50357642-airtel-project

8/7/2019 50357642-airtel-project

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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


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Project Guide Roll no.

BB

A 3rd SEM

Maharaja Agarsen Institute of Management

Studies

(Affiliated from Guru Gobind Singh Indraprastha University

Kashmiri Gate, Delhi)

ACKNOWLEDGEMENT


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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


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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.


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Mrs. Manju Gupta

Project Guide


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Bharti Tele-Ventures

Bharti Tele-Ventures is one of India's leading private sector providers of

telecommunications services based on an aggregate of 28,692627 customers

as on September 30, 2006, consisting of 27,061,349 GSM mobile

and 1,631,278 broadband & telephone customers


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The businesses at Bharti Tele-Ventures have been structured

into three individual strategic units (SBUs)

1) mobile services

2) broadband and telephone services (B&T)

3) enterprise services

The Mobile services group provides GSM mobile services

across India in 23 telecom circles, while B&T business

group provides broadband & telephone services in 94

cities. The Enterprise Services group has two sub-units

carriers (long distance services) and services top

corporates. All these services are provided under the

Airtel brand.

Bharti Enterprises has been at the forefront of technology and has

revolutionized telecommunications with its world class products and

services. Established in 1976, Bharti has been a pioneering force in the

telecom sector with many firsts and innovations to its credit.

Bharti provides a range of telecom services, which include Cellular, Basic,Internet and recently introduced National Long Distance. Bharti alsomanufactures and exports telephone terminals and cordless phones. Apart

from being the largest manufacturer of telephone instruments in India, it isalso the first company to export its products to the USA.

Bharti is the leading cellular service provider, with a footprint in 16 states

covering all four metros. It has over 12 million satisfied customers

Bharti Enterprises has successfully focused its strategy on

telecom while straddling diverse fields of business. From the

creation of'Airtel', one of India's finest brands, to becoming

the largest manufacturer and exporter of world class

telecom terminals under its 'Beetel' brand, Bharti has

created a significant position for itself in the global

telecommunications sector. Bharti Tele-Ventures is today

acknowledged as one of India's finest companies, and its


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flagship brand 'Airtel', has over 12 million customers across

the length and breadth of India.

While a joint venture with TeleTech Inc., USA marked Bhartis

successful foray into the Customer Management Services

business, Bharti Enterprises dynamic diversification has

continued with the company venturing into telecom software

development. Recently, Bharti has successfully launched an

international venture with EL Rothschild Group owned ELRO

Holdings India Ltd., to export fresh Agri products exclusively

to markets in Europe and USA

"What other operators have achieved in one to two years, Bharti has done in

just over a month. In July 2002, one out of every two people buying a mobile

across India chose AirTel. We are truly proud to be spearheading the mobile

revolution in the country."

- Sunil Bharti Mittal, Chairman, Bharti Tele-Ventures in 2002


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Vision

BY 2010 AIRTEL WILL BE THE MOST

ADMIRED BRAND IN INDIA:


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LOVED BY MORE CUSTOMERS.

TARGETED BY TOP TALENT.

BENCHMARKED BY MOREBUSINESS.

AIRTEL


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Airtel comes to you from Bharti Tele-Ventures Limited - a

part of the biggest private integrated telecom conglomerate,

Bharti Enterprises. A consortium of giants in the

telecommunication business. In it's six years of pursuit of

greater customer satisfaction, AirTel has redefined thebusiness through marketing innovations, continuous

technological up gradation of the network, introduction of

new generation value added services and the highest

standard of customer care.

Bharti is the leading cellular service provider, with an all

India footprint covering all 23 telecom circles of the country.

It has over 12 million satisfied customers.

Cellular telephony was introduced in India during the early

1990s. At that time, there were only two major private

players, Bharti (Airtel) and Essar (Essar) and both these

companies offered only post-paid services. Initially, the

cellular services market registered limited growth.

Moreover, these services were mostly restricted to the

metros. Other factors such as lack of awareness amongpeople, lack of infrastructural facilities, low standard of

living, and government regulations were also responsible for

the slow growth of cellular phone services in India.

Although the cellular services market in India grew during

the late 1990s (as the number of players increased and

tariffs and handset prices came down significantly) the

growth was rather marginal. This was because the cellularservice providers offered only post-paid cellular services,

which were still perceived to be very costly as compared to

landline communications.


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Following this realization, the major cellular service providers

in India, launched pre-paid cellular services in the late

1990s. The main purpose of these services was to target

customers from all sections of society (unlike post-paid

services, which were targeted only at the premiumsegment).

Bhartis Mission

To be globally

admired fortelecom services

that delight

customers.


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We will meet global standards for telecom services that

delight customers through:

Customer Service Focus

Empowered Employees


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Cost Efficiency

Unified Messaging Solutions

Innovative products and services

Error- free service delivery

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.


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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 pecuniaryrelationship 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:

Sunil Bharti Mittal

Rajan Bharti Mittal

Akhil Gupta

Rakesh Bharti Mittal

Chua Sock Koong N. Kumar

Kurt Hellstorm

Donald Cameron

Paul OSullivan

Professor V.S. Raju

Pulak Chandan Prasad

Bashir Abdullah Currimjee

Gavin Darby Syeda Imam

Ajay Lal

York Chye Chang

Paul Donovan

Arun Bharat Ram


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ACHIEVEMENTS

First to launch Cellular service on November 1995.

First operator to revolutionaries the concept of retailingwith the inauguration of AirTel Connect (exclusiveshowrooms) in 1995.

First to introduce push button phone in India.

First to expand it's network with the installation for secondmobile switching center in April, 1997 and the first tointroduce the Intelligent Network Platform First to provideRoaming to its subscribers by forming an association

called World 1 Network.

First to provide roaming facility in USA. Enjoy the mobileroaming across 38 partner networks & above 700 citiesMoreover roam across international destinations in 119countries including USA, Canada, UK etc with 284 partnernetworks.

BHARTI announces aggrement with VODAFONE marking the entry ofthe World's Largest Telecom Operator into India
http://www.bharti.com/48.html?&tx_ttnews%5Btt_news%5D=183&tx_ttnews%5BbackPid%5D=116&cHash=6055d25a45http://www.bharti.com/48.html?&tx_ttnews%5Btt_news%5D=183&tx_ttnews%5BbackPid%5D=116&cHash=6055d25a45http://www.bharti.com/48.html?&tx_ttnews%5Btt_news%5D=183&tx_ttnews%5BbackPid%5D=116&cHash=6055d25a45http://www.bharti.com/48.html?&tx_ttnews%5Btt_news%5D=183&tx_ttnews%5BbackPid%5D=116&cHash=6055d25a45http://www.bharti.com/48.html?&tx_ttnews%5Btt_news%5D=183&tx_ttnews%5BbackPid%5D=116&cHash=6055d25a45


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Bharti Enterprises and AXA Asia Pacific Holdings Limited announcePartnership for a life insurance joint venture in India

Airtel Launches future factory - Centres of Innovation to IncubatePioneering Mobile Applications

16 states, 600 million people. Only India's leading mobileservice offers you the truly 'freedom-packed' Prepaid!

It is also the first company to export its products to theUSA.
http://www.bharti.com/48.html?&tx_ttnews%5Btt_news%5D=180&tx_ttnews%5BbackPid%5D=116&cHash=5602909e47http://www.bharti.com/48.html?&tx_ttnews%5Btt_news%5D=180&tx_ttnews%5BbackPid%5D=116&cHash=5602909e47http://www.bharti.com/48.html?&tx_ttnews%5Btt_news%5D=180&tx_ttnews%5BbackPid%5D=116&cHash=5602909e47http://www.bharti.com/48.html?&tx_ttnews%5Btt_news%5D=177&tx_ttnews%5BbackPid%5D=116&cHash=dd5294c8cahttp://www.bharti.com/48.html?&tx_ttnews%5Btt_news%5D=177&tx_ttnews%5BbackPid%5D=116&cHash=dd5294c8cahttp://www.bharti.com/48.html?&tx_ttnews%5Btt_news%5D=177&tx_ttnews%5BbackPid%5D=116&cHash=dd5294c8cahttp://www.bharti.com/48.html?&tx_ttnews%5Btt_news%5D=180&tx_ttnews%5BbackPid%5D=116&cHash=5602909e47http://www.bharti.com/48.html?&tx_ttnews%5Btt_news%5D=180&tx_ttnews%5BbackPid%5D=116&cHash=5602909e47http://www.bharti.com/48.html?&tx_ttnews%5Btt_news%5D=177&tx_ttnews%5BbackPid%5D=116&cHash=dd5294c8cahttp://www.bharti.com/48.html?&tx_ttnews%5Btt_news%5D=177&tx_ttnews%5BbackPid%5D=116&cHash=dd5294c8ca


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BHARTI announces agreement with VODAFONE

marking the entry of the World's Largest

Telecom Operator into India

Vodafone to invest approximately Rs. 6,700 crores

(approx. USD 1.5 bn.) to acquire around 10% in Bharti

Tele-Ventures Ltd.

Bharti Enterprises, SingTel and Vodafone to take

Bharti Tele-Ventures Ltd. to unassailable leadership

position in India

The largest single foreign investment ever in the

history of India

The largest investment in the Indian telecom sector

Bharti establishes its supremacy in the Indian telecom

market, having attracted Asias best SingTel, and

now worlds best Vodafone.

Bharti set to gain global leadership in the telecom

sector

Bharti Enterprises continues to hold shareholding and

management control in Bharti Tele-Ventures.
http://www.bharti.com/48.html?&tx_ttnews%5Btt_news%5D=183&tx_ttnews%5BbackPid%5D=116&cHash=6055d25a45http://www.bharti.com/48.html?&tx_ttnews%5Btt_news%5D=183&tx_ttnews%5BbackPid%5D=116&cHash=6055d25a45http://www.bharti.com/48.html?&tx_ttnews%5Btt_news%5D=183&tx_ttnews%5BbackPid%5D=116&cHash=6055d25a45http://www.bharti.com/48.html?&tx_ttnews%5Btt_news%5D=183&tx_ttnews%5BbackPid%5D=116&cHash=6055d25a45http://www.bharti.com/48.html?&tx_ttnews%5Btt_news%5D=183&tx_ttnews%5BbackPid%5D=116&cHash=6055d25a45http://www.bharti.com/48.html?&tx_ttnews%5Btt_news%5D=183&tx_ttnews%5BbackPid%5D=116&cHash=6055d25a45


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Awards for the year 2006-2007

BHARTI AIRTEL DRAWS TOP HONORS AT THE MISASIA IT EXCELLENCE AWARDS 2006

BHARTI AIRTEL AMONG THE TOP 10 BESTPERFORMING COMPANIES IN THE WORLDACCORDING TO BUSINESSWEEK IT 100 LIST.

SUNIL BHARTI MITTAL IS THE CEO OF THE YEAR ATTHE FROST AND SULLIVAN ASIA PACIFIC AWARDS


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2006 AND BHARTI AIRTEL BAGS WIRELESS SERVICEPROVIDER OF THE YEAR AND COMPETITVE SERVICEPROVIDER OF THE YEAR.

BHARTI TELE-VENTURES IS THE BEST INDIANCARRIER 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 justnot 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


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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. AirTel enables you to make your point

in the most expressive way, anytime, anywhere. Thecampaign 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-paidcommunication, 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 justthe 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".


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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.


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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.

Data is the next driver for growth. This is clear to the operators who havebelatedly realized the implications for having a pie in all the segments of

telecommunications. 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 havent 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 slowlyperfecting, 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.


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AIRTELs ENTERPRISE SERVICESThe company is a part ofBharti Enterprises, and is India's leading provider

of telecommunications services. The businesses at Bharti Airtel have been

structured into three individual strategic business units (SBUs) - 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
http://www.bharti.com/http://www.bharti.com/


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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 usingTellabs 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 onlyNon-Stop 2.5G Network


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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 fornew

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 perminute

Rs. 2 perminute

WAP

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

newacquisitions

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


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AIRTEL NEWS

Bharti Airtel inks USD 400 million network expansioncontract with NOKIA

.

Bharti Airtel limited: Q2 cash profit exceeds Rs. 1,600crores, PBT crosses Rs. 1,000 crores.

Bharti Airtel is amongst Indias Most Admired Knowledgeenterprises in 2006.

Sunil Bharti Mittal receives The Honorary Fellowship fromIETE.


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Notice of postal ballot for seeking consent of the

shareholders on scheme of amalgamation of SatcomBroadband Equipments Limited and Bharti BroadbandLimited 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 atotal 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).


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All the players except RIM offered services based on the

Global System for Mobile (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 heavilyby 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 itssubscriber 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.


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RAHMAN TUNE CROSSES AIRTELS

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 Cellulars chief marketing officer (western


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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 AirTels 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 tothe 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 AirTels 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 abrand 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.


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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.


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TENDULKAR & SHAHRUKH.

Both Tendulkar and King Khan already share the frame for

soft drinks major PepsiCo India. Tendulkar is not the firstcricketer to endorse Bhartis 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

Blasters 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 groups 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


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targetting its service at the mass market.


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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


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Advertising Effectiveness of AIRTEL Cellular service.


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DATA SOURCES

Data is collected from both the Primary sources i.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


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Secondary sources :

The secondary sources includes online sites, newspapers

and templates from

AIRTEL distributions centers and AIRTEL Customer Care.


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People know about AIRTEL cellular service through


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30 % Friends 70% Advertisements 5%

Other Sources

friends

advertisement

other sources


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Feature of AIRTEL forced people to use AIRTEL is

35% Advertisements 20% Connectivity

10%Schemes

35%Goodwill

advertisement

connectivity

schemes

goodwill


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Peoples first choice of cellular service when they want to

use mobile phone


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AIRTEL 45% HUTCH 30% IDEA 8%

RELIANCE 10% TATA INDICOM 5% OTHERS

2%

AIRTEL

HUTCH

TATA INDICOM

RELIANCE

IDEA

OTHERS


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Feature of AIRTEL is better than the peoples previous

cellular service.

Advertisements 25% Connectivity 60%

Schemes 15%

ADVERTISEMENTS

CONNECTIVITY

SCHEMES


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AIRTEL users in peoples phone book

Less than 30% : 15%

30% - 70% : 25%

More than 70% : 60%

0-30

30-70

70-100


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Type of advertisement mostly like by people in AIRTEL is

Audio Visual : 85%

Print : 2%

Audio : 13%

Audio Visual

Print

Audio


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Celebrity liked by people very much in AIRTEL

Sachin : 55%

Shahrukh : 38%

Kareena : 2%A. R. Rehman : 5%

SACHIN

SHAHRUKH

KAREENA

A.R. REHMAAN


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People take benefits of schemes offered by AIRTEL

YES : 85%

NO : 13%

CANT SAY : 2%YES

NO

CANT SAY


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People like most in AIRTEL is

NOKIA + AIRTEL : 86%

AIRTEL MAGIC : 5%

Postpaid services : 8%

AIRTEL Broadband : 1%

NOKIA + AIRTEL

AIRTEL MAGIC

Postpa id services

AIRTEL Broadband


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Service liked by people most in AIRTEL is

AIRTEL missed you service : 63%

Ring tones : 15%

Hello tunes : 22%

AIRTEL missed youservice

RINGTONES

HELLOTUNES


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People participate contest offered by AIRTEL like BID TO

WIN, LIL CHAMPS

YES : 72%

NO : 28%

YES

NO


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Type of recharge cards liked by people

More talk time : 23%

More validity : 15%


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Both : 62%

More talktim e

More validity

Both


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AIRTEL is #1 in India

Yes : 95%

No : 5%

Yes

No


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CONCLUSION


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The conclusion of my study is that AIRTELs Advertising has a

major

impact its users. People like its schemes very much .AIRTELhad 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 newconnection with

NOKIA who is market leader in mobile set, many new users

buy Nokia sets

and they get a free connection of AIRTEL. AIRTEL issuccessful in

capturing the highest market share by adopting Celebrity

Endorsement

Strategy. A.R. Rehmaans tune for AIRTEL worked as freeadvertising for

AIRTEL as another service user uses it too. Other celebrities

like Shahrukh


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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


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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.


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BIBLIOGRAPHY

ON-LINE WEBSITE :

.

o WWW.GOOGLE.CO.IN

o WWW.AIRTEL.CO M
http://www.google.co.in/http://www.google.co.in/http://www.airtel.co/http://www.airtel.co/http://www.google.co.in/http://www.airtel.co/


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NEWSPAPERS:

o Times of India (15 Oct 2006- 2 Nov 2006)

BOOKS:

o Marketing Management, Dr. S.L. Varshney

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

Sultan Chand and Sons.


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QUESTIONNAIRE

NAME:

ADDRESS:

OCCUPATION:

.


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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 youwant to use mobile phone?

AIRTEL HUTCH IDEA

RELIANCE TATA INDICOM OTHERS

4. Which feature of AIRTEL is better than your previouscellular service?Advertisements Connectivity Schemes

5. How many AIRTEL users in your phone book?


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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 byAIRTEL?

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


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11. Do you participate contest offered by AIRTEL likeKBC-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

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