INDEX

PAGE NO:
CHAPTERS CONTENTS

 EXECUTIVE SUMMARY 2-14

1(A): INDUSTRY PROFILE

15-26

CHAPTER 1

1(B): COMPANY PROFILE 27-47

CHAPTER 2 MARKETING STRATEGY 48-75

CHAPTER 3 RESEARCH METHODOLOGY 76-83

DATA ANALYSIS AND

CHAPTER 4 84-105
INTERPRETATION

RESULTS

 FINDINGS,SUGGESTIONS,
106-111
RECOMMENDATIONS AND
CONCLUSION.

CHAPTER 5  BIBLIOGRAPHY 112

 QUESTIONNAIRE 113-117

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 EXECUTIVE SUMMARY

The project aims at understanding the Marketing strategies at Airtel and its impact on the perception of
Airtel Cellular Services. Research has demonstrated conclusively that it is far more costly to win a new
customer than it is to maintain an existing one. And there is no better way to retain a customer than to
exceed his expectations. For this purpose it is essential to know the level of customer satisfaction.

The focus of my research was the measurement of customer satisfaction level for the services provided by
Bharti Airtel. The research was done for the corporate clients of Bharti Airtel. My job was not only to
represent the Corporate Sales Dept. and collect the feedback from the clients but also to get the major
complaints resolved through internal counselling.

There can be no better opportunity to interact with the external as well as the internal customers of an
organization. Finally the results of the research verify the fact that keeping the customer satisfied is the
best strategy to not only retain the existing customers but also to expand the business to new horizons.

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 INDUSTRY PROFILE:

The Indian telecommunication industry, with about 600.69 million mobile phone connections as of
February 2010, is the third largest telecommunication network in the world and the second largest in terms
of number of wireless connections of 563.73 million. The Indian telecom industry is one of the fastest
growing in the world and is projected that India will have billion plus mobile users by 2015. Projection by
several leading global consultancies is that India’s telecom network will overtake China’s in the next 10
years. For the past decade or so, telecommunication activities have gained momentum in India. Efforts
have been made from both governmental and non-governmental platforms to enhance the infrastructure.

It also offers fixed line services and broadband services. It offers its TELECOM services under the Airtel
brand and is headed by Sunil Bharti Mittal. The company also provides telephone services and broadband
Internet access (DSL) in top 95 cities in India. It also acts as a carrier for national and international long
distance communication services. The company has a submarine cable landing station at Chennai, which
connects the submarine cable connecting Chennai and Singapore.

It is known for being the first mobile phone company in the world to outsource everything except
marketing and sales. Its network operations are provided by Ericsson, business support by IBM and
transmission towers by another company. Ericsson agreed for the first time, to be paid by the minute for
installation and maintenance of their equipment rather than being paid up front.

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 COMPANY PROFILE:

Airtel India is the second largest provider of mobile telephony and also second largest provider of fixed
telephony in India, and is also a provider of broadband and subscription television services. The brand is
operated by several subsidiaries of Bharti Airtel with Bharti Hexacom and Bharti Telemedia providing
broadband fixed line services and Bharti Infratel providing telecom passive infrastructure service such as
telecom equipment and telecom towers. Bharti Airtel Limited is part of Bharti Enterprises and is headed by
Sunil Bharti Mittal.

Airtel is the first Indian telecom service provider to achieve Cisco Gold Certification. It also acts as a carrier
for national and international long distance communication services. The company has a submarine cable
landing station at Chennai, with a connection to Singapore. Airtel was named India's second most valuable
brand in the first ever Brandz ranking by Millward Brown and WPP plc in 2014.

Bharti Airtel Ltd. is one of the world's leading providers of telecommunication services with presence in 19
countries including India & South Asia and Africa. The company is the largest wireless service provider in
India, based on the number of customers. The company offers an integrated suite of telecom solutions to its
enterprise customers, in addition to providing long distance connectivity both nationally and internationally.

The Company also offers Digital TV and IPTV Services. All these services are rendered under a unified
brand 'airtel' either directly or through subsidiary companies. The company operates in four strategic
business units, namely Mobile, Tele media, Enterprise and Digital TV.

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 MARKETING STRATEGY

Marketing strategy is a process that can allow an organization to concentrate its limited resources on the
greatest opportunities to increase sales and achieve a sustainable competitive advantage.

Strategic planning involves an analysis of the company's strategic initial situation prior to the formulation,
evaluation and selection of market-oriented competitive position that contributes to the company's goals and
marketing objectives.

Strategic marketing, as a distinct field of study emerged in the 1970s and 80s, and built on strategic
management, that focuses on strategies, that preceded it. Marketing strategy highlights the role of marketing
as a link between the organization and its customers.

Marketing strategy involves mapping out the company's direction for the forthcoming planning period,
whether that be three, five or ten years. It involves undertaking a 360° review of the firm and its operating
environment with a view to identifying new business opportunities that the firm could potentially leverage
for competitive advantage.

Strategic planning may also reveal market threats that the firm may need to consider for long-term
sustainability. Strategic planning makes no assumptions about the firm continuing to offer the same products
to the same customers into the future. Instead, it is concerned with identifying the business opportunities that
are likely to be successful and evaluates the firm's capacity to leverage such opportunities. It seeks to identify
the strategic gap; that is the difference between where a firm is currently situated (the strategic reality or
inadvertent strategy) and where it should be situated for sustainable, long-term growth (the strategic intent or
deliberate strategy).

Strategic planning seeks to address three deceptively simple questions, specifically:

* Where are we now? (Situation analysis)

* What business should we be in? (Vision and mission)

* How should we get there? (Strategies, plans, goals, and objectives)

A fourth question may be added to the list, namely 'How do we know when we got there?' Due to the
increasing need for accountability, many marketing organizations use a variety of marketing metrics to track
strategic performance, allowing for corrective action to be taken as required. On the surface, strategic
planning seeks to address three simple questions, Strategic planning typically begins with a scan of the
business environment, both internal and external, this includes understanding strategic constraints. An
understanding of the external operating environment, including political, economic, social and technological
which includes demographic and cultural aspects, is necessary for the identification of business opportunities
and threats.

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[however, the research and analysis involved in strategic planning is very sophisticated and requires a great
deal of skill and judgement.

A SWOT analysis identifies:

· Strengths: distinctive capabilities, competencies, skills or assets that provide a business or project with an
advantage over potential rivals; internal factors that are favourable to achieving company objectives

· Weaknesses: internal deficiencies that place the business or project at a disadvantage relative to rivals; or
deficiencies that prevent an entity from moving in a new direction or acting on opportunities. internal factors
that are unfavourable to achieving company objectives

· Opportunities: elements in the environment that the business or project could exploit to its advantage;
external factors of the organization including: new products, new markets, new demand, foreign market
barriers, competitors' mistakes, etc.

· Threats: elements in the environment that could erode the firm's market position; external factors that
prevent or hinder an entity from moving in a desired direction or achieving its goals.

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 4P’S OF MARKETING

The term "marketing mix" is a foundation model for businesses, historically centred around product, price,
place, and promotion] (also known as the "4 Ps").

The marketing mix has been defined as the "set of marketing tools that the firm uses to pursue its marketing
objectives in the target market".

Marketing theory emerged in the early twenty-first century. The contemporary marketing mix which has
become the dominant framework for marketing management decisions was first published in 1984.

Product refers to what the business offers for sale and may include products or services. Product decisions
include the "quality, features, benefits, style, design, branding, packaging, services, warranties, guarantees,
life cycles, investments and returns".

Price refers to decisions surrounding "list pricing, discount pricing, special offer pricing, credit payment or
credit terms". Price refers to the total cost to customer to acquire the product, and may involve both monetary
and psychological costs such as the time and effort spent in acquisition. Distribution channels are taken into
consideration that includes retailer, wholesaler, Business to Business OR Business to Customer.

Place is defined as the "direct or indirect channels to market, geographical distribution, territorial coverage,
retail outlet, market location, catalogues, inventory, logistics, and order fulfilment". Place refers either to the
physical location where a business carries out business or the distribution channels used to reach markets.
Place may refer to a retail outlet, but increasingly refers to virtual stores such as "a mail order catalogue, a
telephone call centre or a website.

Example, firms that produce luxury goods like Louis Vuitton employ an intensive placement strategy by
making their products available at only a few exclusive retailers. In contrast, lower priced consumer goods
like toothpaste and shampoo, typically employ an extensive placement strategy by making their products
available to as many different retailers as possible.

Promotion refers to "the marketing communication used to make the offer known to potential customers and
persuade them to investigate it further". Promotion elements include "advertising, public relations, direct
selling and sales promotions."

The original marketing mix, or 4 Ps, as originally proposed by marketer and academic Philip Kotler & E.
Jerome McCarthy, provides a framework for marketing decision-making. McCarthy's marketing mix has
since become one of the most enduring and widely accepted frameworks in marketing.

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 RESEARCH METHODOLOGY

Marketing research is often concerned with the behaviours of the consumer in the respect marketing research
have drawn heavily on the behaviour. Sciences such a psychology and sociology in the fact the contribution
of these sciences to marketing research have been very significant especially with regards to two aspects.

1. The research technique used by psychology and they have amply used sociologists being of considerable
relevance to marketing researchers

2. The concept and the theories of these behavioural sciences are also proved to be relevant to market
researcher.

Types of information to be collected:

a. Phrasing of the questionnaire.

b. Order or sequence of the question.

c. Number of questions to be asked.

d. Lay out the questionnaire.

Collection of data includes both primary and secondary data. The research has collected both of the above
data. The data collected constitutes both primary data.

PRIMARY DATA:

Primary data are collected through observation, direct communication with respondent and finally by
distributing questionnaire.

SECONDARY DATA:

Secondary data is collected from the official record to obtain information regarding the rate of absenteeism
and the various reasons for absenteeism.

STATISTICAL TOOL USED:

The main statistical tools used for collection and analyses of data in this project are;

· Questionnaire

· Bar diagrams

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OBJECTIVE OF THE STUDY:

This study will try to analyse how airtel keep hold of its market because of its great marketing strategies with
the following objectives:

· To identify the factors considered by the Airtel in making the marketing strategies for their business.

· To identify how effectively Airtel is currently using his marketing strategies to attract new customer

· To identify the current marketing strategies of Airtel

· To suggest them effective marketing strategies to get success in the current competitive environment in the
telecommunication industry.

LIMITATIONS:

· In this project, I have tried to present facts with figures penetrating to my survey skill it has some limitation,
which are there in this project need identification.

· The time of two months is very less for covering all the aspects of the project.

· The feedback received from the individuals is according to his perception, limited exposure and personal
knowledge level.

· Very less time was there for interaction with corporate clients.

· Problem in meeting with the concern person without appointment.

FINDINGS:

· According to this study India mobile service provider are of belief that India is potentially one of the most
exciting mobile service providers in the world, whereas some of them do not agree to this view

· As according to the survey Indian mobile service provider find that the government telecom policy has had
the most radical impact on the development of mobile service providers, whereas some of them deny this.

· As according to most of interviewed people in the mobile service provider are of belief that one of the
challenges facing mobile operation in India is the diversify of the coverage regions, whereas interestingly
another small group of them deny this

· Most respondents are of the belief that mobile service providers come close to fulfilling the requirement for
a personal communication system. whereas minor group of them are in no way to this belief

· Majority of respondents find that mobile service provider as the most exciting and satisfying mobile

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standard, whereas the remaining some respondent deny this

· A major group of respondents are of the belief that their service provider has a genuine commitment to
creating a modern and efficient communication whereas the remaining respondents deny this.

RECOMMENDATION:

On the basis of the primary research and secondary research, the following

recommendations can be concluded.

· Lowering the tariff plans of service provider will increase more competition

· Bringing more up gradation in VAS for the betterment of the users

· Improvement of network infrastructure in both urban and rural areas

· Companies can provide new and different schemes to their customer

· After talking to customer care executives of telecom sector, the following recommendation can be
concluded as a part of their strategies for acquiring or retaining new customer

· The telecom operation should take less time for the solving customer’s queries

· Majority of the operators focus on the special occasions to launch new schemes but they can also launch
schemes on weekly or monthly basis to attract customers

· They should also focus on new technologies like 4G

· They should also focus on pilot project before launching a product, especially in case of rural areas.

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 CONCLUSION:

Indian has one of the world's largest telecommunication networks. The telecom story continues to be the best
evidence of the efficacy of the reform process. In

just six years, the number of mobile subscribers has gone up from just about one million to 100 million, a
subscriber base that only four other countries China, us,

Japan. none can doubt the correlation between this explosive growth in number and the steep decline in the
cost of the mobile phone and of its usage.

After analysing the finding of the research, it can conclude that airtel is the leader in customer service and
availability. The maximum no. of people who use the mobile is in the age group of 20 to 28. Prepaid is
popular type of mobile connections as they are consumer friendly and recharging the connection is not a
problem.

People do not prefer post-paid because of billing problem Maximum no. of people spends more than Rs 500
on their connections. As Airtelis the only company having the maximum no if mobile connections so it must
seriously look into loop holes of the existing customer service department We can say that in spite of so
many competitors in the market Airtel is having a good position just because every time, it tries its best to
understand the need of it's important customers.

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 BIBLOGRAPHY:

· Websites

1. www.airtel.in

2. www.dot.gov.in

3. www.wikipedia.org

· Newspapers

· Articles

1. The economic times

2. Bernhard Goldberger-19th bled e-conference values

QUESTIONNAIRE:

1. What is your opinion on signalling at your area?

o good signal

o Bad signal

2. What is your opinion on customer care service?

o Satisfied

o Not satisfied

o Never used

3. What is the opinion on customer care employee’s response to

customers questions?

o good response

o Bad response

4. Which type of connections do you use?

o Prepaid

o Post-paid

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5. Whose service are you rendering now?

o Airtel

o Others

9. What kind of expectations do you have from your service provider?

o Cheap SMS

o Cheap roaming charges

o Improved services

o good network

o Cheap call rate

10.Rate your satisfaction level with your service provider?

o Very good

o Good

o Satisfied

o Bad

o Very bad

11.How much do you spend per month on your mobile connection?

o 100

o 200

o 500

o 500& above

17.Are you aware of 4G technology?

o Yes

o No

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12.Given a choice with some number, which service provider will you select?

o Tata Docomo

o BSNL

o Jio

o Vodafone

13.How do you find STD rate of your service provider?

o Costly

o Affordable

o Economical

o Unaffordable

14.Do you find availability of network of your service provider at

following area?

o Remote area

o Hill station

o Outskirt

15.What are the different schemes provided by your service provider?

o SMS

o Talk time

o Festival schemes

16.How long do you have to wait in customer care?

o Up to 1 minute

o 2 minutes

o 3-5 minutes

o 6-10 minutes

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 CHAPTER-1(A)

INDUSTRY PROFILE

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