Sms Local National International Vas 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 .
Rs.1.50 Rs.2.00 Rs.5.00 Rs.3.00
1. PROMOT PROMOTIO IONAL NAL STRATE STRATEGY GY 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. LIFE TIME PLAN PRE-PAID card users need not worry anymore about abo ut 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. COMP COMPET ETITI ITIVE VE SITU SITUAT ATIO ION N
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 SALES DEPAR DEPARTME TMENT NT AND AND STRATE STRATEGY GY • • • • • • •
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 • •
Locate shops to open retail counters. Monitor the retail counters.
4.MARKET SEGMENTATION Segmentation is beneficial because of better predictability of thetarget consumer group, minimization of risk 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 bad e 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 conve ntional phones is as follows
Cellular phones pager Conventional Phones
Premium Upper Lower x X
x x
X X
Middle Upper Lower x -
x x
Economy Upper Lower -
x x
x
-
X market segment targeted
5.TARGET MARKET SEGMENT 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 n ow that the basic viable volumeshas beer) built up and prices have declined to a certain extentthey are planning to venture further a field. POSITIONING
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 POLICY 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 Effective product segmentati segmentation on has to be carried carried on continuousl continuouslybecau ybecause se basic services 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 the prod produc uctt lif life cycl cycle. e.At Atpr pres esen entt the cel cellul lular phon phonee mar market ket has has reac reache hed d 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 This involv involves es the select selection ion of the suitab suitable le hardwar hardwaree (hands (handset) et)and and its its softwa software re (its (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 rece receiv ivin ing g text text mess messag ages es dire direct ctly ly from from onem onemob obil ilee phone phone to anot anothe herr with without out the the intervention of an operator. iii) Mobile Fax 1 Data Service
This service helps the subscriber to send and a nd receive Faxes,access E-mail, download computer files from other systems andremotely log on to another co mputer and surf the Internet.
iv) Cash Card
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 itcostlie itcostlierr to use the mobile phone as compared compared to a conventionalp conventionalphone hone [if is believed that initiall initially y cellphones cellphones would be used buy] viii) Roaming Facility
Roaming facility is available while the subscriber is travelling.The billing is done in the home home netw networ ork k (Del (Delhi hi). ).Ro Roam amin ing g faci facili lity tyis is avai availa labl blee manua manuall lly* y* as well well as semi 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 SIM S IM card is provided for each city
•
Semi automatic roaming means one card c ard 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 qu estions & 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 Airtel realises realises that attractin attracting g people 'Is easy but converting converting theminto loyal customers customers is hard, hence emphasis emphasis is on maintaining maintaining a'Smiling a'Smiling and a Friendly Friendly Atmosphere' Atmosphere' to please and retain thecustomer.
8.PRICE AND PRICING POLICY 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.MARKETING STRATEGY ADOPTED BY BHARTI AIRTEL 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 k iosks 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 q ualify 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 now the 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 una ided.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 chan nel 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 who have booked booked Airtel Airtel services services have been been treatedto treatedto exclusive exclusive premier premierss blockbuster movies.Airtel has tiedup with Lufthansa to offer customer bonus miles on theGerman airlines frequent flier's programs. 2. There have been been educatio educational nal campaign campaigns, s, image image campaigns 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 Airtel author authorit ity.E y.Each ach franchi franchises ses has to invest investRupe Rupees es Ten Lakhs. Lakhs. to obtain obtain a franchise franchise and should employ anofficer anofficer recruited recruited by Airtel.Thi Airtel.Thiss person acts as an liaison liaison betweenthe company and the franchises.The franchises can it anynumber of dealers as long long as their their terri territor tories ies do not overlap overlap.Bu .Butun tunfor fortuna tunatel tely y Airtel Airtel has not been very very successful in controllingterritorial overlaps of dealers.The franchises can carry out his 1her own promotional strategy.For this the. compan company y contr contrib ibut utes es 75% 75% of the the mone money y and and the the fran franchi chise sess cont contri ribu bute tess 25% of themoney.The themoney.The dealers under the franchisee franchisee receive the samecommis samecommission. sion.The The franchises 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 initial investment.The investment.The dealer of Airtel Airtel are notallowed notallowed to provide provide any other operators' 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 nonfunctional or the SIM Card not gettingactivated. Anything more complicated is referred to the main Airtel office in Delhi. WHAT DOES AIRTEL OFFER?
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 LIFE CYCLE The pattern pattern of cellphone cellphone subscriber growth observed elsewherein elsewherein the world reveals 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
Marketing objectives Create product awareness and trail
Maximize market share
Maximize profit whole defending market share
Strategies Product
Price
Offer a basic product service . Charge cost-plus
Distribution
Buid selective distribution
Advertising
Build product awareness among early adopters and dealers. Use heavy sales promotion to entice people to subscribe
Sales promotion
Offer valued services . Price to penetrate market Buid intensive distribution Build awareness and interest in the mass market Increase to build and maintain relationships with customers
Increase in value added services. Price to match or best competitors Build more intensive distribution Stress brand differences and benefits.
Increase to encourage brandswitching
CHAPTER :-5 OBJECTIV E OF THE STUDY
OBJECTIVES OF THE 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 method methodolo ology gy adopte adopted d for this this projec projectt is explor explorato atory ry in nature naturesin since ce there there is no hypoth hyp othesi esiss that that has to be tested tested.. The conclu conclusio sions ns have have been been drawn drawn by explora explorator tory y research work.
There have been two sources of information collected: a)Primary 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 been collec collected ted from from variou variouss publish published ed articl articles es and report reportss found found in magazi magazines nes and journals. Another vital source has been the Internet and particularly the companies own website.
CHAPTER:7 RESEARCH WORK
RESEARCH WORK Q.1 HOW DID YOU KNOW ABOUT AIRTEL CELLUER SERVICES ?
FRIENDS
23
ADVERTISMENT
36
INTERNET
15
EXECUTIVE
26
23
26
15 36
FRIENDS
ADVERTISMENT
INTERNET
EXECUTIVE
Acoording to table and chat c hat its clearly show that peole are more aware a ware by the advertisement in my research there is 36 out of 100 pepole are knowing k nowing about airtel by the advertisement and by the internet only 15 pepole can aware about the airte.
Q.2 WHICH FEATURE OF AIRTEL FORCED TO USE AIRTEL ?
ADVERTISMENT
8
GOOD WILL
18
CONNECTIVITY
28
SCHEMES
32
SERVICES
42
8 18
42
28 32
ADVERTISMENT SCHEMES
GOODWILL
CONNECTIVITY
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 by the advertisement its only 8 person.
Q.3WHICH WAS YOUR FIRST CHOISE OF CELLULER SERVICE WHEN YOU WANT TO USE MOBILE PHONE ?
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 WHICH FEATURE OF AIRTEL IS BETTER THAN YOUR PREVIOUS CELLULAR SERVICE?
ADVERTISMENT
6
GOOD WILL
16
CONNECTIVITY
28
SCHEMES
34
SERVICES
44
6 16 44
28
34
ADVERTISMENT
GOOD WILL
SCHEMES
SERVICES
CONNECTIVITY
Acoording to table and chat c hat 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 HOW MANY AIRTEL USERS IN YOUR PHONE BOOK ?
LESS THAN 30
20
30-70
24
MORE THAN 70
56
20
56 24
LESS THAN 30
30-70
MORE THAN 70
Acoording to table and chat c hat 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.WHICH TYPE OF ADVERTISMENT YOU MOST LIKE ?
AUDIOVISUAL
44
PRINT
24
AUDIO
32
32 44
24
AUD AUDIOVI OVISUAL SUAL
PRI PRINT
AUD AUDIO
Acoording to table and chat c hat its clearly show that people like a audiovisual advertisement almost 44 person can say that they like audiovisual advertisement .
Q.7 HAVE YOU TAKE BENEFITS OF ANY SECHEMES OFFERED BY AIRTEL ?
YES
73
NO
27
27
73
YES
NO
Acoording to table and chat c hat its clearly show that peole are mostly get benift o f airtel’s schemes almost 73 person can say that they can get benefit by the airtel schemes .
Q.8 WHICH YOU LIKE MOST IN AIRTEL ?
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 AIRTEL AIRTEL POS TPA ID SERVIC AIRTEL BROADBAND AIRTEL DTH AIRTEL PREPAID SERVICE
Acoording to table and chat c hat 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.WHICH SERVICE YOU LIKE MOST IN AIRTEL ?
AIRTEL HELLO TUNES
47
FREE RINGTONE/WALLPAPER
32
AIRTEL MISSED YOU SERVICE
22
22 47
32
AIR IRTEL HELL LLO TUNES FREE RINGTONE/WALLPAPER E/WALLPAPER AIRTEL MISSED ISSED YOU SERVICE
Acoording to table and chat c hat its clearly show that people are like airtel hello tunes .47 person can say that they like a hello tunes .
Q.10 WHICH TYPE OF RECHARGE CARD YOU LIKE MOST ?
MORE TALKTIME
32
MORE VALIDITY
25
BOTH
43
32 43
25
MORE TALKTIME
MORE VALIDITY
BOTH
Acoording to table and chat c hat its clearly show that peole are prefare a both service i.e prepaid.43 person are prefare a both .
Q.11 HOW LONG YOU ARE CONNECTED WITH AIRTEL ?
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 c hat its clearly show that most of peole are connected with airtel .almost 30 person say that they are connected c onnected with airtel last 2years .
Q.12 FOR WHICH PURPOSE YOU ARE USING AIRTEL ?
PERSONAL
56
OFFICE /BUSINESS
44
44
56
PERSONAL
OFFICE /BUSINESS
Acoording to table and chat c hat its clearly show that peole are using airtel bcoz b coz of their personal use in my research 56 person say that they are using airtel bcoz of o f their personal use .
Q.13ACCORDING TO YOU AIRTEL IS NO.1?
YES
42 NO
58
42
58
YES
N O
Acoording to table and chat c hat its show that stil airtel is not a number one on e company of the india .only 42 person say that airtel is number nu mber one of India .
CHAPTER :-8 LIMITATIO 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. Respon Respondent dent’s ’s unavail unavailabi abilit lity. y. 2. Time pressu pressure re and fatigue fatigue on on the part part of responden respondents ts and intervi interviewer. ewer. 3. Cour Courttesy esy bias bias.. 4. The sample sample survey survey is done on a very very small small number number of people people thus thus the results results drawn may be different from the opinion of the universe. 5. The time time of two months months is very very less less for covering covering all all the aspects aspects of the the project. project. 6. The feedback feedback received received from from the the individual individualss is accordin according g to his percept perception, ion, limited exposure and personal knowledge level. 7. Very less less time time was there there for for interacti interacting ng with corpora corporate te clients. clients. 8. Problem Problem in meeting meeting with the concern concern person person without without appointm appointment. ent.
9. The last last but not not the least least is that the the database database which which I gathered gathered from 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
SWOT ANALYSIS OF AIRTEL STRENGTHS 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. WEAKNESS
1.Perceived As An Expensive Brand. 2.Absence In The Rural And Interior Areas. OPPORTUNITY 1.Poor Network Connectivity of Its Competitors.
2.Large Chunk Of Dissatisfied Customer. 3.Though Being The 4th Entrant,They Are Oprating At 900 Frequencies. THREATS 1.Strong Visibility Of Competitors.
2.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 op enedup. At this stage, it is no longer simply a question of opening up particular markets,but rather, consolidating the
play play of compet competiti ition on in those those market marketss that that have beenopened beenopened as well well as develop developing ing 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 compan company y attract attract its its custom customer er by adopti adopting ng effect effective ive strate strategie gies. s. Inthe Inthe last 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
RECOMMENDATION
The Study was conducted in to very vast group of respondents and an d 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 :-12 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 HOW DID YOU KNOW ABOUT ABOUT AIRTEL CELLUER SERVICES ? FRIENDS
ADVERTISMENT
INTERNET
EXECUTIVE
Q.2WHICH FEACTURE OF AIRTEL FORCED TO USE AIRTEL ? ADVE ADVERT RTIS ISME MENT NT CONN CONNEC ECTI TIVI VITY TY SERV SERVIC ICE E
GOOD GOODWI WILL LL
SCHE SCHEME MES S
Q.3.WHICH HAS YOUR FIRST CHOISE OF CELLULAR SERVICES WHEN YOU WANT TO USE MOBILE PHONE ? AIRTEL
VODAFONE
IDEA
BS N L
RELIANCE
Q.4WHICH FEACURE OF AIRTEL IS BETTER THAN YOUR PREVIOUS CELLULAR SERVICE?
ADVE ADVERT RTIS ISME MENT NT CONN CONNEC ECTI TIVI VITY TY SERV SERVIC ICE E
GOOD GOODWI WILL LL
SCHE SCHEME MES S
Q.5 HOW MANY AIRTEL USER IN YOUR PHONE P HONE BOOK ? LESS THAN 30 30-70 MORE THAN 70
Q.6 WHICH TYPE OF ADVERTISMENT YOU LIKE MOST ? AUDIOVISUAL PRINT AUDIO
Q.7 HAVE YOU TAKE BENEFITS OF ANY SCHEMES OFFERED BY AIRTEL ? YES NO
Q.8 WHICH YOU LIKE MOST IN AIRTEL ? NOKIA AIRTEL AIRTEL AIRTEL AIRTEL +AIRTEL MUSIC POSTPAID BROADBAND DTH
AIRTLE 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 :-……………………………………. :-…………………………………….
