both Human And Non-Human Resources In The
Best Possible Way. If Managers Motivate The Employees Continuously, They Will
Automatically Ensure Best Utilisation Of Human Resources. If Human Resources Are
Timely And Properly Motivated, They, In Turn Utilise The Non-Human Resources Properly.
Through Motivation There Will Be Better Utilisation Of Resources And Worker’s Abilities
And Capabilities.
89
5.For Job Satisfaction:
Higher Motivation Leads To Job Satisfaction Of Workers Which Can Reduce Absenteeism,
Turnover And Labour Unrest.
6. For Better Industrial Relations:
If Management Is Successful In Understanding The Motives Or Needs Of The Workers And

Provides An Environment In Which Appropriate Incentives Are Available For Their Need
Satisfaction, It Leads To Better Industrial Relations Between Management And Workers. It
Also Will Increase Efficiency And Effectiveness Of The Organisation. Motivation Will Also
Foster Team Spirit Among The Workers And Increase Their Loyalty To The Organisation.
The Following Points Highlight The Importance Of Motivation:

 Maximum Utilisation Of Factors Of Production – Motivation Makes Workers
Work Sincerely For Completing The Task Assigned To Them. By This, There
Is A Possibility Of Utilising The Enterprise Resources, Viz., Human, Physical
And Financial, To The Maximum.
 Reduced Employee Turnover And Absenteeism – Attractive Motivational
Schemes Bring About Satisfaction To Employees And By This, Their
Commitment To Organisationincreases And They Are Not Easily Tempted By
Offers From Competitors. This Means Reduced Employee Turnover.
 Increase In Efficiency And Output – As Motivation Brings About Satisfaction
To Employees, They Work Wholeheartedly. Because Of This, There Will Be
An Increase In Their Efficiency And Output.
 Sense Of Belonging – A Proper System Of Motivational Schemes Promotes
Closer Identification Between Enterprise And Workers. The Workers Begin
To Feel That The Enterprise Belongs To Them And The Interests Of The
Enterprise Are Their Interests And There Is No Difference Between Them..
 Easy Availability Of Right Personnel – Because Of The Proper Motivational
Schemes, The Enterprise Is In A Position To Attract Highly Talented And
Competent Persons From External Sources To Serve In Its Organisation. This
Helps The Company In Increasing Its Efficiency.
90
 Helps In Realising Organisational Goals – Motivated Employees Develop A

Feeling Of Total Involvement In The Task Of Organisation And Put Forth
Their Efforts Wholeheartedly For The Relations Of Organisational Goals.
There are 7 Important Factors of Employee Motivation. They are:-
1. Money - Money Is The Traditional Factor Of Motivation. Peter Drucker Also

Considered Money To Be The Most Important Motivator For The Employees. Today
Also Money Is A Powerful Motivator In Developing Countries. “Money” As A
“Motivator Factor” Means Monetary Incentives Offered To All Categories Of
Employees.
2. Achievement – “To Achieve Something’ Is A Natural Instinct And Urge In Every
Human Being. Achievement Is, Therefore, Said To Be One Of The Esteem Needs.
Naturally Chances Of Achievement Serve As Motivating Factor To The Employees.
3. Recognition – Every Human Desires To Get Recognised For His Extra Ordinary
Performance Or Any Great Or Positive Thing Achieved By Him. This Satisfies His
Ego. In Such Conditions He Is Automatically Motivated To Perform Better. Getting
Recognitionis Also Another Need Of A Human Being. Thus Hard Work, Devotion
Outstanding Performance By The Employee Must Be Recognised By The
Organisation.
4. Advancement – Employee’s Urge For Self-Advancement Is Also Powerful Factor Of
Motivation. Many Employees Are Always After Their Advancement May Be Called
As Self-Actualisation. It Is The Apex Level Of Needs Which Always Motivates The
Employees.
5. The Work Itself – Work Motivating Factor Is A Basic Factor Of Motivation. Every
Human Being Keeps Himself Busy In Some Work And Earn Money For Livelihood.
5. The Growth – The Possibility Of Growth Gives Satisfaction To The Employees. If The
Organisation Provides Opportunities For Personal Growth Of Employees, They Will
Be Highly Motivated.
6. Responsibility – The Opportunities Of Higher Responsibility Motivate The
Employees More, As They Get Along With Higher Responsibility More Authority
91
Also. Therefore Responsibility Is Also Motivating Factor.

7. Job Security, Working Condition, Status Are Same Factors Of Motivation.
92
3.4 Contribution By The Student
1. Recognize Great Work
One Of The Most Important Factors That Contribute To Employee Motivation Is How Often
Their Hard Work Is Recognized. 70% Of Employees Say That Motivation And Morale
Would Improve Massively With Increased Recognition From Managers. It’s Not Just
Important To Recognize Great Work. How You Recognize Your Team’s Contributions Has
A Significant Impact. Employee Recognition Shouldn’t Just An Annual Bonus At The End Of
The Year.
2. Make Expectations Clear
Employees Without Goals Will Be Naturally Aimless. Provide Them With Clear Achievable
Goals And Make Sure There Are Measurable Standards In Place To Evaluate Their
Performance. Victor Vroom’s Work On Expectancy Theory Supports The Concept That
Employees Must Know What Action They Are Expected To Take And That It Will Yield The
Desired Performance. Your Employees Should Understand What They Are Expected To Do,
How They Are Expected To Do It, And How They Will Be Judged On It.
3. Provide Continuous Feedback
Immediate, Continuous Feedback Lets An Employee Know That Their Actions Affect The
Company. It’s Hard For You, And The Employee, To Remember Specific Incidents When
Employee Performance Review Time Rolls Around. Goal-Setting Theory Predicts (Quite
Obviously) That Employees Are Motivated By Setting Goals And By Receiving Continuous
Feedback On Where They Stand Relative To Those Goals. More Recent Research Shows
Just How Motivating It Can Be When Employees Know They Are Making Progress.
Always Be Specific In Your Feedback. For Example, Instead Of Telling An Employee He,
“Did A Great Job,” Compliment Him On The Way He Organized His Presentation, The
Citations He Used, Or His Public Speaking Style. He’ll Be More Likely To Apply These
Strengths To His Next Project If You Point Them Out Specifically.
93
4. Correct Privately; Praise Publicly
Most People Are Not Motivated By Negative Feedback, Especially If They Feel It’s
Embarrassing. The Only Acceptable Place To Discuss An Ongoing, Performance-Related
Issue Or Correcting A Recent, Specific Error Is In The Employee’s Office Or Your Own, With
The Door Closed.
On The Flip Side, Announce Publicly When One Of Your Employees Made A Particularly
Outstanding Presentation, Sale, Or Other Notable Achievement. Tie An Incentive To
Accolades, Such As A Bonus Or A Gift Certificate. Praising Your Employees In Front Of
Others Helps Motivate Their Continued Stellar Performance. (One Note Here: Some People
Who Love Being Praised Would Still Prefer Private Communication, So Ask First Before
You Shine A Spotlight On Your People.)
5.Believe In Your Employees
Whether You Tell Him So During An Employee Performance Review, Or In The Breakroom,
An Employee Whose Boss Constantly Calls Him Worthless, Or A Screw-Up Will Feel A Lot
Of Emotions. He Will Not, However, Feel Particularly Motivated To Improve His
Performance. Present Weakness Or Errors In The Context Of, “I Know You Can Do Better.
You’re Smart And Capable…And That’s Why I Expect More From You.” The Perception Of
Leaders’ Trust Is A Key Component Of Transformational Leadership.
Encourage Your Leadership Team To Take This Same Approach When You’re Trying To
Motivate Your Employees For A Major Event, “This Is The Most Talented, Hardest Working
Group I’ve Ever Had, And That’s Why I Know You Can Win This Sales Competition.”
6.Make Rewards Achievable
Everyone Is Familiar With The Annual Bonus Trip Awarded To The Top-Performing
Employee. The Problem Is, Such Rewards Usually Go To One Or Two Employees. This
Leaves The Rest Of Your Staff Feeling Like There’s Not Much Point In Working Hard
Because The Same Few People Always Reap The Rewards. Remember The Other End Of
94
Vroom’s Expectancy Equation, Which Offers That Individuals Must Also See The Desired
Performance And Linked Reward As Possible.
Set Up A Series Of Smaller Rewards Throughout The Year To Motivate Ongoing

Performance Excellence. For Example, Instead Of An Annual Trip, Award Several Three
Day Getaways For Each Quarter. Vary The Basis For The Awards. Top Sales Might Be One
Category, But So Can Top Research Or Most Diligent. Recognize That Several Types Of
Excellence Motivate Your Employees To Focus On Additional Areas Of Their Performance.
7.Let People Know What They’re Fighting For
The First Five Recommendations All Work, But They Work Best When The Work Is Clear.
When It’s Unclear How Your Team Will Achieve The Objectives Asked Of Them, Then The
Most Reliable Motivating Force Is Purpose. And The Way To Test Whether Your Team Has
A Clear Purpose Is Whether Or Not They Can Answer The Question “What Are We Fighting
For?” You Don’t Need To Use Fight Rhetoric In Your Communication, But You Do Need To
Let Your People Know On A Regular Basis The Difference They’re Making In The
Organization And The Difference The Organization Is Making In The World.
95
Chapter-4
Conclusion
96
Conclusion
A Motivated Employee Is A Valuable Asset, Who Can Deliver Immense Value To The Organization
In Maintaining And Strengthening The Business And Revenue Growth. This Paper Concludes That
The Employee Motivation Is Important To Obtain Organizational Success. If They’re Not Driven
Properly, A Management Cannot Achieve Their Organizational Goal Easily And Effectively.
Employee Motivation Is Very Important For A Successful Organisation, So The Company Should
Focus On It In Order To Stay Competitive In The Market And Avoid Some Problems Such As
Employee High Turnover That Will Affect The Business. Thus, Effective Motivational Techniques
Should Be Practiced At The Workplace.
Through This Study, Companies Will Be Able To Understand Better Ways To Motivate Employees
And The Importance Of Employee Motivation At The Workplace. As A Result, The Job Satisfaction
Of Employees Will Increase Then They Will Get Motivated At The Workplace. The Result From
This Study Had Shown That Motivator Factors Such As Achievement, Recognition. Responsibilities
And Advancement Play An Important Role In Motivating Employees At The Workplace.
Finally, The Contribution Of This Study Is It Will Definitely Benefit Employers, Administrators And
Companies Who Lack Of Well-Motivated Employees By Guiding Them To Have Better Ways To
Motivate Their Employees At The Workplace In Order To Have A Successful Business
Findings:
1. By This Study We Find That By Empowerment Empower The Employee Is Motivated And
Feels Responsible In Obtaining The Organizational Goals.
2. In This Study We Notice That Motivating The Employees In Being Creative Leads To New
Innovations In Organization.
3. By This Study We Understand That The Employees Are Motivated By Giving A Better
Quality Of Work Life. This Study I Can Suggest That The Positive Atmosphere In The
Organization Will Motivate The Employee In All The Fields.
4. In This Study We Also Observe That Rewards Play A Crucial Role In Motivating The
Employees.
91
9
Suggestions:
1. In This Study I Can Suggest That The Positive Atmosphere In The Organization Will Motivate
The Employee In All The Fields.
2. The Organizations Must Try To Support, Encourage The New Ideas Of The Employees And
Sometimes They Must Implement The New Ideas.
92
9
BIBLIOGRAPHY
WEBSITES :
1. WWW.AIRTEL.COM
2. WWW.WIKIPEDIA.COM
3. https://www.slideshare.net/soumeetsarkar/project-on-airtel
4. https://www.coursehero.com/file/puah9j2/3-CONCLUSION-Employee-motivation-is-
5. https://economictimes.indiatimes.com/topic/airtel-project-next
6. https://en.wikipedia.org/wiki/Bharti_Airtel
7. https://www.academia.edu/8328254/ANKIT_AIRTEL_PROJECT
8. https://www.scribd.com/document/458827882/PROJECT-REPORT-ON-AIRTEL-docx
9. https://www.bharti.com/
NEWS PAPERS:
1.TIMES OF INDIA
2. Economic Times
93

MP Immanuel.

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

MP Immanuel.

Uploaded by

Copyright:

Available Formats

COCHIN ARTS & SCIENCE COLLEGE

A STUDY ON EMPLOYEE MOTIVATION HAS BEEN

BACHELOR OF BUSINESS ADMINISTRATION

MAHATMA GANDHI UNIVERSITY, KOTTAYAM

IMMANUEL THOMAS JOHN

Reg. No. 190021086253

Cochin Arts and Science College – Manakkakadavu

(Approved by Government of Kerala and Affiliated to MG University) M a r c h

Place: Name of Student: IMMANUEL THOMAS JOHN

DEPARTMENT OF BUSINESS ADMINISTRATION

COCHIN ARTS AND SCIENCE COLLEGE

MANAKKAKADAVU, KUMARAPURAM. P.O, ERNAKULAM – 683565

(Approved by Govt: of Kerala & Affiliated to Mahatma Gandhi University Kottayam)

Internal Project Guide Head of the Department

Submitted for the examination held on:

COCHIN ARTS AND SCIENCE COLLEGE

MANAKKAKADAVU, KUMARAPURAM. P.O, ERNAKULAM – 683565

(Approved by Govt: of Kerala & Affiliated to Mahatma Gandhi University Kottayam)

Head of the Department Principal

I would like to extent my sincere gratitude to Dr. Renjiith.K.P, Principal,

I express my profound gratitude to HARIKRISHNAN.V.S , Asst. Professor, BBA Department

IMMANUEL THOMAS JOHN

1.1 Brief History of the Industry 9

1.2 Business Process of the Industry 10-17

1.5 Pricing Strategies in the Industry 25-28

1.7 Prospects and Challenges in the Industry 33-39

2.3 Business Process of the Organization – Product profile 47-48

2.5 Competitors of the Company 52-55

2.6 Strategies – Business, Pricing, Management 56-58

2.7 CSR Activities 59-62

2.8 Export / Import 63

2.9 Collaborations & Expansion Plans 64-66

2.10 SWOT Analysis of the Company 67-69

3.1 Literature Review – Advertising strategy 71-80

3.2 Objective assessment of the Company & Industry

3.3 Objective assessment of literatures gathered under

3.4 Contributions by the student 85-87

AN OVERVIEW OF THE INDUSTRY

1.1 Brief History Of The Industry

1.2 Business Process Of The Industry

Strategic Management Process Airtel Industry: Telecom

Porter’s Five Forces (Cellular Service)

• Bargaining Power Of Buyers -Very High

2. Extremely Low Switching Costs In Moving From 1 Service Provider To Another

• Bargaining Power Of Suppliers-Very Low

• Pressure From Substitutes-High

•Current Rivalry – Medium-High

 Outsourcing: Airtel Has A Clear Outsourcing Strategy. It Outsources All Its

With M-Commerce Contents Becoming Increasingly Important In The Value Chain, It Is

Business Level Strategy

Corporate Level Strategy

Value Creation Through Diversification

 International Business Level Strategy

 International Corporate Level Strategy

1.3Market Demand And Supply-Contribution To GDP- Revenue Generation

Telecom Industry May Contribute 8.2 % To Gdp By 2020 By Leveraging 5g

Kolkata: The Telecom Industry’s Contribution To Gdp Is Estimated To Reach 8.2% By

Unlock The Transformational Impact Of Machine To Machine (M2m) And Internet Of

1.4 Level And Type Of Competition- Firm’s Operating In The Industry

Telcos Find New Ways To Take On Competition

Focus On Quality Customers

1.5 Pricing Strategies In The Industries

Airtel Price/Pricing Strategy