SUMMER INTERNSHIP REPORT

ON
COMPRATIVE STUDY OF STRATEGIC MARKETING OF
AIRTEL

SUBMITTED BY:-

Tarun wadhwa
BBA 4th sem
Enrolment No: cun110501102
Email: Tarunwadhwa.wadhwa3@gmail.com
Mobile No: +919996922888

(20011-2014)
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COMPANY CERTIFICATE

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COLLEGE CERTIFICATE

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ACKNOWLEDGEMENT
Presenting a Summer Training project of this type is an arduous task, demanding a lot
of time. I cannot in full measure reciprocate the kindness shown and contribution made by
various persons in this Endeavor. I will remember all of them with gratitude.
My sincere thanks towards Mr.), for giving me a chance to take this project and for
her valuable guidance, which helped me on all those points, which I needed to include in,
with full intensity , for his significant support extended for the successful completion of the
project
I am extremely gratified to Mr. BABIT OBEROI (T.L., Airtel), who was extremely
helpful in offering his professional expertise and bestowing me practical knowledge in all
spheres related to the whole organization working.

I am always beholden to my God, for always being with me and showing me the right
ways, my family members, for always doing favours to me and my friends and colleagues
consistently helped with encouragement and criticism throughout the project work, for
always lifting my sights to higher vision, raising my personality beyond normal limitation
and for realizing me my strengths and potential, specially my brother, as I did not always
welcome her exhortation, try again; you can do better. But this project owes a great deal to
it and so do I.

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PREFACE
Its a thing of massive gratification for me to present this Summer Training Project
Report on the topic Customer Acquisition & retention of airtel customer in Gorakhpur
completed in an unrivaled organisation AIRTEL, at
Mobile telephony adoption is on the rise and recent technological innovations have
dramatically enhanced the capabilities of the wireless telephone. Leveraging the power of
these new capabilities, various business sectors are working together to offer a wide array of
services. Each sector is looking for the next "killer application," yet we are still learning
about people's information and communication needs while "on the go."
The goal of this two-months training is to bring together an international group of 5-8
practitioners and researchers from various sectors of the mobile communications industry. We
will discuss the following topic areas and, prior to the workshop; invite participants to
identify specific issues that they feel are particularly relevant and timely.
I myself have for a long time deeply interested in studying consumer trends &
behavior towards mobile industry.
I know that even in the areas in which I have a little knowledge, I do not know
enough. There are new tasks in these areas for which I am not yet equipped with tested,
proven approaches and tools. New areas of challenge and new technology problems has
arisen, where I have done 7 little work so far and where I have so far only ignorance rather
than even a modicum of knowledge.
This project attempts to identify and define areas related to consumer behavior
regarding new connection services. It also attempts to develop at least first approach to these
areas, to think through policies, principles, and practices to accomplish the new tasks and to
satisfy the customer needs. By this practical training I am able to equip the manager with the

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understanding, the thinking, the knowledge, and the skills for todays and also for tomorrows
market exigency.
Initially I was just having the bookish knowledge about all Marketing policies,
practices and functions, but after joining this organization, I got most of the practical
knowledge. I have come to know, what actually happens in the organizations.
Though it is not possible to have the information of all the spheres in market, in such
a very short period, but I tried to get more and more about all functions and practices applied
in practical working, I have particularly stresses on.
This is the boom time for mobile industry. Youths are having keen flair for mobile
communication.
Now the mobile communications are the fastest growing industry. We can reach to
anyone, anywhere across world through mobile connectivity. Just look in the areas theyre in;
health, education, banking, insurance, travel, couriers, manufacturing, entertainment,
government, computer helpdesks- the list goes on market is going on global, & so the need of
communication is emerging day by day
I saw that though the times are hard but if same thing innovative is done, people will get
more craze for that.
We are fast becoming a part of a new era of management. No longer does a manager
sit in an ivory tower and issue directives from a distance.
This study, complex as it is, has acquired new dimensions with the dynamic social and
technological changes of the past two decades. Changing technologies, cultural diversity,
more educated work force and awareness of rights and privileges have prompted a new look
at the entire organizational structures and systems.

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This project report has been painstakingly and thoroughly prepared to cover
extensively various facets both micro as well as macro of the field of telecommunication
marketing. Its coverage is broad and up to date and it is balanced in terms of concept and
application. Since customers are the most important asset of any organization, there is
increased emphasis on the need for understanding people in a manner to satisfy them through
quality of services. The language of the presentation is highly communicative so that it
becomes interesting and comprehensible.

This project is intended for a wide audience. It will be useful to not only the students
of management, marketing management and consumer behavior, but also to the people in any
other field and management practitioners who want to understand and enrich their
understanding of consumer trends & effectively manage their sales.

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EXECUTIVE SUMMARY
Airtel comes to you from Bharti Cellular Limited - a part of

the biggest private

integrated telecom conglomerate, Bharti Enterprises.

Bharti provides a range of telecom services, which include Cellular, Basic, Internet
and recently introduced National Long Distance. Bharti also manufactures and exports
telephone terminals and cordless phones. Apart from being the largest manufacturer of
telephone instruments in India, it is also the first company to export its products to the USA.
Bharti is the leading cellular service provider, with a footprint in 15 states covering all four
metros and more than 7 million satisfied customers
Bharti Tele-Ventures believes that the demand for mobile services in India will continue to
grow rapidly as a result of the following factors:

Lower tariffs and handset prices over time;

Growth in pre-paid customer category;

Greater economic growth and continued development of India's economy;

Higher quality mobile networks and services; and

Greater variety and usage of value added services

The project is based on the study of consumer trends, behaviour, preferences

and level of satisfaction in Airtel communication Ltd. The study was conducted in Delhi with
sample size of 50 and sample units were suppliers and
Consumer of mobile connection

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DECLARATION
I hereby declare that the project entitled CUSTOMER ACQUISITION &
RETENTION OF AIRTEL CUSTOMER IN is my original work, done by me.
Now it is an asset of All the rights for using this project report lie with the
institute. Unauthorized copying, hiring, broadcasting, or rental of this project
without permission from the institute will be considered illegal.

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TABLE OF CONTENTS
CHAPTER I
INTRODUCTION
COMPANY PROFILE
ORGANIZATIONAL STRUCTURE
CHAPTER II
BUSINESS & MARKETING STRATEGIES
COMPANY PLANS.
CHAPTER III

RESEARCH METHODOLOGY
OBJECTIVES OF THE STUDY
RESEARCH DESIGN
COLLECTION OF DATA
PRIMARY DATA
SECONDARY DATA

CHAPTER IV
DATA ANALYSIS AND INTERPRETATION
SWOT ANALYSIS
FINDINGS
SUGGESTIONS & RECOMMENDATIONS
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 CONCLUSION
CHAPTER V

APPENDIX
BIBLIOGRAPHY &QUESTIONNAIRE

CHAPTER 1

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INTRODUCTION
TELECOM HISTORY SINCE 1842 TILL NOW
With the dramatic changes in interpersonal communication over the past decade, Internet
messaging has emerged as the primary medium for transferring information quickly,
inexpensively, and reliably. However, the growing popularity of wireless telephones has
added another dimension to the communications equationmobility. As more Indians rely on
cellular communication, this market is expected to see explosive growth over the forecast
period.
Lets have a review of telecommunication History:-

TELECOM HISTORY
1842: Wireless by conduction
1843: Early electromagnetic research, wireless by induction
1865: Induction and Dr. Loomis
Early radio discoveries
1879: D.E. Hughes and the first radio-telephone reception
1880: The photo phone and the first voice radio-telephone call
1880 to 1900: Radio development begins in earnest
1910: The first car-telephone

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1924: The first car-mounted radio-telephone

1937: Early conventional radio-telephone development

The modern era begins

1946: The first commercial American radio-telephone service
1947: Cellular systems first discussed
1948: The first automatic radio telephone service
1969: The first cellular radio system
1973: The Father of the cell phone
1978: First generation analog cellular systems begin
1980: Growth of Japanese cellular development
1981: NMT -- the first multinational cellular system
1982: The rise of GSM
1990: North America goes digital: IS-54

Prehistory (Birth to Bell Labs, 1924)

While puzzling over the mysteries of radio, many inventors worked concurrently on
power generation, telegraphs, lighting, and later, telephone. The thorough understanding of
electricity required to produce a reliable, practical radio system took a long time and
happened in different phases.

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In 1820, Danish physicist Christian Ousted discovered electromagnetism, the science that
could help generate electrical power and, if fully understood and applied, usher in the era of
telecommunication.

Michael Faraday - 1791 to 1867

In 1821 Michael Faraday reversed Oberstars experiment and in so doing discovered

induction. This helped him build the world's first electricity generator. He worked on different
electrical problems in the next ten years, eventually publishing his results on induction in
1831.

Joseph Henry - 1797 to 1878

In 1830 the great American scientist Professor Joseph Henry transmitted the first
practical electrical signal; showing that electromagnetism could do more than just create
current or pick up heavy weights -- it could communicate. In a stunning demonstration in his
Albany Academy classroom, Henry created the forerunner of the telegraph. While Henry did
not pursue electrical signaling, he did help someone who did. And that man was Samuel
Finley Breese Morse.

Samuel Morse - 1791 to 1872

In 1837 Samuel Morse invented the first practical telegraph, applied for its patent in
1838 and was finally granted it in 1848. Joseph Henry helped Morse build a telegraph relay
or repeater that allowed long distance operation. The telegraph brought the country closer and

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eventually the world. Morse also experimented with wireless, not by passing signals though
the atmosphere but through the earth and water. Without a cable.

Wireless by conduction

On October 18, 1842, Morse laid wires between Governor's Island and Castle
Garden, New York, a distance of about a mile. Part of that circuit was under water. But before
he could complete this demonstration a passing ship pulled up his cable, ending it seemed, his
experiment. Undaunted, Morse proceeded without the cable, passing his telegraph signals
through the water itself. This is wireless by conduction.

Over the next thirty years most inventors and developers concentrated on wire line
telegraphy, that is, conventional telegraphy carried over wires suspended on poles. Few
tinkered exclusively with wireless since a basic radio theory had not yet been worked out.
Telegraphy, however, did produce a good understanding of wireless by induction since wires
ran parallel to each other and often induced rogue currents into other lines.

Early electromagnetic research

In 1843 Faraday began intensive research into whether space could conduct
electricity.

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In 1864 Maxwell released his paper "Dynamical Theory of the Electromagnetic

Field" which concluded that light, electricity and magnetism were all related and that all
electromagnetic phenomena travelled in waves.

Induction and Dr. Loomis

In 1865, a dentist Dr. Mahlon Loomis of Virginia may have been the first person to
communicate through wireless via the atmosphere. Between 1866 and 1873 he transmitted
telegraphic messages at a distance of 18 miles. At one location he even flew a metal-framed
kite on a metal wire, perhaps taking inspiration from Benjamin Franklin. At another location
a similar kite picked up these signals and noted them with a galvanometer.

Early radio discoveries

Maxwell's 1864 conclusions were distributed around the world and created a
sensation. But it was not until 1888 that Professor Heinrich Hertz of Bonn, Germany, could
produce and detect radio waves consistently and reliably.
On November 22, 1875, while working on acoustical telegraphy, a science close to
telephony, Thomas Alva Edison noticed unusual looking electro-magnetic sparks.
D.E. Hughes and the first radio-telephone reception
From 1879 to 1886, London-born David Hughes discovered radio waves but was told
incorrectly that he had discovered no such thing. Discouraged, he pursued radio no further.
Hughes noticed a clicking noise in his home built telephone each time he worked
using his induction balance, a device now often used as a metal detector. He transmitted

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signals from one room to another in his house in London. But since the greatest range there
was about 60 feet, Hughes took to the streets with his telephone, intently listening for the
clicking produced by his clockwork transmitter, gradually diminishing until it no longer could
be heard.

Alexander Graham Bell was the man who invented the telephone and made the first
call on a wired telephone to Thomas Watson. Bell was also first with radio.

1888 onwards: Radio development begins in earnest

In 1888 the German, Heinrich Hertz, conclusively proved Maxwell's prediction that
electricity could travel in waves through the atmosphere. Unlike Hughes, the extensive and
systematic experiments into radio waves that Hertz conducted were recognised and validated
by inventors around the world.
Jagadish Chandra Bose demonstrated electromagnetic waves in 1895 "by using them to ring a
bell remotely and to explode some gunpowder".

Marconi established the first successful radio system. In 1901, his radio-telegraph
system sent signals across the Atlantic Ocean. Ships were the first wireless mobile platforms.
In 1901 Marconi placed a radio aboard a Thorny croft steam-powered truck, thus producing
the first land-based wireless mobile transmitting data, not voice.

In December 24, 1906, Reginald Fessenden accomplished the first radio bandwave
communication of human speech over a distance of 11 miles, from Brant Rock,
Massachusetts, to ships in the Atlantic Ocean. Radio was no longer limited to telegraph
codes, no longer just a wireless telegraph, but a means of verbal communication.

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The first car-telephone

From 1910 onwards, Lars Magnus Ericsson, the man who founded Ericsson in
1876, and his wife Hilda, regularly worked the first car telephone. Access was not by radio,
instead there were two long sticks, like fishing rods, handled by Hilda. She would hook them
over a pair of telephone wires, seeking a pair that was free. When they were found, Lars
Magnus would crank the dynamo handle of the telephone, which produced a signal to an
operator in the nearest exchange.

Around the same time, the triode tube was developed, allowing far greater signal
strength to be developed both for wireline and wireless telephony. No longer passive like a
crystal set, a triode was powered by an external source, which provided much better reception
and volume.

Later, with Armstrong's regenerative circuit, tubes were developed that could either
transmit or receive signals, were stable and powerful enough to carry the human voice and
sensitive enough to detect those signals in the radio spectrum.

In 1919, three firms came together to develop a wireless company that one day would
have a reach across the globe. Heavy equipment maker ASEA, boiler and gas equipment
maker AGA and telephone manufacturer LM Ericsson, formed SRA Radio, the forerunner of
Ericsson's radio division.

The first car-mounted radio-telephone

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Bell Laboratories claims to have invented the first version of a mobile in 1924. It was
a two-way, voice-based radio-telephone and the adjoining photograph from their site certainly
seems to confirm it.

History of cellular mobile telephony: 1982 to 2010

1980 - First cellular phones began to appear
1982 - Nordic Mobile Telephony (NMT) standard
1983 - American Mobile Phone System (AMPS) standard
1986 - Nordic Mobile Telephony (NMT) 900 MHz
1991 - Commercial launch of the GSM service
1993 - Coverage of main roads GSM services start outside Europe
1994 - Japanese Digital Cellular (JDC)
1996 - USA Personal Communications Systems (PCS)
1982 - The beginning
During the early 1980s, analog cellular telephone systems experienced rapid growth
in Europe, particularly in Scandinavia and the United Kingdom, but also in France and
Germany. Each country developed its own system, which was incompatible with those of
others, in equipment and operation. This was an undesirable situation, because not only was
the mobile equipment limited to operation within national boundaries, but also limited to the
market for each type of equipment. This scenario in a unified Europe was undesirable.

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The Europeans realized this early on, and in 1982, the Conference of European Posts
and Telegraphs (CEPT) form a study group called the Group Special Mobile (GSM) to study
and develop a pan-European public land mobile system. The proposed system had to meet
certain criteria, which included:

1. Good subjective speech quality.

2. Low terminal and service cost.
3. Support for international roaming.
4. Ability to support handheld terminals.
5. Support for a range of new services and facilities.
6. Spectral efficiency
7. ISDN compatibility.
Nordic Telecom and Netherlands PTT proposed to the CEPT the development of a
new digital cellular standard that would cope with the ever-burgeoning demands on European
mobile networks. The European Commission (EC) issued a directive which required member
states to reserve frequencies in the 900 MHz band for GSM to allow for roaming.

1986 Main GSM radio transmission techniques were chosen.

1987 September - 13 operators and administrators from 12 areas in the CEPT GSM advisory
group signed the charter GSM (Groupe Spciale Mobile) MoU "Club" agreement, with a
launch date of 1 July 1991.
The original French name Groupe Spciale Mobile was changed to Global System for Mobile
communications; but the original GSM acronym remains.

GSM SPECIFICATIONS WERE DRAFTED.

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1989 1998
In 1989, GSM responsibility was transferred to the European Telecommunication
Standards Institute (ETSI), and phase I of the GSM specifications was published in 1990.
Commercial services started in mid 1991, and by 1993 there were 36 GSM networks in 22
countries, with 25 additional countries like South Africa, Australia and many Middle and Far
East countries opting for GSM. By the beginning of 1994, there were 1.3 million subscribers
worldwide.

The developers of GSM chose an unproven (at that time) digital system, as opposed to
the then standard analog cellular systems like AMPS in the United States and TACS in the
United Kingdom. They had faith in the advancements in compression algorithms and digital
signal processors to allow the fulfillment of the original criteria and the continual
improvement of the system in terms of quality and cost.

The European Telecommunications Standards Institute (ETSI) defined GSM as the

internationally accepted digital cellular telephony standard.

1990
Phase 1 GSM 900 specifications were frozen
DCS adaptation started.
Validation systems implemented.
First GSM World congress at Rome had 650 participants.

1991
First GSM specification was demonstrated.
DCS specifications were frozen.

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GSM World Congress at Nice had 690 participants.

1992
January - The first GSM network operator was Oy Radiolinja Ab in Finland.
December 1992 - 13 networks were on air in 7 areas.
GSM World Congress at Berlin had 630 participants.

1993
GSM was demonstrated for the first time in Africa at Telkom '93 in Cape Town.
Roaming agreements between several operators were established.
By December 1993, 32 networks were on air in 18 areas.
GSM World Congress at Lisbon progressed with 760 participants.
Telkom '93 was held in Cape Town. First GSM systems were shown.

1994
First GSM networks in Africa were launched in South Africa.
Phase 2 data /fax bearer services were launched.
Vodacom became the first GSM network in the world to implement data/fax.
GSM World Congress at Athens drew 780 participants.
December 1994 -- 69 networks were on air in 43 areas.

1995
GSM MOU was formally registered as an association registered in Switzerland with 156
members from 86 areas.
GSM World Congress at Madrid attracted 1400 participants.
December 1995 - 117 networks were on air in 69 areas.
Fax, Data and SMS roaming started.
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GSM phase 2 standardisation was completed, including adaptation for PCS 1900.
First PCS 1900 network was shown live 'on air' in the USA.
Telecom '95, Geneva -- Nokia shows 33.6 kbps multimedia data via GSM.
Namibia goes on-line.
Ericsson 337 wins GSM phone of the year.
US FCC auctioned off PCS licenses.

1996
December 1996 - 120 networks were on air in 84 areas.
GSM World Congress was held in Cannes.
GSM MOU Plenary was held in Atlanta GA, USA.
8K SIM was launched.
Pre-paid GSM SIM cards were launched.
Bundled billing was introduced in South Africa.
Libya goes on-line.
Option International launches the world's first GSM/Fixed-line modem.

2001
Feb -- GSM Conference held in Cannes.
By May 2001 there were 500m GSM 900/1800/1900 users worldwide.
16 billion SMS messages were sent in April 2001.
By April, 500 million people are GSM users.

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COMPANY PROFILE
Airtel comes to you from Bharti Cellular Limited - a part of

the biggest private

integrated telecom conglomerate, Bharti Enterprises.

Bharti provides a range of telecom services, which include Cellular, Basic, Internet
and recently introduced National Long Distance. Bharti also manufactures and exports
telephone terminals and cordless phones. Apart from being the largest manufacturer of
telephone instruments in India, it is also the first company to export its products to the USA.
Bharti is the leading cellular service provider, with a footprint in 15 states covering all four
metros and more than 7 million satisfied customers.

VISION:
To make mobile communications a way of life and be the customers' first choice.

MISSION:
We will meet the mobile communication needs of our customers through:
Error-free service delivery
Innovative products and services
Cost efficiency
Unified Messaging Solutions

CORE VALUE:
We will delight our customer with our simplicity, speed & innovation.
We will honours our commitment.
We will follow the highest standard of professional integrity & behaviour.
We will respect individual, build winning teams and lead by example.
We will create a fun filled and friendly workplace.

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AIRTEL MOBILE COMMUNICATIONS LIMITED

Bharti Tele-Ventures Limited was incorporated on July 7, 1995 for promoting

investments in telecommunications services. Its subsidiaries operate telecom services across
India. Bharti Tele-Ventures is India's leading private sector provider of telecommunications
services based on a strong customer base consisting of 7.42 million total customers, which
constitute, 6.76 million mobile and 657,000 fixed line customers, as of April 30, 2004.

Bharti Tele-Ventures vision for its mobile business is To make mobile communications a
way of life and be the customers first choice.
The mission is to meet the mobile communication needs of the customer through 1) error free
service 2) Innovative products and services and 3) cost efficiency. The Companys strategic
objective is to consolidate its leadership position amongst the mobile service providers in
India.
The Indian mobile market, according to the COAI, has increased from approximately 1.2
million subscribers as of March 31, 1999 to approximately 29.21 million subscribers as of
June 30, 2004.
Despite this rapid growth, the mobile penetration rate in India, at approximately 2.8% as of
June 30, 2004, is significantly lower than the average mobile penetration rate in other Asian
and international markets.
The number of mobile subscribers in India is expected to show rapid growth over the next
four years. By 2006 it is projected at 50 million by COAI and 44 million by Gartner.

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Bharti Tele-Ventures believes that the demand for mobile services in India will continue to
grow rapidly as a result of the following factors:

Lower tariffs and handset prices over time;

Growth in pre-paid customer category;

Greater economic growth and continued development of India's economy;

Higher quality mobile networks and services; and

Greater variety and usage of value added services.

Bharti Tele-Ventures, through its subsidiary has the licenses to provide GSM services in all
the twenty-two telecom circles in India. It proposes to consolidate all its subsidiaries
providing mobile services under Bharti Cellular Limited.
As of June 30, 2004, approximately 92% of India's total mobile subscriber market resided in
the Company's sixteen mobile circles, which collectively covered only 56% of India's land
mass.

AIRTEL DISTRIBUTION SYSTEM

DISTRIBUTION SYSTEM
A proper distribution system is very important for every company because now a days
the customer wants full service without any pain. Airtel has a deep penetration in the
market of prepaid cards, coupons, easy recharge and postpaid cards. I also seen in the
market the happy faces of customers and retailers of Airtel because of the easy
availability of Airtel cards and coupons.
BENEFITS OF GOOD DISTRIBUTION SYSTEM
1.

Easy availability

2.

Satisfied customers

3.

Competitive advantage

4.

Better market reputation

5.

Saves time
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DISTRIBUTION SYSTEM OF AIRTEL

1. Organisation (C&FA's)
2. Distributor
3. Retailer
4. Customer

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O r g a n is a tio n
C & FA

D is tr ib u to r
S e v e ra l F O S
FO S

D iffe r e n t
R e ta ile r s

FO S

D iffe r e n t
R e ta ile r s

D is tr ib u to r

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FO S

D iffe r e n t
R e ta ile r s

ORGANIZATION STRUCTURE

Organisation of AIRTEL provides services through FSO (Full Service Outlets) and
DSA (Direct Sales Agent)

MANAGEMENTHIERARCHYATAIRTEL

"M A N A G E M E N T H IE R A R C H Y "
C H IE F S A L E S A N D M A R K E T IN G O F F IC E R
V IC E P R E S ID E N T
M A R K E T IN G S T R A T E G Y

V IC E P R E S ID E N T
S A L E S P L A N N IN G

C H IE F G E N E R A L M A N A G E R

C IR C L E S A L E S & M A R K E T IN G H E A D
D IS T R IC T O P E R A T IO N H E A D

P R E P A ID H E A D C IR C L E

M A R K E T IN G H E A D

C H A N N E L O P E R A T IO N M A N A G E R

P R E P A ID M A N A G E R

M A R K E T IN G S U P P O R T M A N A G E R -A M A R K E T IN G S U P P O R T M A N G E R -B

THREE TYPES OF SALES:

1. Primary Sales - Organisation to Distribution of Prepaid, Postpaid Cards, Coupons,
easy recharge etc.
2. Secondary Sales - Distributor to Retailers
3. Tertiary Sales - Retailer to Customer.
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PROCEDURE OF ACTIVATION OF PREPAID CONNECTION:

Dealer (Confirms on 570)
FOS (Saw that the form is completed and has Accessory papers
Distributor (Activates the card)

PROCEDURE OF ACTIVATION OF POSTPAID CONNECTION:

Dealer (Collects of Cash and facilitates in Competition)
FOS (Collects the Form)
Distributor (Activates the card)

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MOBILE FOOTPRINT
The map below depicts the location of, and provides certain information for, Bharti TeleVentures' existing mobile circles in India:

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SOURCE:
(1) Population estimates are as per National Census, 2001 and are as of March 1, 2001. The
population for Uttar Pradesh (West) circle is approximately 37% of the total population for
the state of Uttar Pradesh.
(2) Mobile subscriber statistics are as of June 30, 2004 and are based on data released by
COAI. Mobile market size comprises the total number of mobile subscribers of all the service
providers in a circle.
(3) Demographics of Maharashtra and Tamil Nadu do not include demographics of state
capitals (metros) Mumbai and Chennai respectively.
(4) Demographics of Haryana does not include Faridabad & Gurgaon as they are included in
Delhi & NCR. Similarly demographics of Uttar Pradesh (West) & Uttaranchal does not
include Noida & Delhi as they are included in Delhi NCR.
The significant growth in the Company's mobile business has been through a combination of
organic growth and acquisitions of additional licenses and has been summarized below. The
information given below is for the total market and is not representative of our market share
or network coverage.
1)

Comprises

the

circles

of

Maharashtra

and

Goa.

2)

Comprises the circles of Delhi, Himachal Pradesh, Karnataka and

Andhra Pradesh.

3)

Comprises the circles of Delhi, Himachal Pradesh, Karnataka, Andhra Pradesh and
Chennai.

4)
5)

Comprises

the

sixteen

operational

circles

of

Bharti

Tele-Ventures.

Based on data released by the COAI on the total number of persons subscribing to
mobile services in our licensed areas.

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CHAPTER 2

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BUSINESS & MARKETING STRATEGIES

Some Marketing And Business Tools Adopted By AIRTEL As To

Promote Its Activities:
Seminars: seminars are conducted at different places by the expert time by
time to make people aware.
Publicity: publicity is done through various media.
Stalls at famous places: they conduct their stall after a particular period of time
on the famous and public place to attract them towards themselves.
DSA (Direct Sales Agency)
Print media
Hoarding
Banners
Advertisement
Leaflets
Follow ups
By KNOP

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Mobile Strategy
Capture

maximum

telecommunications

revenue

potential

with

minimum

geographicalcoverage to maximise its revenues and margins.Build high quality mobile

networks by deploying state-of-the-art technology to offer superior services.
Use the experience it has gained from operating its existing mobile networks to develop and
operate other mobile networks in India and to share the expertise across all of its existing and
new Circles.
Attract and retain high revenue generating customers by providing competitive tariffs,
offering high quality customer support, proactive retention programs and roaming packages
across all of its mobile circles.
Provide affordable tariff plans to suit each segment of the market with a view to expand the
reach, thereby increasing the mobile customer base rapidly.

Key highlights of Jan-04 are as follows:

Industry additions were up from the last month's 12.71 Lacks to 13.69 Lacs this month. In
percentage terms, this translates to a increase of 8 % in net adds over last month.
The number of subscribers moved up from 21.99 Mn at the end of Dec-03 to 23.36 Mn at the
end of Jan-04, a growth of 6.22 %.
All India monthly growth in subscriber numbers was 6.13 %. The growth elsewhere was :
Metros 5.28 %
A circles 6.22 %
B circles 7.75 %
C circles 3.43 %

- 36 -

 All Circles Total 6.67 %

Airtel 6.39 %
B Circle category has shown the highest growth in subscriber base on an individual basis
this month.
At Airtel, we have always sought to enhance value for you as a customer by providing you
the most relevant and easy to use services through innovation and by harnessing the latest
developments in technology. In line with this strategy, we have constantly introduced
innovative products and services to suit your unique needs and wants.

Our services range from CLI to Music Messaging to Lost Call Alerts

all to serve you

better.
Move your mouse over any service from the following menu to get a brief description on
what it is all about.
SMS
ASTROLOGY
RINGTONES
VOICE-MAIL
DAIL-A-RINGTONE
LOGOS
CALLER TUNES
MUSIC MESSAGING
FLASH MESSAGES
BLINKING MESSAGES
JOKES
LOVE JOKES

- 37 -

YAHOO! MESSAGING
YAHOO! MAIL
NEWS UPDATES
SPORTS
CALLER IDENTIFICATION

TRENDS IN MOBILE COMMUNICATIONS

The growth and penetration of sophisticated digital communication systems, infrastructures,
and services, has been increasing constantly over the last decade. Examples of these services
are the Internet, electronic mail, multimedia, pagers, PDA's, and mobile telephony. From
marginal penetration 15 years ago, these systems and services are becoming a commodity in
both professional and consumer markets worldwide. The developments in these fields are still
going strong. In particular, rapid advances - both in technology and services - can currently
be observed in wireless and mobile systems that support the communication of different
media, such as data, speech, audio, video and control.
Current wireless network and mobile phone services roll-out is centered around four available
technologies, namely WAP, UMTS, Bluetooth, and mobile positioning systems. The wireless
application protocol (WAP), initially carried by second generation GSM and in the future by
third generation UMTS wireless networks, will turn the mobile phone into a networked
smart-phone capable of low to medium data rate Internet functionalities. Bluetooth will allow
for short-range data communication between consumer appliances in a domestic
environment. Positioning systems will become integral part of mobile phones such that
services can be made dependent on the location of the user in the network.
When projecting the progress in mobile networks and services into the future, three
developments are of importance. In the first place, we can observe that more and more

- 38 -

mobile phone-like devices start to include accessories such as a small keyboard, a display,
and a speech interface. Such communication and information-oriented systems are emerging
as hybrids between the mobile phone and the wireless laptop personal computer. With higher
bit rates supporting more advanced services, the integration of the personal computer and
personal communication devices will be pushed even further.
In the second place, we observe that computing resources are becoming ubiquitously - that is
everywhere and at all time - available. We will soon live in an environment that supports us
by providing ubiquitous Computing for a wide variety of tasks and services. Daily life
consumables, durable products and services already contain an ever-increasing number of
sensors, actuators, processing units, and (embedded) software. The personal computer has
entered daily life as a necessary commodity, and the development of sophisticated
communication systems in today's society relies heavily on the availability of computation
resources.
Finally, we observe that communication and computing is becoming increasingly personal.
The device (and therefore the user) is always on-line, the user is identifiable, the device can
be personalized, and the system knows about the users position.

- 39 -

CELLULAR

MOBILE

PRICING

STRUCTURE

AND

TRENDS
Successful growth and diffusion of mobile communication services is focusing greater
attention on how mobile relates to fixed networks. Accordingly, it is necessary for regulatory
authorities to review current frameworks in those instances where regulation might impede
the offering of certain pricing structures, such as calling party pays. This issue is critical in
putting fixed and mobile networks on an equal footing, so the potential for competition
between networks can be exploited. Testing the demand for new pricing structures can be left
to the market. Successful growth and diffusion of mobile communication services is focusing
greater attention on how mobile communication relates to the Internet and electronic
commerce. This report reviews and benchmarks the pricing of emerging services such as
short message services. These services are the harbingers of ? Third generation ? Information
services over mobile networks, and policy makers need to review current regulatory
frameworks to enhance pricing innovation and competition in the provision of these services.

- 40 -

INDIVIDUAL CUSTOMIZATION
An important trend in our society is agility or mass individualization. Consumer behavior is
much more volatile, much less predictable and increasingly concerned with instant
gratification. The expectation is that in due course this trend towards individualization will
become a more important factor in the emerging markets too, particularly in the urban areas.
As well as setting quality standards for products, this attitude also demands delivery at the
right time and in the right place. At any moment, wherever the consumer may be, it has to be
possible to satisfy his or her requirements; it is a question of the consumer as a "moving
target" and how we can increase our chances of "scoring a hit".
In modern thinking about categories of consumers, every consumer has something of this
instant consumer in his or her make-up, alongside other possible descriptions, such as
"rational", "social" and "responsible". What's more, this can vary according to the product
category. One moment, moreover, this instant consumer will be demanding products on the
basis of flavor, convenience or cheapness, and in the next breath will be voicing concerns
about the environment, animal welfare or his or her own health. The likelihood is that in the
long term health, the environment and animal welfare will be significant factors in the
concept of quality, as safety already is.
Changes in consumption patterns are an important factor in this development. While the retail
trade is evolving from supermarket to household service provider in response to mass
individualization, consumers are increasingly also obtaining their food through other outlets:
company canteens, take-away meals, snack bars, old people's homes etc. "Young couples" in
Europe are rapidly moving towards the situation that already exists in the United States,
where 50% of the food consumed is prepared outside the home. This places different
demands on products in terms of keeping qualities (shelf life), convenience and presentation.

- 41 -

Consumer-driven technology development

These trends in the market and among consumers generate a demand for a more differentiated
and more rapidly changing product range and also call for a different approach to technology
development (dedicated production systems). In the future there will have to be product
development that takes the dynamic of the market and the divergent wishes of the consumers
as its starting point and uses the technologies of the future: biotechnology, separations
technology, sensor technology and modern information technology (IT). To achieve this,
product development will have to be tackled in a more structured way, and knowledge
deriving from different areas of research will have to be integrated more effectively. The
development of sensor technology in the agro sector, for instance, requires the integration of
materials technology, biotechnology and process technology. New scientific developments
also provide interfaces through which the sector may respond to wishes relating to health:
both the information about genetic aspects and the new insights into bioactive components substances that, in low concentrations, affect human health - offer interesting prospects of
made-to-measure food!
In the future, "made-to-measure food" will also mean "food produced in a way that the public
finds socially acceptable". Such aspects as the environment, animal welfare etc. will play a
major role. This will have to be specifically taken into account in the development of
technology.

- 42 -

From chains to flexible networks

As well as imposing requirements in terms of technology development, trends such as mass
individualization call for a responsive answer to a sharply fluctuating market demand. This
places considerable demands on the organization of agricultural production chains. The full
vertical integration of links in a chain can mean a loss of flexibility. It would appear to be
more efficient to opt for a continuation of the development of the chain concept; leading to
responsive networks that combine the advantage of co-ordination with the flexibility of more
loosely linked organizations. These independent organizations work closely together in the
flow of goods along the chain in order to achieve the desired "customer value" at the lowest
possible cost.

- 43 -

COMPANYS PLANS
PREPAID PLANS
Are you wary of committing yourself to a date for making your bill payments?
Is it too much of a bother for you to remember dates for bill payments? Do you often
end up paying late fees against your monthly utility services bills? Do you end up
spending too much if you have the option to pay the bill later?
Think over for if one of these represents you, we have a solution for you. Start
thinking prepaid is our advise!
So what exactly is this prepaid! It is simply a way of going cellular by paying
for the talk time in advance. For e.g. if you feel that you need Rs. 300 worth of talktime
for a month, you can buy a recharge coupon which gives you that much talktime on
your cellphone. Once that money gets exhausted you can buy another recharge coupon
for the same or different denomination depending on your future need.
Prepaid allows you to be in control of your cellular expenses even while you are
spending. You will be surprised that today In India, Prepaid connections account for
almost 60 to 70 percent of the total new entrants into cellular telephony. Thats because
almost every one of us wants to be in control of our cellular expense.

Advantages of prepaid:
Some of the many advantages that you enjoy with Airtel Pre-Paid...
Total Cost Control
Enjoy the liberty of total cost control with your Airtel Pre-paid! Re-charge as

- 44 -

much as you feel the need to! Now that's what we call complete freedom!

No Rentals
Buy an Airtel prepaid card without having to pay any rentals!

No deposits
Your Airtel prepaid card comes without you having to pay heafty deposits!

STD/ISD facility till the last rupee

Now experience complete freedom like never before with Airtel! Our STD/ISD
facility allows you to make long distance calls in India and Overseas from your
cellular phone!

Instant Balance Inquiry

Check your talk-time instantly by calling our toll-free number!

60 second pulse
Airtel provides you with a 60-second pulse rate! Freedom for you to experience
like never before!

Instant Recharge
Avail of instant recharge on your Airtel prepaid card with just a few simple
steps!

24-hour recharge facility

With our round-the-clock recharge facility, recharge you Airtel prepaid card
anytime, anywhere!

Caller Line Identification

Call Line Identification gives you the power to know the phone number of the

- 45 -

calling

party even before you answer the call, thus giving you the choice to

either reject or

take the call. It provides the added advantage of saving the

incoming number directly

you want to call the same person,

in the Handset Phone Book. So that the next time

you don't need to retype his number,

simply use your phone book.

Call Divert, Call Hold and Call Wait

Avail of special services like call waiting, call hold and call divert all with your
Airtel prepaid card!

Short Messaging Service (SMS)

With Airtels Short Messaging Service (SMS), send messages and jokes to your
friends and colleagues, anytime anywhere!

SMS based Information Services

With Airtel's SMS based information services; you can get up to-the-minute cricket
scores, order flowers as well as send couriers or check your daily horoscope!

Voice Mail service

Voice Mail lets you receive messages even when your handset is switched off or
when you are outside the coverage area. You can listen to your messages whenever
you feel like, from anywhere in the world. Voice Mail can store up to 75 messages,
with each message of two-minute duration.

POST-PAID PLAN
Airtel welcomes you to a vibrant world of unlimited opportunities. More
exciting, innovative yet simple new ways to communicate, just when you want to, not

- 46 -

just through words but ideas, emotions and feelings.

To give you the unlimited

freedom to reach out to your special people in your special way.

Post paid Plan:

New Airtel 150

- 47 -

ONE TIME CHARGES (Rs.)

Activation Charges

250

Membership Fee

250 (converts into security after 24 months)

Security Deposit

NA

MONTHLY CHARGES (FIXED) (Rs.)

Bill Plan Charge

150

MONTHLY CHARGES (OPTIONAL) (Rs.)

CLIP

50
Airtel

Other GSM / Landline

CDMA
(10 WLL
Digit)

LOCAL RATES (Rs. / Min)

STD RATES (Rs. / Min)

1.5

1.5

1.5

ISD (Rs. / Min)

USA, Canada, Europe (Fixed 6.4
Line), Australia, Singapore,
Hong
Kong,
Thailand,
Malaysia, Indonesia, New
Zealand.
Gulf,
Europe
(Mobile), 9.2
SAARC countries, Africa &
Rest of the world
Cuba, Sao Tome & Principe, 40
Guinea Bissau, Diego Garcia,
Nauru, Solomon Islands,
Vanuatu,
Cook
Islands,
Tuvalu, Tokelau, Norfolk
Island, Sakhalin
SMS (Rs.)
Local

CDMA

National

1.5

International

VAS

3.00

- 48 -

ONE TIME CHARGES (Rs.)

Activation Charges

250

Membership Fee

250 ,converts into security deposit after

24 mnths

Security Deposit

MONTHLY CHARGES (FIXED) (Rs.)

Bill Plan Charge

Rs.299

MONTHLY CHARGES (OPTIONAL) (Rs.)

CLIP

0
Airtel

Other GSM / Landline /

CDMA (10 WLL
Digit)

LOCAL RATES (Rs. / 1Per

Min)
Minute

2 1

STD RATES (Rs. / Min)

1 1Per
Minute

1Per
Minute

ISD (Rs. / Min)

USA, Canada, Europe 6.4
(Fixed Line), Australia,
Singapore, Hong Kong,
Thailand,
Malaysia,
Indonesia, New Zealand.
Gulf, Europe (Mobile), 9.2
SAARC countries, Africa
& Rest of the world
Cuba, Sao Tome & 40Rs
Principe, Guinea Bissau,
Diego Garcia, Nauru,
Solomon Islands, Vanuatu,
Cook Islands, Tuvalu,
Tokelau, Norfolk Island,
Sakhalin
SMS (Rs.)
Local

CDMA

National

International

VAS

- 49 -

1
1 1Per
Minute

ONE TIME CHARGES (Rs.)

Activation Charges

Rs.250

Membership Fee

Rs.250(converts to security deposit post 24

mnths)

Security Deposit

NA

MONTHLY CHARGES (FIXED) (Rs.)

Bill Plan Charge

175

MONTHLY CHARGES (OPTIONAL) (Rs.)

CLIP

0
Airtel

Other GSM / Landline

CDMA
(10 WLL
Digit)

LOCAL RATES (Rs. / Min)

0.75

0.75

0.75

STD RATES (Rs. / Min)

1.5

1.5

1.5

ISD (Rs. / Min)

USA, Canada, Europe (Fixed 6.4
Line), Australia, Singapore,
Hong
Kong,
Thailand,
Malaysia, Indonesia, New
Zealand.
Gulf,
Europe
(Mobile), 9.2
SAARC countries, Africa &
Rest of the world
Cuba, Sao Tome & Principe, 40
Guinea Bissau, Diego Garcia,
Nauru, Solomon Islands,
Vanuatu,
Cook
Islands,
Tuvalu, Tokelau, Norfolk
Island, Sakhalin
SMS (Rs.)
Local

CDMA

National

1.5

International

VAS

- 50 -

Airtel Out of Home Circle

We have established one of the most extensive roaming tie-ups - both national and
international- with the best service providers in the respective regions to ensure that
you get uninterrupted coverage throughout. We currently provide roaming coverage in
more than 1000 cities and major highways across India. We also provide international
roaming in 56 countries across 101 networks.

To get more information on our roaming coverage, click on the respective links:
National Roaming
Our national roaming coverage currently spans across more than a 1000 cities across
India. To subscribe to National Roaming, you have to pay the following:

SecurityDepositRs1500
MonthlyRentalRs49
NationalRoamingTariffs:

- 51 -

Servicecategory
Outgoing

Location

Distance(K

Charges(Rs.)

m)
Within the roamed
Circle
M2M/PSTN/WLL Any

1.99

Outside the roamed

Circle(STD)
M2M
M2PSTN/WLL
ISD

0200
>200
0200
200500
>500

Gulf
RestoftheWorld

1.99
2.99
2.99
3.99
4.99
15.99
15.99

Incoming
Anysource

Anydistance 1.99

SMS
MobileOriginated
MobileTerminated

3
0

Customer Care
Do you need any clarifications on your bills? Do you have any feedback or
query on our Products & services? You can call us, send us an E-mail or meet us in
person. We shall be glad to help you out in every possible way.

Contact us by phone
If you are on Airtel, just call us on 121 your Airtel Prepaid phone.

- 52 -

If you are on Airtel postpaid, just call us on 121 from your Airtel Postpaid phone
These toll free numbers however, cannot be dialed when you are roaming.

Airtel launches Music Messaging service

Customers can dedicate songs along with their voice messages;
Airtel, one of the leading cellular operators in Maharashtra, Goa, and Daman & Due
and today announced the launch of a new innovative service called Music
Messaging. The service will allow music lovers to listen to the various songs and then
dedicate the same to any other Airtel mobile subscriber along with a personalized voice
message.

For using the service, the customer simply needs to dial 646 from his mobile
and follow the voice prompts. This will lead him to the options Hindi and English
songs. There are 10 songs under each option and the customer can either go on to listen
to the song clippings of 90 seconds each or move on to the next or previous song.
While listening to the song, the subscriber may choose to dedicate the song to some
other Airtel Subscriber after recording a 10 second long personalized voice message.
The music message will then be received by the person to whom it has been dedicated
as a Voice Message with the CLI of the sender. Once delivered, the message begins
with the senders voice message followed by a 30 second clip of the song that has been
dedicated. The charge for the service is just Rs 7/minute for a 60 second pulse.

- 53 -

Announcing the launch of the service, Mr. N.F.Aibara, COO, AirtelMaharashtra said The mobile phone today is no longer just a communication device.
Rather it is a driver of self-identity and creative pursuits especially for the youth
segment which constitutes about 70 % of the new customers that we enrol every month.
We have always sought to provide our customers with new and exciting services that
have been made possible through innovation and use of latest technology. The launch
of this new service is another step in the same direction as it enables customers to add a
musical edge to their messages-nothing can be more powerful than a message in ones
own voice along with a song to suit the situation. I am sure this service will be liked by
all our customers and more specially the youth

\ BHARTI CELLULAR FOOTPRINT

Bharti is to first achieve critical mass, then drill deep instead of spreading thin.
Thereafter, it is ready for controlled expansion.

In keeping with this, the company has been providing excellent service to its
subscribers in various states. It controls a portfolio of India's most attractive and
contiguous telecom geographies, including the states of Maharashtra (excluding
Mumbai), Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chattisgarh and Delhi

- 54 -

(inclusive of NCR). With a footprint dominating the map of India, Airtel Cellular
accesses over 45% of India's

total telephony potential. With the objective of critical mass achieved, Airtel Cellular
turned to drilling deep.

- 55 -

CHAPTER 3

- 56 -

OBJECTIVE OF THE STYDY

o To study the consumer trends in telecommunication sector.
o To study consumer decision-making & preferences.
o To study marketing strategies adopted by Airtel.
o To study the level of customer satisfaction in Airtel.
o To study the market potential.
o To study customer purchase decision behaviour.
o To understand the needs of different consumer segments.
o Comparative study of different mobile companies.
o To know why some retailers dont sell new connections of Airtel.

- 57 -

RESEARCH METHODOLOGY:
Research problem:
To study consumer trends, behaviour, preferences and level of
satisfaction in Airtel communication Ltd. The study was conducted in Ambala with
sample size of 50 and sample units were suppliers and
Consumer of mobile connection

Research Objectives:
o To study the consumer trends in telecommunication sector.
o To study consumer decision-making & preferences.
o To study marketing strategies adopted by Airtel.
o To study the level of customer satisfaction in Airtel.
o To study the market potential.
o To study customer purchase decision behaviour.
o To understand the needs of different consumer segments.
o Comparative

study

of

different

mobile

companies.

Research Design
The following methodology was adopted for the study purpose:

Type of research:
Descriptive and qualitative research design were used while conducting the project.
Sampling Design was taken by the researcher as the Research design.

- 58 -

The major purpose of the study is to describe the state of affairs as it exists at present.
The study was based on the facts or information already available, & analysis of this
available information make a critical evaluation of the material.

Research Method/Technique:
In the project report the researcher used following techniques while conducting his
study:

Analysis of documents

Survey Method: A market survey was done on life insurance

companies.

Interview (Personal): Both open and closed ended (unstructured) questions

were asked while taking some information from the users of the cellular at
DELHI.

Questionnaire (Structured): A structured designed comprehensive questionnaire

was framed and pretested for data collection from the customer of mobile

Research Data
Data is the key activity of marketing research. The design of the data
collecting method is backbone of research design.
Data constitute the foundation of statistical analysis and interpretation.
Hence the first step in statistical work is to obtain data.
Data can be obtained from two important sources, namely:

1.

Primary Data

2.

Secondary Data

- 59 -

Primary Data:

Primary data are gathered for the specific purpose or for a specific
research project, consist of original information for the fulfilment of project objective.
When the data are required for the particular study can be found neither in the internal
record of the enterprises nor in published sources. In some cases it may become
necessary to collect original data.
Primary data can be collected in four ways:-

1. Observation
2. Survey
Secondary Data:
Secondary data are the data, which already exists somewhere. Secondary
data provide starting point for research and after that the advantage of low cost and
ready availability. Secondary data can be divided into two types:
1. Internal data
2. External data
When researcher uses the data that has already been collected by other
data are called secondary data. Secondary data can be obtained from journals i.e.
internal sources report, government publication and books, professional bodies etc.

- 60 -

Internal data are reports and memos generated within an organisation to

facilitate its operations and annual report. External data are those specially produce for
outside consumption.

Sources from which the researcher has taken the secondary data are
as under:

1. Direct observation
2. Airtel website
3. Books for marketing management
4. Surveys and customer data & report
5. Airtels customers care office
6. Airtels Brouchers

SAMPLE DESIGN
Area of Sample:

The areas covered up in this survey was DELHI

Selection of units under study

Sampling Units from AMBALA were suppliers and
Consumer of mobile connection

Source list (Sampling Frame)

SUPPLIERS: 10

- 61 -

CUSTOMERS: 40
Sample size: 50
Sampling Procedure: Probability Sampling (Simple Random Sampling)

LIMITATIONS OF THE STUDY

While working on this project I have to face some difficulties while conducting the survey.
People were not interested in giving there actual information about their family income and
airtime, as they were extremely scared about the income tax some people have difficult to
take them in confidence so that they can give correct information.
Some of the limitations are:

Not at home
Refusal to co-operate
Respondent bia

- 62 -

- 63 -

CHAPTER4

- 64 -

DATAANALYSISANDINTERPRATION
(1)

Doyouhaveownmobileconnection?

A. Yes
B. No.

Thedatashowsthatthetotalsamplesizeof50peopletakenfor
researchoutofwhich86%ofpersonskeepmobilewiththem.
Samplesize50

Havingmobile
Yes
No

- 65 -

Respondent
43
7

Whichkindofphoneyouwouldlikeuse?

Thedatashowsthatthetotalsamplesizeof50peopletakenfor
researchoutofwhich50%ofpersonsliketouselandlinephoneand30%
personliketousemobileandrest20%personliketouseWLL.
Samplesize50

CONNECTION
LANDLINE
MOBILE
WLL

- 66 -

Respondent
25
15
10

(3)Whichagegroupyoubelongto?
(a) 1520
(b) 2025
(c) 2535
(d) 35above

Theanalysisshowsthat14%peoplefrom1520agegroup,8%persons
from2025agegroup,36%personsfrom2535agegroup,and42%of
peoplefrom35aboveagegroupkeepmobilewiththem.
Samplesize50

Age
1520
2025
2535
35above

- 67 -

Respondent
7
4
18
21

(4)Whatoccupationdoyouhave?
(a) Business
(b) Professional
(c) GovernmentEmployee
(d) Student

Thedatashowsthat50personsarefrom,23personsareprofessionals,16personsare
Private and5persons are foundretirement 6 personaregovernment employee to
consumemobiles.
Occupation
Professional
Private
Retirement
Government

- 68 -

Samplesize50
Respondent
23
16
5
6

(5)Whichconnectionwouldyouprefer?
(a) MTNL
(b) Airtel
(c) Orange/Hutch
(d) BPL
(e) Reliance

Whenthepreferencesformobilephoneconnectionswereasked,results
drawnthat40%ofpersonsprefertotakeBSNLbecausetheybelievein
BSNLsbettercoverage&cheaperratesafterBSNL,20%ofpeopleopt
Relianceservicesbecauseofitscheaperrateandflexibleschemes,then
Airtelisonly25%butthereisveryhighrecommendationforitsbetter
connectivity.Airtel isrichinattractiveschemes andplans for business
personsandpersonsrelatedtocorporateworld.
Samplesize:50
PhoneConnections
Airtel
BPL
MTNL
OTHERS

- 69 -

Respondent
20
8
12
10

(6)YouwouldliketotakeprepaidconnectionorPostpaidconnection?
a.Prepaid
b.Postpaid

Theresearchstudyshowsthatalmostpeoplefromtheselectedsegmentgive
prioritytoPostPaidconnection,becauseoftheflexibilityandattractiveplans
forthismarketsegment.
Samplesize:50
Connection
Prepaid
Postpaid

- 70 -

Respondent
40
10

Airtel
Competitor's
market %
market%

Airtel
market%

Competitor's Airtel Lapu

Market%
%

Competitor's
Lapu %

Careters meeting Pt.

Final Touch
Naaz photo comm.
Tone & melodies
Milan comm.
Aalamcomm.
Vijay electronics
Aman comm.
Rose comm.

40%
67%
36%
45%
38%
45%
38%
42%
43%

60%
33%
64%
55%
63%
55%
62%
58%
57%

45%
45%
42%
43%
43%
57%
38%
40%
29%

55%
55%
58%
57%
57%
43%
63%
60%
71%

41%
45%
43%
40%
38%
29%
38%
38%
29%

59%
55%
57%
60%
63%
71%
62%
62%
71%

TOTAL

45%

55%

43%

57%

37%

63%

- 71 -

Outlet name
A 2 Z communication
B.K.Marketing
Santacruz mart
Mobile villa
Vakola Mall
Matrix telecom
Gupta Telecom
Moon contacts
Mobile city
Konkan electronics
TOTAL

- 72 -

Airtel market Competitor's

%
market%
43%
64%
61%
68%
80%
37%
58%
74%
44%
58%
61%

57%
36%
39%
32%
20%
63%
42%
26%
56%
42%
39%

Airtel
market%

Competitor's
market%

40%
50%
9%
27%
40%
50%
38%
42%
33%
38%
24%

60%
50%
91%
73%
60%
50%
62%
58%
67%
62%
76%

Airtel
Competitor's
Lapu %
Lapu %
33%
40%
41%
44%
44%
30%
45%
53%
45%
43%
43%

67%
60%
59%
56%
56%
70%
55%
47%
55%
57%
57%

Airtel
Competitor's
Airtel
market %
market%
market%
Gala & sons
Bharat telecom
Praveen & sons
Zarina general store
Ravi communication
Sai communication
Quality inn
Nirmals shop
Andheri Shop
Total

- 73 -

75.00%
75.00%
70.97%
64.52%
72.73%
75.00%
62.50%
76.47%
66.67%
72.27%

25%
25%
29%
35%
27%
25%
38%
24%
33%
28%

53%
45%
56%
57%
55%
45%
52%
48%
50%
49%

Competitor's
market%
47%
55%
44%
43%
45%
55%
48%
52%
50%
51%

Airtel Competitor's
Lapu %
Lapu %
60%
45%
56%
48%
48%
44%
56%
60%
43%
54%

40%
55%
44%
52%
52%
56%
44%
40%
57%
46%

Nair Gallery
Poonam Art Gallery
Aman comm.
Khar Internationals
Saif business
Unique telecomm.
Antique
Communications
Harmain Entp..
Orpat watches
Sindhi Mobiles
TOTAL

- 74 -

Airtel
market %

Competitor's
market%

Airtel
market%

Competitor's
market%

Airtel Competitor's
Lapu %
Lapu %

55%
50%
63%
44%
26%
43%

45%
50%
38%
56%
74%
57%

45%
44%
42%
33%
47%
36%

55%
56%
58%
67%
53%
64%

33%
43%
42%
31%
40%
67%

67%
57%
58%
69%
60%
33%

54%

46%

54%

46%

43%

57%

56%
56%
45%
50%

44%
44%
55%
50%

42%
56%
40%
43%

58%
44%
60%
57%

43%
29%
38%
40%

57%
71%
62%
60%

Airtel
market %

competitor's
market%

Airtel
market%

competitor's
market%

Airtel
Lapu %

competitor's
Lapu %

Magic gallery
Photo world
Baba Telecom
Gift Point
Gift 4 U
Arco electronics
Marlboro telecom
Star comm.
Malik comm.
Highway international

46%
40%
42%
48%
36%
43%
38%
43%
43%
44%

54%
60%
58%
52%
64%
57%
63%
57%
57%
56%

40%
40%
63%
5%
45%
35%
38%
30%
37%
29%

60%
60%
37%
95%
55%
65%
62%
70%
63%
71%

31%
35%
36%
37%
29%
36%
36%
36%
39%
38%

69%
65%
64%
63%
71%
64%
64%
64%
61%
62%

TOTAL

43%

57%

38%

62%

35%

65%

- 75 -

Amar
Golden
enterprises
tel.
Airtel prepaid connection
stock
Competitor's stock
Airtel coupon value
Competitor's coupon value
Airtel Lapu value
Competitor's Lapu value

- 76 -

Bharat
stores

Kapil
comm.

Plus Point
comm.

Plaza
comm.

New Star Kumail

comm. comm.

Juhu
general
store

67%

58%

63%

71%

75%

73%

56%

50%

56%

33%
42%
58%
45%
55%

42%
40%
60%
40%
60%

38%
33%
60%
50%
50%

29%
33%
67%
56%
44%

25%
42%
58%
48%
52%

27%
40%
60%
47%
53%

44%
60%
40%
42%
58%

50%
40%
60%
40%
60%

44%
50%
50%
38%
63%

SALES OF DIFFERENT RETAILERS

S.No.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.

Ginny Telecom
Sodhi Selection
Krishna Enterprises
Balajee Medical Store
Pastry Palace
Sutech Photostat
Mobile Gallery
E-Zone
Vikas Teleco
Skyline Communication
Kohli Associates
Amit Cellnet
Sunrise Communication
Gurunanak Telecom
Lambawatch Service
Shri Balajee Communication
Bharija Telecom
Chabra Sons
Gupta Telecom
Goodluck Telecom
Arora Telecom
Baboo Music House
Rincle Electronics
Honest Telecom
Prince Communication
Jyoti Telecom
Hari Telecom
Bansal Communication
Verma Communication
Sunny Sound
Diksha Network

- 77 -

Transforming
Value
3000/a day
3000/a day
3000/a day
1000/a day
500/a day
1000/a day
2000/a day
4000/a day
1000/a day
1000/a day
5000/a day
Don't Sell Lapu
Don't Sell Lapu
3000/a day
5000/a day
500 / a day
1000/a day
1500 / a day
3000/a day
3000/a day
5000/a day
4000/a day
5000/a day
3000/a day
2000/a week
5000/a week
3000/a day
3000/a day
5000/a week
2000/a day
Don't Sell Lapu

Doing (New Sim)

570
10 / a month
7 / a month
2 / a day
Don't Sell Sim
Don't Sell Sim
Don't Sell Sim
12 / a month
10 / a month
5 / a month
5/ a month
12 / a month
Don't Sell Sim
Don't Sell Sim
15 / a month
4 / a day
15 / a month
4/ a month
10 / a month
3/a day
5/a day
2/a day
1/a day
2/a day
1/a day
2/a day
2/a day
1/a day
2/a day
1/a day
1/a day
Don't Sell Sim

32.
33.
34.

Gogia Telecom
Urvashi
Sharma Telecom

- 78 -

7000/a month
3000/a day
5000/a day

3/a month
2 /a day
1/a day

SOME OF THE OUTLETS THAT I HAVE COVERED

S.No.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.

Your's Shop
Gaba Communication
Gosain Electronics
Sant Bakers
Unique Communication
Sukh Communication
Arora Communication
Balajee Communication
Dase Enterprises
Gift Corner
Deepak Communication
Kalptaru Communication
JMD Communication
Hello Point
Grover Communication
Electronics Ways
Com-Com
Melhotra Telecom
Grover Car
Puneet Communication
Digital Age
Bhawna Communication
Anand Communication
Vicky Communication
B.S. Telecom
Raju Telecom
Noble Communication
Sun Communication
Tele Voice
Asian Electronics
Fine Computers

- 79 -

Transforming
Value
8000 / a week
6000 / a week
20,000 / a week
10,000 / a week
3000 / a week
3000 / a week
3000 / a day
15000 / a week
7000 / a week
20000 / a week
2000 / a week
3000 / a week
3000 / a day
5000 / a week
5000 / a week
20,000 / a week
15,000 / a week
35,000 / a week
Don't Sell Lapu
4000 / a week
3000 / a day
3000 / a week
3000 / a week
2000 / a day
3000 / a day
6000 / a week
9000 / a week
5000 / a week
3000 / a week
5000 / a week
5000 / a week

Doing (New Sim)

571
2 / a week
1 / a week
4 / a week
2 / a week
1 / a week
1 / a week
2 / a week
10 / a week
3 / a week
5 / a week
Don't Sell Sim
4 / a week
3 / a week
2 / a week
1 / a week
15 / a week
7 / a week
7 / a week
Don't Sell Sim
Don't Sell Sim
2 / a week
1 / a week
1 / a week
1 / a week
2 / a week
3 / a week
6 / a week
1 / a week
2 / a week
4 / a week
1 / a week

32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
47.
48.
49.
50.
51.
52.

Kundan Property
Air Communication
Melody
Style Communication
Apna Store
Jaishree harmilap
Monu Studio
Crazy Communication
Chawla Telecom
Bhola Telecom
Broadway Music
Cellular Hut
Feeling Gift Point
Jai Ambe Fancy Store
Kiran STD
Kundan Properties
Ambika Telecom
Manpreet Communication
Naveen Corner
Neha Enterprises
Royal Amar Watch

- 80 -

Don't Sell Lapu

5000 / a week
7000 / a week
5000 / a week
Don't Sell Lapu
2000 / a week
5000 / a week
2000 / a week
3000 / a week
Don't Sell Lapu
5000 / a month
Don't Sell Lapu
Don't Sell Lapu
Don't Sell Lapu
Don't Sell Lapu
Don't Sell Lapu
2000 / a week
Don't Sell Lapu
Don't Sell Lapu
2000 / a week
2000 / a week

Don't Sell Sim

2 / a week
2 / a week
2 / a month
Don't Sell Sim
2 / a month
1 / a week
2 / a day
1 / a month
Don't Sell Sim
1 / a month
4 / a month
Don't Sell Sim
Don't Sell Sim
Don't Sell Sim
Don't Sell Sim
1 / Month
Don't Sell Sim
Don't Sell Sim
1 / a month
1 / a month

SWOT ANALYSIS OF AIRTEL

Strengths
INVESTORs FAITH:
Investors faith in Airtel that causes huge monetary support.
STRONG ADMINISTRATION:
Under the leadership of Bharti Cellular Ltd Airtel proved themselves as an well-organized &
administrative company.
BRAND NAME:
Airtel as a brand is the synonym of success. It is the largest private limited organization of
India.

Weakness
Lack Of Co-Ordination Between Deptt.
Lack of Choice of Good Pre-paid numbers like XXYY numbers like others providing.

Opportunity
favourable TARRIFS: Newly issued tariffs are suitable for Airtel so they can easily modify
their tariff plans according to it and gain customer attraction.

Threats
tough COMPETITION: Airtel has to face a tough competition with existing market leaders
like Reliance (Reliance is providing Free Outgoing also) Hutch, Idea, Dolphin and Trump.

- 81 -

FINDINGS
Airtel FSO
FSO - Full Service Outlet
Basically for providing customer services in terms of their queries to build good relation with
customers to reach a point of customer satisfaction. Building good customer relation does not
only help in expanding sales but also helps in knowing the customer better and knowing the
customer further leads to acknowledgement of tastes & preferences of the customer.

One of the various ways to reach the customer is through franchisee. It helps the customer to
be in touch with a particular business. The franchisee should be at many places to build a
strong relation with all segments of customer. It must also have many customer executives so
that there are enough people to attend all customers and time can be saved. It leads to instant
help to the consumer to be happy and satisfied and the sole purpose of marketing "Customer
Satisfaction is achieved.

OUTLOOK OF THE FRANCHISEE:

The franchisee was having transparent glasses outside so that anybody can look in that its
open from outside from inside the franchisee was beautifully furnished with furniture. Most
of the things there was of Red, black and white colour which are colours of Airtel. The
franchisee was centrally air-conditioned and have all the necessary things which customer
needs like sufficient number of seats, drinking water etc.

- 82 -

INTERACTING WITH THE CUSTOMER'S

All the customer's were treated well, when they enters the franchisee the executives greets
them. All the executives there listens the customer query very patiently and try there level
best to solve it they send the customer to the floor manager.
For eg.:
For the new connection - The executives first listening to the customer patiently (his needs
and preferences) than tell them postpaid and prepaid connection plans which most suited to
the customer and helps them to choose the best for them, on the basis of their budget, for
what purpose they are buying, how often he will use it etc.

SERVICES PROVIDED BY Franchisee:

New Postpaid and prepaid connection
New SIM issue
Duplicate SIM issue.
Coupons and Easy recharge (Value)
Bill deposit (In cash and cheque)
Solving Customer queries
Migration of prepaid connection to postpaid connection and vice versa
Name and Address change of postpaid connection
Activation of Roaming and STD
Bill details
Changing of plans

- 83 -

Disconnection of plan
Mobile problems
Queries regarding broadband, GPRS
Queries regarding Land line phone

OBSERVATION:
The executives there were not fully aware of all plans. For eg. the executives was not aware
that Rs. 2,000 prepaid Connection in which the customer's get two years incoming validity
was still going on, he come to know about it when the customer said that he got a message
from Airtel today about this plan.
Customer's of new connection were very unhappy that there connection will be activated after
a weak.
Customer's were not satisfied with the Airtel services.
Customer care number doesn't connects easily, it takes a lot of time to connect some-times a
day to speak with executive.
Many fraud cases were coming.
Most of the people are opting for postpaid connection instead of prepaid connection postpaid
and prepaid connection plans which most suited to the customer and helps them to choose the
best for them, on the basis of their budget, for what purpose they are buying, how often he
will use it etc.
Most of the people were opting for Rs. 1399 advance rental plan of 2 years.
Many customers were demanding for corporate connection but the executives said that
individual connection of corporate is not possible; they should be atleast five connections.

- 84 -

People were very happy with add-on scheme of postpaid and also opting for it.
The franchisee sells 7 to 9 postpaid and 3 to 5 prepaid connection daily.
Many customer's were coming for making adjustment in their bill plan or amount.
Many customer's were coming with the problem that the plan they are assigned was not opted
by them.
Radio-connectivity of their system was getting very slow again and again by which the
customer's were getting irritated.
The customer's who need prepaid connection were getting less preference in comparison to
the customer's who need postpaid connection.
The customers were very happy with Airtel scheme in which the customer can make the
payment through bank automatically every month by filling ECR form.

SUGGESTIONS:

There should be more customer care numbers and executives so that the problems of the
customers can be solved quickly.
They should have more space for payment.
The executives there should be given training time to time about new schemes and plans.
No phone calls should be attended while entertaining the customer.
Every executives should know his responsibility and work.

- 85 -

RECOMMENDATION
The company should go ahead with aggressive marketing. They should light competition on
1.

Awareness level.

2.

Pricing strategy.

Thus, the recommendations fir these are as follows:

1. AWARENESS
(a)

The company should sponsor local programs.

(b)

The company should arrange briefing sessions at prominent clubs such as LIONS
CLUB and ROTARY CLUBS etc.

(c)

The company should organize awareness quizzes through Newspapers, Magazines &
announce suitable rewards accordingly.

(d) The company should distribute, l eaflets of AIRTEL

Cellular in posh colonies of DELHI.

2. PRICING STRATEGY
(a) The company should look the strategies of the competitive companies.
(b) The company should try its level best to keep the price low as compare to competitors.
(c) The schemes should be updated as per the needs and occasions

- 86 -

SUGGESSTIONS
(a)

As the company have captured the western market they should retain the
customers

(b)

Try to capture the nearest other markets nearby

(c)

Occasional offers

(d)

Proper billings to the post paid users

(e)

Proper response to the customers on the helpline no. Or toll free nos.

(f)

Roaming deposits should be reduced

FURTHER SUGGESTIONS
MATCH COMPETITORS SCHEMES.
COMMUNICATE THE SCHEMES TO Fos. AND RETAILERS DAILY.
BETTER NUMBERS IN PRE PAID AS CUSTOMER REQUIRES CHOICE.
ENHANCE THE SERVICE IN AREAS WITH WEAK NETWORK.
COORDINATION BETWEEN DEPARTMENTS MUST BE IMPROVED.

- 87 -

CONCLUSION
Good services is the way to retain the clients
AIRTEL CONNECTIONS ARE

SELLING

BECAUSE

OF

BEST

NETWORK COVERAGE.
GOOD RELATIONSHIP OF FOS. & REATILER IS BEING HELPFUL IN
SELLING.
LARGE MARKET COVERAGE, EASY AVAILABILITY OF COUPONS.
CUSTOMER CARE NUMBER DOES NOT CONNECTS EASILY AND
EXECUTIVES THERE WERE ALSO NOT AWARE OF THE SCHEMES.

- 88 -

CHAPTER5

- 89 -

QUESTIONNAIRE
SURVEY OF AIRTEL
Dear Sir/Madam,
We are thankful to you for patronizing AIRTEL. We hope that you are satisfied with
the product and quality of the services offered by the Airtel. As there is always scope for
improvement, we would like to get your opinion in these areas.
I would, therefore, request you to kindly assist us in our efforts by sparing a little
time to give us your valuable feedback and suggestions in the feedback form below. Please do
not hesitate to inform us of any observation that you think may be relevant. We assure you
that we would try to come up to your expectations.

Name:

Sex :

Age:

Occupation: ..
..
Address:

Contact Number: +91989

1. WHICH PRODUCTS OF AIRTEL THEY WERE SELLING AND WHICH NOT?

- 90 -

__________________________________________________________________
__________________________________________________________________
_____________________________________________

2. WHY WERE THEY NOT SELLING THAT PARTICULAR PRODUCT.

__________________________________________________________________
__________________________________________________________________
_____________________________________________

3. WHAT ARE THE DIFFICULTIES FACED DURING SELLING THE

PRODUCTS.
__________________________________________________________________
__________________________________________________________________
_____________________________________________

4. WHAT IS THE LEVEL OF STOCK MAINTAINED BY THEM.

__________________________________________________________________
__________________________________________________________________
_____________________________________________

5. THEIR FEEDBACK IN COMPARISON WITH THE COMPETITORS.

_____________________________________________________________________
_____________________________________________________________________
_______________________________________

- 91 -

BIBLIOGRAPHY

BOOKS
Marketing Management by Philip Kotler 9th Edition
Research Methods for management by Dr. S. Shajahan 2nd Edition
Principal & Practice of Management by L.M. Prasad, 4th Edition.

REFRENCES
AIRTELs reports
Books & magazine on mobile communication
WEBSITES & SEARCH ENGINE
www.airtelworld.com
www.bhartiteleventures.com
www.researchandmarket.com
www.info-shop.com
www.smartmobs.com
www.yahoosearch.com

- 92 -