TERM PAPER ON

³CONSUMER PREFERENCE TOWARDS AIRTEL´

Submitted in partial fulfillment for the award of

Degree of Master of Business Administration, 1st Semester (2010-2011)

Department of Management Studies Jai Narain Vyas University, Jodhpur

Under the supervision of:
Prof. R C S Rajpurohit

Submitted by:
Girish kumar MBA Semester 1st

CERTIFICATE

DEPARTMENT OF MANAGEMENT STUDIES

JAI NARAIN VYAS UNIVERSITY, JODHPUR

This is to certify that Term Paper entitled

CONSUMER PREFERENCE TOWARDS AIRTEL
Is submitted by Girish kumar of first semester in partial fulfillment of MBA degree course. The student has sincerely completed the Term Paper in our institute. This work was prepared under my guidance and supervision.

Date: Place: Jodhpur

Prof. R C S Rajpurohit

ACKNOWLEDGEMENT

I take this opportunity to express my indebtedness and convey my sincere thanks and gratitude to all those who have directly or indirectly helped and contributed towards the completion of this project.
First and foremost, I would like to thank my Prof. R C S Rajpurohit and support throughout this project. I would also like to thank Miss Meenal lodha, Head of Department, Department of Management Studies, J.N.V University, Jodhpur, for providing me this opportunity.

Last but least, I would like to thank all the respondents who invested their valuable time in my study and my family and friends for their valuable suggestions and cooperation in doing the work on this term paper.

Girish kumar MBA 1st Sem.

P RE FACE
The project is an extensive report on how the Airtel company markets its strategies and how the company has been able in tackling the present tough competition, how it is cooping up by the allegations of the quality of its products and how consumer preference and brand awareness towards Airtel then other. The report begins with the history of the products and the introduction of the Airtel C ompa ny. This report also contains the basic marketing strategies that are used by the Airtel Company of manufacturing process, technology, production policy, advertising, collaboration, export scenario, future prospect and government policies. The report includes some of the key salient features of market trend issues.

In today¶s world of cutthroat fierce competition, it is very essential to not only exist but also to excel in the market. Today¶s market is enor mous ly mor e compl ex . Hence forth, to survive in the market, the company not only needs to maxi mize its profit but also needs to satisfy its customers and should try to build upon from there.

Chapter Scheme
I n t r o d u c t i on
y y y
I nt r o d u ct io n C o mp a n y P r o f i l e Co mp an y O r g a n is at io n S t ru ct ur e

R e s e a r c h M e th o do l o g y
y O b j e ct i v e O f S t u d y y S co p e O f S t u d y y R e se ar ch M et ho d o lo g y

C o n s u m e r P r e f e r e nc e
y C o n s u me r P r e f e r e n c e T o w a r d s A i r t e l 
    C u s t o m e r S at i s f a c t i o n o f A i r t e l A ir t e l U nve i l s N ew Yo u t hfu l An d D yna mi c G lo ba l I d e nt it y V i s i o n, M i s s i o n , V a l u e s o f A i r t e l S er v ice P r o vid e d B y O r g an is at io n S er v ice P r o vid e d B y Co mp an y

S t r a te g i e s
y y y y

B r a n d i n g S t r a t e g y o f A ir t e l M a r k et i n g S t r at eg y o f A i r t e l M i l e s t o n e, A w a r d s A n d A c h i e v e me n t s C o mp a r a t i v e S t r a t e g y o f A i r t e l

Re se ar c h & A n aly s in g F i n d i ng C o n c l u s i on & s u g g e s t i o n s B ib l iogr a p h y

Type Public (BSE: 532454) Industry Telecommunications Founded 7 July 1995 Founder(s) Sunil Bharti Mittal Headquarters New Delhi. India Area served Asia & African countries Key people Sunil mittal (chairman) and (MD) Sanjeev kapoor (CEO) Products Wireless Telephone Internet .

853 billion(2009) Employees 25.04%) (4.543 (2009) Bharti Parent SingTel Vodafone (63.043 billion (2009) income US$ 1.4%) Website Airtel.254 billion (2009) Operating US$ 2.56%) (32.662 billion (2009) Net income Total assets US$ 11.Revenue US$ 7.in .

The Enterprise business provides endto-end telecom solutions to corporate customers and national and international long distance services to Telco¶s.wikipedia. The company has a submarine cable landing station at Chennai.cite_note-4 Ericsson agreed for the first time. Its network (base stations.02/minute). It also offers fixed line services and broadband services. Sanjay Kapoor. CEO. the company has a 30. Bharti Airtel is the 3rd largest in-country mobile operator by subscriber base. It offers its telecom services under the Airtel brand and is headed by Sunil Bharti Mittal. will become the Chief Executive Officer of the International Business Group from 1 April 2010. This enables the company to provide pan-India phone call rates of Rs. old Dy. It also acts as a carrier for national and international long distance communication services. The Digital TV business provides Direct -to.Mobile. The company also provides land-line telephone services and broadband Internet access (DSL) in over 96 cities in India. Joint Managing Director and current Chief Executive Officer of Indian and South Asian operations. Enterprise and Digital TV. 1/minute (U$0. effected from 1 April 2010. Telemedia. behind China Mobile and China Unicom. Bharti Airtel is the world's third largest. microwave links.7% share of the wireless services market. It the largest cellular service provider in India. business support by IBM and transmission towers by another company.Home TV services across India. The Telemedia business provides broadband. . Bharti has roped in a strategic partner Alcatel-Lucent to manage the network infrastructure for the Telemedia Business.Bharti Airtel Limited (Hindi: ) (BSE: 532454) formerly known as Bharti Tele- Ventures LTD (BTVL) is an Indian company offering telecommunication services in 19 countries.He was overseen Bharti's overseas business. It is known for being the first mobile phone company in the world to outsource everything except marketing and sales and finance. company announced that Manoj Kohli. On August 11. Globally. to be paid by the minute for installation and maintenance of their equipment rather than being paid up front.org/wiki/Bharti_Airtel . In India. The company is structured into four strategic business units . Bharti Airtel announced that it would acquire 100% stake in Telecom Seychelles taking its global presence to 19 countries. was replaced Manoj Kohli and now the CEO. 2010. with more than 186 million subscriptions across Asia and Africa. During the last financial year [2009-10].) is maintained by Ericsson and Nokia Siemens Network.http://en. single-country mobile operator and fifth largest telecom operator in the world with a subscriber base of over 200 million. IPTV and telephone services in 89 Indian cities. etc. The mobile business offers services in 18 countries across the Indian Subcontinent and Africa. In January 2010. which connects the submarine cable connecting Chennai and Singapore.

COMPONY ORGANISATION STRUCTURE .

future prospects and government policies. 2. 4. The study was restricted to the sample from the khammam town. 3. To identify the difference in market performance of Airtel industry. 5. 3. advertising. The study has been restricted in respect of time limited as it has to be completed within the stipulated 7 weeks. This project studied on the basic criteria of knowing the degree of satisfaction . 2. SCOPE OF THE STUDY 1. 4. export scenario. To compare various parameters of manufacturing process. 6. To measure the brand image towards Airtel. To measure the customer satisfaction and pinpointing the problems. It is intended to consider the opinions of the customers. To find out the performance of Airtel relationship centres. To examine mostly on what services customers feel happy and on what services feel unhappy with the services provided by Airtel. 5. collaboration. To study the market of Airtel Industry in big scale sector. 7.OBJECTIVES OF THE STUDY: 1. Whether the customers get real satisfaction with the service.

magazines.  Research Design: Descriptive Research: Descriptive research includes survey and fact-findings enquire of different kinds. sample frame and sampling method. as it exists at present. The major purpose of descriptive research is description of the state affairs.  Data Collection: The study is based on the data collected through primary and secondary sources.  Area of the study: Jodhpur and Ahmedabad. web sites and from other relevant publications .  Sampling Design: The sampling design mainly consists of the sample taken for the study along with the sample size.  Primary Data: An interview schedule was designed to collect primary data from various broadband users.RESEARCH METHEDOLOGY The success of the analysis mostly depends on the methodology on which it is carried out. . The appropriate methodology will improve the validity of the findings.  Sample Universe: All customers using broadband connection was taken as the sample universe.  Secondary Data: Secondary data was collected from journals.

based on the willingness and availability of the respondents. From this.  Research period The time for the project was limited to 45 days only (from 1-30 December).  Sampling Method: Convenience sampling was used. The study was conducted on consumers with different type of business.  Sample Frame: The customers were selected on a random basis from which the respondents were selected based on convenience. sample sizes of 100 customers were selected for the purpose of the study. Sample Size: From the universe. . 30 days was spent for the collection of data.

³consumer is the supreme in the market´. He is doing us a favor by giving us an opportunity to do so´. He is part of it. In order to become a successful marketer. and where people do or do not buy product. friends. It also tries to assess influences on the consumer from groups such as family. According to a statement made by Mahatma Gandhi. both individually and in groups. He is not dependent on us. Consumer decides what to purchase. It attempts to understand the buyer decision making process. social anthropology and economics. and society in general. He is not an outsider to our business. Now the whole concept of consumer¶s sovereignty prevails. The manufacturers produce and the sellers sell whatever the consumer likes. he must know the liking or disliking of the customers. and how much to purchase. how. It blends elements form psychology. He must also know the time and the quantity of goods and services. wants or desires.CONSUMER PREFERENCE  CONSUMER A consumer is an individual who purchase or has the capacity to purchase goods and services offered for sale by marketing institutions in order to satisfy personal or household needs. So consumer is like the blood of our business and also a satisfied customer is a word of mouth advertisement of a product / services.  CONSUMER PREFERENCE All marketing starts with the consumer. ³A consumer is the most important visitor on our premises. sociology. why to purchase. why. In this sense. We are not doing him a favor by serving him. a consumer may purchase. So consumer is a very important person to a marketer. for whom to purchase. We are dependent on him.  CONSUMER BEHAVIOUR Consumer behaviour is the study of when. . so that he may store the goods or provide the services according to the likings of the consumers. µconsumer refers to the following. from where to purchase. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. reference groups.

utility they provide. CONSUMER PREFERENCE TOWARDS AIRTEL Bharti airtel Limited is a leading global telecommunications company with operations in 19 countries across Asia and Africa. In cognitive sciences. Thus marketer must understand this. based on happiness. particularly economics. Bharti airtel had 200 million customers across its operations. The company offers mobile voice & data services. it can be seen as a source of motivation. Through the perceptual process. it allows us to act within our environment. The study of the consumer preference not only focuses on how and why consumers make buying decision. for the transportation. national or international. Perception is our sensory experience of the world around us and involves both the recognition of environmental stimuli and actions in response to these stimuli. It assumes a real or imagined "choice" between alternatives and the possibility of rank ordering of these alternatives. and interprets stimuli into a meaningful and coherent picture of the world. . IPTV. gratification. used in the social sciences. individual preferences enable choice of objectives/goals. but also focuses on how and why consumers make choice of th e goods they buy and their evaluation of these goods after use. So for success of any company or product promotion it is very necessary to depart its concentration towards consumer preference. fixed line. we gain information about properties and elements of the environment that are critical to our survival. The decision we make concerning our consumption behaviour affect the demand for the basic raw materials.As consumers. turnkey telecom solutions for enterprises and national & international long distance services to carriers. DTH. we play a very vital role in the health of the economy local. for the production. Preference (or "taste") is a concept. enjoyment. Perception not only creates our experience of the world around us. satisfaction. organizes. Bharti airtel has been ranked among the six best performing technology companies in the world by Business Week. More generally. high speed broadband. they affect the employment of workers and deployment of resources and success of some industries and failures of others. for the banking.  CONSUMER PERCEPTION The process by which an individual selects.

the customer is dissatisfied.  Airtel have a solutions group. If Performance exceeds expectations. Our entire organization is tailored to bring focus to our customers¶ needs through a unique multi-dimensional structure. . Airtel is technology neutral and customer focused. If the products performance falls short of expectations. the customer is satisfied.to construct superior solutions. our philosophy is ³Value creation´ for our customers. Aitrel work closely with its enterprise customers to uniquely address all their strategic connectivity needs. Airtel is the ³Total Telecom Provider´ for India¶s large enterprises. Airtel end-to-end solutions are supported by global quality standards shaped by six sigma methodologies and world-class customer care.  Airtel have a Regional organization to ensure customer proximity. the customer is highly satisfied or delighted.enabling end-toend solutions. It harnesses the power of alliances to combine with ownership of media and technologies to create business. And the largest enterprises in India are our customers.  Aritel¶s projects team ensures top class execution of a solution. scalable and robust. It has a blue-chip client list. Customer satisfaction depends on the products perceived performance relative to a buyer¶s expectations. and  Airtel provide high quality post -implementation support through our customer services team. If performance matches expectations.COSTUMER SATISFECTION OF AIRTEL It can be defined as the extent to which a product¶s perceived performance matches a buyer¶s expectations. At airtel Enterprise Services. by using a mix of applications and technologies.  Its ³Vertical´ organization-also available regionally-ensures depth of customer understanding and focus for extensive coverage. Therefore. it creates solutions that are flexible.

which has made history as world¶s most downloaded mobile music with over 150 million downloads the maestro has once again delivered a master piece. today unveiled a new identity _ a shared worldwide vision across its operations in 19 countries in Asia and Africa. this new brand identity gives us the opportunity to present a single. international. Chairman and Managing Director. reinforces leadership position in global telecom ³A R Rahman composes a refreshed airtel signature tune in line with the new identity and global outlook New Delhi.Airtel Unveils New Youthful And Dynamic Global Identity ³Crosses the 200 million customers landmark. reinforcing its leadership position in global telecom. November 18. Today. Bharti airtel said. powerful and unified face to our customers. The new curved addition to the logo is a symbol which will help ensure instant recognition across diverse international markets. as we expand on the global stage. continues to represent the energy and dynamism that has made airtel the success it is today. Like the earlier tune. _Fifteen years ago Bharti airtel started its journey in India with a promise of delivering world class and affordable services. Airtel also announced that it has crossed the significant Milestone of 200 million customers. inclusive and dynamic _ representing the journey of the first Indian brand to go truly global. 2010: Bharti airtel. . Mr. Sunil Bharti Mittal. which is an integral part of the brand. stakeholders and partners round the world. Announcing this. The new identity underlines airtel¶s willingness to embrace everything that is new. From the birth of the brand as a single city operation in India. The red colour. a leading global telecommunications company. It reinforces our promise to deliver innovative services and a superior brand experience to our 200 million customers across Asia and Africa. The new face of airtel is youthful. The airtel signature tune has also been refreshed by A R Rahman making it youthful and dynamic in line with the new visual identity. airtel has truly gone global today with the creation of a s ingle and unified identity across the world.

roaming and value added services through our extensive sales and distribution channel covering 1. as on December 31. Our product offerings in this segment include supply and installation of fixed -line telephones providing local. CORE BUSINESS AREA Mobile Services-Airtel offer mobile services using GSM technology on 900MHz and 1800MHz bands. under a MoU with Wal-Mart for the cash & carry business. Airtel crossed 50 million customers in October 2007 and 100 million in May.057 census towns and 401.The new tune retains the essence of the original but uses an inspiring musical style.461 Customers as on December 31. based on the Number of customers. world leader in financial protection and wealth management.619.733 mobile customers accounted for a market share of 24. 2008. Airtel offer post-paid. . and are the largest wireless service provider in the country. national and international long distance voice connectivity and broadband Internet access through DSL. with a universal appeal. For its customers in India. that will be loved by listeners the world over. 85. 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. 2008 of which 37. We had 2. Bharti has recently forayed into retail business as Bharti Retail Pvt.706 outlets.9% were subscribing to broadband/internet services. has a diverse business portfolio and has created global brands in the telecommunication sector. 2009. The company added the next 100 million customers in just 18 months. airtel also announced that it was on course to launch its 3G services by the end of the year.069. Ltd.882 non-census towns and villages in India.650.7% of wireless market. The unveiling of the new identity also marks the 200 million customers¶ milestone for airtel. Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. thus covering approximately 79% of the country¶s population Telemedia Services ± Airtel provide broadband (DSL) and telephone services (fixed line) in 95 cities with growing focus on new media and entertainment solutions such as DTH and IPTV. The Bharti Group. Airtel network is present in 5. This further cements airtel¶s positions as one of world¶s leading telecom companies. pre-paid.

8. Manufacturing and distribution. It specializes in providing customized solutions to address unique requirements of different industry verticals.55.Enterprise Services . 14% telemidia service 218. Enterprise Services is regarded as the trusted communications partner to India's leading organizations.250 POIs with the local exchanges. 4% 2.500 MPLS and SDH POPs and over 1.69. over 1.carriers passive infrastucture service 43. education.89.Enterprise Services provides a broad portfolio of services to large Enterprise and Carrier customers. voice and managed services. Government and PSUs and retail among others. Corporate ± This business unit delivers end to end telecom solutions to India¶s large corporate.205 kms of optical fibre. Segment Revenue 13. BFSI. providing a pan India reach. The international infrastructure includes ownership of the i2i submarine cable system connecting Chennai to Singapore.61. telecom. media. 2% Enterprise services . Carriers ± Carrier business unit provides long distance wholesale voice and data services to carrier customers as well as to other business units of Airtel. ITeS. IT. It serves as the single point of contact for all telecommunication needs for corporate customers in India by providing full suite of communication services across data. helping them to meet the challenges of growth.02. This division comprises the Carrier and Corporate business units. The national long distance infrastructure comprises of 90. 70% enterprise services c rp rets   ¡ ¡ thers   . It also offers virtual calling card services in the overseas markets. 1% M bile service 28. 9% 6. consortium ownership of the SMW4 submarine cable system and investment in capacities across a number of diverse submarine cable systems across transatlantic and transpacific routes. The business unit owns a state of the art national and international long dis tance network infrastructure enabling it to provide connectivity services both within India and connecting India to the world.

MISSION OF THE ORGANIZATION The company will meets the mobile communication needs of their customer through · Brand identity · Error free service delivery · Cost efficiency · Unified messaging solutions · Innovative products and services VALUE OF THE ORGANIZATIONS INNOVENTURING To generate and implement enterprunial and innovate ideas which continuously creates new growth engines. .VISION OF THE ORGANIZATION ³To make mobile communications a way of life to be the customers first choice´.

PERFORMANCE CULTURE The benchmark their process and performances against world class standards. They believe that people are their key differentiator . The quality of the customer responsiveness clearly differentiates them from others. . ETHICAL PRACTICES They will uphold the highest ethical standard in all internal and external relationship. VALUING PARTNERSHIP Get committed to building exemplary relationship with partners who stand on the Principles of mutual growth and trust.CUSTOMERS FIRST To provide delivery service beyond the expectations of the customer. To distinguish between performers by valuing achievements at the individual as well as team level. VALUING PEOPLE To mature as environment where people are respected and their uniqueness is valued. RESPONSIBLE CORPORATE CITIZENSHIP To get committed for making a positive and pro-active contribution to the community. They will contribute to and abide by environmental and legal norms .

y Mobile Banking.SERVICES PROVIDED BY ORGANISATION Airtel provides a host of value added services. y Short Message Service (SMS). y Information Service. These services are divided in to six headings as per customer needs: MOBILLE SERVICES  Fun Unlimited y Voice unlimited. . y Ring tones and downloads. y AirTel messengers.  Mobile Plus y Dial a service. y Send and receive E-Mail.

y Safe Custody. y Call Waiting.  Others y STD / ISD Facility. . y Call Divert. y Call line identification Restriction (CLIR). Anytime anywhere y Reach me.  Call Management y Call line identification (CLIP). y Roaming.  Business on the Move y GPRS y AirTel Tango WAP Services y Multimedia Service (MMS) y FAX & Data Services. y Itemized Billing.

Call Hold and Call Wait y Short Messaging Service (SMS) y Caller Identification y Voice Mail y STD/ISD Facility y Roaming (National and International) Hours . With following features: y Total cost control y No rentals y No deposits y STD/ISD facility till last rupee y Instant Balance inquiry y 60 Seconds pulse rate y Caller line identification y 24 hr recharge facility AIRTEL POSTPAID: AirTel postpaid connection offers enhanced full rate with distortion free high clarity voice . the Ready Cellular Card from Airtel comes to you from Bharti Enterprises. crystal clear non congested.SERVICES OFFERED BY THE COMPANY AIRTEL PREPAID: Airtel Prepaid. With tariff defined with respect to location. easy accessible. India's leading integrated telecom service provider. It provides seamless. y Easy Billing y Call Divert. network and finest 24 customer service facility.

The manufactures eventually learn that market power lies with the brand name companies. Customers (be it for industrial products or consumer goods and services) across the world are more informed and. In developing a marketing strategy for products. the sellers have to confront the branding decision. Customers have strong preference for particular versions and brands of basic goods and services. anticipating redefined or emerging customer needs.time´ are essential to attract and retain customer loyalty ² a key element of creating brand equity in the present situation. at the same time. Unflinching orientation to customer needs is the second key success factor. BRANDING STRATEGY OF AIRTEL First. and then reacting in ³real. But today¶s consumers are much more educated. Consumers buying decisions are influenced by the brand. with the type of product and services to match the ever-changing customer requirements. Brand image is defined. demanding. . brand building efforts in today¶s context have to be seen in a more holistic manner. Brand is a major issue in product. A positive brand image helps the customer to be favourable inclined to words future brand promo notions and to resists competitors marketing activities Advertising plays an important role in establishing a favourable brand image customer satisfaction with price promotions can influenced brand image short-term price promotion decisions affects the brands long term future image. In the earlier stages of economic revolution consumer had to accept what the manufacturer has produced.INTRODUCTION TO BRAND AWARENESS With the opening of the market or the post liberalization period has resulted in many companies entering the markets with offerings of their goods and services. expect lot more to suit their ever changing life styles. Pro-active tracking of shifts in consumer behavior. becoming more individualistic in their needs and far more demanding with the passage of time. There by their quality expectations have been elevated from time to time in order to rebuild it-self around its customer. The manufacturer should be able to satisfy. Brand managers who wish to establish a value image for their brands must be careful to avoid price promotion strategies that instead create a discount image for the brand. Delivering value on a sustained basis is perhaps the most potent key to build a brand that lasts. as the set of association linked to the brand that customers hold in memory positive brand image is associated with consumer locality customer beliefs about positive brand value and a willingness to search for the brand.

Brand image is defined. the enterprise itself becomes more competitive. Brand managers who wish to establish a value image for their brands must be careful to avoid price promotion strategies that instead create a discount image for the brand. production. too many companies mistakenly allocate a disproportionate amount on mere advertising and promotion. as the set of association linked to the brand that customers hold in memory positive brand image is associated with consumer locality customer beliefs about positive brand value and a willingness to search for the brand. This is not to say that advertising and promotion are less relevant. and delivery operations for the product itself. crucial to note that in the years to come. . with more choices and higher media clutter. This can be the beginning of a virtuous cycle wherein brand equity continues to increase as the enterprise sustains delivery of an appropriate product or service at an ever increasing value. businesses need to budget for an increasingly higher spend on their brand promotion but this has to be undertaken in tandem with enterprise-wide ³reengineering´ of the business philosophy and core design. however. As far as allocation of time and financial resources are concerned.Customizing the product (and communication of its benefit) to meet the specific needs of various consumer/customer sub-segments is the third element in creating brand appreciation. The positive spin to this argument is that by first addressing the fundamentals. A positive brand image helps the customer to be favourable inclined to words future brand promo notions and to resists competitors marketing activities Advertising plays an important role in establishing a favourable brand image customer satisfaction with price promotions can influenced brand image short-term price promotion decisions affects the brands long term future image. It is. not only will the cost of building a regional or a national (or an international) brand will continue to rise but also the time taken to do so will be longer and will need sustained and focused efforts. On the contrary.

Airtel 's campaign strategy is designed keeping in mind its marketing strategy. Vans with Airtel logos roamed the city. The tone.). Since the cellular phone category itself is too restricted. also the fact that a Cellular phone is a high involvement product. Every company has a goal. This also serves as an effective differentiator Brand awareness is spread through the' campaigns and brand preference through brand stature.MARKETING STRATEGY ADOPTED BY BHARTI Bharti has spent a considerable amount on advertising its mobile phone service. This implies that if potential or knowledgeable consumers are asked to name a Cellular phone service provider that is on the top of his/her mind 60% of them would name Airtel. In the first four months alone Airtei's advertisement spends exceeded Rs. It is trying to set up a thematic campaign to build stronger brand equity for Airtel. it is the network efficiency and the quality of service that becomes important.000 direct callers were sent out. In the next phase the campaign associated Airtel with Cellular only thereafter was the Bharti Cellular connection brought up. Besides print advertising. handing out brochures about the company and its services to all consumers. Airtel. The image of the service provider counts a great deal. price doesn't qualify as an effective differentiator. When the name was well entrenched in the Delhiites¶s mind. The objective behind designing a promotion campaign for the µAirtel¶ services is to promote the brand awareness and to build brand preferences. What now the buyer is looking at is to get the optimum price-performance package. 4 cores. About 50. As for aided it -is 100% (by giving clues and hints etc. tenor . the Airtel campaign began to focus on the utility of Cell phone. Airtel's campaign in the capital began with a series of 'teaser' hoardings across the city. the company had put up large no of hoardings and kiosks in and around Delhi. Given the Cell phone category. which might comprise a sales target and a game plan with due regard to Its competitor. Brand strength of a product or the health of a brand is measured by the percentage score of the brand on the above aided and the unaided tests.' bearing just the company's name and without explaining what Airtel was. The figures show that Airtel is a healthy and a thriving brand. As of today the awareness level Is 60% unaided.

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

Advertising Build product awareness among early adopters and dealers. Price to match or best competitors Build more intensive distribution. Increase to build and maintain relationships with customers. Build awareness and interest in the mass market Stress brand differences and benefits. Increase to encourage brandswitching.plus Price to penetrate market Build selective distribution Build Intensive distribution. Distribution . Price Charge cost.Introduction MARKETING OBJECTIVES Create product awareness and trial Growth Maturity Maximise market share Maximise profits whole defending market share Strategies Product Offer a basic product/ service. Offer value added services Increase in number of value added services. Sales Promotion Use heavy sales promotion to entice people to subscribe.

Bangladesh. Digital TV interactive. . Bharti Telesoft renamed `Comviva'. Bharti Airtel enters into a legally binding definitive agreement with Zain Group to Acquire Zain Africa. February: Bharti group has an arrangement to buy 5. Bharti Foundation sets up Bharti Centre for Communication in partnership with Indian Institute of Technology. Mumbai.6 Billion. For US $ 1. Bharti Airtel acquires the mobile operations of Zain in 15 African countries. 2009 Bharti Airtel launches its services in Sri Lanka (2G/3G network). Broadband and Telephone services. 2008 March: Bharti enterprises announce new apex level strategic organization structure. Bharti Airtel launches iPTV service.MILESTONES 2010 Bharti Airtel acquires 70% stake in Warid Telecom. Global money transfer pilot project launched in India by Bharti and GSMA. Bharti Airtel crosses the 100 million telecom customer¶s mark.6% direct interest of Vodafone in Bharti Airtel ltd. Bharti Airtel and Alcatel-Lucent form JV to manage Bharti Airtel's pan-India. Becomes the fifth largest mobile operator in the world. Bharti Wal-Mart launches first Cash & Carry Store under Best Price Moder Wholesale brand.

Bharti wins second telecom license in Channel Islands. September: Bharti wins Silver Trophy at the CII NATIONAL SIX SIGMA AWARDS. Nokia and Bharti sign managed services and GSM / EDGE expansion contract in USD 125 million deals. Bharti delivers another first announces innovative out sourcing to enhance quality of customer services. July: Bharti gets ³AAA / Stable´ rating by CRISIL. Bharti tele ventures: revenue exceeds Rs. September: The humble prime minister of India inaugurates the field fresh agri centre of excellence. Bharti foundation wins golden peacock award for corporate social responsibility. 2006 October: Bharti announces agreement with Vodafone marking the entry of the world¶s largest telecom operator into India.January: Sunil B. August: Bharti enterprises and AXA Asia Pacific Holdings ltd announce partnership for a life insurance joint venture in India. granted license to operate telecom services in Jersey in Europe. Bharti tele ventures add another first by winning the prestigious ³MIS ASIA IT EXCELLENCE AWARD 2005´. Mittal is ³CEO of the year´ at the frost & sulliban Asia Pacific ICT awards 2006 & Bharti Airtel bags ³wireless service provider of the year´ and ³Competitive service provider of the year´. June: Sunil B. CNBC TV 18 and Airtel bring India business leader awards 2005. Mittal chosen for this year¶s Padma Bhushan Award. 2500 Cores net profit for Q1 FY 06 crosses Rs.500 Corers for the first . 2007 November: Bharti and Wal-Mart sign memorandum of understanding. May: Jersey Telenet ltd subsidiary of Bharti Global.

Bharti Tele Ventures is the ³Indian Mobile Operator of the year 2005´. 1. Ericsson and Bharti sign managed capacity expansion contract for Rural in India. October: Airtel wins the ³World communications best brand award´. November: Sunil B Mittal. Bharti celebrates its 23 circle all India footprint by reducing roaming rates to Rs. . Paul J Ostling & N R Narayan Murthy Award him the accolade. Chairman & Managing Director. January: Airtel becomes the first GSM Operator in the country to cross the 10 million customer milestone. Bharti enterprises gets ³The Best Asian Telecom CEO´ Award. Amidst stiff competition from 37 advertising agencies. June: Business week features Bharti Tele Ventures amongst the top technology Companies in the world. Airtel chosen as ³Most Preferred Mobile Service´ by CNBC Awaaz Consumer Awards. Bharti enterprises & DE rothschilds announce a 50-50 JV for export of fresh fruits and vegetables.time. Bharti Enterprises.99. is the Ernst & young entrepreneur of the year 2004. Airtel ³Express Yourself´ campaign wins two ³Silvers´ at the prestigious AAAI Awards for brand campaign of the year and best advertising film. chairman and managing director. September: Bharti tele tech introduces new standards of cordless telephony in India. Mittal. Bharti Tele Ventures is Asia¶s ³Best GSM Carrier´. Bharti tele ventures amongst top three companies in the latest ET top 500 companies ranking. May: Sunil B. 2005 December: Bharti has been adjudged as India¶s second best employer by Hewitt associates. April: Bharti tele ventures: FY05 net profit up 132%.

Bharti Airtel bagged the Best Carrier India Award and the Ovum Telco-Transformation Award at the Telecom Asia Awards 2009. This year. Bharti Airtel was recognized as the µService Provider of the Year¶ and µWireless Service Provider of the Year¶ at the Frost & Sullivan Asia Pacific ICT Awards 2009. Over 3. Airtel was rated as the µStrongest Brand¶ in the Economic Times Brand Finance Brand Power Rating 2009. The company is placed ahead of global technology leaders like Apple (19). spanning 19 cities and 16 states in India. Microsoft (22) and Google (37) in this exclusive list. the awards were based on an exhaustive consumer survey done by The Nielsen Company.000 consumers.AWARDS AND ACHIEVEMENTS Airtel has won the µMost Preferred Cellular Service Provider Brand¶ award at the CNBC Awaaz Consumer Awards in Mumbai. Airtel ranked second in the Economic Times-Brand Equity Most Trusted Brand Survey 2009. Bharti Airtel has been recognized as the Best Global Wholesale Carrier for 2009 at the Telecoms World Awards Middle East by Terrapin. Academics and Management. Bharti Airtel listed in Forbes Asia¶s Fabulous 50 companies. by Business Today in 2009. . Bharti Airtel rated as India¶s Best Enterprise Connectivity Provider for 2009 at the Annual Users¶ Choice Awards instituted by PC Quest. rated brands across different categories to choose brands which delivered true value for money Bharti Airtel has received the prestigious Businessworld-FICCI-SEDF Corporate Social Responsibility Awards 2009-2010. It is the only Corporate Brand to be awarded the AAA rating Sunil Bharti Mittal conferred with the Lal Bahadur Shastri National Award for Excellence in Public Administration. This is 6th year in a row that Airtel has won the award in this category. Bharti Airtel ranked India¶s second most valuable company. compiled by Business Week for the year 2009. 2009 on number sixth position. Bharti Airtel was ranked sixth among the top 100 best performing technology companies in the world.

Telecoms World is one of the flagship annual awards by Terrapin. Bharti Airtel received the µBest Content Service¶ Award for the Airtel-IFFCO Farmer Information Dissemination Platform at the World Communications Awards in London.Sunil Mittal received the Madras Management Association (MMA) Business Leadership Award for 2008-09 for revolutionising Indian telecom. NDTV Profit Business Leadership Awards have been instituted to award organizational excellence. Sunil Mittal was conferred with the degree of Doctor of Laws Honoris Causa by the University of Leeds. The awards promise to acknowledge the best. Sunil Mittal was awarded the Global Economy Prize by The Kiel Institute (Germany). Bharti Airtel¶s low cost computing device Airtel Net PC was recognized by Hindustan Times as one of the µTop 9 Best Tech Products of 2009¶. Bharti Airtel has been recognized as the Best Global Wholesale Carrier for 2009 at the Telecoms World Awards Middle East. Bharti Airtel has been awarded the NDTV Profit Business Leadership Award 2009 in the Telecom Sector. . Bharti Airtel was awarded the Most Preferred Cellular Service Provider Award at the CNBC Awaaz Consumer Awards 2009. Bharti Airtel has been ranked among six best performing technology companies in the world by Business Week. Bharti Airtel was selected as one of the top 10 winners of the IDC Enterprise Innovation IT Awards 2009 across APAC region for its BSS Transformation Project. one of the leading business media organizations for international telecom carriers and service providers. UK. the brightest and the most dynamic of Indian organizations that have emerged leaders in their respective verticals.

on the other hand. .COMPETITIVE SITUATION Airtel launched its services before Essar and skimmed the market picking up the bulk of the high usage premium clients. they have restrained from using comparative advertising Hoardings have been a very popular medium for carrying the advertisements Airtel has also been advertising on television using the Bharti Telecom name. ³Telecoms are rolling but like never before and that 100 million marks does not look to far away.´ Indian cellular industry will roach will touch dollar 24 billion by the end of 2007. Essar is trying to counter this by emphasising on the reach of its network and the quality of its service. is perceived as the lower end service provider. However. both the players have been dependent on tactical advertising However. The mobile subscriber base crossed 65 million in sept-2005 and over 30% increase over the previous year. Essar is somewhat not been very successful largely due to the inconsistency in advertising To promote themselves. Essar. Airtel 22% market share over 15 million mobile subscribers (Source:. Airtel positions itself as the market leader on the basis of the number of subscribers. Airtel is perceived as the high quality provider and has a premium image.cellular operators association of India witnessed its highest ever net addition of 18 million mobile customers in a single quarters Comparison . This is a very competitive industry with the two companies differentiating either on valueadded services or price. In our study the marketing strategy Airtel and Vodafone are involve.

27 10.31 72.71 2.91 22.02 2.71 4.82 100.92 2.64 2.68 17.29 75.80 1.59 16.12 5.87 2.03 2.70 2.16 2.67 24.53 16 11 7 8 2 2 1 .71 7.79 1.1 1.46 2.00 %Growth Service Areas 1 2 3 4 5 6 7 8 9 Airtel BSNL Vodafone IDEA Aircel Reliance Tata MTNL Uninor TOTAL 20.27 10.03 23.01 1.29 % Market Share Aprilµ10 28.01 2.42 5.77 8.53 3.71 100.79 2.02 1.39 22.96 -1.98 2.86 18 16. Company No.06 7.SrNo.59 3.83 2.75 2. Of Subscribers Aprilµ10 Mayµ10 21.00 Mayµ10 29.33 4.50 6.06 3.

Network provi er Q2: Airtel is the best Network provider? 3% 16% 10% 39% disag ee The above chart interprets that the when respondents were asked their opinion about which is best network Provider . 49% were Agree.RESULTS BEL :Q1. 16% were Disagree And 4% were strongly disagree. ¨ ¨© s ¨ ¥ ¤§ ¢ e ¥ 32% ag ee al gly disag ee ¥ ¦ ¢£ ¥ ¤ s g y ag ee £¢ 75% .so this survey depend on airtel customers. 7% were Neutral. Majority of the respondent satisfied with that Airtel best network provider. 24% respondents were Strongly agree. Do you use Airtel ? LYSUS THE QUEST S RE S E 25% yes The above table chart i terprets that 75% of the respondents use Airtel and 25% use another brand. So majority of respondents of Airtel .

9% were Neutral. 37% were Agree.The best offers Q3: Airtel provides the best offers occasionally to its customers? 3% 32% 39% ag ee disag ee The above chart interprets that the when respondents were asked their opinion about Airtel is the best offers occasionally To its provider .   s gly disag ee    e al   16% 10% s gly ag ee    s    e al gly disag ee     16% 10% s gly ag ee  . 25% respondents were Strongly agree. Majority of the respondent satisfied with that Airtel best network provider. Majority respondent like their occasionally offers & prefer it when they go to choose any mobile service. 13% were Disagree And 7% were strongly disagree. respondents were Strongly agree. 42% were Agree. 18% were Neutral. Best customer care services Q4: Airtel has the best customer care services? 3% 32% 39% ag ee disag ee The above chart interprets that the when respondents were asked Airtel is best customer care services 25% . 17% wereDisagree And 7% were strongly disagree.

23% respondents were Strongly agree. Majority of the respondent like Airtel toppings and they agree Airtel is cheapest service provider in telecom Industry. Neutral. 15% were Disagree And 9% were strongly disagree . 26% were Agree. 20% were Disagree And 11% were strongly disagree. Relationship with its sharehol ers Q6: Airtel maintains effective relationship with its shareholders? 3% 16% 10% 3 % disag ee The above chart interprets that the when respondents were asked their opinion about Airtel maintains effective relationship with its shareholders . " $#"! s ( ('& % e " 32% ag ee al gly disag ee " $#"! s gly ag ee ( %)(' s gly disag ee ( (' & % e " 32% ag ee al " $#"! s gly ag ee . 24% respondents were Strongly agree. 19% were Neutral.Cheapest service provi er Q5: Airtel is the cheapest service provider in telecom industry? 3% 16% 10% 3 % disag ee The above chart interprets that the when respondents were asked Airtel is the cheapest service provider in telecom industry? To its provider . In this interprets 50% respondents are agree on airtel effective relationship. 36% were Agree 17% were .

41% were Agree. 12% were Neutral. ast speed internet services Q8: Airtel provides the fast speed internet services? 3% 32% 3 % ag ee disag ee The above chart interprets that the when respondents were asked are they think Airtel provides the fast speed internet services. 12% were Disagree And 3% were strongly disagree. 19% were Disagree And 7% were strongly disagree. By this interprets we i got maximum respondents were agree with that question.Attractive in selling the sim card Q7: Airtel is attractive in selling the sim card? 3% 16% 10% 3 % disag ee The above chart interprets that the when respondents were asked their opinion about Airtel sim card is attractive. 2 4321 s 2 876 5 e al gly disag ee 8 5@87 16% 10% s gly ag ee 2 4321 s 8 876 5 e 2 32% ag ee al gly disag ee 2 4321 s gly ag ee 8 0 9 . 43% were Agree. 28% respondents were Strongly agree. 14% were Neutral. 21% respondents were Strongly agree.

10% respondents were Strongly agree. With the result of this interprets its clear majority of respondents satisfied and like Airtel s services. 42% were Agree. 15% were Disagree And 7% were strongly disagree. 16% were Neutral. . 20% respondents were Strongly agree. Harmony between employees Q10: Airtel maintains the harmony between its employees? 3% 16% 10% 32% ag ee 3 % disag ee The above chart interprets that the when respondents were asked their opinion about Airtel maintains the harmony between its employees.1 service provider in the telecom industry? 3% 32% 3 % ag ee disag ee The above chart interprets that the when respondents were asked are they think Airtel would be No. 39% were Neutral.1 service provider in the telecom industry.Service provider in the telecom industry Q9: Airtel would be No. 32% were Agree. 16% were Disagree And 3% were strongly disagree.In this interprets majority of respondents G PIGH s gly disag ee C CB F E e al G PIGH s gly ag ee G PIGH s G CBF E e al gly disag ee C EDCB C C 16% 10% s gly ag ee A Q .

messages and call rates etc? 1% 22% 26% RELIANCE BSNL 10% 41% vodafone Idea The above chart that the when respondents were asked their opinion about Airtel s gives information abt its services . 30% were Agree. 15% respondents were Strongly agree. 20% were Disagree And 10% were strongly disagree. S Any othe S Any othe R . 40% were Agree. In this facility airtel costumers fully satisfied and agree with that question.Social corporate responsibility Q11: Airtel also gives the attention on the Social corporate responsibility? 1% 22% 26% RELIANCE BSNL 10% v dafone Idea 41% The above chart interprets that the when respondents were asked their opinion about Airtel also gives the attention on the Social corporate responsibility. 25% were Neutral. 31% respondents were Strongly agree. 16% were Neutral. Services such as information Q12: Airtel provides the information about each of services suchas information regarding balance. 8% were Disagree And 5% were strongly disagree.

and 11% availability. 9% validity. Third is idea with 22% then BSNL and any other with 10% and 1%. Biggest competitor Q14: To whom you see as the biggest competitor of Airtel? 1% 22% 26% RELIANCE BSNL 10% 41% v daf ne Idea Any ther The above chart interprets that Vodafone is the biggest competitor of Airtel with 41%. T U T T T T . 23% connectivity. Majority of respondents saw the call rate when they buy the sim card. second is Reliance. 36% Call rate.Q13: When you buy the Sim card of any company then what do you have in your mindor what you see? 1% 22% 26% RELIANCE BSNL 10% 41% v daf ne Idea Any ther The above chart interprets that 21% of respondents choose service quality when they buy the sim card.

Company maximum profit to its retailers Q16: According to you which company maximum profit to its retailers? 9% 6% 15% vodafone 20% BSNL Airtel 50% idea Any other The above chart interprets that according to respondents Airtel provides maximum profit to its retailers Because 67% of respondents select Airtel for maximum profit to its retailers. Other threats are equally same . . then Vodafone andothers.The biggest threat Q15: According to you which would be the biggest threat for the Airtel in the future? 9% 6% 15% vodafone 20% 50% BSNL Airtel idea Any other The above chart interprets that the biggest threat for the Airtel in the future is to retain its customer in the future with 26% and to add the new coustmers also is big threat with 23% same as first.

Q18: If you get the opportunity to be the investor of any company then which company¶s investor you would like to be? 9% 6% 15% vodafone 20% BSNL Airtel 50% idea Any other The above chart interprets that 50% respondents prefer Airtel for investment.20% in BSNL . . Its mean Airtel is most trustable and preferable brand of people.15% in Vodafone and remaining in others.Best in providing Q17: According to you Airtel is best in providing? 9% 6% 15% vodafone 20% 50% BSNL Airtel idea Any other The above chart interprets that maximum respondents like connectivity of Airtel then other an prefer airtel For connectivity.

5. 6. It was observed that most of the customers expressed their unhappiness over billing services. The most of the respondent are belong to the age group 20 to 25. 2. 1. Customers are satisfied with various plans. . Either they were wrongly charged or they never received bills on time. 9. Findings of the study is follow. In this study I find the various things which are important for the consumer in related to internet service. I know that it is very important for the industry to know the consumer preference and perception. 7. 8. 3. 40% respondents are the student. Through my survey I observed that most of the customers are using STD pack. 4. Through my survey. I observed that most of the customers are using supersaver-399 plan. Senior citizens are very particular about rentals.FINDING When I study the consumer preference toward Airtel. I came to know that most of the customers are satisfied with our plans and toppings. I observed that most of the customers like Airtel advertisement and punch-line. Because if the industry not know the preference than they not provide the better services.

This Would automatically attract new customers. We know that the switching cost is very low in this sector. Customer care number does not connects easily and Executives there were also not aware of the schemes. the billing department has to be more effective & efficient. y Airtel should continue to offer the best toppings to stay at the top. So every provider wants to attract the most of the existing and new customer. SUGGETIONS y To ensure better customer satisfaction & maintain higher level of Customer relationship management.CONCLUSION & SUGGETIONS CONCLUSION When we will discuss the Consumer preference . y Airtel connections are selling because of best Network coverage. y Good relationship of fos. & retailer is being helpful in Selling. We found that the customer is satisfied with his service. y There should be no compromise in quality and the network facility. . y Large market coverage. easy availability of coupons. y To retain existing customers means offering the best scheme. Airtel need not spend on advertisement to attract new customers.

54 ± 73 WEBSITES & SEARCH ENGINE www. European Journal of Marketing.140 ± 160  Torsten J.280 ± 291  Luca Petruzzellis.et al.BIBLIOGRAPHY/ REFERENCES  Chris Hand. European Journal of Marketing.et al. Vol.researchandmarket.com www. 20 Iss: 2. pp. (2009) "Online grocery shopping: the influence of situational factors".com www. 22 Iss: 4. (2008) "Determinants of behavioral intentions in the mobile internet services market". pp. (2010) "Coping with confusion: The case of the Dutch mobile phone market". 12 Iss: 4. Journal of Services Marketing.610 ± 634  Hans Kasper. pp. Vol. Vlachos.info-shop. Gerpott. info. Vol. (2010) "Communication behaviors and perceptions of mobile internet adopters. (2010) "Mobile phone choice: technology versus marketing.bhartiteleventures. pp.com www. Vol.com www. 44 Iss: 5. Journal of Marketing".com www. pp. The brand effect in the Italian market".com .yahoosearch.smartmobs. Vol.1205 ± 1219  Pavlos A.et al.airtelworld. Managing Service Quality. 43 Iss: 9/10.

NO.000 ± Rs30.000 Above Rs 30.25 [ ] 26 . Yes B.35 [ ] 36 And Above [ ] OCCUPATION: Self Employed [ ] Student [ ] Government Employee [ ] Other [ ] Non Government employed [ ] INCOME: Per month Below Rs10.QUESTIONNAIRE: DEPARTMENT OF MANAGEMENT STUDIES JAI NARAIN VYAS UNIVERSITY Questionnaire on consumer of Airtel NAME: «««««««««««««« GENDER: Male [ ] Female [ ] AGE: Below 18 [ ] 19 . Do you use Airtel? .000 Rs10.000 Not earning presently [ ] [ ] SR.000 .000 [ ] [ ] [ ] Rs20.Rs20. QUESTIONS  PUT THE TICK MARK ON YOUR CHOICE AS AN ANSWER A. No 1.

1 service provider in the telecom industry. 3. Airtel is the best Network provider. Airtel provides the fast speed internet services. QUESTIONS  PUT THE TICK MARK ON YOUR CHOICE AS AN ANSWER B C D E A STRONGLY AGREE NEUTRAL DISAGREE STRONGLY AGREE DISAGREE 2. 12. 9. . 10. Airtel also gives the attention on the Social corporate responsibility. Airtel is attractive in selling the sim card. Airtel is the cheapest service provider in telecom industry. Airtel has the best customer care services. Airtel maintains effective relationship with its shareholders. NO. 8. Airtel provides the best offers occasionally to its customers. Airtel maintains the harmony between its employees. Airtel would be No.SR. 11. Airtel provides the information about each of services such as information regarding balance. messages and call rates etc. 6. 7. 5. 4.

SR. QUESTIONS 13.B. RELIANCE BSNL vodafone idea ANY OTHER 15. Low call rate Validity Connectivity Availability 18. According to you To which would be retain its the biggest threat customers in for the Airtel in the the future future? According to you idea which company provides maximum profit to its retailers? According to you Airtel is best in providing? Service quality To add the new customers 16.A (1st sem) . NO. If you get the VODAFONE BSNL opportunity to be the investor of any company then which company¶s investor you would like to be? AIRTEL IDEA ANY OTHER Thank you Name. When you buy the Sim card of any company then what do you have in your mind or what you see? To whom you see as the biggest competitor of Airtel?  A PUT THE TICK MARK ON YOUR CHOICE AS AN ANSWER B C D E Call rate Validity Connectivity Availability Service quality 14.Girish kumar Class.M. BSNL To compete with the new company¶s price strategy RELIANCE To provide each type of services To be innovative very much VODAFONE Airtel 17.

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