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A
PRO1ECT REPORT
ON


~ANALYSIS OF MARKETING STRATEGIES OF
AIRTEL¨


In partial fulfillment of the requirement for the award
of
Degree of
MASTER OF BUSINESS ADMINISTRATION
(M.B.A. 2010-2012)



SAMALKHA GROUP OF INSTITUTIONS

Under the Supervision of: Submitted By:
Mr. Abhishek Yadav Viteshver Tyagi
(Unit advisor) Roll No:-1012001




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~Perseverance, inspiriting and motivation has always
Played a key role in the success of any venture.¨

The successIul completion oI the project would have been Iar Irom reality
without mentioning the people who made an indelible impression while making
the project.
I am extremely thankIul to Mr.Abhishek Yadav, (Unit Advisor) Ior giving me
an opportunity to undergo training in BHARTI AIRTEL MARKETING and
making my stay at AIRTEL MARKETING a memorable learning experience.
I am highly thankIul to Dr. Rajesh Goel (Director, SGI, Samalkha) Ior
allowing me to pursue my project report on 'ANALYSIS OF MARKETING
STRATEGIES OF AIRTEL.¨
I am grateIul to Prof. H.L. Chhatwal (Dean and Associate director,
Faculty of Management).who extended his whole-hearted and unreserved help
to me throughout this project and enabled me give the project its present shape.
I am also thankIul to Mr. Neeraj Chitkara (Faculty, SGI) Ior giving me
never ending expert guidance to pursue my project in planned way.
I am also thankIul to all my teachers and Iriends who helped me directly &
indirectly in the completion oI the project.



Viteshver Tyagi





ACKNOWLEDGEMENTS
ACKNOWLEDGEMENT

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DECLARATION

I Viteshver Tyagi, student oI MBA (Marketing) Irom 'SAMALKHA GROUP OF
INSTITUTIONS¨, hereby declare that I have completed this project on
"ANALYSIS OF MARKETING STRATEGIES OF ASIAN PAINT LTD.¨,
under the guidance oI my teacher named Mr. Neeraj Chitkara.
I also declare that all the details and analysis provided in the report are true and to
the best oI my knowledge.
































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TABLE OF CONTENTS





1. TELECOMMUNICATION MARKET IN INDIA 8
2. GSM MARKET IN INDIA 11
3. INTRODUCTION 23
4. OBJECTIVE 47
5. RESEARCH METHODOLOGY 48
6. MARKET SITUATION 51
7. COMPETITIVE SITUATION

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8. LIMITATION 68
9. SWOT ANALYSIS 78
10. CONCLUSION 80
11. BIBLIOGRAPHY 82
12. QUESTIONNAIRE 83














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EXECUTIVE SUMMARY

The project aims at understanding the Marketing strategies at Airtel and its impact
on the perception oI Airtel Cellular Services.

Research has demonstrated conclusively that it is Iar 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 oI customer satisIaction. The Iocus oI my research was the
measurement oI customer satisIaction level Ior the services provided by Bharti
Airtel. The research was done Ior the corporate clients oI Bharti Airtel. My job
was not only to represent the Corporate Sales Dept. and collect the Ieedback Irom
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 oI an organization. Finally the results oI the
research veriIy the Iact that keeping the customer satisIied is the best strategy to
not only retain the existing customers but also to expand the business to new
horizons.






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Chapter - II
Company Overview



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Name
Bharti Airtel Limited.

Business Description
Provides GSM mobile services in all the 22 telecom circles in India, Srilanka,
Bangladesh and now in 16 countries oI AIrica.
Provides telemedia services (Iixed line and broadband services through DSL) in
87 cities in India.
Provides an integrated suite oI Enterprise solutions, in addition to providing long
distance connectivity both Nationally and Internationally.
They also oIIer DTH and IPTV Services

Established
July 07, 1995, as a Public Limited Company

ISIN
INE397D01024

Shares in Issue
3,797,530,096 as at June 30, 2011

Listings
Bombay Stock Exchange Limited (BSE)
National Stock Exchange oI India Limited (NSE)

Stock Exchange Symbol
NSE BHARTIARTL
BSE 532454

Customer Base
India & South Asia: 174,941,000 GSM mobile, 3,322,000 Telemedia customers
and 6,262,000 Digital TV Services
(status as on June 30, 2011)
AIrica: 46,306,000 GSM mobile customers.


Registered Office
Bharti Airtel Limited
(A Bharti Enterprise)
Bharti Crescent, 1 Nelson Mandela Road,
Vasant Kunj, Phase II,
New Delhi - 110 070

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TELECOMMUNICATION MARKET IN INDIA


The Indian telecommunications Network with 250m telephone connections is the
IiIth largest in the world and is the second largest among the emerging economies
oI Asia. Today it is the Iastest growing market in the world and represents unique
opportunities Ior UK companies in the stagnant global scenario. Tele-density,
which was languishing at 2° in 1999, has shown an impressive jump to 9.5° in
2006 and 10.5° in 2007 and is set to increase to 20° in the next Iive years
beating the Govt. target by three years. Accordingly, India requires incremental
investments oI USD 20-25 bln Ior the next Iive years.


Private operators have made mobile telephony the Iastest growing (over 164°
p.a.) in India. With more than 33 million users (both CDMA and GSM), wireless
is the principal growth engine oI the Indian telecom industry. Given the current
growth trends, cellular connections in India will surpass Iixed line by late
2004/early 2005. Intense competition between the Iour main private groups -
Bharti, VodaIone, Tata and Reliance and with the State sector incumbents-BSNL
and MTNL has brought about a signiIicant drop in tariIIs. There has been almost
74° in cell phone charges, 70° in ILD calls and 25° drop in NLD charges,
resulting in a boom time Ior the consumers.


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The Government has played a key enabling role by deregulating and liberalising
the industry, ushering in competition and paving the way Ior growth. While there
were regulatory irregularities earlier, resulting in litigation, these have all been
addressed now. Customs duties on hardware and mobile handsets have been
reduced Irom 14 percent to 5 percent.
The Indian government has merged the IT and Telecom Ministries to speed up
reIorms and decision on the Communication Convergence Bill to enable the
common regulation oI the Internet, broadcasting and telecoms will be taken aIter
the new Government assumes responsibilities in may this year. An independent
regulatory body (TRAI) and dispute settlement body (TDSAT) is Iully Iunctional.
INDIAN CELLULAR MARKET
The Bharti Group, which operates in 23 circles, continues to be the country's
largest cellular operator, with 50 lakh subscribers. BSNL, which operates in 22
circles, has a subscriber base oI 37 lakh subscribers. Thus BSNL stands second
largest cellular operator in terms oI subscriber base at the end oI the Iiscal ending
March 31, 2007, displacing VodaIone Irom the second position.
VodaIone, which operates in only eighteen circles, is the third largest operator
with a subscriber base oI 32 lakh. Unlike Iellow public sector undertaking,
MTNL, which operates in Mumbai and Delhi, BSNL has been a very aggressive
player in the market. "Cellular operators who expected BSNL to go the MTNL
way, were taken by surprise and did not take eIIective steps to counter it, till it
was too late in the day," said a telecom analyst.
Belying Iears oI a slowdown in cellular subscriber acquisitions, the cell club has

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reported a 7.92° growth, the highest growth in any month so Iar, during March
2005. Year-on-year, the cellular subscriber base in the country has almost doubled
in March 2005, and is expanding at the rate oI 25° per year thereaIter.

The cellular subscriber club expanded by 21.31 lakh last month. This is much
higher than 5.9 lakh subscribers added in February 2005 and 2.13 lakh in January
2005. Idea, which operates in Seven circles, is the Iourth largest operator with a
subscriber base oI 17.80 lakh, higher than BPL's 11.31 lakh subscribers across
Iour circles. The subscriber numbers per operator drop sharply with the sixth
largest operator, Spice Communications, having a subscriber base oI 9.40 lakh,
Iollowed by Reliance Telecom's 8.9 lakh subscribers. MTNL is the ninth largest
operator, with a base oI 8.32 lakh subscribers.
While the subscriber base-jumped by 3.38° to 44.39 lakh in the metros,
subscriber base oI category A circles oI Maharashtra, Gujarat, Andhra Pradesh,
Karnataka and Tamil Nadu jumped by 10.18 ° to reach 43.64 lakh.
Category B circles oI Kerala, Punjab, Haryana, Uttar Pradesh (West), Uttar
Pradesh (East), Rajasthan, Madhya Pradesh and West Bengal recorded a jump oI
10.69°, with a total base oI 33.74 lakh subscribers. Circle C has reported 12.74
° growth with subscriber numbers jumping to 5.08 lakh
Among the metros, while Mumbai added 1,63,180 subscribers, higher than the
1,58,646 added by Delhi, the Capital's cellular subscriber base oI over 80 lakh is
still higher than Mumbai's 66.89 lakh. While the cellular industry has been on roll
Ior the Iirst three quarters oI the previous Iinancial year with an average oI 16.75

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lakh monthly additions in the third quarter, the Iirst two months oI 2007 had seen
the growth slowing down.




SM MARKET IN INDIA
Regional Interest Groups - GSM India





















With a population oI around 1.1 billion growing at roughly 1.7 per cent a year,
India is potentially one oI the most exciting GSM markets in the world. AIter two
rather diIIicult years, the past 12 months have seen the region's promise beginning
to come to Iruition. Much oI this success can be attributed to the stabilisation oI
the licensing and regulatory environment.
India's telecommunications have undergone a steady liberalisation since 1994
when the Indian government Iirst sought private investment in the sector. More
signiIicant liberalisation Iollowed in 1996 with the licensing oI new local Iixed

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line and mobile service providers. However, it has been the government's New
Telecom Policy (1999) that has had the most radical impact on the development
oI GSM services. 'The policy's mission statement is 'aIIordable communications
Ior all', There is a genuine commitment to creating a modern and eIIicient
communications inIrastructure that takes account oI the convergence oI telecom,
IT and media. In addition, the policy places signiIicant emphasis on greater
competition Ior both Iixed and mobile services.
Competition in the mobile sector has already had a visible impact on prices with
calls currently costing less than 9 cents per minute. This means that service costs
have Iallen by 60 per cent since the Iirst GSM networks became live in 1995. It
also helps explain why a recent Telecom Asia survey revealed that more than 70
per cent oI Indian mobile subscribers Ielt that prices were now at a reasonable
level.
One oI the challenges Iacing GSM operators in India is the diversity oI the
coverage regions -Irom remote rural regions to some oI the most densely
populated metropolitan areas in the world. India has more than 40 networks,
which cover the seven largest cities, over 7000 towns and several Lacs villages.
Such depth oI coverage has required enormous investment Irom India's operators.
It is estimated that more than Rs200 billion had been invested in India's GSM
industry by mid-2000, a Iigure that is set to be supplemented by a Iurther Rs. 300
billion over the next Iive years.
The good news is that subscriber growth is beginning to look healthy. With
India's low PC penetration and high average Internet usage -at 14-20 hours a

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month per user it is comparable to the US -the market Ior mobile data and m-
commerce looks extremely promising. WAP services have already been launched
in the subcontinent and the Iirst GPRS networks are in the process oI being rolled
out. In the year ahead, GSM India will work with its members to realise the
potential oI early packet services in anticipation oI the award oI 3GSM licences.





India fastest growing SM mart



India is expected to have 145 million GSM (global system Ior mobile
communications) customers by 2007-08 compared to 26 million subscribers as on
March 2005, according to the Global Mobile Suppliers Association. "For GSM,
India is a success story. It is one oI the Iastest growing markets with its subscriber
base doubling in 2005. At this pace, the target oI 150 million subscribers by 2007-
2008 is deIinitely achievable," Alan Hadden, president oI GSA, said at a news
conIerence in New Delhi.
Globally, the GSM market reached 1 billion users in February 2005, he said,
adding GSM accounted Ior 80 per cent oI the new subscriber growth in
2005."Almost every Latin American operator has chosen GSM. In North America
GSM growth is bigger than CDMA (code division multiple access)," he said.

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Commenting on the raging debate over GSM versus CDMA in mobile services
arena, Hadden said: "GSM is the world's most successIul mobile standard with
over 1 billion users, and is an open mobile standard. It also supports automatic
international roaming, which is a major contributor to business plans."





India's SM mobiIe firms' revenue up 30 pct

India`s private telecoms Iirms oIIering GSM-based mobile services reported a 24
percent rise in revenue in the year to March 2007 but said Iuture growth rates
could slow because oI heavy taxes on the nascent industry. Although India`s
mobile sector is the world`s Iastest growing major wireless market, it is amongst
the highest taxed industries in the country. Mobile carriers pay as much as 25
percent oI their revenue as licence Iee, spectrum charges and other taxes. The
Cellular Operators Association oI India (COAI) said revenue Ior Iiscal 2003/04
stood at 83.08 billion rupees ($1.86 billion) compared with 64 billion rupees a
year earlier. According to T.V. Ramachandran, director general at COAI, 'These
revenue growth rates cannot be maintained unless there is a concerted eIIort by
the government to cut excessive levies and allow sharing oI inIrastructure¨
"But the potential to do much better exists as there is still huge demand in the
sector.¨ Ramachandran said the sector was still losing money but declined to

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elaborate. Sales jumped because oI a doubling oI the GSM (Global System oI
Mobile Communications) user base as more people entered the Ilourishing market
thanks to one oI the lowest call rates in the world. But the monthly average
revenue per user, a key measure oI proIitability, declined 17.4 percent to 432
rupees in the Iourth quarter compared with 523 rupees in the Iirst quarter due to a
cut in tariIIs and excessive competition among companies. Growth slowing,
demand untapped: The association has not included the Iinancial perIormance and
the GSM-user base oI state-run Iirms Bharat Sanchar Nigam Ltd, the second-
ranked player, and Mahanagar Telephone Nigam Ltd, Ramachandran said.

There are 150 million GSM customers and more than 96 million users oI the rival
CDMA-based mobile services in the country.
The pace oI growth in monthly additions is slowing aIter just 1.25 million users
took up the service in April compared with 1.9 million in the previous month and
1.63 million in February. Ramachandran blamed the slowdown on a majority oI
small GSM operators being unable to expand networks into rural swathes where
demand remained largely untapped .
"Our surpluses are not enough to cover costs oI network expansion and Iinancing
charges on loans. We are making money only to cover operating expenses,¨ he
said. Carriers are now subsidizing handset costs to woo users into the
underpenetrated industry Iorecast to have more than 250 million customers by
2007. Roughly three percent oI Indians own a mobile phone compared with about

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20 percent in China. About a dozen Iirms such as Bharti Airtel Ltd, 28 percent
owned by Singapore Telecommunications, Reliance InIocomm Ltd and the Indian
GSM-unit oI VodaIone group battle in the hotly competitive sector.









DOES SM HAVE THE EDE?

















GSM operators are not the only ones who are worried about the rapid strides
made by CDMA mobile players Reliance InIocom and Tata Indicom in the Indian
cellular market?

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The GSM suppliers both handset and equipment - who incidentally also have
their other Ioot Iirmly placed in the CDMA pie, are beginning to lose some sleep
over what was earlier termed as `niche` and `minuscule` data carriage market by
the operators.
Apart Irom the strong success oI the two CDMA operators whose networks are
based on code division multiple access (CDMA), the miserable showing oI the
Iour global standard Ior mobile (GSM) based networks that launched general
packet radio service (GPRS) service Ior data connectivity in last three years, has
the vendors worried. Global mobile Suppliers Association (GSA) now believes
that even though India will primarily remain a voice traIIic-led market in next
two-three years, the data traIIic component will grow by 25-30 per cent, an
optimism that it`s trying to make GSM operators Ieel as well.
THE CDMA CHALLENE


CDMA players had launched their services with CDMA 2000 1X-based
networks, which can give hi-speed, always-on connectivity to the Internet, and
other data services. GSM operators, on the other hand, have had to migrate Irom
the Irustrating experience oI WAP (wireless application protocol) to GPRS, which
has not signiIicantly improved the subscriber`s experience oI surIing the Net
on/Irom mobile.
The top brass oI GSA, an organization comprising Nokia, Siemens, Ericsson,
Alcatel and Lucent Technologies - met on Tuesday in the capital to persuade the
operators to adopt EDGE (Enhanced Data rates Ior GSM Evolution) and leave

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GPRS behind as a dream gone sour.
Only Airtel, VodaIone, BPL Mobile and Idea Cellular had launched GPRS, but
the data transIer speeds oI GPRS have been abysmal. The Iield trials gave a speed
oI around 54 kbps, but the actual speeds have not exceeded 14-18 kbps, a major
reason why GPRS growth has been so slow. As against the total GSM cellular
base oI 5.61 crore, the country has between 2,80,000 lakh GPRS users only. In
comparison, the two CDMA operators have about 120 lakh connections. All these
sets are data compliant. Though no Iigures are available as to how many use these
Ior data services, the Iigure is believed to be respectable as a percentage ratio Ior
CDMA.





Bharti is aImost there




But Iirst, the EDGE! Bharti Cellular is close to commercially launching its EDGE
service in Delhi and Mumbai by end May or early June, sources said. The
company was the Iirst to conduct Iield trials in November with its equipment
supplier Ericsson. Idea too held EDGE Iield trials in February this year with its
vendor Nokia. VodaIone and BPL are yet to hold the trials. The two companies

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would eventually migrate to EDGE, but perhaps aIter seeing the response to
Bharti`s service.
EDGE holds the promise oI delivering data speeds oI around 170-180 kbps (as
against the theoretical speed oI around 380 kbps) which, iI achieved, promises the
launch oI many data applications. The scalable cost oI migrating Irom GPRS to
EDGE is not too high and mainly comprises soItware upgrades in case oI a
modern network such as Bharti and Hutch, claimed chairman oI GSA India
chapter Rakesh Malik.











iII SM maintain its headstart ?


At the GSM Evolution Forum held in New Delhi, GSA president Alan Hadden
predicted that GSM growth will Iar outstrip CDMA as was happening globally.
He Ielt India could have as many as 200 million GSM subscribers by 2007-2008,
up Irom nine million in December 2004. According to GSA, there are over 1.1
billion GSM subscribers worldwide as against 250 million CDMA customers. The
revenue oI top 25 global operators Irom data averages 18 per cent and 22 oI these
operators run GSM networks. Overall, there are 76 operators in 50 countries that
have committed to deploy EDGE.

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Almost every country has a GSM-based network and even those US operators,
which operated on now-deIunct TDMA technology, were migrating gradually to
GSM, not CDMA, pointed out Hadden at the GSM Evolution Forum. The Forum
is a global GSA program to assist the operators Ior evolution to third generation
(3G) technologies. 'People are using their phones Ior much more than voice.
FiIteen networks have commercially launched EDGE as it can run 3G like
services in the existing spectrum Ior the operators without needing a 3G license.
Even the migration to a Iull-Iledged 3G level oI Wideband CDMA (WCDMA)
will be smooth with EDGE,¨ said Hadden.
"Besides, the automatic roaming provided by GSM networks in almost 200
countries is a power that CDMA doesn`t give you. We know Ior sure that almost
20-25 per cent oI the revenue Ior some GSM operators comes Irom roaming
customers,¨ he added. But CDMA is no pushover with Korea and Philippines as
the shining jewels in its crown. The Iirst CDMA 2000 1X was commercially
deployed in October 2000.

Already, 81 operators have launched 77 CDMA 2000 1X networks whereas nine
have launched services based on 1xEV-DO platIorm across Asia, the Americas
and Europe. At least, 16 new 1X and six 1xEV-DO networks are scheduled to be
deployed in 2004, according to CDMA Development Group. EV-DO and EV-DV
are the next level oI evolution on the CDMA 2000 1X platIorm, capable oI
delivering services comparable to 3G WCDMA.
here are the modeIs?

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What will matter a lot in this war will be the availability oI EDGE compliant
handsets at aIIordable rates. While the two CDMA operators have been giving out
handsets that can give hi-speed data transIer, same has not been the case with
GSM. Even now, GPRS handsets have not become commonplace and GPRS
Ieature is Iound only in mid and high-end segment handsets.
End sum game
When the networks deploy EDGE, subscribers can expect the delivery oI
advanced mobile services such as easy downloading oI video and music clips, Iull
multimedia messaging, besides high-speed Internet and e-mail access, provided
their handset supports all this.
But the real cruncher will be the migration at a later stage to 3G technologies such
as WCDMA, EV-DO or EV-DA as and when the government decides what to do
with the 3G licences. WCDMA Ior example promises delivery oI a phenomenal 2
megabytes per second (mbps), equivalent to what a leased line in many middle
level corporates gives.


More importantly, WCDMA will spawn a whole new range oI Iull motion audio-
video applications, including video telephony. GSM lobby may continue to
remain gung ho over the Iuture oI their technologies over that boosted by the
American Iirms Qualcomm and Motorola, but Indian market could well throw an
interesting scenario that industry experts will do well to watch. In the coming

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months, Reliance plans to oIIer its CDMA subscribers much more than what
GSM players intend to deliver through their EDGE Ior their subscribers.
Who succeeds in this battle Ior mobile customer`s eyeballs is most diIIicult to
predict. A Korea and Japan may not be waiting to happen in India, but India will
probably be more like the Chinese market with both standards co-existing. For
now, GSM rules!






























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INTRODUCTION















Bharti Airtel Limited was incorporated on July 7, 1995 Ior promoting investments
in telecommunications services. Its subsidiaries operate telecom services across
India. Bharti Airtel is India's leading private sector provider oI
telecommunications services based on a strong customer base consisting oI 50
million total customers, which constitute, 44.6 million mobile and 5.4 million
Iixed line customers, as oI March 31, 2007.

Airtel comes to us Irom Bharti Airtel Limited - a part oI the biggest private
integrated telecom conglomerate, Bharti Enterprises. Bharti provides a range oI
telecom services, which include Cellular, Basic, Internet and recently introduced
National Long Distance. Bharti also manuIactures and exports telephone
terminals and cordless phones. Apart Irom being the largest manuIacturer oI
telephone instruments in India, it is also the Iirst company to export its products to
the USA. Bharti has also put its Iootsteps into Insurance and Retail segment in
collaboration with Multi- National giants. Bharti is the leading cellular service
provider, with a Iootprint in 23 states covering all Iour metros and more than 50
million satisIied customers.

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SERVICES

irtel Prepaid

Airtel Prepaid, the Ready Cellular Card Irom Airtel comes to you Irom Bharti
Enterprises, India's leading integrated telecom service provider. Going mobile
with Airtel Prepaid is a new way oI liIe. With a host oI great Ieatures, also simple
to use, Airtel Prepaid makes everything that you dreamt and believed, possible.
%otal Cost Control

You can control your Airtel Prepaid like never beIore. No more rentals or deposits
simply recharge as much as you need to Irom as low as Rs. 10, to as high as Rs.
10,000/-.

!re activated STD/ISD without deposits or rentaIs

You can now enjoy a pre-activated STD/ISD on your Airtel Prepaid. No more
paying deposits or having a minimum balance in your account to make an
STD/ISD call. Hassle-Iree calls are here to stay!
Strong Network Coverage

Enjoy complete clarity when calling with Airtel`s world-class technology and
unbreakable network coverage that spans over 23 circles across the country.

Instant BaIance and VaIidity Enquiry

Your account balance is updated on the screen oI your handset at the end oI each
chargeable call. You can also call 123 Irom your mobile phone and listen to the
voice announcement or simply dial *123#, press 'OK' or 'YES' button and your
account balance will be displayed on the screen oI your handset.




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Recharge your AirteI !repaid

Recharging is Easy. The calling value on your card keeps reducing as you make
calls or use any other chargeable service.

Choose the Airtel Prepaid Recharge Coupon that`s right Ior you, Irom a variety oI
tailor made recharge coupons with diIIerentdenominations, which are available
at a number oI outlets across your city. Simply Iollow the procedure mentioned
below, to recharge your phone.
!repaid Roaming

Airtel Prepaid comes preactivated with 'National Roaming', so you stay connected
no matter wherever you are. You can also send or receive MMS, check your email
and access other GPRS services while roaming in India as you would in your own
city. While traveling abroad you can receive calls & send or receive SMS.

Other Services

Airtel brings you, a wide range oI Services that will change the way you
communicate. Try them and discover a whole new world oI Iun and excitement.
CaII management Services


Call waiting, call hold, call divert and Caller Line IdentiIication Presentation all
with your Airtel prepaid connection.


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Voice MaiI

When your handset is switched oII, or you`re too busy to answer the phone, Airtel
Voicemail will answer your calls and record a message. The best part is that
there's no extra monthly cost Ior setting up Voicemail - you just pay Ior the phone
call when you use the service.
SMS (Short Messaging Service)

Send messages quickly and easily using text, iI it's too noisy to talk or you don't
have much time. It's the way to share those interesting one-liners, important
reminders and rib-tickling jokes, with anyone, anytime, anywhere in the world.
Subscription AIerts

Get regular alerts on news, jokes, business, health and Iilms on your Airtel mobile
phone with Subscription Services. SMS ·SUB NEWS~ to 3333 Ior News, ·SUB
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& ·SUB VAASTU~ Ior Vaastu tips.
MMS (MuIti-media Messaging Service):

Jazz up your messages with pictures, images and video clippings, with MMS
Irom Airtel! To activate MMS on your phone, SMS 'MMS' to 56465 and save
service settings.

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AirteI Live!
Make your mobile the most happening entertainment destination with Airtel Live!
Airtel brings you the latest in entertainment and inIormation services, right on
your phone!



AirteI Live! A! Services:
Download the latest ring tones, games, wallpapers, videos and much more. You
can also get news clips, watch live TV and download Iull songs on you phone. To
get Airtel Live! settings on your phone, SMS 'Live' to 56465 and save the settings
that you receive as your preIerred connection. Airtel Live! Portal can be accessed
Irom you GPRS enabled phone, by sending a SMS 'FUN' to 56465.
AirteI Live! Voice Services:
Just Dial 56465, and name the service. For e.g. say ring tones to download your
Iavorite ring tones. You can also choose a variety oI content options like Live
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Stock Market Updates.
AirteI Live! SIM Services:
Access loads oI Iun content and exciting services like cricket, stocks, on your
phone at the touch oI a Iew buttons with Airtel Live! SIM based Services on your
SIM card menu. To download new services on your Airtel SIM, choose the
"What's new" option under the "Airtel services" menu.
AirteI Live! SMS Services:

You can enjoy a host oI services by sending a keyword as an SMS to 56465!
Choose Astrology / Horoscope, Cricket, Bollywood / Hollywood / Indi Pop Ring

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tones.

In case you need assistance SMS, Help to 56465



HeIIo Tunes

Tired oI that boring old tring tring` on your phone? Well now when a Iriend
calls, you can make them groove to the hottest new tracks burning up the music
charts with Hello Tunes Irom Airtel! You get a wide choice oI songs in the
Popular & New Arrivals categories that are updated regularly. What's more you
can directly call the number Ior your kind oI music, e.g. call

678005 Ior English New and 678001 Ior Hindi New. This would directly take you
to your Iavorite artist's Hello Tunes listing.

Copy a HeIIo Tune

Get the tune you want, all you have to do is call 55055 and Iollow the simple
voice instructions to copy your Iavorite Hello Tunes. Once inside the copy
Ieature, just key in the 10-digit Airtel mobile number you want to copy the Hello
Tune Irom and you get the same Hello Tune assigned to your number.
ift a HeIIo Tune

Forget giIting chocolates, Ilowers and greeting cards. Say it with a song instead!
GiIt a Hello Tune to that special someone. Just call 55055 and choose the song
that you want to giIt. Follow the simple voice instructions and key in the 10-
digit Airtel mobile number that you want to giIt the Hello Tune to. You will get
an SMS notiIication upon successIul receipt oI that giIt.
Buy Music - AirteI Music Shops

29

Buying your Iavorite Hello Tune or Ring tone is as simple as recharging your
phone with talk time. Simply walk into your nearest Airtel Shop and walk out
with your Iavorite song. Choose Irom Bollywood Hits to Indipop Remixes, Hard
Rock to Gujrati Garba, Bhajans to Jazz, Bhangra Beats to Ioot tapping Tamil Hits
Irom a list oI more than 18000 songs.
Reach us Anytime Anywhere
In case you need assistance, dial '121' - our toll-Iree number, accessible Irom
anywhere in the country, even while roaming. You can also send us an SMS to
121 or mail us at

121@airteIindia.com.

*In case oI email, mention your mobile no. like, 9810012345, in the subject oI the
mail Ior a quicker response.
irtel Postpaid


Airtel welcomes you to a vibrant world oI unlimited opportunities. More exciting,
innovative yet simple new ways to communicate, just when you want to, not just
through words but ideas, emotions and Ieelings. To give you the unlimited
Ireedom to reach out to your special people in your special way.

Easy BiIIing

Enjoy a host oI rich Ieatures only with Airtel e-bill. Register Iree on My Airtel`
section and view your monthly bill with call details Ior last three months. Sort
your calls between personal and oIIicial or analyze your usage, at the click oI a
button. To change your tariII plan call our IVR at 121 and leave a request.

30

Easy !ayment Options. Anytime Anywhere
You can choose Irom a host oI convenient payment options only with Airtel.
Walk into any Airtel relationship centre and make your payments by cash or
credit card. Drop a cheque at any oI the drop boxes Ior making payments or
simply log on to My Airtel section and pay instantly through your credit card.

Standing Instructions

You can give us standing instructions to debit your credit card account Ior your
monthly Airtel bills. All you have to do is Iill the Standing Instruction Form and
mail, Iax it to us or drop it any oI our relationship centres.
Electronic Clearing System


Fill an ECS Iorm and mail, Iax it to us or drop it any oI our relationship centres to
directly debit your bank account Ior your monthly Airtel bill.
Pay while roaming


Airtel has introduced 'Anywhere payment' that oIIers you the convenience oI
making payments while you roam. Walk in to any Airtel Relationship Centre in
the country, make payments by cash or credit card and enjoy uninterrupted Airtel
Services.
Credit limit


Your pre-set credit limit mentioned on your monthly bill helps you keep your
mobile charges in control, keeps track oI your usage and ensures that your mobile

31

phone is not misused. Should you exceed your credit limit, you will be inIormed
via a voice or a non-voice message to make an interim payment and reduce your
account balance below your credit limit. You may also choose to pay us an
additional reIundable deposit to enhance your credit limit or opt Ior our
convenient payment method oI Credit Card Standing instruction .You can also
make use oI ECS Iacility.

Strong Network Coverage


Enjoy complete clarity when calling with Airtel .It oIIers you world class
technology and unbreakable network coverage that spans over 23 circles across
the country.

Long Distance Calling Facility

Call long distance calls in India and Overseas with STD / ISD Iacility on
your Airtel phone.

Widest Roaming - National and International

Airtel's roaming service allows you to stay connected and use your mobile
phone to make or receive calls Irom almost anywhere in India and also over
160 countries, abroad.

GPRS - Roaming

Use Airtel Postpaid's GPRS services, while roaming, to access the internet and
oIIice mails (eg. BlackBerry services), Irom almost anywhere in India and
abroad.

32


Say it. In more than just words, with Services from Airtel


Airtel brings you a wide range oI Services that will change the way you
communicate. Try them and discover a whole new world oI Iun and excitement.







Call management Services

Call waiting, call hold, call divert and Caller Line IdentiIication
Presentation, help you do more with your Airtel Postpaid connection!

Conference call


You can hold a teleconIerence with 5 people simultaneously with Call
ConIerencing service Irom Airtel. In Iact, you can set up a conIerence even when
the other Iive are using a landline phone. To know more, call customer service at
121.

Missed call alert


A missed call alert is a SMS that you will receive Ior all the calls that you missed.
The SMS will detail the CLI and the time when the call was made. To activate,
dial *135*2# then press the call button and wait Ior the request to be completed.



33

Voice Mail


When your handset is switched oII, or you`re too busy to answer the phone, Airtel
Voicemail will answer your calls and record a message. The best part is that
there's no extra monthly cost Ior setting up Voicemail - you just pay Ior the phone
call when you use the service.




SMS (Short Messaging Service)


Send messages quickly and easily, using text, iI it's too noisy to talk or you don't
have much time. It's the way to Share those interesting one-liners, important
reminders and rib-tickling jokes, with anyone, anytime, anywhere in the world.

Subscription Alerts


Get regular alerts on news, jokes, business, health and Iilms on your Airtel mobile
phone with Subscription Services. SMS ·SUB NEWS~ Ior News, ·SUB
JOKE~ Ior Jokes, ·SUB BIZ~ Ior Business News, ·SUB SPO~ Ior Sports Alerts
& ·SUB VAASTU~ Ior Vaastu tips to 3333.
MMS (Multi-media Messaging Service):


Jazz up your messages with pictures, images and video clippings, with MMS Irom
Airtel! To activate MMS on your phone, SMS 'MMS' to 56465 and save service

34

settings.

Airtel Live!


Make your mobile the most happening entertainment destination with Airtel Live!
Airtel brings you the latest in entertainment and inIormation services, right on
your phone!
Airtel Live! WAP Services: Download the latest ringtones, games, wallpapers,
videos and much more. You can also get news clips, watch live TV and download
Iull songs on you phone! To get Airtel Live! settings on your phone SMS 'Live' to
56465 and save the settings that you receive as your preIerred connection. Airtel
Live! Portal can be accessed Irom you GPRS enabled phone, by sending a SMS
'FUN' to 56465.
Airtel Live! Voice Services: Just Dial 56465 and say the name oI the service. For
e.g. say Ring tones` to download your Iavourite ring tones. You can also choose
a variety oI content options like Live Cricket Commentary, latest National /
International News, Movie Reviews or Stock Market Updates.

Airtel Live! SIM Services: Access loads oI Iun content and exciting services like
cricket, stocks, on your phone at the touch oI a Iew buttons with Airtel Live! SIM
based Services on your SIM card menu. To download new services on your Airtel
SIM, choose the "What's new" option under the "Airtel services" menu.

Airtel Live! SMS Services: You can enjoy a host oI services by sending a
keyword as an SMS to 56465 ! Choose Astrology / Horoscope, Cricket,
Bollywood / Hollywood / Indi Pop Ring tones.

35


In case you need assistance SMS Help` to 56465.




36

GPRS (General Packet Radio Services)


Log on to the internet, with GPRS that allows data transmission at a higher speed.
Access e-mails and internet across Airtel's pan-India presence using 'Mobile
OIIice' with your phone or a phone and laptop both.

Get the EDGE


Browse the internet on your mobile phone with Airtel's EDGE services. Enjoy
live TV, enhanced WAP experience and Airtel Data Cards on our high speed
network.

Hello Tunes


Tired oI that boring old tring tring` on your phone? Well now when a Iriend
calls, you can make them groove to the hottest new tracks burning up the music
charts with Hello Tunes Irom Airtel! You get a wide choice oI songs in the
Popular & New Arrivals categories that are updated regularly. What's more, you
can directly call the number Ior your kind oI music, e.g. call 678005 Ior English
New` and 678001 Ior Hindi New`. This would directly take you to your Iavourite
artist's Hello Tunes listing.







37




Copy a Hello Tunes


Like a tune you want, all you have to do is call 55055 and Iollow the simple voice
instructions to copy your Iavourite Hello Tunes. Once inside the copy Ieature, just
key in the 10-digit Airtel mobile number you want to copy the Hello Tune Irom
and you get the same Hello Tune assigned to your number.

Gift a Hello Tunes


Forget giIting chocolates, Ilowers and greeting cards. Say it with a song instead!
GiIt a Hello Tune to that special someone. Just call 55055 and choose the song
that you want to giIt. Follow the simple voice instructions and key in the 10-digit
Airtel mobile number that you want to giIt the Hello Tune to. You will get an
SMS notiIication upon successIul receipt oI that giIt.

Buy Music - Airtel Music Shops


Buying your Iavourite Hello Tune or Ringtone is as simple as recharging your
phone with talktime. Simply walk into your nearest Airtel Shop and walk out with
your Iavourite song. Choose Irom Bollywood Hits to Indipop Remixes, Hard
Rock to Gujrati Garba, Bhajans to Jazz, Bhangra Beats to Ioot tapping

Tamil Hits Irom a list oI more than 18000 songs.



38









Reach us, Anytime Anywhere


In case you need assistance, dial '121' - our toll-Iree number, accessible Irom
anywhere in the country, even while roaming. *In case oI email, mention your
mobile no. like 9810012345 in the

subject oI the mail Ior a quicker response. TARIFF

STRUCTURE


Prepaid Tariffs


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

39

Airtel Prepaid Regular
449
SUK
Pulse Rate 60 sec
Price of Pack (Rs.) Rs.449
Free Airtime on Pack (Rs.) Nil
Incoming Calls (Rs.) Free while in home network
Airtel GSM / CDMA Landline / WLL
(10 Digit)
LOCAL RATES (Rs./min) Rs.1.20 Rs.2.00 Rs.2.40
STD RATES (Rs./min) Rs.2.75 Rs.2.75 Rs.2.75
ISD (Rs./min)
USA, Canada, Europe (Fixed Rs.6.40
Line), Australia, Singapore,
Hong Kong, Thailand, Malaysia,
Indonesia, New Zealand.
GulI, Europe (Mobile), SAARC Rs.9.20
countries, AIrica & Rest oI the
World
Cuba, Sao Tome & Principe, Rs.40.00
Guinea Bissau, Diego Garcia,
Nauru, Solomon Islands,
Vanuatu, Cook Ìslands, Tuvalu,
Tokelau, Norfolk Ìsland,
Sakhalin
SMS (Rs.)
Local Rs.1.20
National Rs.2.00
International Rs.5.00
Other Details

*Rs 50 Local Airtel-Airtel Mobile talktime per month Ior 6 months

* First month Airtel-Airtel credit within 72hrs oI activation & balance credit by 1st week oI eve
month)

*The SMS charge as applicable is per 160 characters

* Validity- 24 months.

40

POSTPAID

Airtel Postpaid allows you to choose Irom a variety oI aIIordable

talk plans, convenient payment options and host oI rich Ieatures.

So get set to enjoy a world oI limitless possibilities!

Reference Tarif Packages (RTP)

Activation Charges Rs. 250

Membership Fee Rs. 250

Security Deposit NA

MONTHLY CHARGES (FIXED) Rs. 524

Bill plan Charge Rs. 444

Monthly Rental Rs. 150

Clip NA

MONTHLY CHARGES (OPTIONAL)

Clip Rs. 99

Airtel GSM / Landline /
CDMA (10 WLL

Local Rates
Digit)

Rs. 1.99 Rs 1.99 Rs 1.99

STD RATES

50 200 Km

200 500 Km

500 ¹ Km

ISD

USA, Canda, Europe (Fixed Line), Rs. 7.20

Austalia, Singapore, Hong Kong,

Thailand, Malaysia, Indonesia, new

Zealand

GulI, Europe (Mobile), SAARC Rs 9.99

Countries, AIrica & Rest oI the

world

Cuba, Sao tome & Principle, Rs. 40.00

Guinea Bissau, Diego Garcia,

Nauru, Solomon Islands, Vanuatu,


Cook Island, Tuvalu, Tokelau,

41

NorIolk Island, Sakhalin
SMS
Local Rs. 1.00
National Rs. 2.00
International Rs. 5.00
Value Added Services (Rs.) Rs. 3.00
Airtel One Standard 150
ONE TIME CHARGES
Activation Charges Rs 250
Membership Fee Rs 250 (Converts into security
aIter 24 months)
Security Deposit NA
MONTHLY CHARGES (FIXED) Rs. 150
Bill Plan Charge Rs. 50
Monthly Rental Rs. 150
Clip NA
MONTHLY CHARGES (OPTIONAL)
Clip Rs. 50
Bissau, Diego Garcia, Nauru,
Solomon Islands, Vanuatu, Cook
Islands, Tuvalu, Tokelau, NorIolk
Island, Sakhalin
SMS
Local Rs 1.00
National Rs 2.00
Intentional Rs. 5.00
VAS Rs. 3.00


This Bill Plan is also available under Advance Rental oI Rs. 799 Ior 2 years.

Local Pack

Airtel to other local mobiles (non Airtel) At Rs 1 / min

Monthly rental Rs 25 per months/-

STD Pack




42

Airtel to other mobiles (non Airtel) & Iixed lines nos. at Rs 2 /

min.

Monthly rental Rs 75 per month/-

Special offer for Airtel Telephone service customers for availing Airtel Mobile
services

II you already have Airtel Telephone service, you can buy a

new Airtel Mobile connection under Airtel One Standard

150 Plan.




Benefits:

Non security deposit.

No membership / activation Iee

Enjoy calls to your Airtel Iixed line no. at just 50 P / min.

Monthly rent oI Rs 25 Ior reduced call rates to your Airtel Iixed line has been
waived oII Ior 1 year.

For details, call us 516-12345

Advance Rental benefits (1year scheme)

Pay an advance rent oI Rs 499 and enjoy Airtel One Standard 150 plan at Zero monthly
rental Ior one year.

Advance rental oI Rs 499 gives you a rental discount oI Rs 150 every month Ior the next 2
months. All other options and charges are as per the existing Airtel One Standard 150 Plan.


Airtel one Standard 299

43

Activation Charges Rs 250

Membership Fee Rs 250 (Converts into security

aIter 24 months)

Security Deposit NA

MONTHLY CHARGES (FIXED) Rs 299

Bill Plan Charge Rs. 150

Monthly Rental Rs. 299

Clip NA

MONTHLY CHARGES (OPTIONAL)

Clip Rs. 50

Airtel GSM / Landline /
CDMA (10 WLL

LOCAL RATES
Digit)

Re. 1.00 Rs. 1.00 Rs. 1.00

STD RATES

50-200Km Rs. 2.00 Rs. 2.40 Rs. 2.40

200 500 Km Rs. 2.00 Rs. 2.40 Rs. 2.40

500 ¹ Km Rs. 2.00 Rs. 2.40 Rs. 2.40

ISD

USA, Canda, Europe (Fixed Line), Rs. 7.20

Austalia, Singapore, Hong Kong,

Thailand, Malaysia, Indonesia, new

Zealand

GulI, Europe (Mobile), SAARC Rs 9.99

Countries, AIrica & Rest oI the

world

Cuba, Sao tome & Principle, Rs. 40.00

Guinea Bissau, Diego Garcia,

Nauru, Solomon Islands, Vanuatu,

Cook Island, Tuvalu, Tokelau,

NorIolk Island, Sakhalin

SMS

Local Rs. 1.00

National Rs. 2.00







44














Senior Citizen Plan

Activation Charges Rs. 250
Membership Fee Rs. 250 (Concerts into security
deposit aIter 24 months)
Security Deposit NA
MONTHLY CHARGES (FIXED) Rs. 150
Bill Plan Charge Rs. 51
Monthly Rental Rs. 99
Clip NA
Cuba, Sao Tome & Principle,
Guinea Bissau, Diego Garcia,
Nauru, Solomon Islands, Vanuatu,
Cook Islands, Tuvalu, Tokelau,
NorIolk Island, Sakhalin
SMS
Local Rs. 1.5ô
National Rs. 2.00
International Rs. 5.00
VAS Rs. 3.00
With Senior Citizen Plan









45






You can take 3 Friends and Family numbers:


Airtel to Airtel (1local no.) Rs. 0.5 / min.

Airtel to Airtel (1 STD no.) Rs 1.5 / min

ISD calls to US / Canada / South East Asia / Australia / New Zealand) Rs. 9.99 /
min

You also get FREE alert subscription worth Rs 30 / alert or 3

months on:




News

Astrology

Health Tips


The SMS charges as applicable is per 160 Characters.
















46

PROMOTIONAL STRATEGY


Airtel to ~Touch Tomorrow¨ with a new brand vision

The Bharti Mobile promoted AirTel cellular service will go in Ior repositioning oI its brand
image. The new brand ethos is portrayed in two distinct Iashions - the tag line "Touch
Tomorrow", which underscores the leading theme Ior the new brand vision, Iollowed by
"The Good LiIe", which underscores a more caring, more customer centric organization.
Aimed at re-engineering its image as just simply a cellular service provider to an all out
inIormation communications services provider, Touch Tomorrow is meant to embrace the
new generation oI mobile communication services and the changing scope oI customer
needs and aspirations that come along with it



The new communication is about a new dimension in the cellular category that goes beyond
the Internet, SMS, roaming, IVRS, etc but which engulIs the whole gamut oI wireless
digital broadband services that will constitute tomorrows cellular services. The new
campaign is in two phases - the Iirst oI which will communicate overall brand philosophy
and the second products and services. According to Mr. Jagdish Kini, ChieI Operating
OIIicer, Bharti Mobile Limited, Karnataka "We are adopting a new brand- platIorm - Touch
Tomorrow - not only to reIlect our corporate ethos but also business strategy".




The new identity will have the logo in Red, Black and White colours along with lower case

47

typography to convey warmth. AirTel will incorporate the latest branding in all oI its
communication and will soon be going in Ior an enhanced promotional drive to establish
the brand's presence.
LIFE TIME PLAN


PRE-PAID card users need not worry anymore about recharging their coupons every
month. Company has launched a plan that allows users to take a pre-paid connection with
liIetime validity Ior a one time payment oI Rs. 999. Subscribers availing themselves oI this
scheme will also get Iull talk time Ior the recharge coupon they purchase and also have the
option to buy Taiwanese manuIactured Bird mobile handsets Ior as low as Rs. 1,399.
The move is aimed at stopping the churn in the pre-paid subscriber base. Once a subscriber
takes this plan, he will always be an Airtel subscriber whether the mobile is being used or
not.




OBJECTIVES OF THE STUDY

Objectives:

1. To understand the various Marketing Strategies which Airtel has adopted to survive
in highly competitive cell phone industry


2. To study the importance and development oI tele communication industry in
today`s scenario.

3. To make a comparative study oI the major players in Indian Service Provider.

48

RESEARCH METHODOLOY

The topic oI study "A study and comparative analysis oI market potential oI Airtel¨
was descriptive in nature. It is a kind oI study that is undertaken when the researcher is
interested in knowing the characteristics oI certain group such as sex, education level,
occupation, income, Market potential measurement, Target market evaluation etc. The
purpose oI such a study is to ensure the "Who, What, When, Where and How" oI the
subject undertaken. Thus, the Research design used Ior study was descriptive research
design.

DATA SOURCE
The various source oI inIormation can be broadly divided into two categories:
1) Primary source,
2) Secondary source

PRIMARY SOURCE
Source Irom where Iirst hand inIormation's are gathered directly are called primary
source and inIormation thus collected is called PRIMARY DATA. In case oI the above
study, the primary sources were Telecom companies..
SECONDARY SOURCE
The source oI inIormation, already gathered Ior some other purposes are available,
is called secondary source, and such data already collected earlier are called secondary data.
With regard to my study, secondary sources were records oI the company, and internet.










49


DATA COLLECTION METHOD
There are three types oI method, 8urvey, ob8ervation and experiment. Data is
collected through survey method. For the survey method, the researcher will use
unstructured personal interview. A questionnaire is kept in hand oI the interviewer to aid
the interview process. A personal interview is a Iorm oI direct communication in which an
interviewer asks respondents questions in a Iace-to-Iace situation. There are several
advantages oI personal interviews.
· Probing complex answers.
· The opportunity Ior Ieedback.
· High participation.
· Item non-response the technical term Ior an unanswered question on an otherwise
complete questionnaire.
SAMPLING PLAN
The sampling technique is a .ro888e.tional 8tudy as the data is collected at a single point in
time.
TARGET POPULATION
Retail dealers in the geographical oI areas such as Haryana to Delhi, Uttar Pradesh,
Himachal Pradesh etc.
SAMPLING FRAME
There is no such sampling Irame Ior re dealers all retail dealers are considered Ior survey.
SAMPLE UNIT
Sampling unit consist oI the knowledgeable respondents. Knowledgeable respondents
consists oI retail dealers who are able to give correct details Ior the survey questions






50




SAMPLING DESIGN & SIZE
The sampling design which has been undertaken is Random Sampling. In random
sample all samples oI the same size have an equal chance oI being selected Irom the
population.
1. For market penetration, I surveyed all the shops that are covered in diIIerent routes oI
diIIerent distributors.
2. For retailer survey, I took a sample size oI around 100 retailers in various localities and
areas.

DESCRIPTION OF STATISTICAL TOOL USED
Percentage method

PERCENTAGE METHOD
In this project Percentage method test was used. The percentage method is used to
know the accurate percentages oI the data we took, it is easy to graph out through the
percentages. The Iollowing are the Iormula

No oI Respondent
Percentage oI Respondent ÷ x 100
Total no. oI Respondents

From the above Iormula, we can get percentages oI the data given by the respondents.












51






MARKET SITUATION

At the time of launch

The Iirst mover in the market was Airtel which launched its services in Delhi in Aug 1995
(InIormal launch). Essar Cellphone Iollowed by launching its services inIormally in Oct 95.
At this point oI time, the market was at a nascent stage, awareness level was low and both
operators independently tried to spread awareness and educate the people


Once the networks were commercially launched, it became a number game with a multitude
oI schemes being oIIered to woo customers Initially the cellphone was perceived as a status
symbol and utility took a back seat The target segment in Delhi were corporate and the high
income group. The average capacity installed was Ior 1.5 lakh subscribers. This coupled
with the steep license Iee paid to DOT put pressure on the operators to break-even by
rapidly expanding their markets. In the Iirst two years, this led to a number oI schemes
being oIIered and prices crashing.













52









COMPETITIVE SITUATION

Airtel launched its services beIore Essar and skimmed the market picking up the bulk oI the
high usage premium clients.

This is a very competitive industry with the two companies diIIerentiating either on value-
added services or price. Airtel is perceived as the high quality provider and has a premium
image. Essar, on the other hand, is perceived as the lower end service provider. Airtel
positions itselI as the market leader on the basis oI the number oI subscribers. Essar is
trying to counter this by emphasising on the reach oI its network and the quality oI its
service. However, Essar is somewhat not been very successIul largely due to the
inconsistency in advertising


To promote themselves, both the players have been dependent on tactical advertising
However, they have restrained Irom using comparative advertising Hoardings have been a
very popular medium Ior carrying the advertisements Airtel has also been advertising on
television using the Bharti Telecom name.

SALES DEPARTMENT AND STRATEGY

A. Major Accounts (Direct Channel)

Handles corporate (named and Iamed) accounts

Forecasting oI sales

Mapping the accounts

53


Providing aIter sales support to the subscribers.
Maintaining call reports Ior records.

Providing Feedback to the marketing department regarding the requirement oI the
market.



C. IDC (indirect Channel)

Handling distribution

Maintaining records and level check oI the channel partner

Liaisoning between the channel partner and the company.

Target achievement

Training the executives oI the channel

D. Distribution Support

1. Logistics

Monitor handset and SIM card requirements oI channel partners and co-
ordinate with stores

Settle areas oI concerns such as incentive claims oI channel partners

2. Rental

Provide cellular services (SIM cards) on rent.

Provide cellular phones on rent

UseIul Ior people visiting Delhi Ior a short interval.

3 %elesales

Call customers and generate sales lead.

54


Follow up with the customers, iI they need any assistance.
Pass on the sales lead to the channel department.










4 Audit


Consultant to the AirTel showrooms.

Monitor the operations at the AirTel distribution outlets Organize training.

5. Retail

Locate shops to open retail counters.

Monitor the retail counters.

MARKET SEGMENTATION

Segmentation is beneIicial because oI better predictability oI the target consumer
group, minimization oI risk exposure, better ability to Iine-tune a product / service to
the requirement oI target buyer and the resultant ease in designing a proper designing
marketing mix strategy In this case segmentation is on the bade oI income.


In evaluating diIIerent market segments the company looks at two Iactors The
overall attractiveness oI the segments and the company's objectives & resources The
present market Ior Cellular phones, pagers and conventional phones is as Iollows
Premium Middle Economy
Upper Lower Upper Lower Upper Lower

55

Cellular Phones X X X - - -
Pager X X X X - -
Conventional X X X X X -
Phones

X Market Segment Targeted









TARGET MARKET SEGMENT

Airtel has targeted the premium and upper middle class. The rationale behind it is that only
those segments should be targeted who value time and have the paying capacity. It Is also
planning to target the business tourists during their stay in the capital

About 60° oI the clientele are top executives oI corporate houses. About 15° are Ioreign
organisations and the rest are proIessionals and small businessmen. During the introduction
stage there was intense pressure to get consumers across to hook up with their brand,
because getting them to switch brand loyalty later would be hard


So Iar Airtel marketers have been concentrating totally on the business executive class but
now that the basic viable volumes has beer) built up and prices have declined to a certain
extent they are planning to venture Iurther a Iield. POSITIONING

The product is sought to be positioned as a business eIIiciency tool. a liIestyle revolution

56

and a status symbol The emphasis is to remove misconception that the cellphone is an
expensive means oI communication and drive home the point that the cellphone is actually
a day-to-day utility






PRODUCT POLICY AND PLANNING

The product or service is the heart oI the marketing mix. Without a product or a service
customers' needs cannot be satisIied.

The basic product promise by Airtel is mobility. Airtel's main marketing strategy is to be a
Iirst mover all the time. It has recognised the signiIicance oI making the Iirst move--
because in the Iield oI Communication & InIormation Technology changes occur at a
tremendous pace.

EIIective product segmentation has to be carried on continuously because basic services can
be and will be copied and in time become expected component oI the product. Airtel seeks
to carry out this segmentation through provision oI new inIormation services and making
new Iacilities available. The product policy and planning depends on the stage oI the
product liIe cycle. At present the cellular phone market has reached the maturity stage.
Since, the premium segment is nearing saturation the company targeting the upper middle

57

and middle-middle class. In order to do so Airtel is trying to optimise the price perIormance
package by oIIering suitable "product bundling".
This involves the selection oI the suitable hardware (handset) and its soItware (its services.)
with reasonable price in order to deliver maximum price perIormance to its customers. In
addition, it oIIers Iree Airtime services and other concessions to make the prices and thus
the product more attractive. It has also opened a 24 hours customer service.
Only price doesn't serve as an eIIective diIIerentiator, value added services become the
eIIective diIIerentiator.



The "Value Added Services" provided from Airtel are:-1). Voice Mail service

This system is similar to the answering machine - iI the user is not able to answer a call Ior
some reason the caller can leave messages in the voice mail box which can be later
retrieved by the user.
ii) Short Message Service

The short message service is like a two-way pager. It gives an option oI sending and
receiving text messages directly Irom one mobile phone to another without the intervention
oI an operator.


iii) Mobile Fax 1 Data Service

This service helps the subscriber to send and receive Faxes, access E-mail, download
computer Iiles Irom other systems and remotely log on to another computer and surI the

58

Internet.
iv) Cash Card

The cash card is a pre-paid and pre-activated card which allows the buyers to buy air time
in advance. All it requires is the payment oI an initial amount. This is a useIul service Ior
people who travel to Delhi oIten and those who want to control the expenses on their calls.
v) Caller ID

Displays calling person's number. vi) Outgoing call
restriction

To prevent or limit outgoing calls, Ior example, in peak hours. Also possible to exclude one
or several countries, or any geographical region, to permit only local calls, or to limit the
outgoing calls to a listed number.

viii) Call Iorward

Incoming calls can be Iorwarded to another Iixed or mobile phone.



Besides these some other services provided by Airtel are - Call conIerencing, Call
Broadcast et cetera.
It is in the operators -Interest that they not only get many subscribers but also get them to
use the mobile Iacility Irequently. In the early stages getting increases to subscribe may be
easier than getting them to talk since they will Iind it costlier to use the mobile phone as
compared to a conventional phone |iI is believed that initially cellphones would be used
buy| viii) Roaming Facility


59


Roaming Iacility is available while the subscriber is travelling. The billing is done in the
home network (Delhi). Roaming Iacility is available manually* as well as semi-
automatically. Once a subscriber is In any other city or country, where a GSM network is
available, simply insert the SIM card oI the local operator Into your handset and start
talking.


* Manual Roaming means a separate SIM card is provided Ior each city

** Semi automatic roaming means one card has the Iacility Ior diIIerent cities.




AIRTEL'S MARKETING ORIENTATION.

Since this is a high-involvement expensive product, the service

provider has to Iully take care oI the customers.

a) They take personal responsibility to "get" the answer Ior any problem Iaced by the
customer
b) They anticipate customers' problems and take pro-active steps to prevent them

c) They give answers to the questions & requests, quickly & eIIiciently.



d) They have a positive tone & manner while interacting with customers.

e) They end the interaction on a positive or a humorous note-making the last 30

60

seconds count.

Airtel realises that attracting people 'Is easy but converting them into loyal customers is
hard, hence emphasis is on maintaining a 'Smiling and a Friendly Atmosphere' to please and
retain the customer.



PRICE AND PRICING POLICY

AIRTEL has realised that the Indian market is price sensitive. ThereIore it care oI the has
come up with various innovative tariII schemes to take needs oI diIIerent category oI
customers-

Generally, the cellular services are more expensive than the land line based telephone
services. This is due to the reason that the operating companies are required to pay a Iee to
the government Ior using airtime.

MARKETIN STRATEY

ADO!TED BY BHARTI



Bharti has spent a considerable amount on advertising its mobile phone service, Airtel.
Besides print advertising, the company had put up large no oI hoardings and kiosks in and
around Delhi. The objective behind designing a promotion campaign Ior the Airtel`
services is to promote the brand awareness and to build brand preIerences.


It is trying to set up a thematic campaign to build a stronger brand equity Ior Airtel. Since
the cellular phone category itselI is too restricted, also the Iact that a Cellular phone is a

61

high involvement product, price doesn't qualiIy as an eIIective diIIerentiator. The image oI
the service provider counts a great deal. Given the Cell phone category, it is the network
eIIiciency and the quality oI service that becomes important. What now the buyer is looking
at is to get the optimum price-perIormance package. This also serves as an eIIective
diIIerentiator


Brand awareness is spread through the' campaigns and brand preIerence through brand
stature. Airtel's campaign in the capital began with a series oI 'teaser' hoardings across the
city,' bearing just the company's name and without explaining what Airtel was. In the next
phase the campaign associated Airtel with Cellular only thereaIter was the Bharti Cellular
connection brought up. Vans with Airtel logos roamed the city, handing out brochures
about the company and its services to all consumers. About 50,000 direct callers were sent
out. When the name was well entrenched in the Delhiites`s mind, the Airtel campaign
began to Iocus on the utility oI Cellphone. In the Iirst Iour months alone Airtei's
advertisement spend exceeded Rs. 4 crores.
As oI today the awareness level Is 60° unaided. This implies that iI potential or
knowledgeable consumers are asked to name a Cellular phone service provider that is on
the top oI his/her mind 60° oI them would name Airtel. As Ior aided it -is 100° (by giving
clues and hints etc.).
Brand strength oI a product or the health oI a brand is measured by the percentage score oI
the brand on the above aided and the unaided tests. The Iigures show that Airtel is a healthy
and a thriving brand.
Every company has a goal, which might comprise a sales target and a game plan with due

62

regard to Its competitor. Airtel 's campaign strategy is designed keeping in mind its
marketing strategy. The tone, tenor and the stance oI the visual ads are designed to convey
the image oI a market leader in terms oI its market share. It tries to portray the image oI
being a "Iirst mover every time" and that oI a "market leader".
The status oI the product in terms oI its liIe cycle has just reached the maturity stage in
India. It is still on the rising part oI the product liIe cycle curve in the maturity stage.

The diagram on the leIt hand side shows the percentage oI the users classiIied into heavy,
medium and low categories. The right hand side shows the revenue share earned Irom the
three types oI users.
Airtel, keeping in mind the importance oI the customer retention, values its heavy users the
most and constantly indulges in service innovation. But, since heavy users comprise only 15
- 20° oI the population the other segment cannot be neglected.



The population which has just realised the importance oI cellular phones has to be roped in.
It is Ior this reason that the service provider oIIers a plethora oI incentives and discounts.
Concerts like the "Freedom concert" are being organised by Airtel in order to promote
sales. The media channel is chosen with economy in mind. The target segment is not very
concrete but, there is an attempt to Iocus on those who can aIIord. The print advertisements
and hoarding are placed in those strategic areas which most likely to catch the attention oI
those who need a cellular phone. The product promise (which might cost diIIerent higher) is

63

an important variable in determining the target audience.
Besides this, other promotional strategies that Airtel has adopted

are .

(i) People who have booked Airtel services have been treated to exclusive premiers oI
blockbuster movies. Airtel has tied up with LuIthansa to oIIer customer bonus miles
on the German airlines Irequent Ilier's programs.

(ii) There have been educational campaigns, image campaigns, pre launch
advertisements, launch advertisements, congratulatory advertisements, promotional
advertise-ments, attacking advertisements and tactical advertisements.








DISTRIBUTION



Company







Franchisee Distributor







Dealers



Dealer




64






Customer





Customer







The- company whose operations are concentrated in and around Delhi. It 27 Franchisees
and 15 Distributors- They also have 8 'instant access cash card counters- Each Iranchises or
distributor can have any number oI dealers under him as long as the person is approved by
the Airtel authority. Each Iranchises has to invest Rupees Ten Lakhs. to obtain a Iranchise
and should employ an oIIicer recruited by Airtel. This person acts as an liaison between the
company and the Iranchises. The Iranchises can it any number oI dealers as long as their
territories do not overlap. But unIortunately Airtel has not been very successIul in
controlling territorial overlaps oI dealers. The Iranchises can carry out his 1 her own
promotional strategy. For this the. company contributes 75° oI the money and the
Iranchises contributes 25° oI the money. The dealers under the Iranchisee receive the same
commission. The Iranchises and the dealer obtain the Ieedback Irom the customers and they
are sent through the liaison oIIicer on a day-to-day basis to Airtel. The dealer has to invest
Rupees. One Lakh as an initial investment. The dealer oI Airtel are not allowed to provide
any other operators' service.
Target set Ior distributors and the dealers is 100 -150 activations per month. Hence the
dealers can also go Ior their own promotions like banners and discounts on Iestivals etc.
The dealer provides service promptly. The consumer on providing the bill oI purchase Ior
the handset and prooI oI residence has only to wait an hour beIore getting connected. The
staII oI the dealers and the Iranchisees are provided training by the Airtel personnel.

65

The complaints encountered by the Iranchisees and dealers are either handset being non-
Iunctional or the SIM Card not getting activated. Anything more complicated is reIerred to
the main Airtel oIIice in Delhi.















WHAT DOES AIRTEL OFFER?

With Airtel, the subscriber wouldn't just get a personal phone that lets him/her be in touch,
always, but also gets a host oI beneIits that let him/her manage his/her time like never
beIore.


66

An Airtel subscriber is provided with a Subscriber Identity Module Card (SIM card) - that
is the key to operating his/her cellular phone. His card activates Airtel cellular services and
contains a complete micro-computer chip with memory to enable one to enjoy one's cellular
phone thoroughly. Each SIM card contains a PIN code (Personal Identity Number) which
may be entered by one. Just plug your SIM card into your cellular phone, enter the PIN
code and it becomes 'your' personal phone'.
PRODUCT LIFE CYCLE

The pattern oI cellphone subscriber growth observed elsewhere in the world reveals that the
growth in the market is Initially slow Iollowed by a sharp acceleration, but so Iar that has
not happened in India. As Iar as the Product LiIe Cycle is concerned. Indians are at the
beginning oI the maturity stage.








Introduction Growth Maturity

MARKETING OB1ECTIVES

Create product Maximise market Maximise proIits

67

awareness and trial Share whole deIending
market share
Strategies

Product OIIer a basic OIIer value Increase in
product/ added services number oI
service. value added
services.

Price Charge cost- Price to Price to match
Plus penetrate or best
market competitors

Distribution Build selective Build Intensive Build more
Distribution distribution. intensive
distribution.

Advertising Build product Build Stress brand
Awareness awareness and diIIerences and
among early interest in the beneIits.
adopters and mass market
dealers.

Sales Use heavy sales Increase to Increase to

68


Promotion promotion to build and encourage
entice people maintain brand-
to subscribe. relationships switching.
with customers.





LIMITATIONS

Every attempt will be taken to obtain the error Iree and meaningIul result but as nothing in
this world is 100° perIect I believe that there will still the chance Ior error on account oI
Iollowing limitations-

(1) Respondent`s unavailability.

(2) Time pressure and Iatigue on the part oI respondents and interviewer.

(3) Courtesy bias.



















69








INTER!ERTATION AND ANALYSIS

1. Do you beIieve that India is potentiaIIy one of the most exciting mobiIe
service providers in the worId?
Company Yes No
AirteI 4 1
Vodafone 4 1
Idea 4 1
MTNL 4 1

As according to the above table 16 (80%) out of the total 20 interviewed people in
all the above four specified Ìndian mobile service providers are of belief that Ìndia is
potentially one of the most exciting mobile service providers in the world, whereas
some 4 (20%) of them do not agree to this view.


















70





No






Yes




1

1

1

1








4

4

4

4





0 2 4 6 8 10 12 14 16 18
AirTel Vodafone Ìdea MTNL






2. Do you find that the government`s telecom policy has had the most radical
impact on the development of mobile service providers?

Company Yes No
Airtel 4 1
Vodafone 3 2
Idea 3 2
MTNL 5 --


As according to the above table 15 (75°) out oI the total 20 interviewed people in
all the above Iour speciIied Indian mobile service providers Iind that the
government`s telecom policy has had the most radical impact on the development
oI mobile service providers, whereas some 5 (25°) oI them deny this.






71









5

4.5

4

3.5
AirTel

3

Vodafone
2.5

Ìdea


2
MTNL


1.5

1

0.5

0

Yes No




















72

3. Do you believe that one of the challenges facing mobile operators in India
is the diversity of the coverage regions?

Company Yes No
Airtel 2 3
Vodafone 3 2
Idea 3 2
MTNL 2 3


As according to the above table 10 (50°) out oI the total 20 interviewed people in
the mobile service providers are oI belieI that one oI the challenges Iacing mobile
operations in India is the diversiIy oI the coverage regions, whereas interestingly
another 10 (50°) oI them deny this.






3

2.5

2 AirTel

Vodafone
1.5
Ìdea


1
MTNL


0.5

0


Yes No













73

4. To what extent, does you find that mobile service providers is a very
complex standard?

Company To some extent To great extent
(1-5) (6-10)
Airtel 3 2
Vodafone 2 3
Idea 2 3
MTNL 3 2



As according to the above table 10 (50°) out oI the total 20 interviewed people in
all the above Iour major the mobile service providers in Indian Cellular industry
Iind only to some extent that GSM is a very complex standard, whereas the
another 10 (50°) respondents Iind to great extent that mobile service providers is
a very complex standard.





3

2.5

2
AirTel

Vodafone
1.5

Ìdea


1 MTNL

0.5

0


To some extent To great extent

















74

CONSUMER LEVEL

5. Do you believe that mobile service providers comes close to fulfilling the
requirements for a personal communication system?

Company Yes No
Airtel 9 1
Vodafone 8 2
Idea 8 2
MTNL 5 5


As the above shows 30 (75°) out oI total 40 respondents are oI the belieI that
mobile service providers comes close to IulIilling the requirements Ior a personal
communication system, whereas 10 (25°) oI them are in no way to this belieI.


3

No
2

2



2
MTNL


Ìdea

Vodafone
2
AirTel


Yes
3


3


3

















75

6. Do you find that mobile service providers as the most exciting and
satisfying mobile standard?

Company Yes No
Airtel 9 1
Vodafone 7 3
Idea 8 2
MTNL 8 2


As the above shows 32 (80°) out oI total 40 respondents Iind that mobile service
providers as the most exciting and satisIying mobile standard, whereas the
remaining 8 (10°) respondents deny this.






No







Yes







1

3

2

2









9

7

8

8





0 5 10 15 20 25 30 35
AirTel Vodafone Ìdea MTNL
















7
6





77

7. Do you believe that your service provider has a genuine commitment to
creating a modern and efficient

communications?
Company Yes No
Airtel 10 --
Vodafone 8 2
Idea 10 --
MTNL 8 2

As the above shows 36 (90°) out oI total 40 respondents are oI the belieI that
their service providers have a genuine commitment to creating a modern and
eIIicient communications whereas the remaining 4 (10°) respondents deny this.


2

0

No
2

0





































78



















SWOT ANALYSIS


STRENGTHS

Cost advantage

Current leaders in quality service

Largest distribution network

Ability to constantly innovate

Highly skilled workIorce

Entrepreneurial zeal

Airtel`s increased equity and market cap.






WEAKNESSES


To prove credibility

Price pressures


79

Need Ior Government support

Awareness

Sales and Marketing




OPPORTUNITIES

To sustain passion and commitment

Airtel`s market share increasing at other service provider expense.
Thus opportunity to wipe it out.

Attain higher value services

Collaborative business needs to be explored

Vertical repeatable solutions.

Low penetration level in rural markets.




THREATS

Foreign investment

Global trends moving Irom GPS to WLL.

Lack oI global parity in telecom tariII

Other competition











80






CONCLUSION





From above the details I conclude that 70° Airtel users preIerred
to remain with Airtel. Also good no. oI users who were willing to switch
Irom their respective subscribers showed interest in Airtel. Hence, these
statistics imply a bright Iuture Ior the company. Also the company is now
providing more services like the door to door services which is you dial
the Airtel customer care and would like to send someone Ilowers the
Airtel company delivers those Ilowers to the person concerned. Also
Airtel is providing Iree text messaging service and Iree voice mail
service. Call conIerencing is also another Ieature Airtel provides.



























81













82


BIBLIOGRAPHY
BOOKS
O Philip Kotler, 'Marketing Management¨, Pearson Custom Publishing,
USA, Eleventh Edition, 2002, Chapter 4, Page 103.
O Donald R. Cooper & Pamela S. Schindler, 'Business Research Methods¨,
McGraw Hill International Edition, USA, 8th Edition, 2003, Chapter 7,
Page 217
O Bernard J. T. Mallinder. SpeciIication Methodology Applied to the GSM
System. In &# 88, June 2005.

O Seshadri Mohan and Ravi Jain. Two User Location Strategies Ior Personal
Communication Services. I Per8onal ommuni.ation8. 1(1), 1994.


WEBSITES
www.domain-b.com
www.equitymaster.com
www.marketresearchanalyst.com






















83


DEALER QUESTIONNAIRE

1) Proprietor Name
¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸

2) Town
¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸

3) Area/ Taluk
¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸

4) Shop Name
¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸

5) Address (with Pin Code)
¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸

6) Telephone Numbers
¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸

7) Fax Number
¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸

8) E-mail
¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸¸

9) Brands dealing with
Air Tel VodaIone TATA Reliance Idea others



10) Opretator

Air Tel VodaIone TATA Reliance Idea others




11) Value oI business per month(in Lacs)
a) 0 1 lac b) 1 lac - 3 lacs c) 3lacs - 6 lacs d) 6 lacs - 10 lacs e) above 10
lacs

84

Air Tel VodaIone TATA Reliance Idea others


12) Dealers Ior-

Air Tel VodaIone TATA Reliance Idea others




13) ProIile oI customers in your shop (°)

a) 0-20 b) 21- 40 c) 41-60 d) 61-80 e) 81- 100

individual Distributor Family Other




14) When you place an order, within what time are the service being delivered
Irom the time oI your call
a) ·2 hours b) 2 to 4 hours c) 4to 6 hours d) 6 to 8 hours e) 24 hours I) 2
days g) 3 days

Air Tel VodaIone TATA Reliance Idea others



15) What is the minimum lot oI order delivered to you

a) 1 case b) 2 cases c) 20 packs d) 50 packs e) 100 packs
I) ~packs

Air Tel VodaIone TATA Reliance Idea others




16) II delivery is Ior 1 case only, what is the time Irame Ior delivery

a) · 2 hours b) 2 to 4 hours c) 4 to 6 hours d) 6 to 8 hrs e) 24 hrs I) 2
days g) 3 days

Air Tel VodaIone TATA Reliance Idea others


85






17) How would you rate the company in terms oI timely Accounts statement?

a) Excellent b) Good c) Average d) Poor e)
Very Poor

Air Tel VodaIone TATA Reliance Idea others




18) Is the company`s accounts statement clear Ior you to understand
a) Yes b) No

Air Tel VodaIone TATA Reliance Idea others




19) Which company`s schemes are attractive?
a) Excellent b) Good c) Average d) Poor e) Very Poor

Air Tel VodaIone TATA Reliance Idea others



20) Which company`s schemes are easily understandable?
a) Yes b) No
Air Tel VodaIone TATA Reliance Idea others



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