PROJECT REPORT

ON

TO ANALYSE IMPACT OF ADVERTISEMENT ON URBAN CUSTOMERS WITH SPECIAL REFERENCE TO AIRTEL TELECOMMUNICATIONS
In

AIRTEL TELECOMMUNICATIONS By Pavithra P H.T. NO: 421020134

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE

MASTERS DEGREE IN BUSINESS ADMINISTRATION (2010-2012) Department of Business Administration Badruka Institute of Management Science (Affiliated to AIMA University) New Delhi

DECLARATION
I, the undersigned, hereby declare that the project report entitled TO ANALYSE IMPACT OF ADVERTISEMENT ON URBAN CUSTOMERS
WITH SPECIAL REFERENCE TO AIRTEL TELECOMMUNICATIONS

carried out at AIRTEL TELECOMMUNICATIONS. Is my original work written and submitted by me in partial fulfillment of Master`s Degree in Business Administration of (AIMA University). I also declare that this project has not been submitted earlier in any other university or institution.

Date:

(Candidate Name)

ACKNOWLEDGEMENT
I take this opportunity to extend my profound thanks and deep sense of gratitude to the authorities of (Airtel Telecommunications). For giving me the opportunity to undertake this project works in their esteemed organization. I profusely thank Ms Preethi. My sincere thanks to Honorable secretary Sri xxxxxxxxxxxx, (College Name) principal Mr. xxxxxxxxxxx, HOD Mr. xxxxxxxxxxx, and my project guide Mr. xxxxxxxxxxxxx. For the kind encouragement and constant support extended in completion of this project work. From the bottom of my heart I am also thankful to all those who have incidentally helped me, through their valued guidance, co-operation and unstinted support during the course of my project.

xxxxxxxxxxxxxxxxxxxxxxxxxx

INDEX
S.No:
CHAPTER-1

CONTENTS
INTRODUCTION
Scope of the Study Objectives of the Study Methodology of the Study Limitations of the Study

PAGE NO.
1-9

CHAPTER-2

10-30

INDUSTRY PROFILE COMPANY PROFILE 31-50 51-69 70-78 FINDINGS SUGGESTIONS CONCLUSIONS QUESTIONNAIRE REVIEW OF LITERATURE DATA ANALYSIS AND INTERPRETATION

CHAPTER-3 CHAPTER-4 CHAPTER-5

BIBLIOGRAPHY

CHAPTER-I INTRODUCTION

WORKING TITLE: A Study TO ANALYSE IMPACT OF ADVERTISEMENT ON URBAN CUSTOMERS WITH SPECIAL REFERENCE TO AIRTEL TELECOMMUNICATIONS PURPOSE: Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail or new media such as websites and text messages. Advertising may be placed by an advertising agency on behalf of a company or other organization. The purpose of advertising is motivating but to sell something a product, a service or an AIRTEL TELECOMMUNICATIONS. The real objective of advertising is effective communication between producers and consumers. In other words the ultimate purpose all advertising is Increased awareness list of the following specific objectives of advertising. In short advertisement is paid form of publicity. The advertisements are broadly classified into direct and indirect. Direct method of advertising refers to such methods used by the advertiser with which he could establish a direct contact with the prospects. Most of the media are indirect in nature.

INTENTION OF MY STUDY: Airtel is the largest provider of mobile telephone and second largest provider of fixed telephone in India, and is also a provider of broadband and subscription television services. It offers its telecom services under the Airtel brand and is headed by Sunil Bharti Mittal. Bharti Airtel is the first Indian telecom service provider to achieve Cisco Gold Certification. It also acts as a carrier for national and international long distance communication services. The company has a submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai and Singapore. The Purpose of the present study is to understand advertising impact on customer towards Airtel .The study is focused on 100 consumers and is limited only to the customers in the city of Hyderabad A.P, India. The study will help the organizationBHARTI AIRTEL LIMITED, Hyderabad, India, to get in-depth understanding of customers impact towards their product. AIM: To understand advertising impact on customers with special reference to AIRTEL TELECOMMUNICATIONS and the customer satisfaction levels on various attributes like, advertisements, promotional activities, price, offerings, coverage etc. INTRODUCTION Advertising has become as much a part of our lives as breathing. When you turn on the TV, open your mailbox, drive down the street, pick up your phone, or surf the Internet you come face to face with some facet of advertising. In his essay "How Advertising Informs To Our Benefit," John E.

Calfee explores the concept that "advertising provides society with useful information that we might not otherwise receive". I would have to agree that advertising has a profound effect on our society as a whole. It has developed into one of our cultures primary sources for information, solutions, ideas, and entertainment. In view of the fact that advertisers reach a broad spectrum of people, by using resources such as television, magazines, newspapers, billboards, the Internet, etc. it is easy to see how they can have such an impact on society. For Instance, "In 1984, to increase consumer awareness and consumption, Kellogg's started using health claims as part of their advertising campaigns" . Other markets soon followed suit with products ranging from bread to toothpaste. Rapidly advertising became a medium for providing essential health information to consumers, who for one reason or another, may never have received this information, proving Calfree's theory, "advertising is necessary for consumer welfare". But what about advertising for products such as, cigarettes, alcohol, and violent video games. The fact is that the advertising of such products brings about consumer awareness which can prove to be very beneficial in itself. Take violent computer games for instance. A great deal of controversy over the harmful effects these games can have on our society is a direct result of advertising. Controversial advertising brings about media coverage, which leads to even greater consumer awareness. This exposure gives parents vital information, which can help them in protecting their children against such harmful products. Regardless of whether advertising is negative or positive the information and awareness it creates is beneficial to consumer welfare to some extent.

Therein lies the love-hate relationship consumer's have with advertising. We live in a busy, fast-paced society. Therefore, advertisers must catch our attention quickly, must appeal to our emotions, communicate a products benefit in a few quick words, and create a lasting impression if they want to be affective.

"As we spread wings to expand our capabilities and explore new horizons, the fundamental focus remains unchanged seek out the best technology in the world and put it at the service of our ultimate user: our customer." Promotion is true that products are manufactured to satisfy the needs of the consumers. But alone is not enough. Today the responsibility of the manufacturers does not cease with physical production whatever may be the nature of the product. The present day marketers are consumer oriented where it is the duty of the manufacturers to know from where, when, how and what price the products would be available. Successful marketing consists in offering the right product of the right price of the right place (and time) with right promotion. In course of time, various activities came into vogue designed particularly to help easy sale of goods. These activities commonly known as promotional Mix. The marketing communication Mix also called as the Promotion Mix consists of four major tools. 1. Advertising. 2. Sales Promotion 3. Publicity 4. Personal Selling

Generally marketing communication is undertaken to pass on the message of a product or sale to the ultimate consumers. Thus, there are three elements in this process. The purpose of advertising is motivating but to sell something a product, a service or an AIRTEL. The real objective of advertising is effective communication between producers and consumers. In other words the ultimate purpose all advertising is Increased awareness list of the following specific objectives of advertising. The process of selling is ensured by personal selling supposed by advertising and sales promotion. Of these three methods personal selling occupies the predominant role mainly because of the personal element involves. It may be described as a personal source rendered to the community in connection with marketing of goods. It is a marketing process with which consumers are personally persuaded to by goods and services offered by a manufacturer. The most powerful element in the promotional mix is salesman ship, is not something very new. Even centuries ago salesman ship was practiced in Greece and Rome. According to Peter Drucker Cyrus Mecornie was the first man to use modern technique of selling. Features:
1.

It helps to establish a cordial and abiding relationship between the organization and its customers. It is a creative art. It is a science, in the sense that One human mind influences another human mind. Personal selling imparts knowledge and technical assistance to the consumers.
10

2.

3. 4.

Promotion includes all those functions, which have to do with the marketing of a product all other activities designed to increase and expand the market. But it is clearly distinguished from advertising and personal selling, through basic aim or all the three is one and the same viz., to increase the volume of sales. Sales promotion in a specific sense refers to those sales activities that supplement both personal selling and advertising and help to make them effective, such as displays, shows and expositions, demonstrations and other non recurrent selling efforts not in the ordinary routine. In a general sense the sales promotion includes personal selling, advertising and supplementary selling activities. Evaluation of Sales Promotion: Two decades ago, there was no agreement among the marketing people that there was a separate sales promotion function. In those days, promotion was a share- run to gain a short run good. The importance of sales promotion is modern marketing has increased mainly an account of its ability in promoting sales and preparing the ground for future expansion. The main objective of sales promotion is to attract the prospective buyer towards the product. PUBLICITY The publicity is derived as Any form of commercially significant news about a product, and institution, a service, or a person published I a space or radio i.e. not paid for by the sponsor. In short advertisement is paid form of publicity. It is to be noted here that though the terms

11

ADVERTISING and Publicity or differences in the field of marketing, both are used interchangeably. The media are broadly classified into direct indirect. Direct method of advertising refers to such methods used by the advertiser with which he could established a direct contact with the prospects. Most of the media are indirect in nature EX: Free Publicity, cinema, etc. OBJECTIVES

To analyze the source of awareness of AIRTEL tele services. To study effectiveness of advertisements. To know the perception of consumers towards the product. To study the impact of advertisements. To know the customer satisfaction on Airtel network.

RESEARCH METHODOLOGY One of the important tools for conducting marketing researching is the availability of necessary and useful data. Data collection is more of an art than science the methods of marketing research are the methods of data collection. The sources of information fall under two categories. INTERNAL SOURCES: Internal sources such as accounts, records, reports, etc. are used. EXTERNAL SOURCES: The external sources of data are: PRIMARY DATA This data will be obtained by interacting with the customers in Hyderabad through a designed questionnaire.

12

QUESTIONNAIRE A Questionnaire is a logical sequence of questions directed to define objective. TYPES OF QUESTIONS DICHOTOMOUS: This type of questions have only two type of answer, yes or no. true or false etc. CLOSE ENDED: Close ended questions are descriptive in nature. They will be given certain choices and the respondents have to choose among them. OPEN ENDED: They give the respondents complete freedom to decide the form, length and detail of the answer. These are preferred when the researchers is interested in knowing what is upper most in the mind of respondents. SECONDARY DATA Sources of secondary data are Internet, journals, newspaper, annual report, database available in the library, catalogues and presentations. METHOD OF RESEARCH The method that is likely to be implicated in this project is SURVEY METHOD. SAMPLE SIZE: The sample size of the survey (N) is 100. The age limit of the customers is in between 20-55.

13

 The customers will be randomly selected. SAMPLING PLAN: 1. SAMPLING UNIT chosen. The data collected from both the primary and secondary sources will be tabulated and presented in a systematic form prior to classification and interpretation. METHOD OF SAMPLING RANDOM SAMPLING METHOD: This method will be adopted in order to have an equal chance of known opportunity of being selected. Hence this method eliminates sample errors. DATA ANALYSIS & INTERPRETATION: Simple statistical tool of percentage method will be used for analysis. First the data will be classified and tabulated. Percentages will be calculated wherever necessary for better appreciation and interpretation. The inferences will be drawn and represented graphically. Pie Diagrams Bar Charts Doughnut diagrams Tabular representations, etc. will be used to illustrate and compare data. LIMITATIONS -100 customers. 2. SAMPLING PROCEDURE - Stratified random sampling method is

14

1.

Time is the main limitation for the study, as project was restricted only for 45 days.

2.

The methods used in this project are random sampling methods and results obtained may not be accurately fully accurate and believable.

3.

The research has been centered to only hundred Customers of Airtel, rather than innumerable Customers dealing with different products of different brands across the globe.

4.

The analysis is purely based on closed ended questions and due their deliberate manipulation, important information may be lost and even barriers of communication would cause a limitation.

5. 6.

The whole project research was confined to only customers of Airtel The research was done with the help of employees of the organization for some of the dealers and their barriers of communication or way to represent the topic would differ and actual information would be lost.

7.

The dealers responded during the survey were possessing primary education and their views would not be able to provide the required information.

15

CHAPTER-II INDUSTRY PROFILE & COMPANY PROFILE

16

History: Telecom in the real sense means transfer of information between two distant points in space. The popular meaning of telecom always involves electrical signals and nowadays people exclude postal or any other raw telecommunication methods from its meaning. Therefore, the history of Indian telecom can be started with the introduction of telegraph. Introduction of telegraph: The postal and telecom sectors had a slow and uneasy start in India. In 1850, the first experimental electric telegraph Line was started between Kolkata and Diamond Harbor. In 1851, it was opened for the British East India Company. The Posts and Telegraphs department occupied a small corner of the Public Works Department, at that time. Construction of 4,000 miles (6,400 km) of telegraph lines connecting Kolkata (Calcutta) and Peshawar in the north along with Agra, Mumbai (Bombay) through Sindwa Ghats, and Chennai in the south, as well as Ootacamund and Bangalore was started in November 1853. Dr. William O'Shaughnessy, who pioneered telegraph and telephone in India, belonged to the Public Works Department. He tried his level best for the development of telecom throughout this period. A separate department was opened in 1854 when telegraph facilities were opened to the public. Introduction of the telephone: In 1880, two telephone companies namely The Oriental Telephone Company Ltd. and The Anglo-Indian Telephone Company Ltd. approached the Government of India to establish telephone exchanges in India. The permission was refused on the grounds that the establishment of telephones was a Government monopoly and that the Government itself would
17

undertake the work. By 1881, the Government changed its earlier decision and a licence was granted to the Oriental Telephone Company Limited of England for opening telephone exchanges at Kolkata, Mumbai, Chennai (Madras) and Ahmedabad. 28 January 1882, is a Red Letter Day in the history of telephone in India. On this day Major E. Baring, Member of the Governor General of India's Council declared open the Telephone Exchange in Kolkata, Chennai and Mumbai. The exchange at Kolkata named "Central Exchange" was opened at third floor of the building at 7, Council House Street. The Central Telephone Exchange had 93 number of subscribers. Bombay also witnessed the opening of Telephone Exchange in 1882. Further developments

1902 - First wireless telegraph station established between Saugor 1907 - First Central Battery of telephones introduced in Kanpur. 1913-1914 - First Automatic Exchange installed in Shimla. 23 July 1927 - Radio-telegraph system between the UK and India,

Islands and Sandheads.

with beam stations at Khadki and Daund, inaugurated by Lord Irwin by exchanging greetings with the King of England.

1933 - Radiotelephone system inaugurated between the UK and India. 1953 - 12 channel carrier system introduced. 1960 - First subscriber trunk dialing route commissioned between 1975 - First PCM system commissioned between Mumbai City and 1976 - First digital microwave junction introduced. 1979 - First optical fibre system for local junction commissioned at

Kanpur and Lucknow.

Andheri telephone exchanges.

Pune.

18

1980 - First satellite earth station for domestic communications 1983 - First analog Stored Program Control exchange for trunk lines 1984 - C-DOT established for indigenous development and production 1985 - First mobile telephone service started on non-commercial basis

established at Secunderabad, A.P..

commissioned at Mumbai.

of digital exchanges.

in Delhi. While all the major cities and towns in the country were linked with telephones during the British period, the total number of telephones in 1948 was only around 80,000. Even after independence, growth was extremely slow. The telephone was a status symbol rather than being an instrument of utility. The number of telephones grew leisurely to 980,000 in 1971, 2.15 million in 1981 and 5.07 million in 1991, the year economic reforms were initiated in the country. While certain innovative steps were taken from time to time, as for example introduction of the telex service in Mumbai in 1953 and commissioning of the first [subscriber trunk dialing] route between Delhi and Kanpur in 1960, the first waves of change were set going by Sam Pitroda in the eighties. He brought in a whiff of fresh air. The real transformation in scenario came with the announcement of the National Telecom Policy in 1994. Emergence as a major player: In 1975, the Department of Telecom (DoT) was separated from P&T. DoT was responsible for telecom services in entire country until 1985 when Mahanagar Telephone Nigam Limited (MTNL) was carved out of DoT to run the telecom services of Delhi and Mumbai. In 1990s the telecom sector

19

was opened up by the Government for private investment as a part of Liberalization-Privatization-Globalization policy. Therefore, it became necessary to separate the Government's policy wing from its operations wing. The Government of India corporatized the operations wing of DoT on 1 October 2000 and named it as Bharat Sanchar Nigam Limited (BSNL). Many private operators, such as Reliance Communications, Tata Indicom, Vodafone, Loop Mobile, Airtel, Idea etc., successfully entered the high potential Indian telecom market. Telephone: On landlines, intra circle calls are considered local calls while inter circle are considered long distance calls. Currently Government is working to integrate the whole country in one telecom circle. For long distance calls, you dial the area code prefixed with a zero (e.g. For calling Delhi, you would dial 011-XXXX XXXX). For international calls, you would dial "00" and the country code area code number. The country code for India is 91. Until recently, only the PSU's BSNL and MTNL were allowed to provide Basic Phone Service through copper wires in India. MTNL is operating in Delhi and Mumbai only and all other parts are covered by BSNL. However private operators have now entered the fray, although their focus is largely on the cellular business which is growing rapidly. Telephony Subscribers (Wireless and Landline): 562.21 million (Dec 2009) Projected teledensity: 893 million, 64.69% of population by 2012. Wireless telephones

20

The Mobile telecommunications system in India is the second largest in the world and it was thrown open to private players in the 1990s. The country is divided into multiple zones, called circles (roughly along state boundaries). Government and several private players run local and long distance telephone services. Competition has caused prices to drop and calls across India are one of the cheapest in the world. The rates are supposed to go down further with new measures to be taken by the Information Ministry. The mobile service has seen phenomenal growth since 2000. In September 2004, the number of mobile phone connections has crossed fixed-line connections. India primarily follows the GSM mobile system, in the 900 MHz band. Recent operators also operate in the 1800 MHz band. The dominant players are Airtel, Reliance Infocomm, Vodafone, Idea cellular and BSNL/MTNL. There are many smaller players, with operations in only a few states. International roaming agreements exist between most operators and many foreign carriers. The breakup of wireless subscriber base in India as of December 2009 is given below Subscriber base 118,864,031 93,795,613 91,401,959 62,861,214 57,611,872 57,329,449 31,023,997 4,875,913 3,042,741 2,649,730 1,208,130
21

Operator Bharti Airtel Reliance Communications Vodafone Essar BSNL Idea Cellular Tata Teleservices Aircel MTNL MTS India Loop Mobile India Uninor

All India

525,147,922

The list of ten states (including the metros Mumbai, Kolkata and Chennai in their respective states) with largest subscriber base as of September 2009 is given below Subscriber

base Maharashtra 58,789,949 Uttar Pradesh 57,033,513 Tamil Nadu 45,449,460 Andhra Pradesh 37,126,048 West Bengal 32,540,049 Karnataka 28,867,734 Rajasthan 27,742,395 Gujarat 27,475,585 Bihar 27,434,896 Madhya 24,923,739 Pradesh All India 471,726,205

State

Wireless density'" 51.96 26.32 63.66 42.58 34.28 46.76 39.09 45.49 25.04 33.09 37.71

Wireless density was calculated using projected population of states from the natural growth rates of 1991-2001 and population of 2001 census. Landlines: Landline service in India is primarily run by BSNL/MTNL and Reliance Infocomm though there are several other private players too, such as Touchtel and Tata Teleservices. Landlines are facing stiff competition from mobile telephones. The competition has forced the landline services to become more efficient. The landline network quality has improved and landline connections are now usually available on demand, even in high

22

density urban areas. The breakup of wire line subscriber base in India as of September 2009 is given below Operator BSNL MTNL Bharti Airtel Reliance Communications Tata Teleservices All India Subscriber base 28,446,969 3,514,454 2,928,254 1,152,237 1,003,261 37,306,334

The list of eight states with largest subscriber base as of September 2009 is State Maharashtra Tamil Nadu Kerala Uttar Pradesh Karnataka Delhi West Bengal Andhra Pradesh Subscriber base 5,996,912 3,620,729 3,534,211 2,803,049 2,751,296 2,632,225 2,490,253 2,477,755

COMPANY PROFILE:

23

Bharti airtel limited is a leading global telecommunications company with operations in 19 countries across Asia and Africa. The company offers mobile voice & data services, fixed line, high speed broadband, IPTV, DTH, turnkey telecom solutions for enterprises and national & international long distance services to carriers. bharti airtel has been ranked among the six best performing technology companies in the world by business week. bharti airtel had 200 million customers across its operations. Highlights 2012 Bharti Airtel appoints Suren Goonewardene as CEO Sri Lanka Bharti Airtel to Observe Silent period from December 31, 2011 Airtel Mobitude 2011 reveals data traffic trends on mobile devices in India Friends on Airtel can now use Gifting Services and Call Me Back SMS alerts Bharti Airtel recognized for the delivery of best network services with customer focus at Telecom Centre of Excellence Awards 2011 Airtel Mobitude 2011 captures preferences of over 170 million plus mobile users Highlights 2011: airtel makes its 3G debut airtel digital TV brings in a la carte offerings for its customers bharti airtel to announce its results for third quarter ended December 31, 2010 on Feb 2, 2011 (Wednesday) bharti airtel to announce its results for third quarter ended December 31, 2010 on Feb 2, 2011 (Wednesday) SBI and airtel join hands to usher in a new era of financial inclusion for unbanked India

24

bharti airtel to observe silent period from december 31, 2010 Airtel comes to you from Bharti Airtel Limited, one of Asias leading integrated telecom services providers with operations in India, Sri Lanka and Bangladesh. Bharti Airtel since its inception has been at the forefront of technology and has pioneered several innovations in the telecom sector. The company is structured into four strategic business units - Mobile, Telemedia, Enterprise and Digital TV. The mobile business offers services in India, Sri Lanka and Bangladesh. The Telemedia business provides broadband, IPTV and telephone services in 95 Indian cities. The Digital TV business provides Direct-to-Home TV services across India. The Enterprise business provides end-to-end telecom solutions to corporate customers and national and international long distance services to telcos. Airtel was born free, a force unleashed into the market with a relentless and unwavering determination to succeed. A spirit charged with energy, creativity and a team driven to seize the day with an ambition to become the most globally admired telecom service. Airtel, in just ten years of operations, rose to the pinnacle to achievement and continues to lead. As India's leading telecommunications company Airtel brand has played the role as a major catalyst in India's reforms, contributing to its economic resurgence. Today we touch peoples lives with our Mobile services, Telemedia services, to connecting India's leading 1000+ corporate. We also connect Indians living in USA, UK and Canada with our call home service. Our Vision & promise : By 2010 Airtel will be the most admired brand in India: Loved by more customers
25

Targeted by top talent Benchmarked by more businesses We at Airtel always think in fresh and innovative ways about the needs of our customers and how we want them to feel. We deliver what we promise and go out of our way to delight the customer with a little bit more Airtel comes to you from Bharti Airtel Limited, one of Asias leading integrated telecom services providers with operations in India, Sri Lanka and Bangladesh. Bharti Airtel since its inception has been at the forefront of technology and has pioneered several innovations in the telecom sector. The company is structured into four strategic business units - Mobile, Telemedia, Enterprise and Digital TV. The mobile business offers services in India, Sri Lanka and Bangladesh. The Telemedia business provides broadband, IPTV and telephone services in 95 Indian cities. The Digital TV business provides Direct-to-Home TV services across India. The Enterprise business provides end-to-end telecom solutions to corporate customers and national and international long distance services to telcos. Highlights Bharti Airtel and Apple to Bring iPhone 3GS to India Indias first mobile application store Airtel App Central - clocks over 2.5 million downloads in just 30 days Dow Jones and Bharti Airtel Partner for Launch of The Wall Street Journal India Mobile Airtel Broadband - official Broadband Sponsor of Cricket on YouTube Bharti Airtel makes its Media & Entertainment debut launches Digital Media Business

26

 Bharti Airtel Completes Deployment of the Bangalore Traffic Police Enforcement Automation System on BlackBerry Smartphones We are one of Asias leading providers of telecommunication services with presence in all the 22 licensed jurisdictions (also known as Telecom Circles) in India, and in Srilanka. We served an aggregate of 113,439,670 customers as of September 30, 2009; of whom 110,511,416 subscribe to our GSM services and 2,928,254 use our Telemedia Services either for voice and/or broadband access delivered through DSL. We are the largest wireless service provider in the country, based on the number of customers as of September 30, 2009. We offer an integrated suite of telecom solutions to our enterprise customers, in addition to providing long distance connectivity both nationally and internationally. We also offer DTH and IPTV Services. All these services are rendered under a unified brand Airtel. The company also deploys, owns and manages passive infrastructure pertaining to telecom operations under its subsidiary Bharti Infratel Limited. Bharti Infratel owns 42% of Indus Towers Limited. Bharti Infratel and Indus Towers are the two top providers of passive infrastructure services in India. Partners Network Equipment Network Equipment Nokia Siemens, Ericsson, Huawei Telemedia & Long Nokia Siemens, Wipro, Cisco, Alcatel Lucent, ECI, Tellabs IBM IBM Daksh, Hinduja TMT, Teleperformance, Mphasis, Firstsource & Aegis Singtel

Distance Services Information Technology

Call Centre Operations

Equity Partner {Strategic}

27

Factsheet At-a-glance guide to Bharti Airtel Organization Structure Organisation chart depicting the Senior Management positions Shareholding Structure Details on the latest shareholding structure and major shareholders.

Awards & Recognitions Laurels recognising Bharti's consistent

efforts. Bharti Airtel and Apple to Bring iPhone 3GS to India Indias first mobile application store Airtel App Central - clocks over 2.5 million downloads in just 30 days Dow Jones and Bharti Airtel Partner for Launch of The Wall Street Journal India Mobile Airtel Broadband - official Broadband Sponsor of Cricket on YouTube Bharti Airtel makes its Media & Entertainment debut launches Digital Media Business Bharti Airtel Completes Deployment of the Bangalore Traffic Police Enforcement Automation System on BlackBerry Smartphones Factsheet

Name Business Description

Bharti Airtel Limited. Provides GSM mobile services in all the 22 telecom circles in India, and was the first private operator to have an all India services through DSL) in 95 cities in India. presence. Provides telemedia services (fixed line and broadband

Established Proportionate

July 07, 1995, as a Public Limited Company Rs. 369,615 million (year ended March 31, 2009-Audited)
28

Revenue

Rs. 113,715 million (year ended March 31, 2008 Audited) As per US GAAP Accounts

Proportionate EBITDA

Rs. 151,678 million (year ended March 31, 2009 Audited) Rs. 113,715 million (year ended March 31, 2008 Audited) As per US GAAP Accounts

Shares in Issue Listings Market Capitalisation Customer Base Operational Network

3,796,951,980 as at Dec 31, 2009 The Stock Exchange, Mumbai (BSE) The National Stock Exchange of India Limited (NSE)

118,864,031 GSM mobile and 2,988,545 Telemedia Customers (status as on Dec 31, 2009) Provides GSM mobile services in all the 22 telecom circles in India, and was the first private operator to have an all India presence. Provides telemedia services (fixed line) in 95 cities in India.

Registered Office Bharti Airtel Limited (A Bharti Enterprise) Bharti Crescent, 1 Nelson Mandela Road, Vasant Kunj Phase II New Delhi Tel. No.: +91 Fax No.: +91 11 4666 6411 11 110 4666 070 6100

29

Organization Structure: As an outcome of a restructuring exercise conducted within the company; a new integrated organizational structure has emerged; with realigned roles, responsibilities and reporting relationships of Bhartis key team players. With effect from March 01, 2006, this unified management structure of 'One Airtel' will enable continued improvement in the delivery of the Groups strategic vision. Bharti Airtel - Organization Structure

30

Management Profiles Sunil Bharti Mittal Sanjay Kapoor Atul Bindal Jyoti Pawar Joachim Horn Krishnamurthy Shankar Manoj Kohli David Nishball K Srinivas Shamini Ramalingam S. Asokan Srikanth Balachander
31

Sunil Bharti Mittal is the Founder, Chairman and Group CEO of Bharti Enterprises, one of Indias leading business groups with interests in telecom, financial services, retail, realty, manufacturing and agriculture.

Sunil started his career at 18 after graduating from Punjab University in India in 1976 and founded Bharti. Today, at 52, he heads a successful enterprise which employs over 30,000 people. Bharti Airtel, the flagship group company, has a market capitalization of approximately US$ 25 billion. Sunil has been recognized with the Padma Bhushan, one of Indias highest civilian awards. He has also received the Lal Bahadur Shastri National Award Industry, for Excellence the premier in Public Administration, body in India Academics and Management for 2009. He is a past President of the Confederation of Indian industry (2007-08).

Sunil has been awarded numerous awards and recognitions including the Global Economy Prize 2009 by The Kiel Institute, Germany. The US-India Business Council has also honored him with the Global Vision Award 2008. He has received the GSM Association Chairman's Award for 2008. Sunil was Co-chairman of the World Economic Forum in 2007 at Davos and is a member of its International Business Council. He is a member of the Leadership Council of The Climate Group. He is also a member of the Board of Trustees of the Carnegie Endowment for International Peace. He is a member of several premier international bodies International Advisory Committee to the NYSE Euronext Board of Directors, the International Business Advisory Council of London and the Advisory Board of the Global

32

Economic Symposium. Sunil is also on the Telecom Board of the International Telecommunication Union, the leading UN Agency for Information and Communication Technology. He is also a member of the Indo-US CEOs Forum. He serves as a member of the Executive Board of the Indian School of Business. He is also a member of the Academy of Distinguished Entrepreneurs, Babson College, Wellesley, Massachusetts. Sunil believes a responsible corporate has a duty to give back to the community in which it operates. This belief has resulted in Bharti Foundation, which is committed to providing education to under-privileged children in rural India. Sunil has been conferred with the degree of Doctor of Laws (Honoris Causa) by the University of Leeds, UK and the degree of Doctor of Science (Honoris Causa) by the Govind Ballabh Pant University of Agriculture & Technology. He is an alumnus of Harvard Business School, USA. He is an Honorary Fellow of The Institution of Electronics and Telecommunication Engineers.

AWARDS: for the year 2010 - 2011 airtel has won the Most Preferred Cellular Service Provider Brand award at the CNBC Ahwaz Consumer Awards in Mumbai. This is 6th year in a row that airtel has won the award in this category. This year, the awards were based on an

33

exhaustive consumer survey done by The Nielsen Company. Over 3,000 consumers, spanning 19 cities and 16 states in India, rated brands across different categories to choose brands which delivered true value for money. bharti airtel has received the prestigious BusinessworldFICCI-SEDF Corporate Social Responsibility Awards 2009-2010. The FICCI Socio Economic Development Foundation (FICCI-SEDF) and Businessworld CSR award was instituted in 1999 to recognize exemplary responsible business practices by the Indian Industry. Tariffs Plans NEW airtel Turbo Plan 2 (airtel/AP/GSM/04) SUK airtel Turbo Plan New Plan (airtel/AP/GSM/01) HFZ Advantage

1(airtel/AP/GSM/02) MNP

35(airtel/AP/GSM/14) 25(airtel/AP/GSM/03) Pack(airtel/AP/GSM/15) Airtel Turbo Plan 2 (airtel/AP/GSM/04)

34

Expand All Collapse All

ONE TIME CHARGES Pulse Rate Price of Pack (Rs.) Free Airtime on Pack (Rs.) Incoming Calls (Rs.) CALL CHARGES Airtel Local Rates STD Rates 1.2 p/sec 1.2 p/sec 1.5 p/sec 1.2 p/sec 1 sec pulse 43 0 0 GSM/CDMA 1.2 p/sc Landline 1.5p/sec

SMS Local National International OTHER DETAILS 1 1.5 5

Special 1 sec Roaming tariff is as following. Validity is for 1 year. Local Outgoing (Local airtel to airtel) Rs. 0.60 min Local Outgoing (Local airtel to Other Mobile & Landline) 0.80 / min STD Outgoing (STD airtel to airtel) Rs. 0.60 / min STD Outgoing (STD airtel to other Mobile & Landline) 0.80 / min Incoming Rs. 0.60 / min ISD Rs. Standard Rates at 60 sec pulse

35

Ombudsman Office Head Arrow Corporate Governance Bharti Enterprises Limited (including its group and Joint Venture companies) firmly believes in the principles of Corporate Governance and is committed to ensure sustainable, capital-efficient and long-term growth thereby maximizing shareholder value. The companys commitment towards compliance to the highest governance standard is backed by an independent and fully informed board, comprehensive processes, policies and communication. The Company ensures that various disclosure requirements are complied in letter and spirit for effective Corporate Governance. We adhere to the highest levels of ethical business practices as articulated by our Code of Conduct so as to achieve our performance with integrity. Office of the Ombudsperson The Office of the Ombudsperson is an independent forum for employees and external stakeholders of the company to raise concerns and complaints about improper practices which are in breach of the Bharti Code of Conduct. Any stakeholder (employee, associate, strategic partner, vendor) who observes unprofessional behaviour can approach the Ombudsperson to voice his or her concerns. The complainant may be either an observer who is not directly impacted, or a victim who is directly or indirectly affected by such practices. The Office aims to provide a fair and equitable redressal mechanism. The process is designed to offer protection to the complainant provided the disclosure is made in good faith and the alleged action constitutes a genuine and serious breach of Bharti Code of Conduct. The Ombudsperson will treat all disclosures in a confidential and sensitive manner. A person can raise a concern, either verbally or in writing by giving background of the unprofessional conduct, reasons for raising the concern,
36

the identity of the individuals who may be involved and documentary evidence, wherever available. 1) In writing (through hard copy mail) to: The Ombudsperson Bharti Enterprises Ltd. Bharti Crescent 1, Nelson Mandela Road Vasant Kunj, Phase II New Delhi 110 070, India.

37

CHAPTER-III REVIEW OF LITERATURE

38

Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These messages are usually paid for by sponsors and viewed via various media. Advertising can also serve to communicate an idea to a large number of people in an attempt to convince them to take a certain action. Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Mass media can be defined as any media meant to reach a mass amount of people. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as websites and text messages. In 2010, spending on advertising was estimated at more than $300 billion in the United States and $500 billion worldwide. Internationally, the largest ("big four") advertising conglomerates are Interpublic, Omnicom, Publicis, and WPP.

39

History Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC. History tells us that Outof-home advertising and billboards are the oldest forms of advertising. As the towns and cities of the Middle Ages began to grow, and the general populace was unable to read, signs that today would say cobbler, miller, tailor or blacksmith would use an image associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square from the backs of carts and wagons and their proprietors used street callers (town criers) to announce their whereabouts for the convenience of the customers. As education became an apparent need and reading, as well as printing, developed advertising expanded to include handbills. In the 17th century advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press; and medicines, which were increasingly sought after as disease ravaged Europe. However, false advertising and so-called "quack" advertisements became a problem, which ushered in the regulation of advertising content.

40

As the economy expanded during the 19th century, advertising grew alongside. In the United States, the success of this advertising format eventually led to the growth of mail-order advertising. In June 1836, French newspaper La Presse was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. Around 1840, Volney B. Palmer established a predecessor to advertising agencies in Boston. Around the same time, in France, Charles-Louis Havas extended the services of his news agency, Havas to include advertisement brokerage, making it the first French group to organize. At first, agencies were brokers for advertisement space in newspapers. N. W. Ayer & Son was the first full-service agency to assume responsibility for advertising content. N.W. Ayer opened in 1869, and was located in Philadelphia. At the turn of the century, there were few career choices for women in business; however, advertising was one of the few. Since women were responsible for most of the purchasing done in their household, advertisers and agencies recognized the value of women's insight during the creative process. In fact, the first American advertising to use a sexual sell was created by a woman for a soap product. Although tame by today's standards, the advertisement featured a couple with the message "The skin you love to touch". In the early 1920s, the first radio stations were established by radio equipment manufacturers and retailers who offered programs in order to sell more radios to consumers. As time passed, many non-profit organizations followed suit in setting up their own radio stations, and included: schools, clubs and civic groups. When the practice of sponsoring programs was popularised, each individual radio program was usually sponsored by a
41

single business in exchange for a brief mention of the business' name at the beginning and end of the sponsored shows. However, radio station owners soon realised they could earn more money by selling sponsorship rights in small time allocations to multiple businesses throughout their radio station's broadcasts, rather than selling the sponsorship rights to single businesses per show. This practice was carried over to television in the late 1940s and early 1950s. A fierce battle was fought between those seeking to commercialise the radio and people who argued that the radio spectrum should be considered a part of the commons to be used only non-commercially and for the public good. The United Kingdom pursued a public funding model for the BBC, originally a private company, the British Broadcasting Company, but incorporated as a public body by Royal Charter in 1927. In Canada, advocates like Graham Spry were likewise able to persuade the federal government to adopt a public funding model, creating the Canadian Broadcasting Corporation. However, in the United States, the capitalist model prevailed with the passage of the Communications Act of 1934 which created the Federal Communications Commission. However, the U.S. Congress did require commercial broadcasters to operate in the "public interest, convenience, and necessity". Public broadcasting now exists in the United States due to the 1967 Public Broadcasting Act which led to the Public Broadcasting Service and National Public Radio. In the early 1950s, the DuMont Television Network began the modern practice of selling advertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the standard for the commercial television industry in the United States. However, it was still a common
42

practice to have single sponsor shows, such as The United States Steel Hour. In some instances the sponsors exercised great control over the content of the showup to and including having one's advertising agency actually writing the show. The single sponsor model is much less prevalent now, a notable exception being the Hallmark Hall of Fame. The 1960s saw advertising transform into a modern approach in which creativity was allowed to shine, producing unexpected messages that made advertisements more tempting to consumers' eyes. The Volkswagen ad campaignfeaturing such headlines as "Think Small" and "Lemon" (which were used to describe the appearance of the car)ushered in the era of modern advertising by promoting a "position" or "unique selling proposition" designed to associate each brand with a specific idea in the reader or viewer's mind. This period of American advertising is called the Creative Revolution and its archetype was William Bernbach who helped create the revolutionary Volkswagen ads among others. Some of the most creative and long-standing American advertising dates to this period. The late 1980s and early 1990s saw the introduction of cable television and particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in for the advertising message, rather than it being a by-product or afterthought. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and ShopTV Canada. Marketing through the Internet opened new frontiers for advertisers and contributed to the "dot-com" boom of the 1990s. Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, a number of websites
43

including the search engine Google, started a change in online advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather than inundate, users. This has led to a plethora of similar efforts and an increasing trend of interactive advertising. The share of advertising spending relative to GDP has changed little across large changes in media. For example, in the US in 1925, the main advertising media were newspapers, magazines, signs on streetcars, and outdoor posters. Advertising spending as a share of GDP was about 2.9 percent. By 1998, television and radio had become major advertising media. Nonetheless, advertising spending as a share of GDP was slightly lowerabout 2.4 percent. A recent advertising innovation is "guerrilla marketing", which involve unusual approaches such as staged encounters in public places, giveaways of products such as cars that are covered with brand messages, and interactive advertising where the viewer can respond to become part of the advertising message.Guerrilla advertising is becoming increasing more popular with a lot of companies. This type of advertising is unpredictable and innovative, which causes consumers to buy the product or idea. This reflects an increasing trend of interactive and "embedded" ads, such as via product placement, having consumers vote through text messages, and various innovations utilizing social network services such as Facebook. Public service advertising: The advertising techniques used to promote commercial goods and services can be used to inform, educate and motivate the public about noncommercial issues, such as HIV/AIDS, political ideology, energy conservation and deforestation.

44

Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audiences. "Advertising justifies its existence when used in the public interestit is much too powerful a tool to use solely for commercial purposes." Attributed to Howard Gossage by David Ogilvy. Public service advertising, non-commercial advertising, public interest advertising, cause marketing, and social marketing are different terms for (or aspects of) the use of sophisticated (generally advertising associated and with marketing commercial communications initiatives. In the United States, the granting of television and radio licenses by the FCC is contingent upon the station broadcasting a certain amount of public service advertising. To meet these requirements, many broadcast stations in America air the bulk of their required public service announcements during the late night or early morning when the smallest percentage of viewers are watching, leaving more day and prime time commercial slots available for high-paying advertisers. Public service advertising reached its height during World Wars I and II under the direction of more than one government. During WWII President Roosevelt commissioned the creation of The War Advertising Council (now known as the Ad Council) which is the nation's largest developer of PSA campaigns on behalf of government agencies and non-profit organizations, including the longest-running PSA campaign, Smokey Bear. techniques

enterprise) on behalf of non-commercial, public interest issues and

45

Marketing mix: The marketing mix has been the key concept to advertising. The marketing mix was suggested by professor E. Jerome McCarthy in the 1960s. The marketing mix consists of four basic elements called the four Ps Product is the first P representing the actual product. Price represents the process of determining the value of a product. Place represents the variables of getting the product to the consumer like distribution channels, market coverage and movement organization. The last P stands for Promotion which is the process of reaching the target market and convincing them to go out and buy the product. Advertising theory:

Hierarchy of effects model

It clarifies the objectives of an advertising campaign and for each individual advertisement. The model suggests that there are six steps a consumer or a business buyer moves through when making a purchase. The steps are: 1. Awareness 2. Knowledge 3. Liking 4. Preference 5. Conviction 6. The actual purchase

Means-End Theory

This approach suggests that an advertisement should contain a message or means that leads the consumer to a desired end state.

46

Leverage Points

It is designed to move the consumer from understanding a product's benefits to linking those benefits with personal values.

Verbal and Visual Images

Types of advertising: Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers,doors of bathroom stalls,stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising. Digital advertising: Television advertising / Music in advertising: The TV commercial is generally considered the most effective massmarket advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as

47

the most prominent advertising event on television. The average cost of a single thirty-second TV spot during this game has reached US$3 million (as of 2009). The majority of television commercials feature a song or jingle that listeners soon relate to the product. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops or used to replace local billboards that are not relevant to the remote broadcast audience. More controversially, virtual billboards may be inserted into the background where none exist in real-life. This technique is especially used in televised sporting events. Virtual product placement is also possible.[15][16] Infomercials: An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial" combining the words "information" & "commercial". The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals. Radio advertising: Radio advertising is a form of advertising via the medium of radio. Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the obvious limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage.

48

Online advertising: Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam. Product placements Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them "classics," because the film is set far in the future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement; the whole film stops to show a Coca-Cola billboard.
49

Physical advertising: Press advertising: Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Another form of press advertising is the Display Ad, which is a larger ad (can include art) that typically run in an article section of a newspaper. Billboard advertising: Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums. Mobile billboard advertising: Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements. Mobile displays are used for

50

various situations in metropolitan areas throughout the world, including: Target advertising, One-day, and long-term campaigns, Conventions, Sporting events, Store openings and similar promotional events, and Big advertisements from smaller companies. In-store advertising: In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters, eyecatching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays. Coffee cup advertising: Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, caf, or drive-through coffee shop. This form of advertising was first popularized in Australia, and has begun growing in popularity in the United States, India, and parts of the Middle East. Street advertising: This type of advertising first came to prominence in the UK by Street Advertising Services to create outdoor advertising on street furniture and pavements. Working with products such as Reverse Graffiti and 3d pavement advertising, the media became an affordable and effective tool for getting brand messages out into public spaces. Celebrity branding: This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to
51

advertise specific or general products. The use of celebrities to endorse a brand can have its downsides, however. One mistake by a celebrity can be detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did not want to associate with him after he was photographed smoking marijuana. Sales promotions: Sales promotions are another way to advertise. Sales promotions are double purposed because they are used to gather information about what type of customers you draw in and where they are, and to jumpstart sales. Sales promotions include things like contests and games, sweepstakes, product giveaways, samples coupons, loyalty programs, and discounts. The ultimate goal of sales promotions is to stimulate potential customers to action. Media and advertising approaches: Increasingly, other media are overtaking many of the "traditional" media such as television, radio and newspaper because of a shift toward consumer's usage of the Internet for news and music as well as devices like digital video recorders (DVRs) such as TiVo. Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the "relevance" of the surrounding web content and the traffic that the website receives. Digital signage is poised to become a major mass media because of its ability to reach larger audiences for less money. Digital signage also offer the unique ability to see the target audience where they are reached by the

52

medium. Technological advances have also made it possible to control the message on digital signage with much precision, enabling the messages to be relevant to the target audience at any given time and location which in turn, gets more response from the advertising. Digital signage is being successfully employed in supermarkets. Another successful use of digital signage is in hospitality locations such as restaurants. and malls. E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as "e-mail spam". Spam has been a problem for email users for many years. Some companies have proposed placing messages or corporate logos on the side of booster rockets and the International Space Station. Controversy exists on the effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass messages (see propaganda). Unpaid advertising (also called "publicity advertising"), can provide good exposure at minimal cost. Personal recommendations ("bring a friend", "sell it"), spreading buzz, or achieving the feat of equating a brand with a common noun (in the United States, "Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner, "Nintendo" (often used by those exposed to many video games) = video games, and "Band-Aid" = adhesive bandage) these can be seen as the pinnacle of any advertising campaign. However, some companies oppose the use of their brand name to label an object. Equating a brand with a common noun also risks turning that brand into a genericized trademark - turning it into a generic term which means that its legal protection as a trademark is lost.

53

As the mobile phone became a new mass media in 1998 when the first paid downloadable content appeared on mobile phones in Finland, it was only a matter of time until mobile advertising followed, also first launched in Finland in 2000. By 2007 the value of mobile advertising had reached $2.2 billion and providers such as Admob delivered billions of mobile ads. More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D Barcode, which replaces the need to do any typing of web addresses, and uses the camera feature of modern phones to gain immediate access to web content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes. A new form of advertising that is growing rapidly is social network advertising. It is online advertising with a focus on social networking sites. This is a relatively immature market, but it has shown a lot of promise as advertisers are able to take advantage of the demographic information the user has provided to the social networking site. Friendertising is a more precise advertising term in which people are able to direct advertisements toward others directly using social network service. From time to time, The CW Television Network airs short programming breaks called "Content Wraps," to advertise one company's product during an entire commercial break. The CW pioneered "content wraps" and some products featured were Herbal Essences, Crest, Guitar Hero II, CoverGirl, and recently Toyota. Recently, there appeared a new promotion concept, "ARvertising", advertising on Augmented Reality technology.

54

Current trends: Rise in new media: With the dawn of the Internet came many new advertising opportunities. Popup, Flash, banner, Popunder, advergaming, and email advertisements (the last often being a form of spam) are now commonplace. Particularly since the rise of "entertaining" advertising, some people may like an advertisement enough to wish to watch it later or show a friend. In general, the advertising community has not yet made this easy, although some have used the Internet to widely distribute their ads to anyone willing to see or hear them. In the last three quarters of 2009 mobile and internet advertising grew by 18.1% and 9.2% respectively. Older media advertising saw declines: 10.1% (TV), 11.7% (radio), 14.8% (magazines) and 18.7% (newspapers ). Niche marketing: Another significant trend regarding future of advertising is the growing importance of the niche market using niche or targeted ads. Also brought about by the Internet and the theory of The Long Tail, advertisers will have an increasing ability to reach specific audiences. In the past, the most efficient way to deliver a message was to blanket the largest mass market audience possible. However, usage tracking, customer profiles and the growing popularity of niche content brought about by everything from blogs to social networking sites, provide advertisers with audiences that are smaller but much better defined, leading to ads that are more relevant to viewers and more effective for companies' marketing products. Among others, Comcast Spotlight is one such advertiser employing this method in
55

their video on demand menus. These advertisements are targeted to a specific group and can be viewed by anyone wishing to find out more about a particular business or practice at any time, right from their home. This causes the viewer to become proactive and actually choose what advertisements they want to view. Crowdsourcing: The concept of crowdsourcing has given way to the trend of usergenerated advertisements. User-generated ads are created by consumers as opposed to an advertising agency or the company themselves, most often they are a result of brand sponsored advertising competitions. For the 2007 Super Bowl, the Frito-Lays division of PepsiCo held the Crash the Super Bowl contest, allowing consumers to create their own Doritos commercial. Chevrolet held a similar competition for their Tahoe line of SUVs. Due to the success of the Doritos user-generated ads in the 2007 Super Bowl, FritoLays relaunched the competition for the 2009 and 2010 Super Bowl. The resulting ads were among the most-watched and most-liked Super Bowl ads. In fact, the winning ad that aired in the 2009 Super Bowl was ranked by the USA Today Super Bowl Ad Meter as the top ad for the year while the winning ads that aired in the 2010 Super Bowl were found by Nielsen's BuzzMetrics to be the "most buzzed-about". This trend has given rise to several online platforms that host usergenerated advertising competitions on behalf of a company. Founded in 2007, Zooppa has launched ad competitions for brands such as Google, Nike, Hersheys, General Mills, Microsoft, NBC Universal, Zinio, and Mini Cooper. Crowdsourced advertisements have gained popularity in part to its cost effective nature, high consumer engagement, and ability to generate

56

word-of-mouth. However, it remains controversial, as the long-term impact on the advertising industry is still unclear. Global advertising: Advertising has gone through five major stages of development: domestic, export, international, multi-national, and global. For global advertisers, there are four, potentially competing, business objectives that must be balanced when developing worldwide advertising: building a brand while speaking with one voice, developing economies of scale in the creative process, maximising local effectiveness of ads, and increasing the companys speed of implementation. Born from the evolutionary stages of global marketing are the three primary and fundamentally different approaches to the development of global advertising executions: exporting executions, producing local executions, and importing ideas that travel. Advertising research is key to determining the success of an ad in any country or region. The ability to identify which elements and/or moments of an ad that contributes to its success is how economies of scale are maximized. Once one knows what works in an ad, that idea or ideas can be imported by any other market. Market research measures, such as Flow of Attention, Flow of Emotion and branding moments provide insight into what is working in an ad in any country or region because the measures are based on the visual, not verbal, elements of the add Foreign public messaging: Foreign governments, particularly those that own marketable commercial products or services, often promote their interests and positions through the advertising of those goods because the target audience is not only largely unaware of the forum as vehicle for foreign messaging but also willing to
57

receive the message while in a mental state of absorbing information from advertisements during television commercial breaks, while reading a periodical, or while passing by billboards in public spaces. A prime example of this messaging technique is advertising campaigns to promote international travel. While advertising foreign destinations and services may stem from the typical goal of increasing revenue by drawing more tourism, some travel campaigns carry the additional or alternative intended purpose of promoting good sentiments or improving existing ones among the target audience towards a given nation or region. It is common for advertising promoting foreign countries to be produced and distributed by the tourism ministries of those countries, so these ads often carry political statements and/or depictions of the foreign government's desired international public perception. Additionally, a wide range of foreign airlines and travel-related services which advertise separately from the destinations, themselves, are owned by their respective governments; examples include, though are not limited to, the Emirates airline (Dubai), Singapore Airlines (Singapore), Qatar Airways (Qatar), China Airlines (Taiwan/Republic of China), and Air China (People's Republic of China). By depicting their destinations, airlines, and other services in a favorable and pleasant light, countries market themselves to populations abroad in a manner that could mitigate prior public impressions. Diversification: In the realm of advertising agencies, continued industry diversification has seen observers note that big global clients don't need big global agencies any more. This is reflected by the growth of non-traditional agencies in various global markets, such as Canadian business TAXI and SMART in Australia and has been referred to as "a revolution in the ad world".

58

New technology: The ability to record shows on digital video recorders (such as TiVo) allow users to record the programs for later viewing, enabling them to fast forward through commercials. Additionally, as more seasons of pre-recorded box sets are offered for sale of television programs; fewer people watch the shows on TV. However, the fact that these sets are sold, means the company will receive additional profits from the sales of these sets. To counter this effect, many advertisers have opted for product placement on TV shows like Survivor. Advertising education: Advertising education has become widely popular with bachelor, master and doctorate degrees becoming available in the emphasis. A surge in advertising interest is typically attributed to the strong relationship advertising plays in cultural and technological changes, such as the advance of online social networking. A unique model for teaching advertising is the student-run advertising agency, where advertising students create campaigns for real companies. Organizations such as American Advertising Federation and AdU Network partner established companies with students to create these campaigns. Criticisms: While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited Commercial Email and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service

59

providers. Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation. In addition, advertising frequently uses psychological pressure (for example, appealing to feelings of inadequacy) on the intended consumer, which may be harmful. Regulation: In the US many communities believe that many forms of outdoor advertising blight the public realm. As long ago as the 1960s in the US there were attempts to ban billboard advertising in the open countryside. Cities such as So Paulo have introduced an outright ban with London also having specific legislation to control unlawful displays. There have been increasing efforts to protect the public interest by regulating the content and the influence of advertising. Some examples are: the ban on television tobacco advertising imposed in many countries, and the total ban of advertising to children under 12 imposed by the Swedish government in 1991. Though that regulation continues in effect for broadcasts originating within the country, it has been weakened by the European Court of Justice, which had found that Sweden was obliged to accept foreign programming, including those from neighboring countries or via satellite. Greeces regulations are of a similar nature, banning advertisements for children's toys between 7 am and 10 pm and a total ban on advertisement for war toys". In Europe and elsewhere, there is a vigorous debate on whether (or how much) advertising to children should be regulated. This debate was exacerbated by a report released by the Kaiser Family Foundation in February 2004 which suggested fast food advertising that targets children was an important factor in the epidemic of childhood obesity in the United States.

60

In New Zealand, South Africa, Canada, and many European countries, the advertising industry operates a system of self-regulation. Advertisers, advertising agencies and the media agree on a code of advertising standards that they attempt to uphold. The general aim of such codes is to ensure that any advertising is 'legal, decent, honest and truthful'. Some self-regulatory organizations are funded by the industry, but remain independent, with the intent of upholding the standards or codes like the Advertising Standards Authority in the UK. In the UK most forms of outdoor advertising such as the display of billboards is regulated by the UK Town and County Planning system. Currently the display of an advertisement without consent from the Planning Authority is a criminal offense liable to a fine of 2,500 per offence. All of the major outdoor billboard companies in the UK have convictions of this nature. Many advertisers employ a wide-variety of linguistic devices to bypass regulatory laws (e.g. printing English words in bold and French translations in fine print to deal with the Article 120 of the 1994 Toubon Law limiting the use of English in French advertising). The advertisement of controversial products such as cigarettes and condoms are subject to government regulation in many countries. For instance, the tobacco industry is required by law in most countries to display warnings cautioning consumers about the health hazards of their products. Linguistic variation is often used by advertisers as a creative device to reduce the impact of such requirements. Advertising research: Advertising research is a specialized form of research that works to improve the effectiveness and efficiency of advertising. It entails numerous forms of

61

research which employ different methodologies. Advertising research includes pre-testing (also known as copy testing) and post-testing of ads and/or campaignspre-testing is done before an ad airs to gauge how well it will perform and post-testing is done after an ad airs to determine the inmarket impact of the ad or campaign on the consumer. Continuous ad tracking and the Communicus System are competing examples of posttesting advertising research types. Why is it so difficult to introspect on advertising and how it influences us? Because we look for major effects, thats why! Too often, we look for the ability of an ad to persuade us. We look for a major effect rather than more subtle, minor effects. Big and immediate effects of advertising do occur when the advertiser has something new to say. Then it is easy for us to introspect on its effect. But most effects of advertising fall well short of persuasion. These minor effects are not obvious but they are more characteristic of the way advertising works. To understand advertising we have to understand and measure these effects. When our kids are growing up we dont notice their physical growth each day but from time to time we become aware that they have grown. Determining how much a child has grown in the last 24 hours is like evaluating the effect of being exposed to a single commercial. In both cases, the changes are too small for us to notice. But even small effects of advertising can influence which brand we choose especially when all other factors are equal and when alternative brands are much the same. Weighing the alternatives: Evaluation It is easiest to understand this with low-involvement buying situations. The situation is like a beam-balance in which each brand weighs the same.

62

With one brand on each side, the scale is balanced. However, it takes only a feather added to one side of the balance to tip it in favor of the brand on that side. The brands consumers have to choose from are often very similar. Which one will the buying balance tip towards? When we look for advertising effects we are looking for feathers rather than heavy weights. The buying of cars, appliances, vacations and other high-priced items are examples of high-involvement decision- making. This high level of involvement contrasts with the low level brought to bear on the purchase of products like shampoo or soft drink or margarine. For most of us, the buying of these smaller items is no big deal. We have better things to do with our time than agonize over which brand to choose every time we buy something. The fact is that in many low-involvement product categories, the alternative brands are extremely similar and in some cases almost identical. Most consumers don't really care which one they buy and could substitute easily if their brand ceased to exist. It is in these low-involvement categories that the effects of advertising can be greatest and yet hardest to introspect upon. Even with high involvement products the beam balance analogy is relevant because very different alternatives can weigh-up equal. We often have to weigh up complex things like average quality at a moderate price against premium quality at a higher price. Often we find ourselves in a state of indecision between the alternatives. When the choice weighs equal in our mind, whether it be low involvement products or high involvement products, it can take just a feather to swing that balance. With high involvement decisions we are more concerned about the outcome of the weighing up process, so we think more about how much weight to give to each feature (quality, size or power)? How many extra dollars is it

63

worth paying for a feature? Automotive writers for example can reach very different opinions. The more complex a products features the more complex this assessment because there are usually both positive and negative perspectives. For example, a compact car is positive in regard to both fuel economy and maneuverability but negative in regard to leg-room and comfort. So which way should we see it? What weight should we give to a particular feature in our minds? When, advertising emphasizes points that favor a brand, it doesnt have to persuade us - merely raise our awareness of the positive perspectives. Chances are we will notice confirmatory evidence more easily as a result. When we subsequently read a newspaper or consumer report or talk with friends, research shows that we are prone to interpret such information slightly more favorably. This effect is a long way from heavyweight persuasion. Rather it is a gentle, mental biasing of our subsequent perceptions, and we see in Chapter 2 how perspective can influence our interpretation. It is not so much persuasion as a shifting of the mental spotlight...playing the focal beam of attention on one perspective rather than another. Repetition: As with the amount by which our kids grow in a day, we are just not aware of the small differences advertising can make. Even though these imperceptibly small changes in time add up to significant effects, individual increments are too small for us to notice. They are just below the just noticeable difference (JND).

64

Through the process of repetition these small increments can produce major perceived differences between brands, but we are rarely aware of the process taking place. The cumulative effects of changes in brand image become starkly noticeable only in rare cases: for instance, when we return home after a long absence and find that an old brand is now seen by people in a different light that in the intervening period the brand has acquired a different image. Registering a claim in our minds (e.g. taste the difference or good to the last drop) does not necessarily mean we believe it. However, it makes us aware that there are claimed differences between brands. This is a proposition (a feather, if you will) that, when everything else is equal may tip the balance of brand selection, even if only to prompt us to find out if it is true. Repetition increases our familiarity with a claim. In the absence of evidence to the contrary, a feeling of greater likelihood that the claim is true begins to accompany the growing familiarity. This effect of repetition is known as the truth effect. We tend to think that if something is not true somehow it would somehow be challenged. If it is repeated constantly and not challenged, our minds seem to regard this as prima facie evidence that perhaps it is true. The effect of repetition is to produce small but cumulative increments in this truth inference. It is hardly rational but we dont really think about it. We dont go out of our way to think about it because low involvement, by definition means we dont care much anyway. Such claims are feathers. In summary, the reasons we are unable to introspect on advertisings effects especially in low-involvement situations are:
65

the effect of each single ad exposure is small; with repetition, even imperceptibly small effects can build into larger perceived differences between brands; if something gets repeated constantly without challenge, our minds seem to regard this as prima facie evidence that maybe, just maybe, it is true (the truth effect); often it is no big deal to us which of the alternative brands we choose, anyway.

If you have ever wondered why advertisers seem to persist in repeating the same ad if you have ever wondered why they think this could possibly influence sane people like us then here is the answer. Much of advertising creates only marginal differences, but small differences can build into larger differences. Even small differences can tip the balance in favor of the advertised brand. This is especially true of image advertising. Image advertising The effect of image advertising is easier to see in relation to highinvolvement products, so let us start with a high-involvement example Volvo cars. Between 1970 and 1990, Volvo focused its image advertising on safety. Through repetition, it built up a strong image for the Volvo as a safe car. On a scale of 1 to 10 for safety, most people would rate Volvo higher than almost any other car. Safety is now an integral part of our perception of this brand. (The fact that the car actually delivers on this promise has of course been a very important ingredient in the success of the safety campaign -but that is another story.)

66

One effect of image advertising, then, is to produce gradual shifts in our perceptions of a brand with regard to a particular attribute in Volvos case, safety (in other words, to effect marginal changes in our mental rating of the brand on that attribute). This is often not perceptible after just one exposure because the change, if it occurs, is too small for us to notice. Now lets take a low-involvement product category-hair spray and examine its history of brand image advertising. The first brands of hair spray originally fought for market share on the basis of the attribute of hair holding. That is, each brand claimed to hold hair. To the extent that they all claimed the same thing, they were what we call metoo brands. To break out of this, one brand began to claim that it holds hair longer. Just as Volvo claimed that it was safer, and thereby moved Volvo up higher up the perceived safety scale, so this brand of hair spray made people aware that some brands of hair spray might hold hair longer than others. It then attempted to shift perception of itself on this attribute and marginally increase the mental rating consumers would give it on length of hold. The next brand of hair spray to enter the market, instead of tackling that brand head-on, cleverly avoided doing battle on length of hold. The new brand claimed that it was long holding, but also that it brushes out easier a dual benefit. In doing so it successfully capitalized on the fact that hair sprays that hold longer are harder to brush out (or were until then). Many years later, came the attribute of flexible hold. These examples of image advertising for hair spray and cars illustrate how one effect of advertising is to alter our perceptions of a brand. Advertising can marginally change our image of a brand by leading us to associate it with
67

a particular attribute (like longer holding or brushes out easily), and to associate the brands in our minds with that attribute more than we associate it with any other competitive brand. Gauging the effects image advertising has on us is made even more complex because these effects may not operate directly on the image of the brand itself. Image advertising may produce small, incremental differences in the image of a brand, as in the case of Volvo but sometimes it is aimed at changing not so much the image of the brand itself but who we see in our minds eye as the typical user of that brand. User image In advertising for Levis, Revlon, Coca-Cola, Calvin Klein, Dior or Gap, the focus is often on people who use the brand. What changes is not so much our perception, or image, of the product as our perception of the user-stereotype the kind of person who typically uses the brand, or the situation in which the brand is typically used. When these brands are advertised, the focus is very much on image but often with this important, subtle difference. The advertising aims to change not how we see the brand itself-the brand image-but how we see:

the stereotypical user of the brand -the user image; the stereotypical situation in which the brand is used.

If the user image of a brand resembles us, or the type of person we aspire to be, what happens when we come to buy that product category? The user image acts as a feather on one side of the beam balance. If everything else is equal it can tip the scale (but note, only if everything else is about equal).

68

User, or situational, image changes usually fall short of the kinds of rational, heavyweight reasons that make perfect sense of any choice. But they can nevertheless tilt the balance in favor of one brand. Minor effects such as these constitute much of the impact of advertising. Yet they are usually much more difficult for us as consumers to analyze introspectively, and we tend to discount them because they clearly fall well short of persuasion. Persuasion is the exception We have been told so often that the role of advertising is to persuade that we seem to have come to believe it. How often do we hear the comment, It wouldnt make me run out and buy it. This is common in market research when participants are asked to analyze introspectively how they react to an ad -especially if it is an image ad. It demonstrates the myth of how advertising is supposed to have its influence. No-one really believes that any ad will make them run out and buy the advertised product. Nothing has that kind of persuasive or coercive power. So why do people say, It wouldnt make me run out and buy it? Because they cant think of any other way the ad could work. The effect of advertising is not to make us run out and buy. This is especially true with low-involvement products and especially true with image advertising. It is beam-balance stuff. High involvement High-involvement buying contrasts with low-involvement, low-cost

purchases. When people are parting with substantial sums of money to buy a TV, a car or a vacation, they do not take the decision lightly. These are highinvolvement decisions for most consumers. Before making them, we actively

69

hunt down information, talk with friends and generally find out all we can about our prospective purchase. Furthermore, the alternative brands available will usually have many more differences. They are unlikely to be almost identical, as is the case with many low-involvement products. Advertising is one influence in high-involvement buying decisions, but it is only one among many. Often it is a relatively weak influence, especially in comparison with other influences like word-of-mouth, previous experience and recommendations by experts. In the case of high-involvement products, much of advertisings effect is not so much on the final decision as on whether a brand gets considered whether we include it in the set of alternatives that we are prepared to spend time weighing up. This is one of the ways that advertising influences our thinking indirectly. For example, there are hundreds of brands and types of cars, far too many for us to consider individually in the same detail. We seriously consider only those that make it onto our short list. But what determines which cars make it on to our short list? This is where advertising comes into play.

70

CHAPTER-IV DATA ANALYSIS AND INTERPRETATION

71

SWOT ANALYSIS STRENGTH: AIRTEL - CONCEPT, A THOUGHT, A NOTION. AIRTEL IS ABOUT SIMPLE THOUGHTS THAT HAVE THE POWER TO ENHANCE LIFE. The AIRTEL chitchat is rechargeable SIM card easily available across a host of dealer and retail outlets all over your city.

The AIRTEL is like an ocean full of technology and information full

of mobile world. It has good research and development will equipped with efficient

work force.

National and international roaming. AIRTEL is the leading cellular service provider, with a footprint, in 20

states covering all four metros it has over Ten million satisfied customers. An AIRTEL network connects its user to the other network within

seconds compared to other networks. AIRTEL completes the formalities of the Government by fulfilling the

statutory requirements in taking the proof of the customer.

72

WEAKNESS: An AIRTEL network is weak in rural places.

AIRTEL is stricter in govt. statutory proofs that should be made

flexible to the customer.

Poor available of recharge coupons for the customer in the city and

some other places.

Unlike the other operator (BSNL) billing pulse is 60 sec.

Poor knowledge to the retailers about AIRTELs packages, schemes

and promotional activities.

OPPORTUNITIES:

Huge sales can be expected if proper eye catching advertisements,

promotional activities are designed for new customers. By giving quick and proper services AIRTEL can become the No.1

operator in India in cellular industry. THREATS: The product is at the growth stage of the company has to stay ahead of

its competitors and persuade the customer to prefer the product.

73

Company personnel should be taken but it should be customer

friendly, otherwise the company may lose the sales. The company should give priority to the rural customers, so as get

good business otherwise, other operator may capture the market.

DATA ANALYSIS AND INTERPRETATION

1. Do you use mobile? Table: 1 Yes No Graph: 1 89 11

Interpretation: 1 From the above we can interpret that 89% of the respondents are using mobile and 11% are not. 2. Which network connection are you using? Table: 2 Airtel 33 Vodafone 21 Reliance 15 Idea 17 Tata 9

74

Others Graph: 2

Interpretation:

From the above we can interpret that 33% respondents

use Airtel, 21% Vodafone,17% Idea,15% Reliance,9% Tata and 5%others. 3. For how long you are using this mobile connection? Table: 3 Less than 6months 6 to 12 months Above 12 months Graph: 3 12 23 65

75

Interpretation: 3 From above graph we can interpret 65% respondents are using same mobile connection from above 12months, 33% respondents from 612months and 12% respondents for less than 6months. 4. What influenced you to opt that network? Table: 4 Advertisements Friends/Relatives Goodwill/Fame Personal Choice Recommended by Retailers Brand Image Graph: 4 21 34 14 4 9 18

Interpretation: 4 From the above graph we can interpret that majority of respondents are influenced by Friends/Relatives. Later comes Advertisements, Brand image and Goodwill. Personal choice and retailers recommendation doesnt have much influence. 5. Do you prefer special plans?
76

Table: 5 Yes No Chart: 5 94 6

Interpretation: 5 From above graph we can interpret 96% respondents prefer special plans. 6. What kind of plans do you prefer? Table: 6 Pulse Rate Roaming Plans SMS Plans Internet Plans Connectivity 28 3 42 17 10

Graph: 6
77

Interpretation: 6 From above graph we can interpret that majority of respondent prefer SMS plans, pulse rate, internet plans, connectivity, roaming respectively. 7. From where do you watch advertisements the most? Table: 7 Television Radio Newspaper Magazines Other Graph: 7 49 11 31 7 2

Interpretation: 7

78

From above graph we can interpret that advertisements are mostly viewed on television, newspaper, radio, magazines and others respectively. 8. Which form of advertising do you like more? Table: 8 Still image Moving image Graph: 8 18 82

Interpretation: 8 From the above graph we can interpret that 82% respondents like moving image advertisements and 12% respondents like still image. 9. Do you think advertisement helps in increasing sales of any product? Table: 9 Yes No 76 24

Graph: 9

79

Interpretation: 9 From the above graph we can interpret 74% respondents agree that advertisement helps in increasing sales of any product. 10. Does presence of social issues in the advertisement affects your opinion about the product? Table: 10 Yes No Graph: 10 56 44

Interpretation: 10 From the above graph we can interpret that 52% of respondents are affected by the social issues in the advertisements. 11. Which telecommunication company has good advertising? Table: 11 Airtel Vodafone Reliance 38 44 5
80

Idea Tata Other Graph: 11

9 3 1

Interpretation: 11 From above we can interpret that Vodafone has got good advertising followed by airtel. 12. Does advertisement have impact on your purchase? Table: 12 Yes No Graph: 12 42 58

13. Does the advertisement give a brief description about the product?

81

Table: 13 Yes No Undecide d Graph: 13 32 52 16

Interpretation: 13 From the above can interpret that 32% of respondents get brief description from advertisements. 52% respondents dont get brief description from advertisements. 16% respondents are undecided. 14. Is advertisement a source of Table: 14 Entertainment Information Awareness Others Graph: 14

15 34 43 8

82

15. Does entertaining advertisement affect your opinion about the product? Table: 15 Yes 62 No 38 Graph: 15

Interpretation: 15 From the above graph we can interpret 62% respondents opinion about product are affected by entertaining advertisements and rest 38% are not. 16. Does presence of any celebrity in the advertisement affects your opinion about the product? Table: 16 Yes No Graph: 16 59 41

Interpretation: 16 From above graph we can interpret 59% respondents agree that
83

any celebrity in the advertisement affects their opinion about the product. 17. Specify your level of satisfaction with your network? Table: 17 Very Good Maintenance Price Performance After Sales Service Graph: 17 33 17 21 Good Average Satisfactory 29

Interpretation: 17 18. Have you ever used AIRTEL connection? Table: 18 Yes No 72 28

84

Graph: 18

Interpretation: 18 From the above graph we can interpret 72% respondents used airtel connection before. 19. Does intensity of the advertisement affects your opinion about the product? Table: 19 Yes No Graph: 19 41 59

Interpretation: 19 From above graph we can interpret 59% respondents are affected by intensity of advertisements.

85

20. How frequently you view AIRTEL advertisements? Table: 20 Daily Weekly Monthly Others Graph: 20 29 46 16 9

Interpretation: 20 From the above graph we can interpret majority (46%) view advertisements weekly, followed by daily (26%), monthly (16%) and others (9%).

21. What is the impression of AIRTEL advertisements? Table: 21 Funny Informative Interesting Short Long Enticing 19 32 26 10 5 8

86

Graph: 21

Interpretation: 21 From the above graph we can predict 19% of airtel advertisements are funny, 32% informative,26% interesting,10% short,5% long and 8% enticing. 22. What do you think the performance of AIRTEL in advertisements? Table: 22 Excellent Good Average Below Average Poor Graph: 22 42 31 22 4 1

Interpretation: 22

87

88

CHAPTER-V FINDINGS SUGGESTIONS CONCLUSION QUESTIONNAIRE BIBLIOGRAPHY

89

FINDINGS:

The company is advertisement is not fair and is not reaching to all

people. The advertisement is difficult to understand. AIRTEL is not concentrating on the promotional activities for the

customers and for the retailers. AIRTEL is not giving gifts for the customers. The company is not concentrating on other types of advertising media. The package design is not communicative and eye catching, so

package design and color have to blend harmoniously to make the package communication effective. Network is not reaching to rural villages. Talk time is very less in Prepaid Cards. The company is not conducting road shows so as to get awareness in

the public about the product and services. Improve the marketing personnel and they should give full knowledge

to the customers and retailers. AIRTEL must improve their personnel selling direct contacting

customers to give awareness of their products.

90

SUGGESTIONS: AIRTEL is not giving gifts for the customers. The company is not concentrating on other types of advertising media. The package design should be communicative and eye catching, so

package design and color have to blend harmoniously to make the package communication effective. Network should be expanding to rural villages. Talk time must be increased in Prepaid cards. Reduce the Tariff rates to increase the market share. The company should conduct road shows so as to get awareness in the

public about the product and services. Improve the marketing personnel and they should give full knowledge

to the customers and retailers. Airtel should Introduce Top Up cards from 10 rupees on wards to

Increase more sales. The offers should be fairer and should also necessary to bring new

SIIM cards with fascinating offers. It will help full in Increasing of Sales if The Airtel brings cards for the

different groups of people such as, Students, Employees, Girls etc.,

91

CONCLUSION: From project conclude that promotion of any service can be successfully executed by creating awareness through word of mouth and by maintaining the service according to Advertising and Sales Promotional Activities.

92

BIBLIOGRAPHY

COMPANY PROFILE PRINCIPLES OF MARKETING MANAGEMENT MODERN MANAGEMENT NEWSPAPERS

----

www.bharati.com

----------

PHILIP KOTLER R.S.N.PILLAI THE HINDU THE ECONOMIC TIMES DECCAN CHRONICLE THE TIMES OF INDIA

93