SYNOPSIS

ON

MARKETING OF AIRTEL

Submitted in partial fulfillment for the degree of

MASTERS OF BUSINESS ADMINISTRATION
MBA
(2009-2011)

SUMITTED TO:
MS. ANU PRIYA

Submitted By:
AMIT KUMAR
MBA-2
ROLL NO.- 4

KIIT COLLEGE OF ENGINEERING (GURGOAN)

AFFILIATED BY A.I.C.T.E.
FROM M.D.U. ROHTAK
 ACKNOWLEDGEMENT
This is serve gratitude to all those people without whom
this PROJECT would have never seen the light of day.

An endeavor is difficult to even initiate without the help of

many souls who are always there by the grace of God. Researcher
project is a result of help provided by many people.

My project becomes a reality only because of cooperation of many

people who had helped me in completing this project. I sincerely
extend my gratitude to Ms.Anu priya who has given me this golden
opportunity to have an insight in the corporate world and who has
been a source of guidance and support

I sincerely thank my esteemed guide Ms. Anu priya for her

valuable guidance and co-operation rendered to me through out the
project report. It would not have been possible for me to complete
this project without there meticulous guidance and suggestions.

Last but not the least I would like to thank my parents,

friends, Colleagues and the staff of Bharti Airtel , who directly or
indirectly help me during the course of project without which
project would have been a Herculean task.

Amit kumar
 INDEX

Sr. Chapters Page

No. No.

1. Introduction 4

2 Objectives 8

3 Research methodology 12

4 Leterature Review 13

5 Bibliography 15
INTRODUCTION

HISTORY OF COMPANY
Bharti Airtel is one of India's leading private sector providers of
telecommunications services based on an aggregate of 66,689,943
customers as on April 30, 2008, consisting of 64,370,434 GSM
mobile and 2,319,509 Bharti Telemedia subscribers.

The businesses at Bharti Airtel have been structured into three

individual strategic business units (SBU’s) - mobile services,
telemedia services (ATS) & enterprise services. The mobile
services group provides GSM mobile services across India in 23
telecom circles, while the ATS business group provides broadband
& telephone services in 94 cities. The enterprise services group has
two sub-units - carriers (long distance services) and services to
corporates. All these services are provided under the Airtel brand.

Company shares are listed on The Stock Exchange, Mumbai (BSE)

and The National Stock Exchange of India Limited (NSE).

The company has a strategic alliance with SingTel. The investment

made by SingTel is one of the largest investments made in the
world outside Singapore, in the company.
The company’s mobile network equipment partners include
Ericsson and Nokia. In the case of the broadband and telephone
services and enterprise services (carriers), equipment suppliers
include Siemens, Nortel, Corning, among others. The Company
also has an information technology alliance with IBM for its
group-wide information technology requirements and with Nortel
for call center technology requirements. The call center operations
for the mobile services have been outsourced to IBM Daksh,
Hinduja TMT, Teletech & Mphasis

MILESTONE OF COMPANY

1 Mobile phone operator, Bharti Airtel, became the first Indian

telecom company to serve 50 million customers last month,
and is now the world’s tenth largest wireless carrier.
2 Bharti has doubled its user base in the past 14 months alone,
and hopes to reach 100 million subscribers by 2010, according
to company executives.
3 “Our next 50 million will largely come from rural India as our
plan is to reach 5,200 census towns and over five lakh villages,
covering 96 per cent of the Indian population,” said Bharti
 Airtel president and CEO, Manoj Kohli, at a news conference
this week.
4 Bharti Airtel, India’s leading telecommunication services
provider, today announced that it had crossed the 50 million
customer mark. With this, Bharti Airtel has achieved the
distinction of becoming the fastest private telecom company in
world to achieve this landmark in a single country - within 143
months of start of operations. The 50 million customer base
covers mobile as well as broadband & telephone customers.
5 Commenting on this major global landmark, Mr. Akhil Gupta,
Joint Managing Director, Bharti Airtel said, “We are delighted
to have achieved this major landmark, which puts Bharti Airtel
amongst the top telecom companies in the world. It underlines
the strength of our unique business model and our vision to
provide affordable services like lifetime prepaid to customers
across the length and breadth of the country. I would like to
thank our partners for having shared our vision. This milestone
highlights the emergence of India as one of the top telecom
markets in the world and we are proud to have been at the
forefront of this growth. Going forward, we believe this growth
momentum will remain intact and we are gearing towards the
100 million customers mark.”
6 Bharti Airtel crossed the 10 million customer mark in
November 2004. In July last year, it crossed the 25 million
customer mark.
7 The company added the next 25 million customers in just 14
months. This is amongst the fastest rate of customer additions
by any telecom company in the world.
8 Mr. Manoj Kohli, President & CEO, Bharti Airtel added, “This
is a very proud moment for us and I would like to thank our 50
million customers for believing in Airtel. It is a tribute to our
commitment to provide best-in-class services to our customers
and lead the market with exciting innovations. We are
committed to create a world-class organization and benchmark
it with the best in the world. As the market gets ready for the
next wave of growth, we are committed to expanding our
telecom networks wider and deeper across the country and
partner India’s growth story.”
9 In the mobile business, Bharti Airtel plans to make
considerable investments in Network expansion to establish
presence in all census towns and over 500,000 villages across
India by 2010, thereby covering 95% of the country’s total
population. The company’s strategic focus will be on further
strengthening the Airtel brand through best-in-class customer
service, which is backed by wide national distribution.
In the Enterprise business, Bharti Airtel will invest substantially
in the long distance business to achieve the scale of a global carrier
within next 2-3 years. It is also strengthening the corporate
business towards becoming a preferred managed services partner
for the top 2000 corporations. In Broadband & Telephone SBU,
Bharti Airtel will initiate large-scale deployments of broadband
network infrastructure in 94 towns, with a sharp focus on the home
and SME segments. It is readying to offer triple play to its
customers with the launch of its IPTV service.

OBJECIVES
Bharti’s Mission
To be globally admired for telecom services that
delight customers.

We will meet global standards for telecom services that delight

customers through:
• Customer Service Focus
• Empowered Employees
• Cost Efficiency

• Unified Messaging Solutions

• Innovative products and services

• Error- free service delivery

Airtel`s Vision & promise

By 2010 Airtel will be the most admired brand in India:

Loved by more customers

Targeted by top talent
Benchmarked by more businesses
We at Airtel always think in fresh and innovative ways
about the needs of our customers and how we want them to
feel. We deliver what we promise and go out of our way to
delight the customer with a little bit more

Board of Directors
The Board of Directors of the Company has an optimum mix of
Executive and Non-Executive Directors, which consists of three
Executive and fifteen Non-Executive Directors.

The Chairman and Managing Director, Mr. Sunil Bharti Mittal, is

an Executive Director and the number of Independent Directors on
the Board is 50% of the total Board strength. The independence of
a Director is determined on the basis that such director does not
have any material pecuniary relationship with the Company, its
promoters or its management, which may affect the independence
of the judgment of a Director.

The Board members possess requisite skills, experience and

expertise required to take decisions, which are in the best interest
of the Company.

The composition of the Board is as under:

o Sunil Bharti Mittal

o Rajan Bharti Mittal
o Akhil Gupta
o Rakesh Bharti Mittal
o Chua Sock Koong
o N. Kumar
o Kurt Hellstorm
o Donald Cameron
o Paul O’Sullivan
o Professor V.S. Raju
o Pulak Chandan Prasad
o Bashir Abdullah Currimjee
o Gavin Darby
o Syeda Imam
o Ajay Lal
o York Chye Chang
o Paul Donovan
o Arun Bharat Ram
RESEARCH METHODOLOGY

2.1 RESEARCH DESIGN

Marketing research is often concerned with the behaviors of the

consumer in the respect marketing research have drawn heavily on the
behavioral. Sciences such a psychology and sociology in fact the
contribution of these science to marketing research have been very
significant especially with regard to two aspect.

1. The research technique used by psychology and they have amply

used sociologists being of considerable relevance to marketing
researchers.
2. The concept and the theories of these behavioral sciences are also
proved to be relevant to market researcher.

2.2 Method of data collection

Questionnaire:
This was the most popular method for conducting the survey. It helped
in collecting the information from the framed question, to get maximum
necessary data for research. While designing the questionnaire,
following aspect were considered.
LITERATURE REVIEW

Type of information to be collected:

1. Phrasing of the questionnaire.

2. Order or sequence of the question.

3. Number of question to be asked.

Lay out of the questionnaire

Customer survey
Table WHICH MOBILE SERVICE YOU USE

Company Name In Number Percentage

Airtel 40 25%
Idea 45 28%
Reliance 29 18%
Vodaphone 29 18%
BSNL 17 11%
Total 160 100

Graphical Representation:
 11%
25%
AIRTEL
18%
IDEA
RELIANCE
VODAPHONE
BSNL

18% 28%

Table: IMPORTANCE REGARDING SERVICE

What is important for you?

In Number Percentage
Connectivity 19 12
Coverage 40 25
Roaming 34 21
Local Call 24 15
All 43 27
Total 160 100

Graphical Representation:
 12%
27% Connectivity

25% Coverage
Roaming
Local call
All
15%
21%

BIBLIOGRAPHY

ON-LINE WEBSITE:

 WWW.GOOGLE.CO.IN
 WWW.AIRTEL.COM

NEWSPAPERS:
  Times of India (15 Oct 2009- 2 Nov 2009)

BOOKS:

 Marketing Management, Dr. S.L. Varshney and

Dr. R.L. Gupta, Third Revised Edition,

Sultan Chand and Sons.