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A
PROJECT
REPORT
ON
MARKETING
Submitted in the partial fulfillment in Bachelor of Business Administration
Submitted To:
Submitted By:
Mrs. Manju Gupta
Jaspreet Bajaj
Project Guide
Roll no.
BBA 3rd SEM
Maharaja Agarsen Institute of Management Studies
(Affiliated from Guru Gobind Singh Indraprastha University
Kashmiri Gate, Delhi)
ACKNOWLEDGEMENT
I would like to take an opportunity to thank all the people in collecting the
necessary information and making of the report. I am grateful to all of them
for their time and wisdom.
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 Mrs. MANJU GUPTA 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.
JASPREET BAJAJ
CERTIFICATE
This is to certify that JASPREET BAJAJ BBA 3rd SEM student from
MAHARAJA AGARSENINSTITUTE OF MANAGEMENT STUDIES
affiliated to “Guru Gobind Singh Indraprastha University, Delhi” has
completed her project under my supervision. She made this project to my
entire satisfaction and as per requirement of the course.
Mrs. Manju Gupta
Project Guide
Awards for the year 2006-2007
•BHARTI AIRTEL DRAWS TOP HONORS AT THE MIS ASIA IT
EXCELLENCE AWARDS 2006
•BHARTI AIRTEL AMONG THE TOP 10 BEST PERFORMING
COMPANIES IN THE WORLD ACCORDING TO
BUSINESSWEEK IT 100 LIST.
•SUNIL BHARTI MITTAL IS THE “CEO OF THE YEAR” AT
THE FROST AND SULLIVAN ASIA PACIFIC AWARDS 2006
AND BHARTI AIRTEL BAGS “WIRELESS SERVICE
PROVIDER OF THE YEAR” AND “COMPETITVE SERVICE
PROVIDER OF THE YEAR”.
•BHARTI TELE-VENTURES IS THE “BEST INDIAN
CARRIER” AT THE TELECOM ASIA AWARDS 2006.
AirTel: Appropriating the value of 'expression'
Over the last couple of years, the market has grown considerably, with
deeper penetration and wider usage of voice and data services, accompanied
by much higher competitive intensity," Atul Bindal, chief marketing officer,
Bharti TeleVentures, expands on this. "In this context, differentiating merely
on network, coverage and SMS is just not enough. You need to go beyond
all the rational identifiers - which are prerequisites in any case - and connect
at a deeper level. We needed a strong differentiator in an increasingly
commoditized and crowded market. We found this differentiator in a core
human truth that defines our category - which is that there are moments
when you need to make your point, when you need to be heard. Expressing
and communicating are perhaps two of the most basic emotions.Air Tel
enables you to make your point in the most expressive way, anytime,
anywhere. The campaign is towards owning this through 'Express
yourself.' We believe 'Express yourself' allows us to connect at a deeper
level and create a long-term platform for the brand."
For AirTel, the challenge also lay in presenting a unified 'face' to the
consumer. This assumes significance when viewed in the light of the
company's pre- and post-paid communication, which, in the past, had been
treated very differently. Brand image, as a result, was being driven in two
different dimensions. "Brand AirTel is a category leader straddling
completely different market segments such as consumer, business and
corporate, as well as different voice, data and payment platforms," says
Bindal. "'Express yourself' enables the brand to unify and connect across the
entire base of our existing and prospective customers."
One of the most obvious benefits of owning a property such as 'candid
expression' (and 'Express yourself') is the expansive nature of the thought.
"The moment you have as broad a canvas as 'Express yourself', it becomes
easy for anyone working on the brand to come up with new ideas and
executions. That's what makes a good campaign idea," observes Rediff's
Prashant Godbole, who, along with creative partner Zarvan Patel, conceived
the campaign. This is just the proverbial tip of the iceberg, Patel adds. "We
will be taking the idea forward in many different ways in the forthcoming
work," he informs. Patel also credits his creative team for "fleshing out the
idea".
In October 2002, Magic led the market, with 30% of the market share.
Bharti claimed that its strategies were one of the most ambitious
experiments ever in the Indian pre-paid cellular telephony market. However,
given the increasing competitive pressure, doubts were being expressed
regarding the ability of Bharti's marketing initiatives to help Magic retain its
'Magic' in the future.
AIRTEL BROADBAND
Bharti Televentures is the fixed line operator business of Airtel. In the recent
branding exercise, all the services have been offered under the Airtel brand. D
ata is the next driver for growth. This is clear to the operators who have belat
edly realized the implications for having a pie in all the segments of telecommu
nications. Hence Bharti ventured in the broadband market.
However, the main contention in the broadband market is the price offering
which includes the bandwidth costs as well as the cost of laying down the
copper wire. Typically, in the mentality of the profit making exercise, Airtel
has so far focused only in those areas where it perceives that a huge market
is present. However, I still hold that their thrust should be in smaller towns
and cities where BSNL would ultimately usurp their potential customer
base. It seems that their fancily paid MBAs haven’t really understood the
success of BSNL who focused on the B and C class cities where it has
drawn unparalleled support despite the lousy customer experiences. This is
because of the absence of any other operator.
The current offerings by Airtel does not really enthuse a potential customer
who is looking at sustained data transfer. It is the classic case of having
something better than nothing.
Add to the lousy customer care that Airtel is slowly perfecting, it is staffed
with people who usually land up in their jobs with little idea of their job
profile. The so-called Tech engineers have often been unable to help a
customer who is facing issues with the connectivity. I have read first person
accounts for the same.
AIRTEL’s ENTERPRISE SERVICES
The company is a part of Bharti Enterprises, and is India s leading provider
of telecommunications services. The businesses at Bharti Airtel have been
structured into three individual strategic business units (SBU’s) - mobile
services, broadband & telephone services (B&T) & enterprise services. The
mobile services group provides GSM mobile services across India in 23
telecom circles, while the B&T business group provides broadband &
telephone services in 90 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.
Our Services:
Voice Services
Mobile Services
Satellite Services
Managed Data and Internet Services
Managed e-Data Services
AirTel launches VQE (Voice Quality
Enhancer) for the first time in Kolkata.
Introducing VQE (Voice Quality Enhancer) for the first time in Kolkata.
VQE is a revolutionary new system that spectrally reduces background
noise. It eliminates acoustic echo, adjusts speech levels in both directions
and does away with low or distorted speech so that every word of your s can
be heard clearly, wherever you may be speaking from.
The VQE technology has been sourced from Tellabs of USA, world leaders
in Voice Quality technology. Some of the prominent GSM operators using
Tellabs solution in the world are SingTel, Bell South, Telstra, BT Cell etc.
The Tellabs noise reduction technology removes high background noise
from the wireless side of the call thus delivering near wireline clear call
quality
on mobile phones. The Tellabs 3000 series of voice-quality enhancement
echo technology also eliminates the complexity of acoustic echo generated
by digital mobiles and hands free kits.
So go ahead. Express yourself and feel the difference on Kolkata s only Non-
Stop 2.5G Network
AIRTEL SERVVICES
SERVICE
NAME
TYPE OF
SERVICE
DESCRIPTION
PREPAID
CHARGES
(Rs.)
POSTPAID
CHARGES
(Rs.)
Calling Line
Identification
Presentation
(CLIP)
Automatic
only for new
acquisitions
Displays the callers
number on your mobile
phone screen
Rs. 25
Dial-a-service
Automatic
only for new
acquisitions
Users can call to get
certain information and
service. For instance,
Dial 604 for Infotel,
Dial 131 for Railway
info. These call
numbers are available
in the phone book
Rs. 2.40 per
minute
Rs. 2 per
minute
WA P
Automatic
only for new
acquisitions
download exclusive
contents from Airtel s
WAP site
Per content
download
Per content
download
GPRS & Masala
Automatic
only for new
acquisitions
Access internet on the
move and download
exclusive contents from
Airtel s WAP site
GPRS Charges
- Rs 600 per
month
GPRS Charges
- Rs 600 per
month
646 Calling
charges
Automatic
only for new
acquisitions
Users can call into this
voice recognition
service and listen to
jokes, movie gossips,
download ringtones etc
Rs. 6 per
minutes
Rs. 6 per
minutes
VAS SMS
Charges
Automatic
only for new
acquisitions
Content offered by
media companies like
Indiatimes, Rediff,
Yahoo fall into this
category
Rs. 3 per
AIRTEL NEWS
•
Bharti Airtel inks USD 400 million network expansion contract
with NOKIA
.•Bharti Airtel limited: Q2 cash profit exceeds Rs. 1,600 crores, PBT
crosses Rs. 1,000 crores.
•Bharti Airtel is amongst India’s Most Admired Knowledge enterprises in
2006.
•Sunil Bharti Mittal receives ‘The Honorary Fellowship’ from IETE.
•Notice of postal ballot for seeking consent of the shareholders on scheme
of amalgamation of Satcom Broadband Equipments Limited and Bharti
Broadband Limited with Bharti Airtel Limited.
•Bharti Airtel to Observe Silent period from October 1, 2006.
PROMOTIONAL STRATEGY
After the liberalization of the Indian Telecom Sector in 1994, the Indian
cellular market witnessed a surge in cellular services. By 2005, there were a
total of 12 players in the market with the five major players being Bharti
Tele-Ventures Limited (Bharti), Bharat Sanchar Nigam Limited (BSNL),
Hutchinson-Essar limited (Hutch), Idea Cellular limited (Idea) and Reliance
India Mobile (RIM) (Refer Exhibit I).
All the players except RIM offered services based on the Global System for Mobil
e (GSM) technology. RIM provided services based on Code Division Multiple Access
(CDMA) technology as well as GSM.
As competition in the telecom arena intensified, service providers took new
initiatives to woo customers. Prominent among these were - celebrity
endorsements, loyalty rewards, discount coupons, business solutions and
talk time schemes. The most important consumer segments in the cellular
industry were the youth segment and the business class segment. The youth
segment was the largest and fastest growing segment and was therefore
targeted most heavily by cellular service providers.
Bharti Tele-Ventures adopted celebrity endorsement as its chief promotional
strategy. By 2004 it emerged the unprecedented leader commanding the
largest market share in the cellular service market. (Refer Exhibit II). Hutch
implemented the celebrity endorsement strategy partially, relying primarily
on its creative advertising for the promotion of its brand. BSNL, on the other
hand, attracted the consumer through its low cost schemes. Being a state
owned player, BSNL could cover rural areas, and this helped it increase its
subscriber base. Reliance was another player that cashed on its innovative
promotional strategies, which included celebrity endorsements and attractive
talk time schemes. Idea, relied heavily on its creative media advertising sans
celebrities.
RAHMAN TUNE CROSSES AIRTEL’S
EXCLUSIVITY BARRIER
October 04, 2002
Cellular service provider AirTel seems to have hit the right note with its new
commercial starring musician A R Rahman. The commercial which is
currently on air has a beat which also doubles up as a ringtone which is
ostensibly available only to AirTel users. But the interesting part is that the
ringtone is being flaunted not just by AirTel customers but by customers of
rival service providers like BPL, Orange and Dolphin as well!
“We did expect the tune to catch up but this has really exceeded our
expectations,” admits Bharti Cellular’s chief marketing officer (western
region) Pratik Pota. Overall, he explains, it is a great advertising product for
AirTel and works like a “walking, talking brand ambassador.”
The ringtone which is also the jingle for AirTel’s TV commercial, is proving
to be a potent advertising tool for the company. It is not very clear what this
means for the other cellular operators. Cellular users have been “forwarding”
the tune to one another, which according to Mr Pota, has given AirTel a
chance to enter the “mind of the user” irrespective of which service he opts
for.
“It gives the user a chance to go back to the AirTel product and acts as a
strong reminder medium,” he explains. Marketing professionals like
Samsika Marketing Consultants’ managing director Jagdeep Kapoor point to
the usage of an “audio celebrity” as something that is significant.
“The normal practice is to opt for film stars and sportsmen rather than an
audio personality” he says.
Rivals, though seemingly unfazed by the phenomenon, seem to be doing
their own homework on this brand of advertising. While none of them
commented on AirTel’s strategy and its impact on their own subscriber base,
one advertising professional working with a rival service provider opines
that the tune is “transient” and not likely to have any long term impact as a
brand building tool.
Being the latest entrant in the Mumbai circle, AirTel has had to find ways of
cutting through the clutter.
Says Mr Kapoor,” AirTel will have try to find ways to attract new customers
and convert the existing ones.” Explaining that the usage of an audio
celebrity was more “strategic than tactical”, he adds that non-AirTel users
will have the AirTel “brand experience” inspite of not using the service.
While Mr Pota highlights the fact that the usage of the tune by other
operators means “free advertising” for AirTel and the users having a
positive disposition towards the product, the nature of reaction from
competition remains unclear.
“Competition will not do well to adopt a knee jerk reaction and will have to
come out with advertising that is well thought out” explains Mr Kapoor. He
anticipates a situation where the new entrant (AirTel) will continue to be
more aggressive.
TENDULKAR & SHAHRUKH.
Both Tendulkar and King Khan already share the frame for soft drinks major
PepsiCo India. Tendulkar is not the first cricketer to endorse Bharti’s Airtel
brand. Indian captain Saurav Ganguly had done so when Airtel launched its
service in the eastern metropolis of Kolkata in 2001.
Though company executives were mum on the value of the Tendulkar deal,
those in the advertising fraternity peg the signing rate for the three-year deal
anywhere between Rs 8 crore and Rs 10 crore.
Both Sachin and Shah Rukh are two of the most sought after celeb endorsers
in the country, with the former edging out the latter in the celeb endorsement
race. The Master Blaster’s portfolio includes brands like Colgate Pamolive,
ESPN-STAR Sports, Pepsi, MRF, Boost, TVS, Palio, Visa, Adiddas and
Britannia. The leading brands endorsed by Khan include Hyundai, Pepsi,
Airtel, Tag Huer, Clinic All Clear, Bagpiper and Videocon, among others.
According to company executives, the idea of roping in Tendulkar is in line
with the group’s strategy to connect to the mass market through celeb
endorsers from movies, cricket and music. “For mass connect, Shah Rukh
and Sachin are the best bet as brand endorsers,” says a senior company
executive. Bharti plans to launch a multimedia campaign targetting its
service at the mass market.
OBJECTIVE
The objective of my project report is to study the advertising strategy of
AIRTEL Cellular service and its effect on mobile users existing and who are
going to use mobile service in future. In other words, my aim is to study the
Advertising Effectiveness of AIRTEL Cellular service.
DATA SOURCES
Data is collected from both the Primary sourcesi.e. questionnaire and also
from Secondary sources.
Primary sources:
The primary source of data collection is through questionnaire. The
questionnaires are distributed among 35 peoples and their view is recorded
and used in analyzing the data
Secondary sources :
The secondary sources includes online sites, newspapers and templates from
AIRTEL distributions centers and AIRTEL Customer Care.
People know about AIRTEL cellular service through
30 %
Friends
70% Advertisements
5% Other Sources
friends
advertisements
other sources
Feature of AIRTEL forced people to use AIRTEL is
35% Advertisements
20% Connectivity
10%Schemes
35%Goodwill
advertisement
connectivity
schemes
goodwill
People’s first choice of cellular service when they want to use mobile
phone
AIRTEL 45%
HUTCH 30%
IDEA 8%
RELIANCE 10%
TATA INDICOM 5%
OTHERS 2%
AIRTEL
HUTCH
TATA INDICOM
RELIANCE
IDEA
OTHERS
Feature of AIRTEL is better than the people’s previous cellular service.
Advertisements 25%
Connectivity 60%
Schemes 15%
ADVERTISEMENTS
CONNECTIVITY
SCHEMES
AIRTEL users in people’s phone book
Less than 30%
:
15%
30% - 70%
:
25%
More than 70%
:
60%
0-30
30-70
70-100
Type of advertisement mostly like by people in AIRTEL is
Audio Visual
:
85%
Print
:
2%
Audio
:
13%
Audio Visual
Print
Audio
Celebrity liked by people very much in AIRTEL
Sachin
:
55%
Shahrukh
:
38%
Kareena
:
2%
A. R. Rehman
:
5%SACHIN
SHAHRUKH
KAREENA
A.R. REHMAAN
People take benefits of schemes offered by AIRTEL
YES
:
85%
NO
:
13%
CAN’T SAY
:
2%
YES
NO
CAN’T SAY
People like most in AIRTEL is
NOKIA + AIRTEL
:
86%
AIRTEL MAGIC
:
5%
Postpaid services
:
8%
AIRTEL Broadband
:
1%
NOKIA + AIRTEL
AIRTEL MAGIC
Postpaid services
AIRTEL Broadband
Service liked by people most in AIRTEL is
AIRTEL missed you service
:
63%
Ring tones
:
15%
Hello tunes
:
22%
AIRTEL missed you
service
RINGTONES
HELLOTUNES
People participate contest offered by AIRTEL like BID TO WIN, LI’L
CHAMPS
YES
:
72%
NO
:
28%
YES
NO
Type of recharge cards liked by people
More talk time
:
23%
More validity
:
15%
Both
:
62%
More talktime
More validity
Both
AIRTEL is #1 in India
Ye s
:
95%
No
:
5%
Yes
No
CONCLUSION
The conclusion of my study is that AIRTEL’s Advertising has a major
impact its users. People like its schemes very much .AIRTEL had created a
very good image on the mind of the new users of cellular service. AIRTEL
has adopted a very good strategy by providing a new connection with
NOKIA who is market leader in mobile set, many new users buy Nokia sets
and they get a free connection of AIRTEL. AIRTEL is successful in
capturing the highest market share by adopting Celebrity Endorsement
Strategy. A.R. Rehmaan’s tune for AIRTEL worked as free advertising for
AIRTEL as another service user uses it too. Other celebrities like Shahrukh
Khan (bollywood) and Sachin Tendulkar (Cricket) has also contributed very
much in AIRTEL.
RECOMMENDATIONS
By virtue of its connectivity and advertising strategy AIRTEL is successful
in grabbing the highest market share in India, but there are still some
recommendations from my study point of view is that AIRTEL needs to
make its network service more stronger than other service providers to
dominate the market in future too.
AIRTEL should introduce cheaper recharge cards than the other
because its competitor HUTCH had introduced it.
AIRTEL should sign more celebrities from cricket and
bollywood.
BIBLIOGRAPHY
ON-LINE WEBSITE :
.
o
WWW.GOOGLE.CO.IN
o
WWW.AIRTEL.COM
NEWSPAPERS:o
Times of India (15 Oct 2006- 2 Nov 2006)
BOOKS:
o
Marketing Management, Dr. S.L. Varshney and
Dr. R.L. Gupta, Third Revised Edition,
Sultan Chand and Sons.
QUESTIONNAIRE
NAME:
……………………………………………
ADDRESS:
……………………………………………
OCCUPATION:
…………………………………………….
CELLULAR SERVICE USED:…………………………………………….
If AIRTEL than proceed further
1. How did you know about AIRTEL cellular service?
Friends
Advertisements
Other Sources
2. Which feature of AIRTEL forced you to used AIRTEL ?
Advertisements
Connectivity
Schemes
Goodwill
3. Which was your first choice of cellular service when you want to use
mobile phone?
AIRTEL
HUTCH
IDEA
RELIANCE
TATA INDICOM
OTHERS
4. Which feature of AIRTEL is better than your previous cellular
service?
Advertisements
Connectivity
Schemes
5. How many AIRTEL users in your phone book?
Less than 30%
30% - 70%
More than 70%
6. Which type of advertisement you most like in AIRTEL?
Audio Visual
Print
Audio
7. Which celebrity you like very much in AIRTEL?
Sachin
Shahrukh
Kareena
A. R. Rehman
8. Have you take benefits of any scheme offered by AIRTEL?
YES
NO
9. Which you like most in AIRTEL?
NOKIA + AIRTEL
AIRTEL MAGIC
Postpaid services
AIRTEL Broadband
10.Which service you like most in AIRTEL?
AIRTEL missed you service
Free Ringtones
Free Hello tunes
11.Do you participate contest offered by AIRTEL like KBC-2 & Indion
Idol-2?
YES
NO
12.Which type of recharge cards you like most?
More talktime
More validity
Both (i.e. Post paid)
13.According to you is AIRTEL is #1 in India?
Yes
No
Project report on Airtel
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sjeet38 left a comment
good
12 / 20 / 2010
Reply
chanjot left a comment
not for engineers this is some marketing report..
05 / 03 / 2010
Reply
sunny168 left a comment
plz send me the report on airtel my email id is sunnyd168@rediffmail.com
04 / 21 / 2010
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sunny168 left a comment
plz send me project report of airtel. my email is agrawal_vision15@rediffmai
l.com
04 / 21 / 2010
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maddythe123 left a comment
plz send me project report of marketing strategies of airtel. my email id is
vik_gd@yahoo.com or gdvikas03@gmail.com
03 / 23 / 2010
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