PROJECT REPORT

ON

MARKETING STRATEGY OF AIRTEL

AT
DEHRADUN
SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS OF THE DEGREE FOR
THE BACHELORS OF BUSINESS ADMINISTRATION AFFILIATED FROM
HNB GARHWAL UNIVERSITY, SRINAGAR
Submitted by:
KRISHAN PAL
2013-2016

INTERNAL GUIDE EXTERNAL GUIDE

MRS PARUL GOEL MR. NITIN GAUR
(SR. LECTURER) (MARKETING MANAGER)

DEPARTMENT OF MANAGEMENT
INSTITUTE OF TECHNOLOGY & MANAGEMENT
DEHRADUN
 ACKNOWLEDGEMENT

At the very outset, I would like to acknowledge with immense gratitude the support and
guidance of some people without whom the project could not have been completed. Also
thanks to them, I learnt a lot more additional things than that just restricted to my project.
First of all I would like to thank my project guide Mr. Nitin Gaur (Marketing
Manager) for his support and patience with me despite him being hard pressed for time.

I am thankful to AIRTEL for providing me with the wonderful opportunity

and allowing me to take this study.
Also I would like to thank the faculty guide of my college Mrs. Parul Goel who
guided me in my project.
Last but not the least I would like to thank my parents who have always showed
their full faith in me, and are the biggest source of my encouragement and guidance.

KRISHAN PAL

2
 CANDIDATES DECLARATION

I hereby declare that the work for the project Report entitled Marketing Strategy of
Airtel is completely done by me, based on my own work conducted in Rajpur Road Airtel for
the partial fulfillment of my Bachelors of Business Administration.
Admittedly I have received suggestions and guidance from my guides.

KRISHAN PAL
BBA V TH SEM.
(2013-16)

3
 CONTENT

Title
Training certificate
Acknowledgement
Preface
Candidates declaration

CHAPTER No. DESCRIPTION PAGE No.

Chapter-1
1.1An Introduction to Airtel
1.2Mission
1.3Goals

Chapter-2 Introduction
2.1 An introduction
2.2 definitions by different authors

Chapter-3 Research Methodology

3.1 Research Problem
3.2 Research Objective
3.3 Types of research
3.4 Methods of data collection
3.5 data analysis & interpretation
3.6 Findings

Chapter-4 Conclusions

Chapter-5 Recommendations

Chapter-6 Annexure

Chapter-7 Bibliography

4
 CHAPTER-1
Introduction to Telecommunication
Communication is a process in which information is transferred from source to
destination. Information can be in any form e.g Voice, Data, Video, Graphics etc. Voice
communication is the simplest mode of communication. People also use facial
expressions and body language to communicate with each other.
We have been using communication technology for years. Communications, or
telecommunication, technology consists of electromagnetic devices and systems for
communicating over long distance. The principle examples are telephone, radio,
television, and cable. Before 1950s computer technology and communications
technology developed independently, like rails in a railroad track that never merge. Since
then, however they have gradually fused together, producing a new information
environment.
Basic Communications System Elements:
o Transmitter
o Receiver
o Medium: terrestrial (for example, cable, coax, wire, etc.) and x-terrestrial (For
example, radio waves)

TELECOMMUNICATION MARKET IN INDIA

India is currently the second-largest telecommunication market and has the third highest number of
internet users in the world
India's telephone subscriber base expanded at a CAGR of 19.22 per cent to 1,002 million over FY07
15
Teledensity (defined as the number of telephone connections for every hundred individuals) increased
from 18.3 in FY2007 to 79.67 in FY 2015nbsp;
In May 2015, total telephone subscription stood at 1,002 million, while teledensity was at 79.67nbsp;

5
INDIAN CELLULAR MARKET

Mobile handsets market in India is expected to cross 300 million devices this year while
only 46 million are likely to be built locally, says a report.

"The domestic market for mobile handsets is expected to cross 300 million devices in
2015, while the number of devices being manufactured locally is expected to be only 46
million," said a report by Ficci-EY titled 'Speeding Ahead on the Telecom and Digital
Economy Highway'.

Citing the example of Vietnam, which has emerged as a global hub for manufacturing of
mobile handsets because of favourable incentive schemes and stable regulatory
environment, it said there is a need for incentives for setting up of new handsets and
tablets manufacturing units in the country.

In spite of India's market growing at a robust rate, almost 83 percent of the demand is met
via imports, while domestic production and manufacturing continue to lag, the report
said.

"It is imperative that measures are taken to address this mismatch and reduce dependence
on imports. Correcting this imbalance will not only lead to saving of foreign exchange
but also result in build-up of local capabilities and job creation," it said.

To further the efforts under 'Make in India' programme, DeitY has established a joint task
force of industry representatives and government officials with an aim to achieve
production of 500 million handsets by 2019, it said.

6
"The task force aims to rejuvenate the mobile handset and component manufacturing
ecosystem in the country and targets to create additional employment opportunities for
1.5 million people," it said.

It recommended bringing handsets under provisions of 'Goods of Special Importance' of

the Central Excise Tax Act, 1956, thus capping the maximum VAT levied by states at 5
percent and also endorses a 10-year tax holiday on a block of 15 years on all profits and
gains for manufacturing in the mobile phone industry.

7
 CHAPTER-2
INTRODUCTION TO AIRTEL

Bharti Airtel, formerly known as Bharti Tele-Ventures Limited (BTVL) is India's largest and world's
third largest cellular service provider with more than 82 million subscribers as of December 2015. It
also offers fixed line services and broadband services.
SingTel owns over 30% of the Bharti Telecom. Vodafone is also a shareholder of Airtel with 4% of the
shares. Thus making it a sister company of the brand
The Bharti Group has a diverse business portfolio and has created global brands in the
telecommunication sector. Bharti has recently forayed into retail business as Bharti Retail Pvt. Ltd.
under a MoU with Wal-Mart for the cash & carry business .It has successfully launched an
international venture with EL Rothschild Group to export fresh agric - products exclusively to markets
in Europe and USA and has launched Bharti AXA Life Insurance Company Ltd under a joint venture
withAXA,world leader in financial protection and wealth management. Airtel comes to you from
Bharti Airtel Limited, Indias largest integrated and thefirstprivate telecom services provider with a
footprint in all the 23 telecom circles.Bharti Airtel since its inception has been at the forefront of
technology and hassteered the course of the telecom sector in the country with its world
classproductsand services. The businesses at Bharti Airtel have been structured intothreeindividual
strategic business units (SBUs) - Mobile Services, Airtel TelemediaServices & Enterprise Services.
The mobile business provides mobile & fixedwireless services using GSM...
Sales & Distribution strategies of Bharti Airtel Ltd.
A multi-regional marketing and sales team builds both direct and indirect saleschannels.
Regional organizations are responsible for the definition of the sales &marketing strategies,
and plans for their respective territories. Each region alsoprovides significant inputs and reviews of the
corporate strategic sales,marketing, and product direction.In order to capitalize on the
opportunities in each geographic region, Bharti

8
Company History - Bharti Airtel Ltd.

Bharti Tele-Ventures was incorporated on July 7, 1995 as a company with limited

liability under the Companies Act, for promoting telecommunications services.
Bharti Tele-Ventures received certificate for commencement of business on January
18, 1996. The Company was initially formed as a wholly-owned subsidiary of
Bharti Telecom Limited. The chronology of events since Bharti Tele-Ventures was
incorporated in 1995 is as follows: Calendar year & Events

1995

- Bharti Cellular launched cellular services'AirTel'in Delhi

1996

- STET International Netherlands NV, or STET, a company promoted by Telecom

Italia, Italy acquired a 20% equity interest in Bharti Tele-Ventures

- Bharti Telenet launched cellular services in Himachal Pradesh

1997

- British Telecom acquired a 21.05% equity interest in Bharti Cellular

- Bharti Telenet obtained a license for providing fixed-line services in Madhya

Pradesh circle

- Bharti Telecom and British Telecom formed a 51% : 49% joint venture, Bharti BT,
for providing VSAT services

1998

- Bharti Telecom and British Telecom formed a 51% : 49% joint venture, Bharti BT
Internet for providing Internet services

- First Indian private fixed-line services launched in Indore in the Madhya Pradesh

9
circle on June 4, 1998 by Bharti Telenet thereby ending fixed-line services
monopoly of DoT (now BSNL)

1999
- Warburg Pincus (through its investment company Brentwood Investment Holdings
Limited) acquired a 19.05% equity interest in Bharti Tele-Ventures

- Bharti Tele-Ventures (by acquiring a 63.45% equity interest in SC Cellular

Holdings) acquired an effective 32.36% equity interest in Bharti Mobile (formerly
JT Mobiles), the cellular services provider in Karnataka and Andhra Pradesh circles

- New York Life Insurance Fund, or NYLIF, acquired a 3% equity interest in Bharti
Cellular
2000

- Bharti Tele-Ventures acquired an effective equity interest of 40.5% in Bharti

Mobinet (formerly Skycell Communications), the cellular services provider in
Chennai

- Bharti Tele-Ventures acquired a 30.2% equity interest of Telecom Italia in Bharti

Telenet and 18.8% from Bharti Telecom thereby making Bharti Telenet a 100%
subsidiary of Bharti Tele-Ventures

- SingTel (through its investment company Pastel Limited) acquired STET's 15.3%
equity interest in Bharti Tele-Ventures

- Bharti Tele-Ventures acquired an additional effective 41.64% equity interest in

Bharti Mobile (by acquiring the remaining 36.55% equity interest in SC Cellular)
resulting in Bharti Tele-Ventures holding an effective 74% equity interest in Bharti
Mobile.
2001

- Bharti Tele-Ventures acquired NYLIF's 3% equity interest in Bharti Cellular

- Bharti Telesonic entered into a joint venture, Bharti Aquanet, with SingTel for
establishing a submarine cable landing station at Chennai

- Bharti Tele-Ventures issued additional equity for approximately US$ 481.30

million to SingTel, Warburg Pincus, AIF group, IFC, NYLIF, and Seejay Cellular

10
and Bharti Telecom

- Bharti Cellular acquired a 100% equity interest in Bharti Mobitel (formerly Spice
Cell ), the cellular services provider in Kolkata

- Bharti Tele-Ventures acquired 85% and 15% in Bharti Telespatial from Bharti
Telecom and Intel, respectively

- Bharti Tele-Ventures acquired a 44% equity interest in Bharti Cellular from British
Telecom, thereby making Bharti Cellular its 100% subsidiary

- Bharti Tele-Ventures acquired an additional 49% equity interest in Bharti Mobinet

from Millicom International and BellSouth International, thereby owning 89.5%
equity interest in Bharti Mobinet, which was further increased to 95.3% following
an issuance of additional equity shares by way of rights issue

- Punjab license restored to Bharti Mobile by the DoT and migration to NTP - 1999
accepted

- Bharti Cellular entered into license agreements to provide cellular services in

eight new circles following the fourth operator cellular license bidding process

- Bharti Telenet entered into license agreements to provide fixed-line services in the
Haryana, Delhi, Tamil Nadu and Karnataka circles

- Bharti Telesonic entered into a license agreement with the DoT to provide national
long distance services across India

- Bharti Aquanet, Bharti Telesonic and Bharti Cellular entered into license
agreements with the DoT to provide ISP services in India

- Bharti Telesonic launched national long distance services under the brand name of
"IndiaOne"

- Bharti Telenet launched fixed line services in Haryana under the brand name of
"TouchTel". 2002

- Comes out with issue of 18.53 crore equity shares through book building route
with a floor price of Rs 45 per share, received bid for 18.55 crore shares. Through

11
the issue, it becomes the first company in India to come out with 100% book
building issue

-Issue price fixed at Rs 45 per share, floor price fixed by the company. Raises Rs
834 crore

-Shares listed on BSE, NSE and DSE, opens at 11% premium to its issue price of
Rs 45

-Enters into a 5-year agreement with Escotel and ETL of the Escorts group to
contract leased line connectivity for its cellular operations

-Mr. Ravi Akhoury ceases to be Director of Bharti Tele

-DoT grants ILD Telephony License to Bharti Telesonic, subsidiary of the company

-Signs MoU with Telia AB to buy out their 26% stake in Bharti Mobile

-Ties up with SSC (Secondary School Certification) Board, Hyderabad, where

Bharti will announce SSC results to its customers on their mobile phones

-ICICI Bank ties up with Bharti for pre-paid mobile cards via ATMs

-Bharti forays into Mumbai with offers

-Alpine International Ltd. and ELM International Ltd. acquire shares of Bharti Tele-
Ventures

-Sunil Mittal, Chairman & Managing Director of the company, bags Businessman
of the year award by Business India
2003

-Airtel breaks interconnectivity with Tata Teleservices in Andhra Pradesh Circle

-Company accorded its approval for amalgamation of its subsidiary companies viz:
Bharti Telenet Ltd, Bharti Telesonic Ltd, Bharti Broadband Networks Ltd and
Bharti Comtel Ltd through scheme of Amalgamation. The merged entity would be
renamed as "Bharti Infotel Ltd"

12
-Air Tel launches Local direct dialling facility in Chennai circle
Vision & Mission

Vision
To be a distinguished and reputable Corporate Social Responsibility entity regionally
and globally, and to position the company to be a true partner in the development of the
community, especially with regard to education in the communities we operate in

Mission
To produce an overall positive impact on society and our stakeholders, presently and for
the future, by investment in communities to help fulfill their potential as well as their
responsibilities to family and especially through education of underprivileged children.

MARKET SHARE
There were 726.8 million GSM users at the end of April, the COAI said. Bharti Airtel, the
country's largest operator, added the most users, with 1.65 million users joining its
network. Its total number of subscribers stood at 208.2 million, with a market share
of 28.41%, at the end of May.

13
PROMOTIONAL STRATEGY

Airtel to Touch Tomorrow with a new brand vision

The Bharti Mobile promoted AirTel cellular service will go in for repositioning of its

brand image. The new brand ethos is portrayed in two distinct fashions - the tag line

"Touch Tomorrow", which underscores the leading theme for the new brand vision,

followed by "The Good Life", which underscores a more caring, more customer centric

organization. Aimed at re-engineering its image as just simply a cellular service provider

to an all out information communications services provider, Touch Tomorrow is meant to

embrace the new generation of mobile communication services and the changing scope of

customer needs and aspirations that come along with it

The new communication is about a new dimension in the cellular category that goes

beyond the Internet, SMS, roaming, IVRS, etc but which engulfs the whole gamut of

wireless digital broadband services that will constitute tomorrows cellular services. The

new campaign is in two phases - the first of which will communicate overall brand

philosophy and the second products and services. According to Mr. Jagdish Kini, Chief

Operating Officer, Bharti Mobile Limited, Karnataka "We are adopting a new brand-

platform - Touch Tomorrow - not only to reflect our corporate ethos but also business

strategy".

14
The new identity will have the logo in Red, Black and White colours along with lower

case typography to convey warmth. AirTel will incorporate the latest branding in all of its

communication and will soon be going in for an enhanced promotional drive to establish

the brand's presence.

LIFE TIME PLAN

PRE-PAID card users need not worry anymore about recharging their coupons every

month. Company has launched a plan that allows users to take a pre-paid connection with

lifetime validity for a one time payment of Rs. 999. Subscribers availing themselves of

this scheme will also get full talk time for the recharge coupon they purchase and also

have the option to buy Taiwanese manufactured Bird mobile handsets for as low as Rs.

1,399.

The move is aimed at stopping the churn in the pre-paid subscriber base. Once a

subscriber takes this plan, he will always be an Airtel subscriber whether the mobile is

being used or not.

15
 MARKETING STRATEGY
ADOPTED BY BHARTI

Bharti has spent a considerable amount on advertising its mobile phone service, Airtel.

Besides print advertising, the company had put up large no of hoardings and kiosks in

and around Delhi.

The objective behind designing a promotion campaign for the Airtel services is to

promote the brand awareness and to build brand preferences.

It is trying to set up a thematic campaign to build a stronger brand equity for Airtel.

Since the cellular phone category itself is too restricted, also the fact that a Cellular phone

is a high involvement product, price doesn't qualify as an effective differentiator. The

image of the service provider counts a great deal. Given the Cell phone category, it is the

network efficiency and the quality of service that becomes important. What now the

buyer is looking at is to get the optimum price-performance package. This also serves as

an effective differentiator

Brand awareness is spread through the' campaigns and brand preference through brand

stature. Airtel's campaign in the capital began with a series of 'teaser' hoardings across

the city,' bearing just the company's name and without explaining what Airtel was. In the

next phase the campaign associated Airtel with Cellular only thereafter was the Bharti

Cellular connection brought up. Vans with Airtel logos roamed the city, handing out

brochures about the company and its services to all consumers. About 50,000 direct

16
callers were sent out. When the name was well entrenched in the Delhiitess mind, the

Airtel campaign began to focus on the utility of Cellphone. In the first four months alone

Airtei's advertisement spend exceeded Rs. 4 crores.

As of today the awareness level Is 60% unaided. This implies that if potential or

knowledgeable consumers are asked to name a Cellular phone service provider that is on

the top of his/her mind 60% of them would name Airtel. As for aided it -is % (by giving

clues and hints etc.).

Brand strength of a product or the health of a brand is measured by the percentage score

of the brand on the above aided and the unaided tests. The figures show that Airtel is a

healthy and a thriving brand.

Every company has a goal, which might comprise a sales target and a game plan with due

regard to Its competitor. Airtel 's campaign strategy is designed keeping in mind its

marketing strategy. The tone, tenor and the stance of the visual ads are designed to

convey the image of a market leader in terms of its market share. It tries to portray the

image of being a "first mover every time" and that of a "market leader".

The status of the product in terms of its life cycle has just reached the maturity stage in

India. It is still on the rising part of the product life cycle curve in the maturity stage.

The diagram on the left hand side shows the percentage of the users classified into heavy,

medium and low categories. The right hand side shows the revenue share earned from

the three types of users.

17
Airtel, keeping in mind the importance of the customer retention, values its heavy users

the most and constantly indulges in service innovation. But, since heavy users comprise

only 90-% of the population the other segment cannot be neglected.

The population which has just realised the importance of cellular phones has to be roped

in. It is for this reason that the service provider offers a plethora of incentives and

discounts. Concerts like the "Freedom concert" are being organised by Airtel in order to

promote sales. The media channel is chosen with economy in mind. The target segment

is not very concrete but, there is an attempt to focus on those who can afford. The print

advertisements and hoarding are placed in those strategic areas which most likely to catch

the attention of those who need a cellular phone. The product promise (which might cost

different 1 higher) is an important variable in determining the target audience.

Besides this, other promotional strategies that Airtel has adopted are .

(i) People who have booked Airtel services have been treated to exclusive premiers of

blockbuster movies. Airtel has tied up with Lufthansa to offer customer bonus miles

on the German airlines frequent flier's programs.

(ii) There have been educational campaigns, image campaigns, pre launch

advertisements, launch advertisements, congratulatory advertisements, promotional

advertisements, attacking advertisements and tactical advertisements.

18
 SWOT ANALYSIS

STRENGTHS

Cost advantage

Current leaders in quality service

Largest distribution network

Ability to constantly innovate

Highly skilled workforce

Entrepreneurial zeal

Airtels increased equity and market cap.

WEAKNESSES

To prove credibility

Price pressures

Need for Government support

Awareness

Sales and Marketing

19
OPPORTUNITIES

To sustain passion and commitment

Airtels market share increasing at other service provider expense. Thus opportunity to

wipe it out.

Attain higher value services

Collaborative business needs to be explored

Vertical repeatable solutions.

Low penetration level in rural markets.

THREATS

Foreign investment

Global trends moving from GPS to WLL.

Lack of global parity in telecom tariff

Other competition

20
 MARKET IN INDIA

Regional Interest Groups - India

With a population of around 1.1 billion growing at roughly 1.7 per cent a year, India is

potentially one of the most exciting markets in the world. After two rather difficult years,

the past 12 months have seen the region's promise beginning to come to fruition. Much of

this success can be attributed to the stabilisation of the licensing and regulatory

environment.

India's telecommunications have undergone a steady liberalisation since 1994 when the

Indian government first sought private investment in the sector. More significant

liberalisation followed in 1996 with the licensing of new local fixed line and mobile

service providers. However, it has been the government's New Telecom Policy (1999)

that has had the most radical impact on the

development of services. 'The policy's mission statement is 'affordable communications

for all', There is a genuine commitment to creating a modern and efficient

communications infrastructure that takes account of the convergence of telecom, IT and

media. In addition, the policy places significant emphasis on greater competition for both

fixed and mobile services.'

21
Competition in the mobile sector has already had a visible impact on prices with calls

currently costing less than 9 cents per minute. This means that service costs have fallen

by 60 per cent since the first networks became live in 1995. It also helps explain why a

recent Telecom Asia survey revealed that more than 70 per cent of Indian mobile

subscribers felt that prices were now at a reasonable level.

One of the challenges facing operators in India is the diversity of the coverage regions

-from remote rural regions to some of the most densely populated metropolitan areas in

the world. India has more than 40 networks, which cover the seven largest cities, over

7000 towns and several Lacs villages. Such depth of coverage has required enormous

investment from India's operators. It is estimated that more than Rs200 billion had been

invested in India's industry by mid-2000, a figure that is set to be supplemented by a

further Rs. 300 billion over the next five years.

The good news is that subscriber growth is beginning to look healthy. With India's low

PC penetration and high average Internet usage -at 14-20 hours a month per user it is

comparable to the US -the market for mobile data and m-commerce looks extremely

promising. WAP services have already been launched in the subcontinent and the first

GPRS networks are in the process of being rolled out. In the year ahead, India will work

22
with its members to realize the potential of early packet services in anticipation of the

award of 3 licences.

23
 AIRTEL LAUNCHES INDIA'S FIRST 4G SERVICE

airtel launches India's first 4G service

A new chapter in Indias telecom revolution begins

airtel deploys one of the worlds first state-of-the-art TD-LTE networks to deliver best-in-
class wireless broadband experience
airtel 4G LTE to put India on to the data superhighway
Lightning fast internet speed - HD video streaming, instant photo and video
downloads and sharing will now be just a click away
4G LTE services will contribute to Governments vision of Broadband on Demand and
building Indias digital economy
airtel Kolkata becomes the launch pad for 4G in India, just as the countrys first
mobile call was made from this very network in this city in August 1995

Kolkata, April 10, 2012: Bharti airtel ("airtel"), a leading global telecom services provider with operations in 20
countries across Asia and Africa, today launched India's first 4G service in Kolkata. airtel has launched the service on a state-
of-the-art network based on TD-LTE, making India one of the first countries in the world to commercially deploy this
cutting-edge technology. With this launch, India joins the most advanced telecom markets in the world and marks the
beginning of a new chapter in the country's telecom success story.
airtel's 4G (TD-LTE) network was launched by Mr. Kapil Sibal, Hon'ble Minister of
Communications and Information Technology, Government of India. The launch will
trigger a new phase of accelerated equitable and inclusive economic growth through
proliferation of broadband services as envisioned by the Honble Minister in the draft
National Telecom Policy.

Commenting on the launch, Mr. Sunil Bharti Mittal, Chairman and Managing
Director, Bharti airtel said, "Todays launch is a major milestone for India and airtel.
Over the past 15 years airtel has been at the forefront of Indias telecom revolution and
has set the technology trends in India by aligning with the global standards. We are

24
delighted to now provide leadership in setting the technology standard for 4G services in
India by introducing the cutting edge TD-LTE. We are confident that others will follow in
this direction and participate in our pioneering effort of making TD-LTE the defacto 4G
standard in India. I would like to thank all our stakeholders in helping us fulfill the
Governments vision of Broadband on Demand, outlined by the Honble Telecom
Minister. I would also like to thank the Government of West Bengal for their support and
cooperation that has made this launch possible and once again reiterate our commitment
to participate in the development of the state."
High speed wireless broadband has the potential to transform India, provide a robust
platform for building the countrys digital economy and truly empower people. With one
of the largest pools of young population in the world, India will see massive growth in
consumption of data and content over mobile devices and proliferation of mobile
commerce. I look forward to airtel playing a pivotal role in shaping this exciting future
for India. Mr. Mittal added airtel 4G , besides offering rich content, will allow superfast
access to High Definition (HD) video streaming, multiple chatting, instant uploading of
photos and much more. It will also help in bridging the digital divide and add to
economic growth in rural areas by enhancing the reach of e-governance, e-health and e-
education services.

In 2010, airtel had successfully bid for BWA license spectrum in Kolkata, Karnataka,
Punjab and Maharashtra (excluding Mumbai) circles. It is currently working towards
rolling out state-of-the-art networks in circles other than Kolkata.
Bharti airtel is one of the founding members of the Global TD-LTE Initiative (GTI)
which was launched at the Mobile World Congress 2011. Other key founding members of
this global initiative include China Mobile and Softbank Mobile.
About Bharti airtel Limited
Bharti airtel Limited is a leading integrated telecommunications company with operations
in 20 countries across Asia and Africa. Headquartered in New Delhi, India, the company

25
ranks amongst the top 5 mobile service providers globally in terms of subscribers. In
India, the company's product offerings include 2G & 3G mobile services, fixed line, high
speed broadband through DSL, IPTV, DTH, enterprise services including national &
international long distance services to carriers. In the rest of the geographies, it offers 2G
& 3G mobile services. Bharti airtel had over 246 million customers across its operations
at the end of February 2012. To know more please visit, www.airtel.in
Bharti is almost there

But first, the EDGE! Bharti Cellular is close to commercially launching its EDGE service

in Delhi and Mumbai by end May or early June, sources said. The company was the first

to conduct field trials in November with its equipment supplier Ericsson. Idea too held

EDGE field trials in February this year with its vendor Nokia. Vodafone and BPL are yet

to hold the trials. The two companies would eventually migrate to EDGE, but perhaps

after seeing the response to Bhartis service.

EDGE holds the promise of delivering data speeds of around 170-180 kbps (as against

the theoretical speed of around 380 kbps) which, if achieved, promises the launch of

many data applications. The scalable cost of migrating from GPRS to EDGE is not too

high and mainly comprises software upgrades in case of a modern network such as Bharti

and Hutch, claimed chairman of GSA India chapter Rakesh Malik.

Will maintain its headstart?

26
Airtel crosses 200 million mobile customer mark in India
Last 100 million added in less than 5 years
Largest rural mobile customer base in India
Underlines status as one of Indias most trusted brands
Moves closer to its vision of becoming Indias most admired brand

New Delhi, February 19, 2014: Bharti Airtel (Airtel), a leading global
telecommunications company with operations in 20 countries across Asia and Africa,
today said that it has crossed the 200 million mobile subscriber mark in India, further
consolidating its leadership position in the worlds second largest mobile market. Airtel is
the largest telecom operator in India, both in terms of customers and revenues. The
Company ranks as the fourth largest mobile operator in the world in terms of subscribers.

Gopal Vittal, Joint MD& CEO (India),
Bharti Airtel said, We are delighted to
have reached this major milestone. It is
gratifying to see the trust our customers
have reposed in our brand and it will be
our endeavor to continue delighting
them with innovative and world-class
services. We will also continue to invest
towards building a robust data network
of the future and be at the forefront of
Indias mobile broadband revolution.
Airtel has the largest bouquet of mobile
services for customers in India,
including 2G, 3G, 4G, Mobile
Commerce and other Value Added
Services. Its distribution channel is
spread across 1.5 Mn outlets, with
network presence in 5,121 census and
460,655 non-census towns and villages
in India covering approximately 86.7%
of the countrys population. Airtel has
the largest rural mobile customer base in
India with over 88 million mobile
customers (from rural markets).
BHARTI AIRTEL - KEY MILESTONES
1994 Wins GSM licenses for mobile
service in Delhi & NCR.
1995 Launches services under the Airtel
brand name.
1997 Becomes the first mobile service
provider in the country to cross 100,000
customer mark.
1998 Launches Indias first private fixed
line service in Indore, Madhya Pradesh.
2001 Network i2i, Indias first submarine
cable company launched with SingTel.
2002 Goes public, completes Indias first
100% book building issue.
2002 Becomes Indias first private
telecommunications service provider to
launch International Long Distance services.
2005 First private service provider in India
to have an All-India telecom footprint.
2008 Crosses 60 million customer mark.
Launches DTH services.
2009 Crosses the magical 100 million
customer mark.
2009 Expands operation to Sri Lanka.
2010 Expands operations to Bangladesh.

27
Airtel has Indias widest 3G footprint, 2010 - Announces acquisition of Zain
offering customers high-speed internet telecom.
access and a host of innovative services 2011 Launches 3G services and airtel
like Mobile TV, video calls, live- money in India.
streaming videos and gaming. Airtel is 2012- Becomes the first Indian telco to
the only mobile operator in India to launch 4G services.
offer 4G services using TD-LTE 2014- Becomes the first Indian telco to offer
technology, providing customers the 4G service on mobile phones.
fastest wireless services with buffer-less
HD video streaming and multi-tasking
capabilities.

Airtel launched its mobile operations in India in 1995. Since then it has been at the
forefront of Indias mobile revolution that has empowered millions across the length and
breadth of the country. Airtel crossed the 100 million mobile customers mark in India in
2009.

About Bharti Airtel

Bharti Airtel Limited is a leading global telecommunications company with operations in
20 countries across Asia and Africa. Headquartered in New Delhi, India, the company
ranks amongst the top 4 mobile service providers globally in terms of subscribers. In
India, the company's product offerings include 2G, 3G and 4G wireless services, mobile
commerce, fixed line services, high speed DSL broadband, IPTV, DTH, enterprise
services including national & international long distance services to carriers. In the rest of
the geographies, it offers 2G, 3G wireless services and mobile commerce. Bharti Airtel
had over 289 million customers across its operations at the end of January 2014. To know
more please visit, www.airtel.in
End sum game

When the networks deploy EDGE, subscribers can expect the delivery of advanced

mobile services such as easy downloading of video and music clips, full multimedia

messaging, besides high-speed Internet and e-mail access, provided their handset

supports all this.

But the real cruncher will be the migration at a later stage to 3G technologies such as

28
WGSM, EV-DO or EV-DA as and when the government decides what to do with the 3G

licences. WGSM for example promises delivery of a phenomenal 2 megabytes per

second (mbps), equivalent to what a leased line in many middle level corporates gives.

More importantly, WGSM will spawn a whole new range of full motion audio-video

applications, including video telephony. lobby may continue to remain gung ho over the

future of their technologies over that boosted by the American firms Qualcomm and

Motorola, but Indian market could well throw an interesting scenario that industry

experts will do well to watch. In the coming months, Reliance plans to offer its GSM

subscribers much more than what players intend to deliver through their EDGE for their

subscribers.

Who succeeds in this battle for mobile customers eyeballs is most difficult to predict. A

Korea and Japan may not be waiting to happen in India, but India will probably be more

like the Chinese market with both standards co-existing. For now, rules!

29
 SERVICES

Airtel Prepaid

Airtel Prepaid, the Ready Cellular Card from Airtel comes to you from Bharti

Enterprises, India's leading integrated telecom service provider. Going mobile with Airtel

Prepaid is a new way of life. With a host of great features, also simple to use, Airtel

Prepaid makes everything that you dreamt and believed, possible.

Total Cost Control

You can control your Airtel Prepaid like never before. No more rentals or deposits

simply recharge as much as you need to from as low as Rs. 10, to as high as Rs. 10,000/-.

Pre activated STD/ISD without deposits or rentals

You can now enjoy a pre-activated STD/ISD on your Airtel Prepaid. No more paying

deposits or having a minimum balance in your account to make an STD/ISD call. Hassle-

free calls are here to stay!

Strong Network Coverage

Enjoy complete clarity when calling with Airtels world-class technology and

unbreakable network coverage that spans over 23 circles across the country.

30
Instant Balance and Validity Enquiry

Your account balance is updated on the screen of your handset at the end of each

chargeable call. You can also call 123 from your mobile phone and listen to the voice

announcement or simply dial *123#, press 'OK' or 'YES' button and your account balance

will be displayed on the screen of your handset.

Recharge your Airtel Prepaid

Recharging is Easy. The calling value on your card keeps reducing as you make calls or

use any other chargeable service. Choose the Airtel Prepaid Recharge Coupon thats right

for you, from a variety of tailor made recharge coupons with different denominations,

which are available at a number of outlets across your city. Simply follow the procedure

mentioned below, to recharge your phone.

Prepaid Roaming

Airtel Prepaid comes preactivated with 'National Roaming', so you stay connected no

matter wherever you are. You can also send or receive MMS, check your email and

access other GPRS services while roaming in India as you would in your own city. While

traveling abroad you can receive calls & send or receive SMS.

31
Other Services

Airtel brings you, a wide range of Services that will change the way you communicate.

Try them and discover a whole new world of fun and excitement.

Call management Services

Call waiting, call hold, call divert and Caller Line Identification Presentation all with

your Airtel prepaid connection.

Voice Mail

When your handset is switched off, or youre too busy to answer the phone, Airtel

Voicemail will answer your calls and record a message. The best part is that there's no

extra monthly cost for setting up Voicemail - you just pay for the phone call when you

use the service.

SMS (Short Messaging Service)

Send messages quickly and easily using text, if it's too noisy to talk or you don't have

much time. It's the way to share those interesting one-liners, important reminders and rib-

tickling jokes, with anyone, anytime, anywhere in the world.

Subscription Alerts

32
Get regular alerts on news, jokes, business, health and films on your Airtel mobile phone

with Subscription Services. SMS <SUB NEWS> to 3333 for News, <SUB JOKE> for

Jokes, <SUB BIZ> for Business News, <SUB SPO> for Sports Alerts & <SUB

VAASTU> for Vaastu tips.

MMS (Multi-media Messaging Service):

Jazz up your messages with pictures, images and video clippings, with MMS from Airtel!

To activate MMS on your phone, SMS 'MMS' to 56465 and save service settings.

Airtel Live!

Make your mobile the most happening entertainment destination with Airtel Live! Airtel

brings you the latest in entertainment and information services, right on your phone!

Airtel Live! WAP Services: Download the latest ring tones, games, wallpapers, videos

and much more. You can also get news clips, watch live TV and download full songs on

you phone. To get Airtel Live! settings on your phone, SMS 'Live' to 56465 and save the

settings that you receive as your preferred connection. Airtel Live! Portal can be accessed

from you GPRS enabled phone, by sending a SMS 'FUN' to 56465.

Airtel Live! Voice Services: Just Dial 56465, and name the service. For e.g. say ring

tones to download your favorite ring tones. You can also choose a variety of content

options like Live Cricket Commentary, latest National / International News, Movie

Reviews or Stock Market Updates.

33
Airtel Live! SIM Services: Access loads of fun content and exciting services like cricket,

stocks, on your phone at the touch of a few buttons with Airtel Live! SIM based Services

on your SIM card menu. To download new services on your Airtel SIM, choose the

"What's new" option under the "Airtel services" menu.

Airtel Live! SMS Services: You can enjoy a host of services by sending a keyword as an

SMS to 56465! Choose Astrology / Horoscope, Cricket, Bollywood / Hollywood / Indi

Pop Ring tones. In case you need assistance SMS, Help to 56465.

Hello Tunes

Tired of that boring old tring tring on your phone? Well now when a friend calls, you

can make them groove to the hottest new tracks burning up the music charts with Hello

Tunes from Airtel! You get a wide choice of songs in the Popular & New Arrivals

categories that are updated regularly. What's more you can directly call the number for

your kind of music, e.g. call 678005 for English New and 678001 for Hindi New. This

would directly take you to your favorite artist's Hello Tunes listing.

Copy a Hello Tune

Get the tune you want, all you have to do is call 55055 and follow the simple voice

instructions to copy your favorite Hello Tunes. Once inside the copy feature, just key in

the 10-digit Airtel mobile number you want to copy the Hello Tune from and you get the

same Hello Tune assigned to your number.

34
Gift a Hello Tune

Forget gifting chocolates, flowers and greeting cards. Say it with a song instead! Gift a

Hello Tune to that special someone. Just call 55055 and choose the song that you want to

gift. Follow the simple voice instructions and key in the 10-digit Airtel mobile number

that you want to gift the Hello Tune to. You will get an SMS notification upon successful

receipt of that gift.

Buy Music - Airtel Music Shops

Buying your favorite Hello Tune or Ring tone is as simple as recharging your phone with

talk time. Simply walk into your nearest Airtel Shop and walk out with your favorite

song. Choose from Bollywood Hits to Indipop Remixes, Hard Rock to Gujrati Garba,

Bhajans to Jazz, Bhangra Beats to foot tapping Tamil Hits from a list of more than 18000

songs.

Reach us Anytime Anywhere

In case you need assistance, dial '121' - our toll-free number, accessible from anywhere in

the country, even while roaming. You can also send us an SMS to 121 or mail us at

121@airtelindia.com.

*In case of email, mention your mobile no. like, 9812345, in the subject of the mail for a

quicker response.

Airtel Postpaid

35
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 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.

Easy Billing

Enjoy a host of rich features only with Airtel e-bill. Register free on My Airtel section

and view your monthly bill with call details for last three months. Sort your calls between

personal and official or analyze your usage, at the click of a button. To change your tariff

plan call our IVR at 121 and leave a request.

Easy Payment Options. Anytime Anywhere

You can choose from a host of convenient payment options only with Airtel. Walk into

any Airtel relationship centre and make your payments by cash or credit card. Drop a

cheque at any of the drop boxes for making payments or simply log on to My Airtel

section and pay instantly through your credit card. You can also opt for easy payment

options like:

Standing Instructions

You can give us standing instructions to debit your credit card account for your monthly

Airtel bills. All you have to do is fill the Standing Instruction Form and mail, fax it to us

or drop it any of our relationship centres.

36
Electronic Clearing System

Fill an ECS form and mail, fax it to us or drop it any of our relationship centres to

directly debit your bank account for your monthly Airtel bill.

Pay while roaming

Airtel has introduced 'Anywhere payment' that offers you the convenience of making

payments while you roam. Walk in to any Airtel Relationship Centre in the country, make

payments by cash or credit card and enjoy uninterrupted Airtel Services.

Credit limit

Your pre-set credit limit mentioned on your monthly bill helps you keep your mobile

charges in control, keeps track of your usage and ensures that your mobile phone is not

misused. Should you exceed your credit limit, you will be informed via a voice or a non-

voice message to make an interim payment and reduce your account balance below your

credit limit. You may also choose to pay us an additional refundable deposit to enhance

your credit limit or opt for our convenient payment method of Credit Card Standing

instruction .You can also make use of ECS facility.

37
Strong Network Coverage

Enjoy complete clarity when calling with Airtel .It offers you world class technology and

unbreakable network coverage that spans over 23 circles across the country.

Long Distance Calling Facility

Call long distance calls in India and Overseas with STD / ISD facility on your Airtel

phone.

Widest Roaming - National and International

Airtel's roaming service allows you to stay connected and use your mobile phone to make

or receive calls from almost anywhere in India and also over 160 countries, abroad.

GPRS - Roaming

Use Airtel Postpaid's GPRS services, while roaming, to access the internet and office

mails (eg. BlackBerry services), from almost anywhere in India and abroad.

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

Airtel brings you a wide range of Services that will change the way you communicate.

Try them and discover a whole new world of fun and excitement.

Call management Services

Call waiting, call hold, call divert and Caller Line Identification Presentation, help you do

more with your Airtel Postpaid connection!

38
Conference call

You can hold a teleconference with 5 people simultaneously with Call Conferencing

service from Airtel. In fact, you can set up a conference even when the other five are

using a landline phone. To know more, call customer service at 121.

Missed call alert

A missed call alert is a SMS that you will receive for all the calls that you missed. The

SMS will detail the CLI and the time when the call was made. To activate, dial *135*2#

then press the call button and wait for the request to be completed.

Voice Mail

When your handset is switched off, or youre too busy to answer the phone, Airtel

Voicemail will answer your calls and record a message. The best part is that there's no

extra monthly cost for setting up Voicemail - you just pay for the phone call when you

use the service.

39
SMS (Short Messaging Service)

Send messages quickly and easily, using text, if it's too noisy to talk or you don't have

much time. It's the way to Share those interesting one-liners, important reminders and rib-

tickling jokes, with anyone, anytime, anywhere in the world.

Subscription Alerts

Get regular alerts on news, jokes, business, health and films on your Airtel mobile phone

with Subscription Services. SMS <SUB NEWS> for News, <SUB JOKE> for Jokes,

<SUB BIZ> for Business News, <SUB SPO> for Sports Alerts & <SUB VAASTU> for

Vaastu tips to 3333.

MMS (Multi-media Messaging Service):

Jazz up your messages with pictures, images and video clippings, with MMS from Airtel!

To activate MMS on your phone, SMS 'MMS' to 56465 and save service settings.

Airtel Live!

Make your mobile the most happening entertainment destination with Airtel Live! Airtel

brings you the latest in entertainment and information services, right on your phone!

Airtel Live! WAP Services: Download the latest ringtones, games, wallpapers, videos

and much more. You can also get news clips, watch live TV and download full songs on

40
you phone! To get Airtel Live! settings on your phone SMS 'Live' to 56465 and save the

settings that you receive as your preferred connection. Airtel Live! Portal can be accessed

from you GPRS enabled phone, by sending a SMS 'FUN' to 56465.

Airtel Live! Voice Services: Just Dial 56465 and say the name of the service. For e.g.

say Ring tones to download your favourite ring tones. You can also choose a variety of

content options like Live Cricket Commentary, latest National / International News,

Movie Reviews or Stock Market Updates.

Airtel Live! SIM Services: Access loads of fun content and exciting services like cricket,

stocks, on your phone at the touch of a few buttons with Airtel Live! SIM based Services

on your SIM card menu. To download new services on your Airtel SIM, choose the

"What's new" option under the "Airtel services" menu.

Airtel Live! SMS Services: You can enjoy a host of services by sending a keyword as an

SMS to 56465 ! Choose Astrology / Horoscope, Cricket, Bollywood / Hollywood / Indi

Pop Ring tones. In case you need assistance SMS Help to 56465.

41
GPRS (General Packet Radio Services)

Log on to the internet, with GPRS that allows data transmission at a higher speed. Access

e-mails and internet across Airtel's pan-India presence using 'Mobile Office' with your

phone or a phone and laptop both.

Get the EDGE

Browse the internet on your mobile phone with Airtel's EDGE services. Enjoy live TV,

enhanced WAP experience and Airtel Data Cards on our high speed network.

Hello Tunes

Tired of that boring old tring tring on your phone? Well now when a friend calls, you

can make them groove to the hottest new tracks burning up the music charts with Hello

Tunes from Airtel! You get a wide choice of songs in the Popular & New Arrivals

categories that are updated regularly. What's more, you can directly call the number for

your kind of music, e.g. call 678005 for English New and 678001 for Hindi New. This

would directly take you to your favourite artist's Hello Tunes listing.

42
Copy a Hello Tunes

Like a tune you want, all you have to do is call 55055 and follow the simple voice

instructions to copy your favourite Hello Tunes. Once inside the copy feature, just key in

the 10-digit Airtel mobile number you want to copy the Hello Tune from and you get the

same Hello Tune assigned to your number.

Gift a Hello Tunes

Forget gifting chocolates, flowers and greeting cards. Say it with a song instead! Gift a

Hello Tune to that special someone. Just call 55055 and choose the song that you want to

gift. Follow the simple voice instructions and key in the 10-digit Airtel mobile number

that you want to gift the Hello Tune to. You will get an SMS notification upon successful

receipt of that gift.

Buy Music - Airtel Music Shops

Buying your favourite Hello Tune or Ringtone is as simple as recharging your phone with

talktime. Simply walk into your nearest Airtel Shop and walk out with your favourite

song. Choose from Bollywood Hits to Indipop Remixes, Hard Rock to Gujrati Garba,

Bhajans to Jazz, Bhangra Beats to foot tapping Tamil Hits from a list of more than 18000

songs.

43
Reach us, Anytime Anywhere

In case you need assistance, dial '121' - our toll-free number, accessible from anywhere in

the country, even while roaming. *In case of email, mention your mobile no. like

9812345 in the subject of the mail for a quicker response. TARIFF STRUCTURE

Prepaid Tariffs

Airtel Prepaid Ready Cellular Card and Recharge Cards are available, all over the

city at over retail outlets including 24-hour outlets. Airtel Prepaid Ready Cellular

Card and Recharge Cards are available, all over the city at over retail outlets

including 24-hour outlets.

44
 Airtel Prepaid RegularTariffs

Particulars/ Gold New SRTP- Plan Voucher

Details Unit
Services (Airtel/DL/GSM/3) (AIRTEL/DL/GSM/24)

I am interested

One Time charges, 5 for new acquisitions; 2

if any 194
for existing base
SIM / Account Validity Regular Validty Regular validity
Tariff Validity (initial / Regular Validty 180 days*
promotional / base, if any)**
1 second 1 second
Pulse Rate Secs / Min
Call Charges
Voice Video Voice Video
2p/sec 5p/sec 2p/sec 5p/sec
On net (Airtel to
Rs
Airtel mobile) 2p/sec 5p/sec 2p/sec 5p/sec
Local Off net (Airtel to
Rs 5p/sec (mobile)/ 5p/sec (mobile)/
other operators) 2p/sec 2p/sec
NA (fixed) NA (fixed)
Mobile / 2p/sec 5p/sec 2p/sec 5p/sec
Rs
Fixed(*)
2p/sec 5p/sec 2p/sec 5p/sec
On net (Airtel to
Rs 5p/sec (mobile)/ 5p/sec (mobile)/
Airtel mobile) 2p/sec 2p/sec
NA (fixed) NA (fixed)
Off net (Airtel to
STD Rs
other operators)
Mobile /
Rs
Fixed(*)

ISD tariff to be For country wise ISD

made available tariff, please
ISD Re 1 Re 1
on website visit www.airtel.in or
& point of sale nearest airtel Rs 1.5 Rs 1.5
Relationship Centre
Rs 5 Rs 5
SMS Local Rs
2G data - 8p/10 KB 3G 2G data - 8p/10 KB 3G
National Rs data - 4p/10 KB data - 4p/10 KB

45
 International Rs 2G data - 8p/10 KB 3G 2G data - 8p/10 KB 3G
data - 4p/10 KB data - 4p/10 KB
Home Paise/kb
Voice Video Voice
Data
Roaming Paise/kb 0.80/min 0.05/sec 0.80/min
1.15/min 0.05/sec 1.15/min
0.45/min 0.05/sec Free
Local Outgoing Rs
Charges 0.25/0.38/5.00 NA 0.25/0.38/5.00
while STD Outgoing Rs
Roaming- NA NA
National Incoming Rs
NA NA
SMS
Rs
(Local/STD/ISD)
Special benefits, if any
Recharge / other conditions,
if any
1. Holi (6th March
)
2. One day prior to
Blackout Days for year 2015
Diwali
- Applicable for SMS (on
3. Diwali (11th Nov
these days, rates as per tariff
15)
plans will be applicable )
4. New Year Eve
(31st Dec)
5. New Year (1st Jan)

I am interested

POSTPAID

Airtel Postpaid allows you to choose from a variety of affordable talk plans, convenient payment options and host of rich

features. So get set to enjoy a world of limitless possibilities!

46
 Type of
Service Name Description How to Access Postpaid Charges
Services
Stay connected with the
NDTV 5 in 1 Sports
5 in 1 SPORTS Pack for the latest Dial 53515 or sms
Optional Rs 3/ day
PACK action on Football, SUB SPO to 566670
Cricket, Tennis, Hockey
and Motorsports.
Airtel offers you the
543217 - For
largest collection of
Ring Tones and
Hindi, English &
Music; To listen Just dial short code
On Usage Regional songs that you Rs. 2/min
to songs and 543217
can listen, download
download
and send as message to
ringtones
a friend.
Activation Modes

(1) SMS CM to
With this service one
52323. (2) Dial
can keep their loved
*323#.
ones informed when
user is in
(3) Call 52323.
meeting,driving,roamin
gor busy for particular
Airtel Call (4) Visit cm.airtel.in
Optional duration and can not Rs 30/month, Rs 3/SMS
Manager
take calls.
Or download the
App by sending CM
An SMS will alert user
to 52323.
of those trying to reach
can decide when to call
User will also get
back.
SMS alerts for all
calls on mobile when
anyone tries calling.
airtel offers a range of
services right on your
To download new
SIM Card. Access loads
services, choose
Airtel Live SIM of fun content and
On Usage Whats new option on Rs 3/- per message
Services exciting services like
your SIM under
cricket, stocks Star
airtel services menu.
Peep at the touch of a
few buttons
Airtel Radio Optional Now listen over 1.5 lacs Just Dial 543213 or Rs.30 with 300 mins free
of songs in different *321*13# from your music, with 30 day validity
categories n languages Airtel mobile and

47
 anytime anywhere.
Airtel Radio presents
subscribe to Airtel
300 minutes of free
Radio now
music in just
Rs30/month
Airtel Winner Zone
Contest: Call
55000(Tollfree) and
Play & get a chance to
Airtel Winner Rs 5/day subscription
Optional win Daily, Weekly and Dial 55000(Tollfree)
Contest Charges
Montly and many
bumper prices. just
giving answers of 7
easy questions everyday
Get authentic Ayurvedic
treatment by speaking
Ayurveda Dial
Optional Live with our Ayurveda Rs9/min
Doctor 5351316(Rs9/min)
doctors, to regain your
optimum state of health.
On Black Out days, all
P2P SMS will be
charged at Standard
SMS Rates. Discounted
SMS tariffs will not be
applicable.
Blackout Days for year
Re1/Local SMS, Rs1.5/
Blackout Days - 2015
On Usage On Usage National SMS &
SMS 1. Holi (6th March)
Rs5/International SMS
2. One day prior to
Diwali
3. Diwali (11th Nov
15)
4. New Year Eve (31st
Dec)
5. New Year (1st Jan)
Conversion Convert your Post-Paid
Give in your request No charges (Outstanding
from Post-Paid Optional subscription to Prepaid
at the nearest ARC. should be clear)
to Prepaid with ease.
Conversion Convert your Prepaid to
Give in your request
from Prepaid to Optional Post-Paid subscription NA
at the nearest ARC.
Postpaid with ease.
Cricket Pack Optional Subscription based Call 543212601 Toll Rs 5/Match Day
Product where users Free
can listen to

48
 commentary & get
cricket score updates on
their mobile
Request for a duplicate
bill at 121 or register
for e-bill and view your Rs 50 for more than 3 month
Call 121 and give in
Duplicate Bill On Usage detailed statement older bills - No Charges for
your request
online, with the facility Current + previous 2 bills
to segregate calculate
your personal usage.
Simply walk into your
nearest Airtel retailer
and pick your favorite
Hello Tunes or choose a Subscription Rs. 36/month &
Easy Music Optional Melodious Ring tone of NA Rs. 15/Hello Tunes Song. Rs.
your favorite song. It is 10/- Mono Ringtone.
as simple as recharging
your phone with
talktime.
Learn spoken
English anytime and Just dial 55066 to
anywhere at your access the service.
convenience. A Choose any Subscription Rs 30
English Guru On Usage
unique situation situation and for 30 Days.
based approach subscribe to the
specially customised service.
to Indian context.
Unlimited
Entertainment at one
place.Get
HelloTunes, Music,
Enterainment Cricket Scores, Live Dial 56789
Optional NA
Portal Astro Service, (Tollfree)
Friendz Chat,
Discount Deals and
Many more
services.
Fantasy Optional Fantasy Stories is a Activation Subscription:Rs3/day
Stories one stop destination Modes, Dial
to enjoy dramatized 55011
fictional stories .Deactivation:

49
 from various genres
like Raat Baaki,
SMS STOP to
Romance, Thriller,
155223
Horror, Comedy and
Family Drama
Take your office
wherever with airtel
Fax and data
service. You can Contact nearest
send and receive ARC or dial
Rs. 249 per month &
Fax and Data data/fax documents customer care 121
Optional airtime charges as per bill
service through your for more
plan.
mobile, access the information and
internet, email plan activation.
accounts and
corporate databases
on the move.
3000 mins of calling
free on one Airtel
number. After the
Friends & free mins, tariff
Optional Call 121 Rs 149/ month
family pack applicable as per
Bill Plan. Facility
available on My
Plan Only
Stay connected to
the internet and Access the
access your e-mail internet anytime,
GPRS zero
anywhere anytime anywhere.Dial Zero Rental, 8p/10KB
rental Optional
on your phone or on *567# for download charges.
plan(2G)
your laptop with activation.(Toll
your mobile as a Free)
modem.
Hello Tune Optional Hello tunes These packs can Subscription Charges
Advance subscription is also be taken through Rs 75 for 3 months, Rs 150
Rental Plans available in Call centre or for 6 months, Rs 250 for 12
quarterly, half- Airtel website months and additional Song
yearly and yearly Download Charges: Rs

50
 packs 15/90 days

Welcome your
callers with your
favorite song when
they call you. You
Just dial 578786
can play different Dial 578786(Tollfree).
to choose the
Hello Tunes Optional Hello Tunes for Subscription: Rs36/month+
song of your
different callers, set Rs15/HelloTune download
choice
special hello tunes
for your friends,
spouse and business
associates.
Itemised bill is a
detailed statement of
your account, which
Call 121 and give
Itemised Bill On Usage helps you keep track Rs. 50
in your request
of all your calls,
SMS and other
services.
User Can get job
Jobs Optional alerts on his mobile Dial *321*661# Rs 10/7 days
phone
Live Aarti Optional Provides user an Dial 55200- IVR Rs 30/15days
option to listen live & USSD-
feeds of , gurbani, *321*284#
prayers from
prominent holy
shrines on their
mobile.This service
gives users an
experience of virtual
presence at at the
temple/place of
worship premises
and feel him/her
connected to actual
prayersactivities

51
 happening at the
temple at the that
point in time when
the devotee has
called up the
service.
Now get answwers
for your health,
profession,
matrimonial and
Dail 5432146
career related
Live Pandit Ji Optional from your Airtel Rs. 9/min
doubts. Speak live
Mobile
to our experienced
team of Astrologists
and get instant
answers.
Love ki dispensary
is an in-dial portal
which offers
answers to all your
love related queries.
All you have to do Dial Subscription: Rs10/10 days
Love Ki
Optional is to call Love ki 54321799(tollfree ( 30 minutes of browsing
Dispensary
dispensary and leave ) everyday)
your query. Experts
will evaluate your
query and provide
you with the best
elucidation
MMS activation -
airtel MMS [Multi-
Call customer
media Messaging
care at 121. For
MMS On Usage Service] turns your Rs.5/MMS.
MMS Settings
messages into a
send MMS to
visual experience
543210(Toll Free)
Matrimony Optional User can subcribe to Dial *321*11# Rs 10/7 days
the service and get
suitable matches for

52
 marriage

Get updates of all

To Activate
calls you miss if
Missed Call
your phone is
Alert:
switched off or you
1) Dial
are unreachable.
*321*881#
Next time someone
2) Call 54888
Missed Call tries to call you
Optional (Toll Free) Rs. 30 for 30 days
Alert while you away you
3) Sms START
will receive a SMS
MCA and send it
notification as soon
to 54321 (Toll
as you are back in
Free)
the coverage area, or
Charges: Rs30 for
when you switch on
30 days.
your phone.
Option 1: Call
51160 Toll Free
Option 2: SMS
The Music Mobile your favorite song
Web Portal name to 51160
service(Airtel Music Option 3: Dial
Store) offers song *646*646#
download to suit
consumers within Methods of Un-
operator network subscription - In Rs.3 per day or Rs.10 for
spread across compliance with song download. Dial
Music Store Optional geographies and TRAIs Direction *646*646# for monthly
demographics. The No. 303-1/2006- pack : Rs 30/30days. Usage
flexibility in terms QOS dated 30th Charges nil
of charging options, October 2007, the
music catalogue, following toll free
and intuitive user options are
experience makes it available to the
more appealing to customer to
the consumers. unsubscribe the
VAS by sending
sms STOP to 121
or dial *121*5#

53
 Now Listen to songs
To Activate: Dial
My Tunes Optional of your choice on Rs.15/15 Days
54345 @ 2p/Sec
every call you make
Pay Rs25/Month
and get 20 Free
Local + National
SMS per day for 30
days.

Pay Rs50/Month
and get 50 Free
Local + National
SMS per day for 30
days. Call Customer
PostPaid SMS
Optional Care (121) to Depending on the plan opted
Packs
Pay Rs85/Month activate
and get 90 Free
Local + National
SMS per day, for 30
days.

Pay Rs99/Month
and get 100 Free
Local + National
SMS per day, for 30
days.
Both existing and
non mobile owners
are eligible for these
premium mobile
Give in your
Premium numbers. Walk up to
Optional request at the As per number tag
Numbers the nearest ARC and
nearest ARC.
check the
availability of your
preferred mobile
numbers.
Radio Mirchi Optional Enjoy FM Music Dial 59830 to Rs. 10 for 100 min for 7
from any handset subscribe and days
from anywhere- listen (tollfree)

54
 ONLY on Airtel

Railway Optional Call 139xx for PNR For IVR Call Call @ Rs.2 per min, SMS
Enquiry Status, Arrival/ 139xx @ Rs 3 per SMS, dialing
Departure, For USSD Dial *139# is toll free with Rs 3
Accommodation *139# per query
Availability, Fare SMS as below
Enquiry, Ticket For PNR Status
Booking through SMS PNR (PNR
Credit/ Debit Card, No) , Train
SMS Ticket Arrival/Departure
Booking Helpline or SMS AD (Tr No)
Meal Booking. (Stn STD Code) ,
Train Current
SMS for PNR Position SMS
Status, Train SPOT (Tr No),
Arrival/Departure, Meal Request in
Train Current Train SMS
Position, Meal MEAL (PNR No),
Request in Train, Seat Avail SEAT
Seat Availability, (Tr No) (Dt
Tatkal Seat ddmmyy) (From
Availability, Fare Stn STD Code)
Enquiry, Train (To Stn STD
Schedule, Trains code) (Class)
Between Two (Quota) to, Tatkal
Stations, Next Train, Seat Avail SMS
Time Table, TSEAT (Tr No)
Platform (Dt ddmmyy) (To
Information & Stn Code) (To Stn
Ticket Booking. For Code) (Class),
Help on SMS ticket TimeTable SMS
keywords type TIME (Tr No) ,
HELP and send it to Train
139 Name/Number
SMS TN (Tr No/
Airtel Customers Name) , Next
can now dial *139# Train SMS NEXT
for Railway (From Stn Code)

55
 (To Stn Code) ,
Train Route SMS
ROUTE(Tr
No),Station Code
CODE(Stn Name)
Enquiry. The , Train Schedule
following SMS
information is SCHEDULE(Tr
available: No) , Fare
1. PNR Status 2. Enquiry SMS
Arrival/ Departure FARE (Tr No) (Dt
of Trains (Train ddmmyy) (From
Schedule) 3. SPOT Stn STD Code)
TRAIN 4.Seat (To Stn STD
Availability 5. Fare code) (Class)
Enquiry. 6. TRAIN (Quota) , Trains
NO/Name enquiry Between Two
7. TRAIN timetable Stations SMS
8. Train schedule. TRAIN (From
Stn Code) (To Stn
Code) , Help on
SMS Ticket
Booking SMS
HELP OR TKT
Mandatory
In event of a
Documents:
damage or loss of
Passport Size
your SIM, we
photograph along
provide you with a
SIM with proof of
Optional replacement to Rs.25
Replacement identity
ensure your
Note: In case of
immediate
damaged SIM old
accessibility needs
physical SIM to
are met.
be submitted.
SMS On Usage Make arrangements NA Re 1.00 for local SMS ,
share moments or National Rs 1.5,
just say hello, text International Rs.5.00
messaging is a fast
and convenient way

56
 to keep in touch.

As per TRAI
guidelines , wef
27th Sept 11 , a
Postpaid customer
can send maximum
of 3000 SMS / bill
cycle . The customer
will not be able to
send greater than
3000 SMS in a
month .

The customers who

get greater than
3000 SMS
(discounted /free)
within the bill plan ,
will be able to send
a maximum of 3000
SMS within the Bill
Cycle.

** Note :
As per TRAI
guidelines , the
same will not be
applicable on
blackout days as per
the list available on
Website
Customers on SMS
packs which offers
daily SMS benefits
(discounted /free
SMS) greater than
100 in a day will be
restricted to a max

57
 of 100 SMS /day.

A host of services
are available on
SMS to SMS. Download
58888, 57272, ringtones,
On Usage NA Rs. 3/SMS
52424,54545 wallpapers,
etc. logos,contests and a
lot more through
SMS.
User gets Cricket
STAR match commentary
SPORTS for India , sms score Rs 5/Match Day , Rs
Optional Dial 53776
CRICKET alerts , schedule and 49/Month, Rs 90/60 days
PACK complete cricket
round up on mobile.
Enjoy live cricket
score and Live
Commentary of
STAR Sport Dial
Optional every international Rs.5/Match Day
Pack 53776(Tollfree)
and domestic cricket
match from STAR
Sport
Safe Custody Optional If you are not using *Clear your due Minimum rent of
your Airtel number amount (Billed & Rs150+12.36% for the
as you will be out of Unbilled amount) initial 3 months : thereafter
station but wish to and pay the Rs 50 +12.36% tax per
retain your mobile Advance rental month
number, for the required
We have an option period
where in you may
put your number in *Give your
safe custody at a request at the
nominal rental of Rs nearest Airtel
50 + 12.36% tax per store/Customer
month. care at 121 or
email at
All you need to do 121@iairtel.in

58
 is pay Rs 50 +
12.36% tax * *Please include
months (duration your alternate
which you need to contact number
activate safe and email ID in
custody) in advance. the mail
Minimum rent is
150+12.36% tax for *For Company
first 3 months. paid connection,
please contact the
For example, if you coordinator
want to activate safe
custody for 6 month,
you need to pay
your rental in
advance
(Rs.50+12.36% * 6
months) to avoid
disruption of
services.

You may reactivate

the number anytime
within the safe
custody period, but
rental for 3 months
is mandatory to be
paid.

Tax: As per Govt. of

India tax guideline it
is 12.36%, which
includes
1. Service tax 12 %,
2. Education tax
2%
3. Secondary and
higher education tax
1%

59
 Note
For extension of
safe custody, rental
has to be paid in
advance before
completion of
existing period. In
case of non-receipt
of payment number
will get
disconnected
automatically.
Dial 553159 for
Shubh Vivah Portal
and speak to
experienced
Shubh Vivah Optional Astrologers, who Dial 553159 Dial 553159(Rs9/min)
will help you search
for a Suitable life
partner by matching
your Kundli.
A host of services
are available on
SMS. Download SMS MENU to
Special SMS Optional ringtones, 58888,58243,515 Rs3/SMS sent
wallpapers, logos 15,57333, 56161
and a lot more
through SMS
Talkies Optional World of Movies User can initiate Rs.30/450 mins FREE / 20
Entertainment in 13 the Request by Days
languages - Talkies, dialing on Short
Super hit Movies, code 51010 or
Movie 50101
Trailers/Previews, accordingly can
Songs, Dialogues & subscribe for the
much more. Services & in
return will get the
desired service

60
 content or USSD
*321*510#
Stay in touch with
your friends &
family even while
To activate - Dial
your phone is
*321*671#
switched off, out of
To deactivate -
coverage, busy, or
Dial *321*673#
when you are not in
Retrieval-Dial No Subscription charge,
a position to take
52555 while in retrieval free in home circle,
Voice Mail Optional any calls.
home circle and Roaming -as per roaming
Voice Mail service
09810098200 call charges
will work in below
while in roaming.
scenarios:
Capacity - 30
Default -Not
Messages of 60
reachable/Switched
Seconds each
Off
Optional -Busy/No
Reply
Voice SMS On Usage Now add emotions You can send a Depositing a voice message-
to your sms by Voice SMS Re 0.75 2.Retriving VSMS
sending a Voice message to any 1st time(*0*)-Toll free 3
SMS. To send a mobile number in Retrive VSMS 2nd time
Voice SMS to any your circle by onwards (*1*) Re.0.75 4.
mobile number in dialing * and Sending reply Re. 0.75 per
India Just prefix * to suffixing it with VSMS 5. Forward a VSMS
the 10-digit mobile the recipients Re.0.75
number and call. mobile number
Record your (*9xxxxxxxxx)
message after the
beep. You can
record your message
maximum upto 30
sec. After recording
your message just
press # or
disconnect the call.
The system records
your voice and

61
 sends it to the
person for whom
you have left a
Voice SMS.
Make your mobile
the most happening
entertainment
destination with
airtel Live.
Browsing Charges as per
Download latest
airtel Live Visit your data plan. Content
On Usage ringtones, true
Portal airtellive.com Download charges as
tones, games,
applicable
wallpapers and
many more goodies.
You can also get
download full songs
on your phone

Airtel Power 150 Postpaid Plan

Details
Overview
Rental
Rs. 150.00
Local Rates
Same Carrier Other Carriers Landline
0.49 0.75 1.00
STD Rates
Same Carrier Other Carriers Landline
1.50 1.50 1.50
ISD Rates
Europe, Middle East Asia, Australia, NZ, Hong Kong, Satellite/ Inmarsat

62
Sri Lanka, Pakistan, Indonesia, Malaysia,
Nepal, Maldives, Bhutan, Singapore, Thailand, USA
Bangladesh, Rest of World & Canada
9.20 6.40 550/227
SMS
Local National International
1.00 1.50 5.00
Available Places : Chennai
Activation Charges: 331/-

Free Local Min/Mth - 150 A2M.

Free SMS/Mth -150 local and National.

***Airtel Advantage Pack( A2A @50Ps, A2Others @ 75Ps) is availavle @ Rs.

45/Month

Security deposit of 1500 for ISD is applicable.

400 Local+National SMS at Rs 49/month.

2000 Local SMS @ Rs25/Month

3000Local and National SMS @ Rs 75/month.

Airtel Advantage Pack is available @ Rs 45/Month

Only one discount pack for each type is applicable. **Only one discount pack for each
type is applicable. ***Security Deposit is applicable for prepaid to postpaid migration
only.

Standard Roaming tariffs applicable.

Estimated Bill:
Mins. Of Use>>> 100 200 300 400 500 1000
A. Fixed Monthly Charges
Monthly Rental 150 150 150 150 150 150
Monthly Commitment 0 0 0 0 0 0

63
Clip Charges 0 0 0 0 0 0

B. Variable Charges
Airtime 80.41 160.82 241.23 321.64 402.05 804.1

Total (Fixed + 230.41 310.82 391.23 471.64 552.05 954.1

Variable)

Service Tax @ 10.3% 23.73 32.01 40.3 48.58 56.86 98.27

Estimated Monthly 254.14 342.83 431.53 520.22 608.91 1052.37

Bill
Assumptions:
1. Traffic pattern defined by TRAI: Local Mobile (59%), Local Fixed (20%), STD
Mobile (14%), STD Fixed (7%).
2. Free Airtime/discount (if any) as per the plan has not been included in calculation of
estimated bill value.

MARKET SITUATION

At the time of launch

The first mover in the market was Airtel which launched its services in Delhi in Aug 1995

(Informal launch). Essar Cellphone followed by launching its services informally in Oct

95. At this point of time, the market was at a nascent stage, awareness level was low and

both operators independently tried to spread awareness and educate the people

Once the networks were commercially launched, it became a number game with a

multitude of schemes being offered to woo customers Initially the cellphone was

perceived as a status symbol and utility took a back seat The target segment in Delhi were

corporate and the high income group. The average capacity installed was for 1.5 lakh

64
subscribers. This coupled with the steep license fee paid to DOT put pressure on the

operators to break-even by rapidly expanding their markets. In the first two years, this

led to a number of schemes being offered and prices crashing.

65
COMPETITIVE SITUATION

Airtel launched its services before Essar and skimmed the market picking up the bulk of

the high usage premium clients. This is a very competitive industry with the two

companies differentiating either on value-added services or price. Airtel is perceived as

the high quality provider and has a premium image. Essar, on the other hand, is

perceived as the lower end service provider. Airtel positions itself as the market leader on

the basis of the number of subscribers. Essar is trying to counter this by emphasising on

the reach of its network and the quality of its service. However, Essar is somewhat not

been very successful largely due to the inconsistency in advertising

To promote themselves, both the players have been dependent on tactical advertising

However, they have restrained from using comparative advertising Hoardings have been

a very popular medium for carrying the advertisements Airtel has also been advertising

on television using the Bharti Telecom name.

SALES DEPARTMENT AND STRATEGY

A. Major Accounts (Direct Channel)

Handles corporate (named and famed) accounts

Forecasting of sales

Mapping the accounts

Providing after sales support to the subscribers.

Maintaining call reports for records.

66
 Providing Feedback to the marketing department regarding the requirement of the

market.

B. IDC (indirect Channel)

Handling distribution

Maintaining records and level check of the channel partner

Liaisoning between the channel partner and the company.

Target achievement

Training the executives of the channel

C. Distribution Support

1. Logistics

2.

Monitor handset and SIM card requirements of channel partners and co-

ordinate with stores

Settle areas of concerns such as incentive claims of channel partners

2. Rental

Provide cellular services (SIM cards) on rent.

Provide cellular phones on rent

Useful for people visiting Delhi for a short interval.

67
3 Telesales

Call customers and generate sales lead.

Follow up with the customers, if they need any assistance

Pass on the sales lead to the channel department.

4 Audit

Consultant to the AirTel showrooms.

Monitor the operations at the AirTel distribution outlets Organize training.

5. Retail

Locate shops to open retail counters.

Monitor the retail counters.

MARKET SEGMENTATION

Segmentation is beneficial because of better predictability of the target consumer group,

minimization of risk exposure, better ability to fine-tune a product / service to the

requirement of target buyer and the resultant ease in designing a proper designing

marketing mix strategy In this case segmentation is on the bade of income.

In evaluating different market segments the company looks at two factors The overall

attractiveness of the segments and the company's objectives & resources The present

market for Cellular phones, pagers and conventional phones is as follows

Premium Middle Economy

Upper Lower Upper Lower Upper Lower

68
Cellular Phones X X X - - -
Pager X X X X - -
Conventional X X X X X -
Phones
X Market Segment Targeted

TARGET MARKET SEGMENT

Airtel has targeted the premium and upper middle class. The rationale behind it is that

only those segments should be targeted who value time and have the paying capacity. It

Is also planning to target the business tourists during their stay in the capital

About 60% of the clientele are top executives of corporate houses. About 15% are

foreign organisations and the rest are professionals and small businessmen. During the

introduction stage there was intense pressure to get consumers across to hook up with

their brand, because getting them to switch brand loyalty later would be hard

So far Airtel marketers have been concentrating totally on the business executive class

but now that the basic viable volumes has beer) built up and prices have declined to a

certain extent they are planning to venture further a field.

POSITIONING

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

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

69
expensive means of communication and drive home the point that the cellphone is

actually a day-to-day utility

PRODUCT POLICY AND PLANNING

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

customers' needs cannot be satisfied.

The basic product promise by Airtel is mobility. Airtel's main marketing strategy is to be

a first mover all the time. It has recognised the significance of making the first move--

because in the field of Communication & Information Technology changes occur at a

tremendous pace.

Effective product segmentation has to be carried on continuously because basic services

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

seeks to carry out this segmentation through provision of new information services and

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

the product life cycle. At present the cellular phone market has reached the maturity

stage. Since, the premium segment is nearing saturation the company targeting the upper

middle and middle-middle class. In order to do so Airtel is trying to optimise the price

performance package by offering suitable "product bundling".

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

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

70
customers. In addition, it offers free Airtime services and other concessions to make the

prices and thus the product more attractive. It has also opened a 24 hours customer

service.

Only price doesn't serve as an effective differentiator, value added services become the

effective differentiator.

The "Value Added Services" provided from Airtel are:-

1). Voice Mail service

This system is similar to the answering machine - if the user is not able to answer a call

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

retrieved by the user

ii) Short Message Service

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

receiving text messages directly from one mobile phone to another without the

intervention of an operator.

iii) Mobile Fax 1 Data Service

This service helps the subscriber to send and receive Faxes, access E-mail, download

computer files from other systems and remotely log on to another computer and surf the

Internet.

71
iv) Cash Card

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

in advance. All it requires is the payment of an initial amount. This is a useful service

for people who travel to Delhi often and those who want to control the expenses on their

calls.

v) Caller ID

Displays calling person's number.

vi) Outgoing call restriction

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

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

the outgoing calls to a listed number.

viii) Call forward

Incoming calls can be forwarded to another fixed or mobile phone.

Besides these some other services provided by Airtel are - Call conferencing, Call

Broadcast et cetera.

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

use the mobile facility frequently. In the early stages getting increases to subscribe may

72
be easier than getting them to talk since they will find it costlier to use the mobile phone

as compared to a conventional phone [if is believed that initially cellphones would be

used buy]

viii) Roaming Facility

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

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

automatically. Once a subscriber is In any other city or country, where a network is

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

talking.

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

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

AIRTEL'S MARKETING ORIENTATION.

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

care of the customers.

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

customer

b) They anticipate customers' problems and take pro-active steps to prevent them

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

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

73
e) They end the interaction on a positive or a humorous note-making the last 30

seconds count.

Airtel realises that attracting people 'Is easy but converting them into loyal customers is

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

and retain the customer.

PRICE AND PRICING POLICY

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

come up with various innovative tariff schemes to take needs of different category of

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

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

pay a fee to the government for using airtime.

74
 WHAT DOES AIRTEL OFFER?

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

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

never before.

An Airtel subscriber is provided with a Subscriber Identity Module Card (SIM card) - that

is the key to operating his/her cellular phone. His card activates Airtel cellular services

and contains a complete micro-computer chip with memory to enable one to enjoy one's

cellular phone thoroughly. Each SIM card contains a PIN code (Personal Identity

Number) which may be entered by one. Just plug your SIM card into your cellular

phone, enter the PIN code and it becomes 'your' personal phone'.

PRODUCT LIFE CYCLE

The pattern of cellphone subscriber growth observed elsewhere in the world reveals that

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

has not happened in India. As far as the Product Life Cycle is concerned. Indians are at

the beginning of the maturity stage.

75
 Introduction Growth Maturity
marketing objectives

Create product Maximise market share Maximise profits whole

awareness and trial defending market share

Strategies

Product Offer a basic Offer value Increase in

product/ service. added services number of value

added services.

Price Charge cost- Price to Price to match or

plus penetrate market best competitors

Distribution Build selective Build Intensive Build more

distribution distribution. intensive

distribution.

Advertising Build product Build awareness Stress brand

awareness and interest in differences and

among early the mass market benefits.

adopters and

dealers.

Sales Promotion Use heavy sales Increase to build Increase to

promotion to and maintain encourage brand-

76
entice people to relationships switching.

subscribe. with customers.

77
 CHAPTER-3

RESEARCH METHODOLOGY

. The survey was done by personal interview, where the information was collected
directly from respondents in face-to-face situation.
The measurement technique used was a questionnaire.
Questionnaire was used as a formalized instrument would give the respondents and
the researchers a fixed pattern to conduct a survey. The questionnaire was structured, as it
would provide better means of recording the information.
SAMPE SIZE

The sample chosen contained 100 respondents. This number was chosen taking
into consideration on the time limit and inadequacy of manpower for the survey. This
population is from Dehradun.
SAMPLING METHOD

The sampling method chosen is non probability in this survey it was judgmental
sampling. As the sampling unit was selected according to the researchers judgment of
income.
The respondents were interviewed in their work areas such as office, hospital,
home, school, and college.
Types of Research:-
Exploratory
Descriptive

78
 OBJECTIVES OF THE STUDY

Objectives:

To study the importance and development of tele communication industry in todays

scenario.

To understand the various Marketing Strategies which Airtel has adopted to survive in

highly competitive cell phone industry.

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

79
 DATA INTERPRETATION AND ANALYSIS

Q:-1 what is the duration of usage of airtel sim by customers

Duration No. of Customers Percentage

1-6months
6months-1yr
1-2yrs
2-3yrs
3-5yrs
5-8yrs

GRAPH NO:-1

CONCLUSION:-
It is found that most of the users are using Airtel from last 3yrs. From the data it is
clear that current market of Airtel has grown up vastly. Because Airtel provides good
services and attractive tariff plans.

80
Q:-2 DIVERT OF DEMAND FROM OTHER COMPANY TO AIRTEL

From Vodafone to Airtel 11

From Reliance to Airtel 9

From BSNL to Airtel 7

GRAPH NO:-2

CONCLUSION:-
It is found that 27% of the customers have newly got connected to Airtel and 73%
are using from long years.
In that 27% of customers mostly are diverted from Vodafone, followed by Reliance
and then at last by BSNL.

81
Q:-3 USAGE OF OTHER SIM

Being an Airtel customer, some of them even use other company sim. The details
are as follows:

No. of customers Percentage

Only Airtel users 76 76
Airtel users using even 24 24
other sim

Among these, Airtel users using even other sim are:

SIM No. of customers Percentage

BSNL 6 25
Vodafone 10 41.66
Reliance 8 33.34

GRAPH NO:-3

CONCLUSION:-
It is found that 41.66% of the users are using Vodafone, followed by 33.34% users
are using Reliance and then 25% users are using BSNL, along with Airtel.

82
Q-4 REASONS FOR BUYING AIRTEL SIMCARD

Reasons Customers opinion Percentage

Network/coverage 58 58

Attractive tariff/plans 20 20

Others 22 22

GRAPH NO:-4

CONCLUSION:-
By the above chart we can interpret that network/coverage is the main influence
factor for customers to accept Airtel service.

83
Q:-5 LEVEL OF SATISFACTION REGARDING FACILITIES

Facilities Good Bad

Calls incoming 100 00

Calls outgoing 66 34

SMS 33 77

MMS 42 58

GRAPH NO:-5

CONCLUSION:-
It is found that 100% of customers are satisfied with incoming calls, because of
excellent network coverage. But, as per outgoing calls 34% of them are unsatisfied and
the response was only one, which is high cost. 33% of customers agree that SMS facility
is good, 5% of them believe that the rate of 10ps/SMS is makes them unsatisfied. Finally,
42% of the customers are satisfied with the MMS.

84
Q:-6 MODE OF COMMUNICATION

Mode of communication No. of customers Percentage

By sending SMS 46 46

Postal facilities 12 12

Call up 33 33

Internet 9 9

GRAPH NO:-6

CONCLUSION:-
By the above chart it clear that Airtel keeps their customers in touch maximum
through sending SMS i.e. 46% then is by call up at 33% and then through postal facility
12% and then through internet is 9% customers strongly believe in Airtel.

85
Q:-7 CUSTOMERS PERCEPTION TOWARDS AIRTEL SERVICE AND ITS
WELFARE ACTIVITIES

Perception No. of customers Percentage

Proud 92 92

Not proud 8 8

GRAPH NO:-7

CONCLUSION:-
Its noticed that most of the customers of Bharti Airtel are proud about their choice
of Airtel. 92% of the customers are proud & rest of them doesnt feel that proud.

86
Q:-8 RANK 1 GIVEN BY THE CUSTOMERS

Companies No. of customers Percentage

Airtel 63 63

BSNL 17 17

Vodafone 12 12

Reliance 8 8

GRAPH NO:-8

CONCLUSION:-
From the data collected it is clear that the final rankings are
Rank 1 Airtel
Rank 2 BSNL
Rank 3 Vodafone
Rank 4 Reliance

87
Q:-9 OVERALL SATISFACTION OF CUSTOMERS

Satisfaction Level No. of Customers Percentage

Highly satisfied 53 53

Satisfied 27 27

Just satisfied 20 20

GRAPH NO:-9

88
Q:- 10 what kind of expectation do you from your service provider?

Ans:- A) Good B) Very Good C) Excellent

Q-11 How much do you spend per month on your mobile connection?

Ans:- A) 400 B) 500 C) 600

Q-12 How do you find STD rates of your service provider?

Ans:-

Q-13:- Do you find availability of network of your service provider at following area?

ANS:- A) Remote Area B) Hill Stations C) Outskirts

Q:- 14 what are the different scheme provided by your service provider?

Ans:- A) SMS B) Talktime C) Festival Scheme D) Other

Q15:- How Long do you have to wait in customer care ?

Ans:- A) Upto 1 Min B) 3-5 Min C) 2 Min d) 6-10 Min

Q-16 Are you aware 3G Technology?

Ans:- A) Yes B) No

89
 CONCLUSION

From above the details I conclude that 70% Airtel users preferred to remain with

Airtel. Also good no. of users who were willing to switch from their respective

subscribers showed interest in Airtel. Hence, these statistics imply a bright future for the

company. Also the company is now providing more services like the door to door

services which is you dial the Airtel customer care and would like to send someone

flowers the Airtel company delivers those flowers to the person concerned. Also Airtel is

providing free text messaging service and free voice mail service. Call conferencing is

also another feature Airtel provides.

90
 LIMITATIONS

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

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

following limitations-

(1) Respondents unavailability.

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

(3) Courtesy bias.

91
 BIBLIOGRAPHY

Bernard J. T. Mallinder. Specification Methodology Applied to the System. In

EUROCON 88, June 2005.

Seshadri Mohan and Ravi Jain. Two User Location Strategies for Personal

Communication Services. IEEE Personal Communications. 1(1), 1994.

Moe Rahnema. Overview of the System and Protocol Architecture. IEEE

Communications Magazine. April 1993.

C. Watson. Radio Equipment for . In D.M. Balston and R.C.V Macario, editors,

Cellular Radio Systems, Artech House, Boston, 1993.

Robert G. Winch. Telecommunication Transmission Systems. McGrawHill New York,

1993.

Vodafone

Airtel

Idea

MTNL

92
 QUESTIONNAIRE

Q 1 DURATION OF USAGE OF AIRTEL SIM BY CUSTOMERS

Q:-2 DIVERT OF DEMAND FROM OTHER COMPANY TO AIRTEL
Q:-3 USAGE OF OTHER SIM
Q-4 REASONS FOR BUYING AIRTEL SIMCARD
Q:-5 LEVEL OF SATISFACTION REGARDING FACILITIES

Q:-6 MODE OF COMMUNICATION

Q:-7 CUSTOMERS PERCEPTION TOWARDS AIRTEL SERVICE AND ITS

WELFARE ACTIVITIES

Q:-8 RANK 1 GIVEN BY THE CUSTOMERS

Q:-9 OVERALL SATISFACTION OF CUSTOMERS

Q:- 10 what kind of expectation do you from your service provider?
Ans:- A) Good B) Very Good C) Excellent
Q-11 How much do you spend per month on your mobile connection?
Ans:- A) 400 B) 500 C) 600
Q-12 How do you find STD rates of your service provider?
Ans:-
Q-13:- Do you find availability of network of your service provider at following area?
ANS:- A) Remote Area B) Hill Stations C) Outskirts
Q:- 14 what are the different scheme provided by your service provider?
Ans:- A) SMS B) Talktime C) Festival Scheme D) Other
Q15:- How Long do you have to wait in customer care ?
Ans:- A) Upto 1 Min B) 3-5 Min C) 2 Min d) 6-10 Min
Q-16 Are you aware 3G Technology?
Ans:- A) Yes B) No

93
94