Sms

Local Rs.1.50
National Rs.2.00
International Rs.5.00
Vas Rs.3.00
With senior citizn plan 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.

CHAPTER:
-4
STRATEGI
ES OF
BHARTI
AIRTEL
LTD .
 1. P R O M O T I O N A L S TR ATEGY

Airtel to “Touch Tomorrow” with a new brand vision.

The Bharti Mobile promoted AirTel cellular service will go in forrepositioning of its brand
image. The new brand ethos isportrayed in two distinct fashions - the tag line
"TouchTomorrow", which underscores the leading theme for the newbrand vision,
followed by "The Good Life", which underscores amore caring, more customer centric
organization. Aimed at re-engineering its image as just simply a cellular service provider
toan all out information communications services provider, TouchTomorrow is meant to
embrace the new generation of mobilecommunication services and the changing scope of
customerneeds and aspirations that come along with it.

The new communication is about a new dimension in the cellularcategory that goes
beyond the Internet, SMS, roaming, IVRS, etcbut which engulfs the whole gamut of
wireless digital broadbandservices that will constitute tomorrows cellular services. The
newcampaign is in two phases - the first of which will communicateoverall brand
philosophy and the second products and services.According to Mr. Jagdish Kini, Chief
Operating Officer, BhartiMobile Limited, Karnataka "We are adopting a new brand-
platform - Touch Tomorrow - not only to reflect our corporate ethos but also business
strategy". The new identity will have the logo in Red, Black and White colours along
with lower case typography to convey warmth. AirTel will incorporate the latest branding
in all of its communication and will soon be going in for an enhanced promotional drive
to establish the brand's presence.

L I F E T I M E PLAN
PRE-PAID card users need not worry anymore about rechargingtheir coupons every
month. Company has launched a plan thatallows users to take a pre-paid connection with
lifetime validityfor a one time payment of Rs. 999. Subscribers availingthemselves of this
scheme will also get full talk time for therecharge coupon they purchase and also have
the option to buyTaiwanese manufactured Bird mobile handsets for as low as Rs.1,399.
The move is aimed at stopping the churn in the pre-paidsubscriber base. Once a
subscriber takes this plan, he will alwaysbe an Airtel subscriber whether the mobile is
being used or not.

2. COMPETITIVE
SITUATION

Airtel launched its services before Essar and skimmed themarket picking up the bulk of
the high usage premium clients.This is a very competitive industry with the two
companiesdifferentiating either on value-added services or price.Airtel isperceived as the
high quality provider and has a premium image.Essar, on the other hand, is perceived as
the lower end serviceprovider.Airtel positions itself as the market leader on the basisof
the number of subscribers.Essar is trying to counter this byemphasising on the reach of its
network and the quality of itsservice.However, Essar is somewhat not been very
successfullargely due to the inconsistency in advertising.

To promote themselves, both the players have been dependenton tactical advertising
However, they have restrained from usingcomparative advertising Hoardings have been a
very popularmedium for carrying the advertisements Airtel has also beenadvertising on
television using the Bharti Telecom name.

3. SALES DEPARTMENT AND STRATEGY

•
A.Major Accounts (Direct Channel)
•
Handles corporate (named and famed) accounts
•
Forecasting of sales
•
Mapping the accounts
•
Providing after sales support to the subscribers.
•
Maintaining call reports for records.
•
Providing Feedback to the marketing department regarding the requirement of the
market.B.IDC (indirect Channel)
 •
Handling distribution
•
Maintaining records and level check of the channel partner
•
Liaisoning between the channel partner and the company.
•
Target achievement
•
Training the executives of the channel

Distribution Support

1. Logistics
•
Monitor handset and SIM card requirements of
channel partners and co-ordinate with stores

•
Settle areas of concerns such as incentive claims of
channel partners
2. Rental
•
Provide cellular services (SIM cards) on rent.
•
Provide cellular phones on rent
•
Useful for people visiting Delhi for a short interval.

3. Telesales

•
Call customers and generate sales lead.
•
Follow up with the customers, if 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
4.MARKET SEGMENTATION
•
Locate shops to open retail counters.
Segmentation is beneficial because of better predictability of thetarget consumer group,
•
Monitor
minimization the retail
of risk counters.
exposure, betterability to fine-tune a product / service to the
requirement oftarget buyer and the resultant ease in designing a properdesigning
marketing mix strategy In this case segmentation is onthe bade of income.
In evaluating different market segments the company looks attwo factors The overall
attractiveness of the segments and thecompany's objectives & resources The present
market forCellular phones, pagers and conventional phones is as follows

P r e mi um Middle Economy
Upper Lower Upper Lower Upper Lower
Cellular x X x - - -
phones
pager x X x x - -
Conventional x X x x x -
Phones

X market segment targeted

5 .TAR GET M A R K E T S E G M E N T

Airtel has targeted the premium and upper middle class. Therationale behind it is that
only those segments should betargeted who value time and have the paying capacity.It Is
alsoplanning to target the business tourists during their stay in thecapital About 60% of the
clientele are top executives of corporatehouses.About 15% are foreign organisations and
the rest areprofessionals and small businessmen.During the introductionstage there was
intense pressure to get consumers across tohook up with their brand, because getting them
to switch brandloyalty later would be hard So far Airtel marketers have been concentrating
totally on thebusiness executive class but now that the basic viable volumeshas beer) built
up and prices have declined to a certain extentthey are planning to venture further a field.

P OSI T I ONI NG

The product is sought to be positioned as a business efficiencytool. a lifestyle revolution

and a status symbol The emphasis is toremove misconception that the cellphone is an

expensive means of communication and drive home the point that the cellphone is
actually a day-to-day utility

6.PRODUCT P O L I C Y AND PLANNING

The product or serviceis the heart of the marketing mix.Without a product or a service

customers' needs cannot besatisfied.

The basic product promise by Airtel is mobility.Airtel's mainmarketing strategy is to be a

first mover all the time.It hasrecognised the significance of making the first move--

because inthe field of Communication & Information Technology changesoccur at a

tremendous pace.

Effective product segmentation has to be carried on continuouslybecause basic services

can be and will be copied and in timebecome expected component of the product. Airtel

seeks tocarry out this segmentation through provision of new informationservices and

making new facilities available.The product policyand planning depends on the stage of

the product life cycle.Atpresent the cellular phone market has reached the

maturitystage.Since, the premium segment is nearing saturation thecompany targeting the

upper middle and middle-middle class.Inorder to do so Airtel is trying to optimise the

price performancepackage by offering suitable "product bundling".

This involves the selection of the suitable hardware (handset)and its software (its

services.) with reasonable price in order todeliver maximum price performance to its

customers.

In addition, it offers free Airtime services and other concessions tomake the prices and

thus the product more attractive.It hasalso opened a 24 hours customer service.
Only price doesn't serve as an effective differentiator, value added services become the
effective differentiator.The "Value Added Services" provided from Airtela re:-

1). Voice Mail service

This system is similar to the answering machine - if the user isnot able to answer a call

for some reason the caller can leavemessages in the voice mail box which can be later

retrieved bythe user

ii) Short Message Service

The short message service is like a two-way pager.It gives anoption of sending and

receiving text messages directly from onemobile phone to another without the

intervention of an operator.

iii) Mobile Fa x 1 Dat a Service

This service helps the subscriber to send and receive Faxes,access E-mail, download
computer files from other systems andremotely log on to another computer and surf the
Internet.

iv) C a s h C a r d

The cash card is a pre-paid and pre-activated card which allowsthe buyers to buy air time

in advance.All it requires is thepayment of an initial amount.This is a useful service for

peoplewho travel to Delhi often and those who want to control theexpenses on their calls.

v) Caller ID

Displays calling person's number.

vi) Outgoing call restriction

To prevent or limit outgoing calls, for example, in peak hours.Also possible to exclude

one or several countries, or anygeographical region, to permit only local calls, or to limit

the outgoing calls to a listed number.

viii) Call forward

Incoming calls can be forwarded to another fixed or mobile phone.
Besides these some other services provided by Airtel are – Call conferencing, Call
Broadcast et cetera.

It is in the operators -Interest that they not only get manysubscribers but also get them to

use the mobile facilityfrequently.In the early stages getting increases to subscribemay be

easier than getting them to talk since they will find itcostlier to use the mobile phone as

compared to a conventionalphone [if is believed that initially cellphones would be used

buy]

viii) Roaming Facility

Roaming facility is available while the subscriber is travelling.The billing is done in the

home network (Delhi).Roaming facilityis available manually* as well as semi-

automatically.Once asubscriber is In any other city or country, where a GSM networkis

available, simply insert the SIM card of the local operator Intoyour handset and start

talking.

•
Manual Roaming means a separate S I M card is provided for each city

•
Semi automatic roaming means one card has the facility for different cities.

7.AIRTEL'S MARKETING
ORIENTATION .

Since this is a high-involvement expensive product, the service provider has to fully
take care of the customers.

a) They take personal responsibility to "get" the answer for any

problem faced 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 &
efficiently.
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 last30 sec
count
Airtel realises that attracting people 'Is easy but converting theminto loyal customers is

hard, hence emphasis is on maintaining a'Smiling and a Friendly Atmosphere' to please

and retain thecustomer.

8.PRICE AND P R I C IN G P OLIC Y

AIRTEL has realised that the Indian market is price sensitive.Therefore it care of the has

come up with various innovativetariff schemes to take needs of different category of

customers-Generally, the cellular services are more expensive than the landline based

telephone services.This is due to the reason that theoperating companies are required to

pay a fee to thegovernment for using airtime.

9 . M A R K E T I N G S T R AT E G Y
A D O P T E D BY B H A RT I A I RT E L

Bharti has spent a considerable amount on advertising its mobilephone service,

Airtel.Besides print advertising, the companyhad put up large no of hoardings and kiosks
in and around Delhi.The objective behind designing a promotion campaign for
the‘Airtel’services is to promote the brand awareness and to buildbrand preferences.It is
trying to set up a thematic campaign to build a strongerbrand equity for Airtel.Since the
cellular phone category itself istoo restricted, also the fact that a Cellular phone is a
highinvolvement product, price doesn't qualify as an effectivedifferentiator.The image of
the service provider counts a greatdeal.Given the Cell phone category, it is the network
efficiencyand the quality of service that becomes important.What nowthe buyer is
looking at is to get the optimum price-performancepackage.This also serves as an
effective differentiator Brand awareness is spread through the' campaigns and
brandpreference through brand stature.Airtel's campaign in thecapital began with a series
of 'teaser' hoardings across the city,'bearing just the company's name and without
explaining whatAirtel was.In the next phase the campaign associated Airtel withCellular
only thereafter was the Bharti Cellular connection brought up. Vans with Airtel logos
roamed the city, handing outbrochures aboutthe company and its services to all
consumers.About 50,000 direct callers were sent out.When the name waswell entrenched
in the Delhiites’s mind, the Airtel campaignbegan to focus on the utility of Cellphone.In the
first fourmonths alone Airtei's advertisement spend exceeded Rs. 4 crores. As of
today the awareness level Is 60% unaided.This impliesthat if potential or knowledgeable
consumers are asked to namea Cellular phone service provider that is on the top of
his/hermind 60% of them would name Airtel.As for aided it -is 100%(by giving clues and
hints etc.).Brand strength of a product or the health of a brand is measuredby the
percentage score of the brand on the above aided and theunaided tests.The figures show
that Airtel is a healthy and athriving brand.Every company has a goal, which might
comprise a sales targetand a game plan with due regard to Its competitor.Airtel
'scampaign strategy is designed keeping in mind its marketingstrategy.The tone, tenor
and the stance of the visual ads aredesigned to convey the image of a market leader in
terms of itsmarket share.It tries to portray the image of being a "firstmover every time"
and that of a "market leader". The status of the product in terms of its life cycle has
justreached the maturity stage in India.It is still on the rising part ofthe product life cycle
curve in the maturity stage. The diagram on the left hand side shows the percentage of
theusers classified into heavy, medium and low categories.Theright hand side shows the
revenue share earned from the threetypes of users. Airtel, keeping in mind the importance
of the customer retention, values its heavy users the most and constantly indulges
inservice innovation.But, since heavy users comprise only 15 -20% of the population the
other segment cannot be neglected.The population which has just realised the importance
of cellularphones has to be roped in.It is for this reason that the serviceprovider offers a
plethora of incentives and discounts.Concertslike the "Freedom concert" are being
organised by Airtel in orderto promote sales.The media channel is chosen with economy
inmind.The target segment is not very concrete but, there is anattempt to focus on those
who can afford. The printadvertisements and hoarding are placed in those strategic
areaswhich most likely to catch the attention of those who need acellular phone.The
product promise (which might cost different1 higher) is an important variable in
determining the targetaudience.Besides this, other promotional strategies that Airtel has
adopted are .
1. People who have booked Airtel services have been treatedto exclusive premiers
blockbuster movies.Airtel has tiedup with Lufthansa to offer customer bonus
miles on theGerman airlines frequent flier's programs.

2. There have been educational campaigns, image campaigns, pre

launchadvertisements,launchadvertisements,congratulatoryadvertisements,promot
ional advertise-ments, attacking advertisementsand tactical advertisements.

10.DISTRIBUTION
 Company

Franchisee Distributor

Dealer Dealers

Customers Customers

The- company whose operations are concentrated in and aroundDelhi.It 27 Franchisees

and 15 Distributors- They also have 8'instant access cash card counters- Each franchises

or distributorcan have any number of dealers under him as long as the personis approved

by the Airtel authority.Each franchises has to investRupees Ten Lakhs. to obtain a

franchise and should employ anofficer recruited by Airtel.This person acts as an liaison

betweenthe company and the franchises.The franchises can it anynumber of dealers as

long as their territories do not overlap.Butunfortunately Airtel has not been very

successful in controllingterritorial overlaps of dealers.The franchises can carry out his

1her own promotional strategy.For this the.

company contributes 75% of the money and the franchises contributes 25% of

themoney.The dealers under the franchisee receive the samecommission.The franchises

and the dealer obtain the feedbackfrom the customers and they are sent through the

liaison officeron a day-to-day basis to Airtel.The dealer has to invest Rupees.One Lakh as

an initial investment.The dealer of Airtel are notallowed to provide any other operators'

service.
Target set for distributors and the dealers is 100 -150 activationsper month.Hence the

dealers can also go for their ownpromotions like banners and discounts on festivals

etc.Thedealer provides service promptly.The consumer on providingthe bill of purchase

for the handset and proof of residence hasonly to wait an hour before getting connected.

The staff of thedealers and the franchisees are providedtraining by the Airtelpersonnel.

The complaints encountered by the franchisees and dealers areeither handset being non-

functional or the SIM Card not gettingactivated. Anything more complicated is referred

to the main Airtel office in Delhi.

W H AT D OE S A I RT E L O F F E R ?

With Airtel, the subscriber wouldn't just get a personal phonethat lets him/her be in

touch, always, but also gets a host ofbenefits that let him/her manage his/her time like

never before.An Airtel subscriber is provided with a Subscriber Identity ModuleCard

(SIM card) - that is the key to operating his/her cellularphone.His card activates Airtel

cellular services and contains acomplete micro-computer chip with memory to enable one

toenjoy one's cellular phone thoroughly. Each SIM card contains aPIN code (Personal

Identity Number) which may be entered byone.Just plug your SIM card into your cellular

phone, enter thePIN code and it becomes 'your' personal phone'.

11.PRODUCT L I F E C Y C L E

The pattern of cellphone subscriber growth observed elsewherein the world reveals that

the growth in the market is Initially slowfollowed by a sharp acceleration, but so far that

has nothappened in India.As far as the Product Life Cycle is concerned.Indians are at the

beginning of the maturity stage.

introduction Growth Maturity

M ar ke ting objectives
Create product awareness Maximize market share Maximize profit whole
and trail defending market share

Strategies
Product Offer a basic Offer valued Increase in value
product service . services . added services.
Price Charge cost-plus Price to penetrate Price to match or
market best competitors
Distribution Buid selective Buid intensive Build more
distribution distribution intensive
distribution
Advertising Build product Build Stress brand
awareness awareness and differences and
among early interest in the benefits.
adopters and mass market
dealers.
Sales Use heavy sales Increase to Increase to
promotion promotion to entice build and encourage
people to subscribe maintain brand-
relationships switching
with customers
 CHAPTER
:-5
OBJECTIV
E O F T HE
STUDY

O B J E C T I V E S O F T H E STUDY

•
To study the consumer trends in telecommunication sector.

•
To study consumer decision-making & preferences.

•
To study marketing strategies adopted by Airtel.

•
To study the level of customer satisfaction in Airtel.
•
To study the market potential.

•
To study customer purchase decision behaviour.

•
To understand the needs of different consumer segments.Comparative study of
different mobile companies.
 CHAPTER :-6
RESEARCH
METHODOLOG
Y

RESEARCH METHODOLOGY

The methodology adopted for this project is exploratory in naturesince there is no

hypothesis that has to be tested. The conclusions have been drawn by exploratory

research work.
There have been two sources of information collected:

a) P r i m a r y Sources

I have met retailers of the Airtel of the company and have beenable to get first hand

information regarding the product, itsfeatures and the buying patterns of the product.

Their input hasbeen valuable.

b) Secondary Sources

Secondary source has played a vital role to play in this report. A good amount of data has

been collected from various published articles and reports found in magazines and

journals. Another vital source has been the Internet and particularly the companies own

website.
 CHAPTER:-
7
RESEARCH
WORK

R E S E AR C H W O R K

Q.1 H O W DID Y O U K N O W A B O U T A I RT E L C E L L U E R S E RV I C E S ?

FRIENDS 23
ADVERTISMENT 36
INTERNET 15
EXECUTIVE 26

26 23

15
36

FRIENDS ADVERTISMENT INTERNET EXECUTIVE

Acoording to table and chat its clearly show that peole are more aware by the
advertisement in my research there is 36 out of 100 pepole are knowing about airtel by
the advertisement and by the internet only 15 pepole can aware about the airte.

Q.2 W H I C H F E AT U R E O F A I RT E L F O R C E D T O USE A I RT E L ?

ADVERTISMENT 8
GOOD WILL 18
CONNECTIVITY 28
SCHEMES 32
SERVICES 42

8
18
42

28

32

ADVERTISMENT GOODWI L CONNECTIVITY

SCHEMES SERVICES

Acoording to table and chat its clearly show that peole are attract to airtel bcoz of airtel’s
gud services,42 person say that they like service of airtel and person can less attract by
the advertisement its only 8 person.

Q . 3 W H I C H WA S Y O U R F I R S T C H O I S E O F C E L L U L E R S E RV I C E W H E N
Y O U WA N T T O USE M O B I L E P H O N E ?

AIRTEL 37
VODAFONE 32
IDEA 11
BSNL 8
RELIANCE 12

12
8
37

11

32

AIRTEL VODAFONE IDEA BSNL RELIANCE

Acoording to table and chat its clearly show that peole are prefare airtel when they are
using mobile in my research 37 person can choose airtel .

Q.4 W H I C H F E AT U R E O F A I RT E L IS B E T T E R T H A N Y O U R PREV IO US
C E L L U L A R S ERV I C E?

ADVERTISMENT 6
GOOD WILL 16
CONNECTIVITY 28
SCHEMES 34
SERVICES 44

6
16

44

28

34

ADVERTISMENT G O O D WILL CONNECTIVITY

SCHEMES SERVICES

Acoording to table and chat its clearly show that peole are go to airtel bcoz of airtel
providing a good services and schemes which is best than any other company .in my
research 44 person think that airtel’s service is best than others .

Q.5 H O W M A NY A I RT E L U SER S IN Y O U R P H O N E B O O K ?

LESS THAN 30 20
30-70 24
MORE THAN 70 56

20

56
24

LESS THAN30 30-7 0 MORE THAN70

Acoording to table and chat its clearly show most of the people are using airtel
connection almost 56 person can say that they have more than 70 numbers in their phone
book .

Q-6 . W H I C H T Y P E O F A D V E RT I S M E N T Y O U M O S T L I K E ?

AUDIOVISUAL 44
PRINT 24
AUDIO 32

32
44

24

AUDIOVISUAL PRINT AUDIO

Acoording to table and chat its clearly show that people like a audiovisual advertisement
almost 44 person can say that they like audiovisual advertisement .

Q.7 H AV E Y O U TA K E B EN E FI T S O F ANY S E C H E M E S O F F E R E D BY
A I RT E L ?

YES 73
 NO 27

27

73

YES NO

Acoording to table and chat its clearly show that peole are mostly get benift of airtel’s
schemes almost 73 person can say that they can get benefit by the airtel schemes .

Q.8 W H I C H Y O U L I K E M O S T IN A I RT E L ?

NOKIA+AIRTEL 12
AIRTEL MUSIC 6
AIRTEL POSTPAID SERVICE 26
AIRTEL BROADBAND 16
AIRTEL DTH 12
AIRTEL PREPAID SERVICE 28

12
28 6

26
12
16

NOKIA+AIRTEL

AIRTEL MUSIC

A I R T E L P O S T P A ID

SERVIC AIRTEL

BR O A DB A N D AIRTEL DTH

AIRTEL PREPAID SERVICE

Acoording to table and chat its clearly show that mostly people like a prepaid and
postpaid services .28 person can say that they like a prepaid services and 26 person can
say that they like postpaid service .

Q-9 . W H I C H S E RV I C E Y O U L I K E M O S T IN A I RT E L ?

AIRTEL HELLO TUNES 47

FREE RINGTONE/WALLPAPER 32
AIRTEL MISSED YOU SERVICE 22

47

32

AIRTEL H E L L O TUNES
F R E E R I N G T O N E / W A L L PA P E R
AIRTEL MISSED Y O U SERVICE

Acoording to table and chat its clearly show that people are like airtel hello tunes .47
person can say that they like a hello tunes .

Q.10 W H I C H T Y P E O F R E C H A R G E C A R D Y O U L I K E M O S T ?
MORE TALKTIME 32
MORE VALIDITY 25
BOTH 43

32
43

25

M O R E TA L K T I M E M O R E VA L I D I T Y BOTH

Acoording to table and chat its clearly show that peole are prefare a both service i.e
prepaid.43 person are prefare a both .

Q.11 H O W L O N G Y O U A R E C O N N E C T E D W I T H A I RT E L ?
LESS THAN 1 YEAR 22
1 YEAR 25
2 YEAR 23
MORE THAN 2 YEAR 30
 22
30

25
23

LESS THAN 1 YEAR 1 YEAR

2 YEAR MORE THAN 2 YEAR

Acoording to table and chat its clearly show that most of peole are connected with
airtel .almost 30 person say that they are connected with airtel last 2years .

Q.12 F O R W H I C H P U R P O S E Y O U A R E USING A I RT E L ?

PERSONAL 56
OFFICE /BUSINESS 44
 4

56

PERSONAL OFFICE /BUSINESS

Acoording to table and chat its clearly show that peole are using airtel bcoz of their
personal use in my research 56 person say that they are using airtel bcoz of their personal
use .

Q. 1 3AC C OR DI NG T O Y O U A I RT E L IS NO.1?

YES 42
NO 58
 42

58

YES N O

Acoording to table and chat its show that stil airtel is not a number one company of the
india .only 42 person say that airtel is number one of India .
 CHAPTER
:-8
L I M I TAT I O
NS

LIMITATIONS

Every attempt will be taken to obtain the error free and meaningful result but as nothing

in this world is 100% perfect I believe that there will still the chance for error on account

of following limitations-
 1. Respondent’s unavailability.

2. Time pressure and fatigue on the part of respondents and interviewer.

3. Courtesy bias.

4.The sample survey is done on a very small number of people thus the results
drawn may be different from the opinion of the universe.

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

6.The feedback received from the individuals is according to his perception,

limited exposure and personal knowledge level.

7. Very less time was there for interacting with corporate clients.

8. Problem in meeting with the concern person without appointment.

9. The last but not the least is that the database which I gathered from the

websites is not so reliable because many times I face a difficulty to find the

address of the companies and sometimes the companies change the address

and not upgrade in the websites due to which I waste my time as well as

money also.
 CHAPTER:-
9 SWOT
ANALYSIS

S W O T ANALYSIS O F AIRTEL

S T R E N GT H S
1.Strong Brand Image.
2. Good Network Connectivity.

3.Wide Network Coverage.

4.Attractive Promotional Schemes.

5. Good Value Added Services.

6. Operating In 65 Countries With

157 Operators.

W E AKNE S S
7. Perceived As An Expensive
Brand.

8. Absence In The Rural And

Interior Areas.

O P P O RT U N I T Y
9. Poor Network Connectivity of Its
Competitors.

10.Large Chunk Of Dissatisfied

Customer.

11.Though Being The 4th

Entrant,They Are Oprating At
900 Frequencies.

T H R E AT S
12.Strong Visibility Of
Competitors.

13.Sour Experience With Airtel By Few Can Lead To Bad Word Of Mouth.

3.Continous Improvement In Competitor’s Services.

 CHAPTER :-
10
CONCLUSIO
N

CONCLUSION

Liberalization of th e telecommunications market has entered a new phase:competition

already exists (albeit in limited form) in some markets, such as the long-distance market
and the market for Internet access via the STN. Other segments, suchas the local loop
(essentially the high-speed Internet access market), are being openedup. At this stage, it is
no longer simply a question of opening up particular markets,but rather, consolidating the
 play of competition in those markets that have beenopened as well as developing
competitive new services. This explains the importanceof high-speed access technologies
for the future of the sector.

To face up to these challenges, regulatory activity is changing. It is constantly

adapting to market trends and to economic situations, which are often difficult.
Among its priorities it now counts new economic and social concerns as theinformation
society develops: national coverage is a major issue and Airtel’intends to play its part to
protect the interests of all consumers.

To this backdrop, a new regulatory organisation is emerging. It must supplyregulatory

activity with new tools to encourage lasting competition in thetelecommunications sector. It
must also contribute to the development of a moreconsistent UP west market that is
better able to face up to the challenges of theinformation society within the context of
globalisation.

After thorough analysis and interpretation of result obtained I studied overallconsumer

trends in Airtel Telecommunication Ltd. How people react to its servicesand schemes.
How company attract its customer by adopting effective strategies. Inthe last the
conclusion is drawn through this research that being the biggest and oldestnetwork of
mobile telecommunication in Uttar Pradesh West, having good quality ofservice, taking
along a big part of people aware about Airtel, it is subsisting hard. ForAirtel connection
most of customers are professional and business segment.

“Good service is the way to retain clients”

 CHAPTER :-11
RECOMMENDATIO
N

R E COM M END ATI ON

The Study was conducted in to very vast group of respondents and so its reflections
and interpretations provide a suggestion platform me as:
1. No charge for SMS advertising

2.Advertising should not be over contend, like Advertisements via e-mail

3.Small jingle and funny massage must be used preferably

4.Approach of Advertising should not be like T.V. Advertising but it must be in

SMS Flash or in funny tone.

It these suggestion and limitations will entertained properly the should be very
brighter. SMS Advertising world semester, Innovative and creative way of
Advertising.
 CHAPTER :-1 2
BIBLOGRAPH
Y

BIBLIOGRAPHY

www.airtel.in
www.airtelworld.com

www.researchandmarket.com

www.info-shop.com

www.smartmobs.com

www.yahoosearch.com

www.google.com
 CHAPTER:-
14
ANNEXURE

QUESTIONNAIRE
I Ekta patel a final year of BBA student of Sevenday Adventist collage ,surat presently
pursuing BBA(Marketing).I have prepared the following questionnaire for the complition
of my summer project .I peomise that all answer provided by you won’t be made
public.the questionnaire is purely for education purpose

BHARTI AIRTEL,SURAT(GUJARAT)

PERSONAL DETAIL

NAME :-………………………………………………………………….
AGE :-………………………………………………………………….
OCCUPATION :-…………………………………………………………………..
GENDER :- ……………………………………………………………………
ADDRESS :-……………………………………………………………………
PHONE NO. :- ……………………………………………………………………
CELLULAR
SERVICE USED :-……………………………………………………………………..

IF AIRTEL THAN PROCEED FURTHER…,

Q.1 H O W DID Y OU K N O W ABOUT AIRTEL CELLUER SERVICES ?

FRIENDS ADVERTISMENT INTERNET EXECUTIVE

Q.2WHICH FEACTURE OF AIRTEL FORCED TO USE AIRTEL ?

ADVERTISMENT CONNECTIVITY SERVICE GOODWILL SCHEMES

Q.3.WHICH HAS YOU R FIRST CHOISE OF CELLULAR SERVICES WH EN YOU

W AN T TO USE MOBILE PHO NE ?
AIRTEL VODAFONE IDEA BSNL RELIANCE

Q.4WHICH FEACURE OF AIRTEL IS BETTER TH A N Y OU R PREVIOUS

CELLULAR SERVICE?
ADVERTISMENT CONNECTIVITY SERVICE GOODWILL SCHEMES

5. HOW MANY AIRTEL USER IN YOUR PHONE BOOK ?

LESS THAN 30 30-70 MORE THAN 70

6.WHICH TYPE OF ADVERTISMENT YOU LIKE MOST ?

AUDIOVISUAL PRINT AUDIO

7. HAVE YOU TAKE BENEFITS OF ANY SCHEMES OFFERED BY AIRTEL ?

YES NO

8. WHICH YOU LIKE MOST IN AIRTEL ?

NOKIA AIRTEL AIRTEL AIRTEL AIRTEL AIRTLE
+AIRTEL MUSIC POSTPAID BROADBAND DTH PREPAID

Q.9 WHICH SERVICE YOU LIKE MOST IN AIRTEL ?

AIRTEL HELLO TUNES AIRTEL FREE AIRTEL MISSED YOU
RINGTONE/WALLPAPER SERVICES

Q.10 WHICH TYPE OF RECHARGE YOU LIKE MOST ?

MORE TALKTIME MORE VALIDITY BOTH

Q.11 HOW LONG YOU CONNECTED WITH AIRTEL ?

LESS THAN 1 YEAR 1 YEAR 2YEAR MORE THAN 2 YEAR

Q.12 FOR WHICH PURPOSE YOU ARE USING AIRTEL ?

PERSONAL BUSINESS

Q.13.ACCORDING TO YOU AIRTEL IS NO.1 IN INDIA ?

YES NO

Q.14 ANY SUGGESTION :-

…………………………………….