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AIRTEL: Mapping the Evolving Generations

SIP project report

Submitted in partial fulfillment of the requirements for the

PGDM Program

By Shreshtha Raizada

Supervisors: Mr. Shujoy Dutta

Ms. Manaswini Acharya

Mr. Pinaki Dasgupta

International Management Institute, New Delhi

2014-2016

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ACKNOWLEDGEMENT

I express my sincere gratitude to Organizational Guide Mr. Shujoy Dutta (Vice President & Executive

Planning Director) for his exemplary guidance and constant encouragement throughout the course of this

project. Moreover, I am immensely grateful to Mr. Mainak Bag (Account Planning Manager), for

lending me support, imparting knowledge and offering me valuable insights all throughout the tenure of

the project. I express my sincere thanks to Faculty Mentor Ms. Manaswini Acharya, Prof. Pinaki

Dasgupta, and Dr. D.K. Batra for guiding me in this Project. I am very grateful for their constant

support throughout the duration of the entire project.

I sincerely express my thanks to our Professors for their valuable guidance. I thank each and every one of

them for their valuable suggestions, motivation and encouragement. I wish to express gratitude to all

those, whom I have worked and interacted with and whose thoughts and insights helped us to further

increase our knowledge and understanding of the project.

I would also like to extend my thanks to various people, factors and situations which contributed to the

successful accomplishment of the task. Though, I am unable to mention all of them individually, but the

debt of gratitude to them is no less.

Last but not the least; I would like to thank IMI, Delhi for giving me the opportunity to get this relevant

exposure in the corporate sector.

SHRESHTHA RAIZADA

14PGDM053

IMI DELHI

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CONTENTS Certificate of Approval………………………………………………………………………...2

Acknowledgement………………………………………………………………………...........3

Executive Summary…………………………………………………………………………… 6

Global Scenario of Mobile Internet Industry…………………………………………8

Telecommunications Industry in India………………………………………………..10

Bharti Airtel-Market Leader.……………………………………………………........12

Mission…………………………………………………………………………15

Airtel Logo……………………………………………………………………..15

Evolution of Brand Airtel (1995-2012)……………………………………………...16

SWOT Analysis……………………………………………………………………….19

Tushman & Nadler‟s Congruence Analysis ………………….…………………..…..20

Background- Airtel Business Case…………………………………………………..23

Launch of Airtel 3G…………………………………………………………..24

Launch of Airtel 4G…………………………………………………………..25

4G Cities In India……………………………………………………………..26

4G Enabled Devices………………………………………………………….27

Objectives …………………………………………………………………………….28

Research Methodology……………………………………………………………….29

Airtel Store Visits………………………………………………………………….....30

Key Interview Transcripts……………………………………………………………32

Findings……..………………………………………………………………………..41

Inferences…………………………………………………………………………….41

Conclusions…………………………………………………………………………..41

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Recommendations…………………………………………………………………………41

Scope for Further Research……………………………………………………................45

Appendices

1. Models/Concepts……………………………………………………………………46

2. Discussion Guide………………………………………………………………...…51

3. Results/ Data Analysis………………………………………………………….......52

4. Survey Questionnaire……………………………………………………………….66

List of Tables ……………………………………………………………………………....74

List of Figures………………………………………………………………………………75

Bibliography………………………………………………………………………………..76

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EXECUTIVE SUMMARY

“High speed wireless broadband has the potential to transform India, provide a robust platform

for building the country’s 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 Sunil Bharti Mittal

Chairman and Managing Director, Bharti Airtel

The above statement of Sunil Mittal, Chairman of Bharti Airtel tells us the way Airtel wants to

change itself and the life of every Indian.

In the subsequent work we have identified how Airtel has communicated evolved from a

technology brand to a communication brand. We have analyzed the evolving generations 2G, 3G

and 4G networks and seen how mobile internet speed impacts people‟s day to day life activities.

The intention was to study the relevance of speed in people‟s lives by understanding the current

internet usage trends on 2G and 3G networks.

The objective was to find a central insight or creative thought on which Airtel-4G

communication can be pivoted. The methodology followed for the research was based on

secondary research (published reports, analysis of ads, newspaper articles, social media

platforms) and primary research (online survey, store & home visits and interviews).

Few observations were noted for instance, there is a scope of improvement for 3G network on

parameters such as Video chatting, Internet calls, video downloading and easy browsing/web

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page downloads. People consume up to 10-12 hours of Internet daily. 63% respondents use 2

devices simultaneously for Internet connectivity while 20 % respondents use 3 devices at a time.

65% of 3G respondents intend to shift to 4G network – 50% said they probably will upgrade to

4G whereas 15% were definitely sure about buying 4G. 73% of Vodafone users were interested

in upgrading to 4G networks whereas only 51% of Airtel users were interested in 4G up-

gradation. 35% of Airtel subscribers are confused about 4G up gradation whereas only 20% of

Vodafone users were uncertain about 4G up- gradation. In 4G cities such as Bangalore and

Kolkata people still complain of poor network coverage and slow speed of Internet.

A few recommendations were suggested based on the research conclusions:

1. Promote Airtel 4G Dongle as the natural ally - FAST FRIEND of ALL Notebook Brands

2. Focus on 'emotional' and 'relationships' among family & friends more than business

3. Use 4G for Mission Critical Moments in Life

4. Ek bar try karo , lat lag jayegi ( the idea of addiction and dependence on faster

technology but in a more positive tone and style )

5. Be ahead of others! Anywhere. Anytime. Use 4G ( aimed at 3G fence sitters)

6. Create more moments out of the same life - Imagine slow, execute faster

7. Till smart phones do not provide freedom from notebook PCs/tabs, continue to push the

idea of ' two / three devices powered by 15 times higher speed'

8. Mission is Strategy - MAKE IN INDIA; Only Airtel can fulfill 'FASTER INDIA"

mission to connect with billion nation

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GLOBAL SCENARIO OF MOBILE INTERNET INDUSTRY

The mobile industry continues to scale rapidly with a total of 3.6 billion mobile subscribers at the

end of 2014. Half of the world‟s population now has a mobile subscription. There were about 7.1

billion global SIM connections at the end of 2014. Mobile broadband connections will account

for almost 70% of the global base by 2020, up from just 40% at the end of 2014. Smartphone

adoption is already reaching critical mass in developed markets, with the devices now accounting

for 60% of connections.

Operators have invested heavily in their infrastructure over the past 3 years. Capital expenditure

is forecast to total US$1.4 trillion by 2020 to support mobile broadband network deployments.

4G is now being built out more rapidly than was the case with 3G. The developed countries are

witnessing a technology shift with increasing proportion connections now on the higher speed

3G and 4G networks.

Mobile is at the heart of the new digital ecosystem. It is driving innovation and the development

of new services in areas such as digital content, social networking and online commerce. Mobile

is delivering a new and vibrant ecosystem based on mobile broadband networks, advanced

smartphones and tablets and a growing range of other connected devices and objects.

Mobile has already redefined consumers‟ experiences in many aspects of their daily life, as well

as created a range of new business opportunities and services. New technologies, imaginative use

cases and business models are likely to generate even more profound innovations, with mobile

increasingly linking the digital and physical worlds. Rapid smartphone adoption allows for new

products and services to be created, whether they are based on apps or on the development of

low power components that are the building blocks for new connected devices. Consumers are

beginning to realize the transformative potential of the Internet of Things with an increasing

number of services and launches focused on, for example, wearables and the smart home. The

benefits of the new mobile ecosystem are not limited to the developed world. Innovative mobile

solutions are helping to provide underdeveloped, underserved and poverty stricken regions with

the opportunity to overcome socio-economic challenges, particularly in the areas of financial

inclusion, health, education and disaster response.

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According to COAI, globally only 79 networks, out of 536 deploying 4G, are using the TDD

LTE platform, and are still in the trial or testing stage. On the device side, COAI said that

globally, there are only 361 devices supporting TDD LTE in the 2300MHz band, out of 1,889

LTE devices; in comparison, there are 3,900 3G devices and more than 5,000 2G devices. In

India, there are only four TDD LTE handsets for the 2300MHz band. According to GSMA

Reports, 4G connections are accelerating and are set to increase from 3% of global total in 2013

to 2.3 billion 4G connections by 2020.

Figure 1: Global Mobile Economy Scenario Source: GSMA Report 2015

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TELECOMMUNICATION INDUSTRY IN INDIA

India is the second largest telecommunications market in the world with 964 million subscribers

as of November 2014. The Indian Telecom market has grown at a high CAGR of 30 % since

1995 because mobile services have grown at a CAGR of 117% from 1995-2009. The key sectors

of Indian Telecommunication Industry include Internet, Telephony and Television Broadcast.

Some major telecom operators in India include Airtel, Vodafone, Idea, Aircel, BSNL, MTNL,

Reliance Communications, TATA Teleservices, MTS and TATA DoCoMo.

The factors that are making the mobile technology popular are the availability of low cost

handsets, extremely low tariffs, increased network coverage, encouraging regulatory

environment, increased income levels, and changes in consumer behavior. The underlying story

of this sector is the accelerated data consumption by the youthful population.

The important regulatory authorities of the telecom industry include MICT (Ministry of

Communications and Information Technology, DOT (Department of Telecommunications),

TRAI (Telecom Regulatory authority of India, the Telecom Commission and TDSAT (Telecom

Dispute settlement & Appellate Tribunal.

According to TRAI Reports 2014, Out of all the telecom operators Bharti is the leader in terms

of number of subscribers i.e. 205 million subscribers till March 2014. Vodafone is at the second

position with 166 million subscribers followed by Idea (135 million). Idea had net additions of

7.10 million users in a quarter whereas Bharti added 6.98 million in subscriber base. Reliance

Communication Group has seen a decline in subscriber base by 6.35 million.

Table 1 : Growth in Wireless Subscriber base

Source: TRAI Report: The Indian Telecom Services Performance Indicators January - March, 2014

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According to Telecom Regulatory Authority of India, the Internet subscribers increased from

238.71 million at the end of Dec-13 to 251.59 million at the end of Mar-14 with quarterly growth

of 5.40%. Wireless Internet subscribers increased from 220.38 million at the end of Dec-13 to

233.09 million at the end of Mar-14 with quarterly growth of 5.77%. The number of Broadband

subscribers increased from 55.20 million at the end of Dec-13 to 60.87 million at the end of

Mar‟14.

Table 2: Trend of Internet subscriber base

Source: TRAI Report: The Indian Telecom Services Performance Indicators January - March, 2014

Of the wireless market, the mobile wireless segment which includes phones and dongles has

increased from 40 million users in December 2013 to 45.6 million users in March 2014. On the

other hand, the fixed wireless broadband segment which includes Wi-Fi has also seen a shift

from 0.39 million to 0.4 million. Overall we see a positive trend in the number of total wireless

broadband subscriptions from 40 million in December 2013 to 46 million in March 2014.

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BHARTI AIRTEL – THE MARKET LEADER

Bharti Airtel was founded in July 7, 1995 by Sunil Bharti Mittal. Airtel launched its mobile

operations in India in 1995. Since then it has been at the forefront of India‟s 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.

Table 3: Bharti Airtel Key Milestones

Source: www.airtel.in

Currently, Bharti Airtel Limited is a leading global telecommunications company with

operations in 20 countries across Asia and Africa. The company is headquartered in New Delhi,

India and 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 300

million customers across its operations at the end of June 2014

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Bharti Airtel has been one of the pioneers in India‟s telecom revolution over the past two

decades. Its unique low-cost business model transformed the sector and helped in the

proliferation of affordable mobile services. The Company is the largest telecommunications

company in India by customers and revenue. It put India on the data superhighway when it

launched the country‟s first 4G services in 2012.

Table 4: Internet Subscriber Base & Market Share of Top 10 Service Providers

Source: TRAI Report: The Indian Telecom Services Performance Indicators, 2014

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

Million outlets, with network presence in 5,121 census and 460,655 non-census towns and

villages in India covering approximately 86.7% of the country‟s population. Airtel has the largest

rural mobile customer base in India with over 88 million mobile customers (from rural markets).

Airtel has India‟s widest 3G footprint, offering customers high-speed internet access and a host

of innovative services like Mobile TV, video calls, live-streaming videos and gaming. Airtel is

the only mobile operator in India to offer 4G services using TD-LTE technology, providing

customers the fastest wireless services with buffer-less HD video streaming and multi-tasking

capabilities.

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In Africa, Bharti Airtel is the largest mobile operator in the Continent in terms of geographical

footprint, which spans 17 countries with over 70 million customers. Airtel‟s mobile networks

cover over 1.85 billion people across its operations in 20 countries and carry over 311 billion

minutes of calls every quarter.

Bharti Airtel has become the fourth largest mobile operator in the world with presence in 20

countries including Inida, Sri Lanka, Bangladesh and 17 countries in African continent. The

company provides services such as mobile, voice and data solutions using 2G, 3G and 4G

technologies, Digital TV and IPTV services in India

Airtel participated in the spectrum auction in February 2014 for 900 MHz and 1800 MHz bands

and renewed some of its licenses. Airtel‟s strategy is to enhance its leadership position by

building a robust network in the data segment. The company is committed to a data centric future

and has acquired Qualcomm‟s 4G licenses in four circles in India.

Figure 2: Bharti Airtel’s Achievements

Source: Investor Relations at www.bhartiairtel.in

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Figure 3: Bharti Airtel Awards and Honors

Source: Investor Relations at www.bhartiairtel.in

MISSION

“Enriching lives means putting the customer at the heart of everything we do. We will meet their

needs based on our deep understanding of their ambitions, wherever they are. By having this

focus we will enrich our own lives and those of our other key stakeholders. Only then will we be

thought of as exciting, innovation, on their side and a truly world class company."

AIRTEL LOGO: The unique symbol is an interpretation of the „a‟ in Airtel. The curved shape & the gentle

highlights on the red color make it warm & inviting, almost as if it were a living object. It

represents a dynamic force of unparalleled energy that brings us and our customers closer.

The specially designed logo type is modern, vibrant & friendly. It signals our resolve to be

accessible, while the use of all lowercase is our recognition for the need for humanity.

Red is part of our heritage. It is the color of energy & passion that expresses the dynamism that

has made Airtel the success it is today, in India, and now on the global stage.

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Figure 4: Bharti Airtel Vision Source: www.bhartiairtel.in

EVOLUTION OF BRAND AIRTEL (1995-2014)

1995: Airtel launches its first circle

2002: Airtel shifts from being a 'technology' brand to a 'communication' brand - as the category

witnessed high growth and was set to expand beyond voice and text. AR Rahman creates the

signature tune.

Rediffusion YR was the creative agency

Figure 5: AR Rahman -Airtel Brand Endorser

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2008: The mobile telephony category is in the verge of getting commoditized. India becomes the

only market in the world with more than 10 telecom players. It‟s time to move away from voice

as the basic promise of the category. Airtel bets big on VAS and launches a new campaign that

speaks about how barriers break when people talk.

Figure 6: Airtel Ad on the theme ‘Communication helps break barriers’

2010: Airtel rebrands itself and launches 3G services. Airtel and Rediffusion part ways amidst

much controversy. JWT is the agency behind the campaign on Good-Byes.

Figure 7: Airtel Ad on ‘Never-ending Goodbyes’ by JWT

2011: Airtel launches the 'Har ek friend zaroori hota hai' campaign, created by Taproot India. It

injects some much needed freshness into the brand. The catchy jingle, the campaign's star, goes

viral.

Figure 8: Airtel Ad focuses on Youth ‘Har Ek Friend Zaroori Hota Hai’

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2012: After the popularity of its predecessor, Taproot creates the next big campaign for Airtel

called 'Jo tera hai woh mera hai'. Taking forward from the previous theme, this successful ad is

all about mobile internet and 'sharing'.

Figure 9: Airtel Ad focuses on the theme ‘Sharing and relationships’; created by Taproot

2014: Airtel was positioned as the smartphone network. An ad ‘Boss Film’ focused on how

relationships often get strained due to professional demands. At such times, smartphones transcend their

role of being a mere communicating device, and play cupid.

Figure 10: Airtel’s Boss Film

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SWOT ANALYSIS OF BHARTI AIRTEL

Figure 11: SWOT ANALYSIS

Strengths

• World's 3rd largest mobile servie provider

• First mover Advantage

• Strong Brand Image

• Well established nationwide extensive infrastructure

• Superior overall network quality/reliability

Weaknesses

• Late adoption of 3G

• High infrastructure setup cost

• Outsourcing of core systems

• Adversely affected by price competition

• Africa aquisitions and operations makes it vulnerable for losses

Opportunities

• 3G expansion

• 4G Introduction

• Low Broadband Penetration

• Cutting down costs in Rural areas

• m-commerce

Threats

• Increasing regulatory challenges

• Slow returns of spectrum auctions

• Low Switching costs for consumers

• Perception of High Prices among consumers

• Increased competition from new players

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TUSHMAN & NADLER’S CONGRUENCE ANALYSIS OF JWT

Figure 12: CONGRUENCE MODEL

The Congruence Model is based on the principle that an organization's performance is derived

from four elements: work, people, structure, and culture. The higher the congruence, or

compatibility, amongst these elements, the greater will be the performance. The Congruence

Model offers a systematic way to consider the root elements that drive organizational

performance. We analyze each component of the company in detail:

STRUCTURE

The company has an organic approach and the following functions are carried out:

Usually the hierarchy starts with the management trainee, moving onto executive and senior

executive. Above them is the group/account manager. Then there is executive director and

director. Over them is the vice president. The CEO/MD is at the top level.

The roles and responsibilities are clearly defined however there are no rigid lines of authority.

There are no formal chains of communication. However this does not mean that there is no

Human

Resource

Planning Client

Servicing

Creative IT

Department

Finance and

Administration

INPUT

OUTPUT

Culture

Work Structure

People

Strategy Performance

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control. Just because it is a creative agency does not mean that anything is taken lightly. The

employees need to maintain decorum and act professionally.

CULTURE

The most important thing is networking. You need to know how and from whom to get work

done. For instance, the client servicing people need to have cordial relations with the creative as

they are interdependent. The culture is very open and anyone can approach any one for help or

support. Ideas are welcome from everyone and not just expected from the creative department.

The culture is not too formal. People freely interact and often socialize with each other. Even the

administration does not put rigid rules over the employees. Like use of social networking sites,

watching movies or shows for entertainment or relaxation occasionally is never discouraged.

There is a system of openness in the working culture. The information flow happens across all

the levels of hierarchy. All the employees are addressed by their first names irrespective of

designations. Team members can directly approach their Executive Directors without having to

go through each level in the hierarchy.

WORK

The work culture in the agency is organic. Being an advertising agency, there is always an air for

creativity and innovation. There are different divisions like planning, creative, client servicing,

human resource and IT. They all work in sync with each other. Everything goes on in a

systematic manner. Although the divisions work together, no one ever steps on the other‟s work.

There are defined roles. The planning department pitches to the companies for existing and new

projects. The client servicing department acts as an interface between the agency and the clients.

They take the brief from the clients and pass it on to the creative department. The creative

department is responsible for creating the magic. The HR and IT department provide support

functions. It is important that the approach of the organization is enthusiastic and quick. The

creative juices need be flowing at all times. Also there are tight deadlines so the work has to be

planned well.

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PEOPLE

Most people think advertising is mainly or entirely concerned with the creative process. In fact,

only a relatively small number of the jobs available within the industry are to be found in this

area. While there is a considerable range of creative jobs, these vary greatly in importance and

remuneration. The biggest distinction is between writing and graphic creativity. The skills

needed, apart from an extensive acquired knowledge of the activities being planned, are

imagination, common sense, and dedication. Many a times the employees are required to work

late hours.

Agency recruits graduates from a broad range of degree disciplines, although a qualification in

business studies, media studies, psychology, marketing or advertising is sometimes preferable.

The planning role requires research knowledge and good analytical skills. Qualifications needed

for advertising planning, which is often a jumping off point for higher management, typically

include economics, psychology, mathematics, statistics, or one of the sciences degrees.

Most of the employees are quite young in the age group of 23-30 years. They hold positions of

management trainee, executive and senior executives. The directors, VPs and higher level

management are usually 45 years and above.

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BACKGROUND: AIRTEL BUSINESS CASE

Airtel is India‟s first and only 4G player and plans to ramp up its presence rapidly. Any other

player will take at least 6 months to start. So Airtel has a clear first-mover advantage. However,

positioning of 4G is generic. It is sold as the “fastest wireless internet ever” but that is more

manufacturers speak than consumer speak. The target market for Airtel is Gurgaon, Chandigarh,

Ludhiana, Amritsar, Delhi, and Chennai.

4G is available via dongle, CPE & select mobiles (currently iPhone 5 series, which will expand

to about 6 handsets very soon). Each device has a different use case. The consumer chooses a

device basis his needs which are determined by factors such as:

• CPE: Availability of broadband in his premises – either Airtel or other

• Dongle: His mobility needs

• Phone: his need for speed on his mobile

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LAUNCH OF AIRTEL 3G

Airtel made its 3G Debut in India on January 24, 2011 first in Bengaluru, Karnataka which is

Airtel‟s largest circle by revenue market share. Airtel targeted to launch in all 13 3G license

circles by March 2011. Airtel introduced easy-to-understand intuitive 3G tariffs with data usage

limits. Airtel 3G customers are empowered to manage their 3G data usage alert and prevent „bill

shock‟ with proactive, personalised and timely data usage alerts.

It was the start of the new era when 3G services in India rolled out on Airtel‟s network.

According to Mr. Sanjay Kapoor, CEO - Bharti Airtel Ltd (India & South Asia), 3G is much

more than a technology migration - it is a transformational shift - and Airtel's focus would be to

bring to its customers an enriched user experience on the back of a world class delivery network.

Airtel‟s 3G services, delivered on a state-of-the-art high speed HSPA network, ushered in a new

era of unique life enriching services in entertainment, utility, commerce and health – all now on

the customer‟s mobile phone.

The Airtel internet on 3G gives customers the power of higher speeds to enjoy multimedia

services, high speed mobile broadband and internet access with the ability to view videos on

your mobile phone, make video calls, watch live TV, access high speed internet and enjoy live

streaming at never before speeds. The launch of 3G services was a key milestone in Bharti

Airtel‟s vision to play a leading role in delivering the power of the mobile internet to an

increasing number of people in India. Service providers were required to bring all the ecosystem

players together in a cohesive manner - handset manufacturers, equipment vendors, application

developers and even consumers to scale up the penetration for 3G services in the country.

Keeping the focus on the user experience and relevant services, Airtel‟s 3G plans are easy to

understand:

• Time-based plans for light users of data - where usage and billing will be by hour.

• Flexi-shield plans for heavy users of data - where usage and billing will be capped.

~ 25 ~

LAUNCH OF AIRTEL 4G

Bharti Airtel launched “India‟s first 4G on mobile" services on April 10, 2012 in Kolkata by Mr.

Kapil Sibal, Minister of Communications and Information Technology, Government of India.

In 2010, Airtel had bid for BWA license spectrum in Kolkata, Karnataka, Punjab and

Maharashtra (excluding Mumbai) circles. Bharti Airtel is one of the founding members of the

Global TD-LTE Initiative (GTI) which was launched at the Mobile World Congress 2011.

Airtel 4G offers lightning fast speed internet speed and allows super fast access to High

Definition (HD) video streaming, multiple chatting, instant photo and video downloads and

sharing. The launch of 4G LTE services would also help in building India‟s digital economy and

fulfilling the Government of India‟s long term vision of Broadband on Demand.

According to Mr. Sunil Bharti Mittal, Chairman and Managing Director, Bharti Airtel, “High

speed wireless broadband has the potential to transform India, provide a robust platform for

building the country‟s 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.” He also added the

significance of Kolkata city which has now become the launch-pad for 4G in India as Airtel‟s

first mobile call was also made from this city in August 1995.

Airtel empowered India to be one of the first countries in the world to commercially deploy a

cutting edge technology as 4G based on a state of the art network on TD LTE. This has surely

marked the beginning of a new chapter in India‟s telecom success story. Now India has joined

the league of one of the most advanced telecom markets globally. According to Mittal, 4G would

provide equitable and inclusive economic growth of broadband services in India by enhancing

the reach of e-governance, e-health and e-educational services along with bridging the digital

divide. Airtel envisions India to have the best-in-class wireless broadband experience and to place the

country on data superhighway. Currently, Bharti Airtel is offering 4G services in 20 cities across

the country. The company announced in January that it plans to launch 4G services in Andhra

Pradesh, Himachal Pradesh, North East and Punjab by December 2015, Karnataka by February

2016 and Rajasthan by April 2016.

~ 26 ~

4G CITIES IN INDIA

1. Kolkata 10 April 2012

2. Bangalore

3. Pune

4. Chandigarh 20 March 2013

5. Mohali

6. Panchkula

7. Ludhiana

8. Jalandhar

9. Amritsar 14 July 2014

10. Hoshiarpur

11. Phagwara

12. Kapurthala

13. Patiala 17 July 2014

14. Nagpur 24 July 2014

15. Moga 20 March 2015

16. Bhatinda 27 March 2015

17. Nasik

18. Chennai

19. Aurangabad

20. Vasai Virar Nalasopara

Airtel has created Special LIVE Demo zones and has installed Kiosks at Airtel Stores in all the

above mentioned 20 cities to help them get started on 4G. Apart from this customers are allowed

to SMS 4G on specific numbers for each city to get more details.

~ 27 ~

4G-ENABLED DEVICES

According to Faisal Kawoosa, Lead Analyst, CMR Telecoms Practice, “The reason for sales of

4G devices picking up can be attributed to the fact that consumers who were looking to replace

their Smartphones were ‘investing‟ in future network-compliant phones. “

Xiaomi Redmi Note 4G is priced at Rs.9999 and is the cheapest 4G handset. Apple iPhone 6

Plus offers 4G services and is the most expensive 4G handset priced at Rs. 62450

SERIAL NO. MOBILE PHONES PRICES(INR)

1 Xiaomi Redmi Note 4G 9999

2 Samsung Galaxy A5 25466

3 Samsung Alpha 37927

4 Samsung Note 4 54990

5 Microsoft Lumia 638 8299

6 Apple iPhone 5S 38000

7 Apple iPhone 5C 22999

8 Apple iPhone 6 52849

9 Apple iPhone 6 plus 62450

10. LG F70 13490

11. LG G2 D802T 34990

12. LG G3 beat 18990

13. Lenovo Vibe X2 19999

14. LG G3 37275

Table 5: Price Range of 4G Enabled Smartphones

~ 28 ~

Figure 13: OBJECTIVES

OBJECTIVE

Identify one or more consumer insights for 4G (which can be applied to all devices) on which

our B2C communication can be based. A central insight or creative thought on which 4G

communication can be pivoted.

SUBOBJECTIVES:

The intention is to study the relevance of speed in people‟s lives and how mobile internet

speed impacts their day- to-day life activities.

To understand the possible 4G mind-set of a consumer who is currently on 3G/ 2G

network

To conduct a comparative study of 2G versus 3G users‟ Internet usage patterns

The final objective of this project is to get a deeper understanding of the Client‟s business and to

help the Planning Team in creating an Advertising Plan for Airtel.

OBJECTIVES

Drivers of consumption

Relevance of speed in everyday activities

Insights on Possible 4G Mindset

Influence of Popular Culture

Demographics Psychographics

Attitudes for 2G/3G users

~ 29 ~

METHODOLOGY

The exploratory research was done in two steps.

❖ Secondary Research: Research was conducted to get an overview of key trends in the industry

and people‟s reviews through TRAI Reports, GSMA Research, newspaper articles and social

media websites.

❖ Primary Research:

Quantitative Study: Online survey was used in order to obtain information regarding the

research project. Further, the analysis of questionnaire responses was done to arrive at the final

conclusions. The research methodology that was adopted in this research was the survey

conducted through popular social networks Facebook, LinkedIn as well as E-mail responses.

Qualitative Study: Face-to-face interviews were conducted with consumers, Airtel Client,

mobile store retailers along with gaining expert‟s opinion and conducting home visits.

Sampling Design: Convenience sampling has been used to choose our sample population of

respondents. We have chosen those people who are in our immediate network to gain responses

which are honest and valid. By this method, we have gained responses from 70 respondents.

Out of these, 74.29% are males and 25.7% are females. We also see that 68.57% of our

respondents belong to the age group 18-24 years. 28.57% of the respondents are 25-34 years old.

Also, 85.7% of the respondents are students, 10% are in service, and 4.3% have their own

business.

Questionnaire Design: The questionnaire was designed to obtain a correct interpretation of the

choices people make with regard to Internet consumption. The first few questions are aimed to

get basic data about ownership of Internet enabled devices, various sources of Internet, mobile

internet connection (2G/3G/4G). Then the respondents were asked to compare their 2G versus

3G experience on basis of multiple parameters such as video sharing on 2G versus 3G, Internet

Calls, Text chatting etc. The next part of questionnaire measures the quantity of consumption of

mobile internet and the time spent on Internet on a daily basis at different locations and different

time periods throughout the day. It also asks the respondents to rate the speed of Internet

connection in terms of signal strength, consistency of speed etc. Finally, the questionnaire tries to

understand the willingness of respondents to upgrade to 4G network and their current ISP. In the

end few questions were put to understand the demographics of each respondent.

~ 30 ~

Figure 14: Outside view of Airtel Stores in NCR

~ 31 ~

Figure 15: An Inside Look at Airtel Stores in NCR

~ 32 ~

KEY INTERVIEW TRANSCRIPTS

Interview 1:

Home Visit: Udit, 23 years Civil Engineer, Gurgaon

Figure 16: My face-to-face interview with an AIRTEL 3G customer from Gurgaon

ME: Hi Udit! Please tell us about yourself. What are your hobbies?

UDIT: Hi ! I‟m Udit. I‟m a Civil engineer. I‟ll be pursuing my Master‟s now in Structural

Engineering. I like watching videos on the Internet like funny videos and short videos of

IPL; cricket stuff (sports stuff) and videos on Facebook like the Troll videos.

ME: You were on 2G before and now you‟re on Airtel 3G. What is the difference in terms of

experience?

UDIT: Obviously, Airtel 3G the speed is more and the buffering time is less. I can easily play

the videos. In 2G it was not possible for the videos to be played. 2G is basically for messengers

like Whatsapp, Viber etc. and 3G is more useful for higher data demands like downloading stuff

and watching videos. So yeah it‟s been good so far.

ME: So, you are satisfied with 3G?

Udit: Yeah , I mean there is always a margin of improvement. I think Airtel is best in the

business.

Me: So you have been a loyal Airtel customer..

~ 33 ~

Udit: Yeah , I‟ve been a loyal Airtel customer. I‟ve been using Airtel for 5 years now.

Me: What is it that you find in Airtel that you think Airtel is the best for me.. You don‟t feel like

shifting to any other operator..?

Udit: Umm.. For Airtel, it‟s the service absolutely. Service is great and the most important thing

when a customer wants to go for any particular Internet Service Provider is the range over which

the person can experience the network. So for that I think Airtel is the best

Me: How do you see the difference in Internet usage when you use your laptop/ tablet versus

your mobile?

UDIT: I am a 100% mobile user. I am not much into tablets and laptops although I own

both of them. But it particularly depends from person to person; what are the demands. I‟m not

a download freak. So, I just watch videos for 2-3 minutes maximum and like I use Whatsapp

messenger, facebook like that.. So my Internet usage is not much. Therefore I use my phone and

all my work is you know checking emails etc. which is done through mobile because it‟s very

handy small.it can be very useful at times.

ME: And the kind of Apps you download. What kind of usage is that?

UDIT: I mean anything can be done on a phone today.

Me: Which Phone do you have?

UDIT: I have a Motorola Moto G 1st Generation and it‟s able to do any task I assign it to do.

And I haven‟t touched my laptop for like 6-7 months now. Yeah so anything I do .. even

Photoshopping or anything else I do it on my phone. I have Apps for that and I download it and

it saves time.

ME: Udit, if 4G was to come in Delhi, would you like to upgrade to 4G?

UDIT: First of all, my phone is not compatible for 4G.. if I keep this aside yes, I would like to

ofcourse I checked Airtel plans on 4G. They are giving the plans at the cost of 3G.. so that‟s cool

for now because 4G is way costlier than 3G. In the future , obviously it won‟t be the same.

ME: What are your expectations out of 4G? What is it that you‟re not able to do with 3G? or you

wish that if I have 15x greater speed then what would I have done with my phone?

UDIT: Obviously the maximum output I can get from the 4G network is heavy downloads

i.e. if you‟re getting the speed so obviously you‟ll go for larger downloads.

Me: Movie download or music downloads?

UDIT: Like Movies download; bigger files- like episodes download; like TV series

download. That‟s what it would be most useful for.. heavy data usage because I can easily do

~ 34 ~

my whatsapp messages and I can easily watch my 2-3 minute videos on 3G. I don‟t have any

problem with that.

Me: So, you think the data consumption will also increase..

UDIT: Yeah it would definitely increase if you have higher speeds; you‟ll be watching more

videos. It’ll become a continuous chain of watching videos.

ME: What about sharing 4G network through Hotspot. Suppose you‟re sharing your 4G network

with your friends, wouldn‟t that be great?

UDIT: Yeah, it would be for them.

Me: If all of you are watching at the same speed some movie or sport, it would be exciting no?

UDIT: It would be definitely exciting. Sharing the internet connection yeah I mean there are a

lot of things/tasks on Internet which can be done apart from connecting on LAN you can connect

wirelessly.. so for that high speed internet is required and that‟s where 4G will come into play.

Me: Thanks

~ 35 ~

Interview 2 :

Store Visit: Sachin Bhardwaj, Airtel Store Manager, Gurgaon

Figure 17: My face-to-face interview with an AIRTEL STORE MANAGER, Sector 15 Gurgaon

ME: Please introduce yourself

SACHIN: My name is Sachin Bhardwaj and I‟m the showroom manager for this store. I joined

in October 2014

ME: As a retailer what do you think of Airtel 4G coming up in Delhi

SACHIN: Actually there is a lot of excitement about 4G coming in Delhi. For example, now we

have started providing 4G Sims to our customers. Some customers who have 4G compatible

handsets are also receiving messages from Airtel. These customers come to us to gain more

information about 4G. So we tell them about 4G, 3G and 2G comparison. After the launch of 3G,

2G is almost vanishing. We explain the differences between 3G and 4G to people. Within 2-3

week, the demo system will start here. We‟ll give Live demo to customers. We are getting more

Xiomi handsets- bannering has been done. So people are inquiring about those handsets as well.

ME: Is the handset compatibility a challenge?

SACHIN: Till now 4G handsets were of high quality; in range of 30k-40k but after Xiomi has

entered the market the handset prices are now as low as 7k- 10k. So, normal ordinary people can

~ 36 ~

easily buy. Airtel is also planning to launch a hotspot device worth 2000-2500 and in that 8-10

4G compatible devices can be connected simultaneously; and has 6 hours battery backup. So we

have a lot of options.

ME: What are the other products available for Internet connection from Airtel

SACHIN: Dongles are coming; Wi-Fi devices are coming. We‟re also bringing in CPE very

soon

ME: What‟s CPE?

SACHIN: It‟s a DTH product

ME: What are the other services in mobile Internet?

SACHIN: The best thing about 4G is that we‟re providing 4G to customers on the same plan

ME: So there is no hassle of SIM change etc.?

SACHIN: When customers were upgrading from 2G to 3G, they were finding it a little costly.

From Rs.150 for 1GB on 2G and directly shifting to Rs.255 for 1G on 3G...(Rs. 100 difference

jump) The plans are not out yet but according to the training we have got I am telling you that

the customer is being provided 4G at the same cost.

ME: This is just for the activation plan no? 4G price would increase in future?

SACHIN: We can‟t say that the price would increase.whether it increases or not.. but currently

according to the training we‟ve got and from other sources, the day 4G launches in Delhi those

customers who are on 3G with 4G compatible devices, they would automatically be sent

messages that „You are on 4G now‟.

ME: You must have heard about Reliance launching 4G somewhere near October this year?

SACHIN: Yes Reliance Gio is coming

ME: So what are your comments on that?

SACHIN: Ma‟am, as a competitor whatever I have got to know is that Reliance is facing a lot of

problems in launching 4G. As you already know, Airtel is the best network.. at least in India.

ME: 4G was launched in 2012 in Kolkata but still we see very few people are on 4G. Why is that

so?

SACHIN: When 4G was launched in Kolkata we were providing 2G and 3G network to our

customers by using some other company‟s spectrum. That‟s why we launched 4G in Kolkata.

We faced a lot of problems in Kolkata because it as a new product and whenever a new thing is

~ 37 ~

launched you always face problems. But this time, we are fully ready for the launch with

preparations. This is a very big launch- Delhi launch. There are 35 new launch and 50 cities have

re-launch

ME: Where is the Re-launch taking place?

SACHIN: In cities like Chandigarh, Kolkata, Bangalore where 4G is already running. Till now

we‟ve been providing only data services but now we would be providing Voice + Data services.

ME: How are the customers responding? Are they not satisfied with 3G?

SACHIN: Ma‟am they are satisfied with 3G to a large extent. See, when we moved from 2G to

3G, so customers got a great experience but there are some issues because there are lot of places

where 3G is not accessible.

ME: For example, in basements..

SACHIN: But in my experience of all the 3-4 places where we had our training, I don‟t think

after that 4G launch any customer would face any problems in terms of either network or speed.

Basically, now what will happen is that now a 3G person who used to spend 1-2hrs on a task

would be complete in 15-20 minutes. So, there would be lot of time saving. Apart from that

speed would be more.

ME: How fast is 4G? I‟ve heard 15x faster

SACHIN: Yes, approximately. Not sure, because everywhere it‟s different. In some place it‟s

43mbps and in few places it has crossed 50 mbps.

ME: How do you see the future?

SACHIN: We‟ve got to know that after 4G launch, work would be done more fluently. If I am

doing a particular task in 1hour and now if that work is complete within 15 minutes so I have

more time to speed up my work... for businessmen and college students they can finish off their

work faster.

ME: What is the training that you‟ve got to attract consumers towards 4G?

SACHIN: See, today customers have everything except time. 4G is coming so time-saving will

happen.

ME: Do you think 2g people will shift to 4G?

SACHIN: Directly, they will not come but when we will show them the comparison.. for eg.

When a 2G customer comes, we have 3G compatible handsets so we give them a demo. We tell

them “You are able to work this much on 2G, experience 3G”

~ 38 ~

ME: In your experience what were the reactions of the customers?

SACHIN: This building has 3-4 mbps speed for 3G. On 2G you get 80-120 kbps. 8-10

customers come daily and out of them 50-60% customers are converted to 3G.

ME: What is the 2G mindest?

SACHIN: There is a segment that has set in its mind that 3G is for larger consumption, I

will consumer faster so my charges will be higher. So there is a price barrier. What you are

able to do in 2hours in 2G, you would be able to do the same work within half an hour on

3G. After 4G comes, I am sure the conversion will increase. It has been 10-12 hours for this

evolution from 2G to 4G so I think we have already taken lot of time in this. If we have

more time, we can do more extra work.

Interview 3:

Expert Opinion: Anil Gupta, Joint General Manager, IT at IFFCO Gurgaon

Figure 18: My face-to-face interview with an IT EXPERT, Gurgaon

IFFCO is a company with a turnover of around US$6 billion and spread throughout length and

breadth of the country pan India plus you have Joint ventures across the globe like Oman,

Senegal, Canada, Australia and Jordan.

Our prime objective of our organization is to provide best quality fertilizer to our farmers at the

best price. We have infused the information technology to achieve the desired objectives. In

~ 39 ~

India there are about 800 offices which are using IT in all day to day activities- Marketing, Sales,

Dispatches, Financial management, Inventory Management, Decision support system , Business

Intelligence runs on our IT infrastructure.

Now to run your IT infrastructure we have Data centre at Saket and all the applications whether

its enterprise wide, ERP, Mobility are centralised at Data Centre

Now the point comes how the end user gets connected to our Data Centre or worldwide all the

websites get connected. So, for our applications definitely we‟re using MPLS technology up to a

certain level. But, all our applications are web based and our almost 500 offices they are using

either 2G or 3G

All are using either 2G or 3G. So when we‟ve designed the applications so the resource and the

bandwidth were in crunch. Then there was deployment of 2G technology across the country.

Where we don‟t have the MPLS, we‟re really dependent on 2G but we find 2G is very good till

the time you‟re using the voice and transmitting of low amount of data. There definitely 2G has

an impact on the entire country. It was a great achievement by our private players as well as the

government policies.

The reach of 2G has reached to each and every individual right from farmers, lowest level

persons, the farming community, may be a labourer to the CEO of a company. So, it was just an

explosion. And Players like Airtel, Vodafone, Aircel , Tata , Reliance definitely played a big role

to spread this Technology. Technology, they have made it so easy and comfort level that each

and every individual whether he‟s a literate or illiterate can use it with comfort .So people have

made the money; the players, the enterprises, the government everybody has achieved the

desired objective out of this.

But thereafter they came out with the 3G plan. That was good. In the meantime many many

applications have grown up and they were resource hungry. There was a need to transfer the

video, there was a need to pass on the unstructured data may be the clips, video frames,

document management system, workforce system. The entire need was re-defined; it was the

demand of the time to go for the higher bandwidth. So, bandwidth was becoming a limitation.

Immediately there was auction for 3G spectrum and there was spread of 3G spectrum. So people

have taken the ISP the major players like Tata, Reliance, Airtel, Vodafone. They have taken part

in the auction of 3G spectrum by the Government of India. The 3G was rolled out in a Phase

manner and simultaneously they make the revenue by storing the equipment, by providing

parallel services. But in my belief I found the base was not there especially our big class cities

you can say town or Tehsil. If you look at the village level or Taluka level.. absolutely we have

connected the server we‟re using them but unfortunately till date the 3G penetration is not there..

So that is hampering the usage of IT. In an enterprise like ours or similar enterprises, why it has

not gone down to that level is may be a mystery or may not be a mystery.

~ 40 ~

I am of the opinion that the top CEO‟s of the teleco‟s, the amount at which they have gone for

the license, the amount that they have paid was a huge and hefty and they started deploying the

3G services but the kind of revenue they were expecting have not turned up. I have shared with

them that you are going to bleed to make any profit out of this after paying so much of money.

If you look at the psychology of the Indian population or the user, they look for the basic price

for the performance. At what price they are getting the value? 80-90% of the people are still

using the mobile only for the voice purpose or maybe a small browsing of internet.

It is only the corporate, or the government, public sector and private sector or few people, they

are definitely going ahead with large amount of data and they need 3G. So, definitely growth is

there and the demand is there but the pace is a bit slow in 3G.

May be it‟s a business decision and the return on the investment but as on date, I have surveyed

the country. All the north, south and west will cover around 132 sites. So surprisingly out

of 132, at least 30-40 sites were not having 3G presence.

The demand is there and the concept of IT penetration is changing, social media is coming

in a big way, mobility is coming in a big way. Nobody can stop the cloud and the data centre

concept.

And the prerequisite of cloud is the availability of your connectivity on the internet with the

required bandwidth.

Definitely 4G is the need of the time. Unless and until we get the 4G the penetration of

using the cloud technology in the Indian segment will be really difficult.

Airtel had announced the launch of 4G way back may be 2 years back in the entire country. But

we don‟t find any pace of 4G in the country.

Definitely there are advanced countries like South Korea and Japan who are deploying 5G.

All the developed countries.. if you go to Australia, New Zealand 4G is a common

phenomenon. When the signal is poor only then they downgrade it to 3G. So, 4G is

prevalent there.

Here, definitely I would say that India is lacking and India needs a big boost. Not only the

company but GOI policies with respect to 4G deployment, licensing and penetration at all the

centers. If they keep very heavy prices like in case of 3G the penetration was low, subsequently

they keep on reducing the prices by 20%,30% 40%

The model should be like this- that they keep on earning and keep on reinvesting the same

money and that‟s how the penetration will be there. I am hopeful and it is a matter of time.

Nobody can stop the penetration and deployment of 4G and in the times to come everybody will

go for higher internet speeds. Thanks!

~ 41 ~

The following tables summarize each Finding with its Inference, Conclusion & Recommendation

Focus Findings Inferences Conclusions Recommendatio

ns

Devices

Wi-Fi routers are

higher in use than

mobile internet

Wi-Fi speed experience

is greater than mobile

internet XP

Explore to reverse

the comparison i.e.

Mobile Internet XP

> or = Wi-Fi Speed

Aggressively

Challenge all Wi-Fi

speed claims to

reverse the 'Speed

Leadership' in

'specific situations'

Dongles have more

usage with notebook

PCs

Meant to enhance

freedom of internet

usage, dongles are

notebooks buddies

Explore the implicit

relationship

between dongles

and notebook PCs

Promote Airtel 4G

Dongle as the

natural ally - FAST

FRIEND of ALL

Notebook Brands

Desktop PCs have

less compatibility

with dongles

A fallback back option

for desktops, dongles

are Plan B when fixed

line internet fails in

consumer expectations

Explore to reverse

the comparison i.e.

Mobile Internet XP

> or = Wi-Fi Speed

Aggressively

Challenge all Wi-Fi

speed claims to

reverse the 'Speed

Leadership' in

'specific situations'

CURRENT 3G

USAGE

3 G Users demand

better experience on

the following

Huge opportunity given

the pent-up demand for

better XP

Use 4G for Mission

Critical Moments

in Life

63.4 % respondents

want 3G to improve

in Video Chatting

Overseas chatting,

important ( business or

personal )

conferencing, friends,

family

Communicate user

-cluster specific

motivations in their

respective

situations to

stimulate the need /

satisfy with 'faster

speed experience

Focus on 'emotional'

and 'relationships'

among family &

friends more than

business

60.98% of

respondents want 3G

to improve in Internet

Calls

Cheaper than landline

or mobile calls, better

quality of calling XP

48.78% of

respondents want 3G

to improve in Video

Downloading

Education,

Entertainment,

Information or Any

other

51.22% of

respondents want 3G

to improve in Easy

browsing/Web page

downloading

Could be critical in

everyday situations -

examinations, family or

public life emergencies,

business or personal

communication

Bring alive 'positive'

'happier life faster'

spirit instead of

'negative' life

threatening moments

like Saffola

~ 42 ~

CURRENT 3G

USAGE DAY

OR NIGHT

PARTS

Evening /late nights

are preferred internet

usage time band

Opportunity to expand

and enhance user's

NIGHT LIFE XP

across NEED /

DESIRE TYPES

Recognize users'

night life and

appreciate the

'speed night life'

crafting marketing

strategy for 4G

launch

Ek bar try karo ,

lat lag jayegi ( the

idea of addiction

and dependence on

faster technology

but in a more

positive tone and

style )

People don‟t need or

use less internet in

the morning hours

Opportunity to create

new needs in the

morning hours -

NEWS, MORNING

HEALTH GYM/

Exercise context

Don‟t ignore

morning less usage

and own up the task

of increasing the

usages at 4G speed

in the morning

hours ' Appreciate

'speed morning life'

NUMBER OF

HOURS OF

INTERNET

USAGE

People use internet

for 8 hours max at

workplace

Increase usage beyond

8 hours by fostering the

idea of WORK ON

THE GO Develop a master

24 hours minus 8

hours sleep mode =

16 hours always on

at 4G high speed

life strategy to

boost revenue

Long term 16 hours

Agenda of Usage

Maximization to be

developed by Airtel

and JWT strategy

team

At home, people use

internet for more than

4 hours but less than

8 hours everyday

Increase usage beyond

4 hours at home by

creating new needs at

home / kitchen videos/

study downloads etc

Overall, people use

approx 10-12 hours

of internet out of 24

hours

Aim for 14-16 hours of

internet use like

electricity usage in

people's life - and same

dependence

NUMBER OF

DEVICES IN

USAGE

63% of respondents

use simultaneously

two devices

Increase the number of

2DEVICE USERS

SEGMENT Notebook

PC + Mobile Phone

Conceptually, more

simultaneous usage

of more devices

necessitate 'more

singular source

speed'

Till smart phones do

not provide freedom

from notebook

PCs/tabs, continue to

push the idea of '

two / three devices

powered by 15 times

higher speed'

20% people use

simultaneously three

devices

Increase the number of

3 DEVICE USERS

SEGMENT Notebook

PC + Mobile Phone

+Tablets

~ 43 ~

SPEED

EXPERIE-

NCE

64% internet users

are SPEED AWARE

MAKE EVERYONE

SPEED AWARE

Top of Mind recall of

speed in use ensures its

CRITICALTY

Build saliency for

4G speed in MBPS

as 'life speed meter'

to sync with today's

fast paced life

4G degree at 98.4

degrees

89% respondents

have less than

3MBPS speed on

SMART PHONES

Opportunity to migrate

ALL 3MBPS users to

30 MBPS by sharply

stimulating un-realized

needs / latent desires

Prepare

comprehensive

insightful list of

needs, desires ( and

frustrations, spoilt

moods, angst,

anger,

psychological

stress, unhappiness,

health issues as a

consequence of

slow speed

Scope for further

national research to

be take forward by

new researchers on

Airtel

49% respondents

have good quality of

experience

Expand the universe of

Satisfied users

Pull back and show

how 'speed spreads

happiness' among

users and how non-

users of 4G are now

'enlightened' to

embrace 'high

speed life and

'happiness faster'

Small Doses of

Happiness. Faster.

Better.

33% respondents

experience FAIR

SPEED

CONSISTENCY

Remind 2G / 3G users

of misery of

breathlessness of

internet usage and

consequent mental

trauma

Appreciate 'rhythm

of breaths' and

imagine the

'impulses of life'

with 'inconsistent'

speed; 'Life Speed

Uninterrupted'

without 'speed

breakers' or ' life

without or lesser

buffering' may be

explored as

thoughts starters

Create the desire

and aspiration to

lead

‘Life@SpeedOf4G’

(Concept of

‘Sanskritization’)

~ 44 ~

Table 6: Each Finding with its corresponding Inference, Conclusion and Recommendation has

been represented in Tabular format

Singularly pinpoint ON

THE MOVE

CONSISTENCY

situations which could

be Everyday normal or

mission or emotion

critical moments

Accentuate the

difference between

'Speed when

stationary' and

'Speed on the

Move' ; isolate the

moments and

insights into them

to build on a

'different on the go

without breakers or

buffering'

WILLINGNE

SS TO

SHIFT TO

4G

65% 3G users intend

to shift to 4G

'EARLY MOVER

HOT PROSPECTS' to

be differentiated and

prioritized vis-à-vis

FENCE SITTERS

WARM 3 G USERS

and PROVOKED with

their Top Motivations

As indicated, 4G at

3G prices will

convert the hot

prospects but that

may not be as

'conversion-

oriented' as for

fence sitters; the

latter might need ,

prior to price parity

proposition, 'an

extra nudge' to be

pushed into the lure

of 'price parity'

Be ahead of

others! Anywhere.

Anytime. Use 4G

( aimed at 3G

fence sitters)

48% 2G users are

willing to upgrade to

4G

Before the 52% of

unwilling 2G Users,

treat the 48% 2G

segment different from

above 3G hot or warm

prospects and stimulate

them with different

'lower-order' need

/desires/wants

2G users are colder'

than 'fence sitters

3G users' ; need to

'first warm them up'

with more simpler

and fundamental

and universal

usage ( e.g.

entertainment)

Create more

moments out of the

same life - Imagine

slow, execute faster

~ 45 ~

SCOPE FOR FURTHER RESEARCH

As suggested through the recommendations, the scope of research can be widened

by Account planning team at JWT.

A comprehensive research on insightful list of needs, desires (frustrations, spoilt

moods, angst, anger, psychological stress, unhappiness, and health issues as a

consequence of slow speed) could be taken over by new researchers on Airtel or by

JWT Planning Team. This would help in highlighting the opportunity to migrate all

3mbps users to 30 mbps by sharply stimulating their latent desires or unrealized

needs.

~ 46 ~

ANNEXURE 1

Models /Concepts Introduced

The JWT Planning Cycle

STAGE 1

Figure 19: JWT’s Planning Cycle

Where are we?

Here we try to identify the consumer buying system and the process by which people buy and

use the brands in the market. The question that shall be addressed in this section is “Where does

our brand stand compared with competitors, in the market and in people‟s minds? One of the

most fundamental parts of “Where are we?” for both the client and agency is deciding how a

market works. Consumer buying system is the name we use to cover this total process of

buying and using a brand- from the very first ideas about it, to the actual purchase, to using it and

beginning the process of buying again.

These are the stages that we go through when we buy anything:

▪ Stimulus: Something starts us off, consciously or subconsciously.

▪ Consider: We consider the options, if we feel we need to

▪ Search: We look for more information, if we feel we need to

How could we

get there?

Where are

we?

Are we

getting there?

Where could

we be?

Why are we

there?

~ 47 ~

▪ Choose: We choose from among our options.

▪ Buy: We actually buy, though not necessarily the brand we thought we‟d chosen

▪ Experience: We use, give or otherwise experience what we‟ve bought. That affects us as

we go into the next cycle of buying.

STAGE 2:

Why are we there?

Next, we have to work out what has affected any movement in the basic dimensions in the

market, why our brand is positioned as it is and what has caused any changes to its positioning.

This includes the factors that have contributed to our brand‟s strengths and weaknesses, the

dynamics of the market and the trends.

We need to work out which of the discriminators are separating brands in their positioning as

well as how and why. The question to be addressed in this section is “What is it in our brand‟s

physical and functional attributes, compared with competitors‟ that leads people to position it on

our maps as they do?

STAGE 3:

Where could we be?

Brand Objectives: Can repositioning make it more successful?

There are distinct sub-segments i.e the people who wish to live on the cutting edge of

technology. We need to trace these people‟s motivations, aspirations, self- images. Another

question which needs to be answered in this section is “Which of our physical or functional

discriminators should be exploited more? Do we need to develop new discriminator?

The answers to these questions can be derived from the feedback and data analysis.

There are four areas within Brand Objectives that are particularly crucial to the next stages of

planning advertising:

1. Opportunity/problem: Should the brand objectives be to expand or maintain? Should it

concentrate on exploiting strengths or correcting weaknesses?

2. Strategic Approach: What is the most important aspect of the brand strategy, of

marketing actions, that will address the opportunity/ problem? Will it be product

innovation, changes in users or usage?

3. Brand Positioning: Is our brand positioning to be strengthened or changed? What is the

key aspect of brand positioning to be addressed?

~ 48 ~

4. Motivator vs. Discriminator: Should we aim to achieve brand positioning aims by

strengthening the brand‟s motivating appeals directly or by stressing a functional

discriminator?

In planning advertising, we need to examine a subtler way in which people think about brands.

This is Unique Brand Personality. Setting Brand Objectives has essentially been answering

“Where could we be?” from the marketing company‟s point of view.

A product is something that is made in the factory; a brand is something that is bought by the

consumer. A product is something that can be copied; a brand is unique. Brand personality is

above all, a discriminator in the marketplace. In any competitive market, people‟s coice between

brands normally depends on the total impression that they have of each brand.

At JWT, we use the term „brand personality‟ to mean the total impression that people have of a

brand. Brands are like people. They have certain physical characteristics- how they look and

sound; certain abilities- what they can do, how they perform; certain associations, lifestyles and

attitudes- moods, idiosyncrasies, friends, clothes and possessions.

Blend of Appeals: If we are to identify or to modify a brand‟s personality, we have to understand

how it is perceived by consumers. In practice, it is a unique blend of three sorts of competitive

appeal- sensual, rational and emotional.

1. Appeals to senses: how the brand look, feel sound

2. Appeals to the reason: What the brands contain, how they‟re constructed, how they

perform

3. Appeals to emotions: Appeals of the brands‟ style and associations, the moods they

evoke, the psychological rewards they give.

Figure 20: Stimuli Affecting Brand Personality

~ 49 ~

Brand Personality is crucially important to the advertising planner because advertising is the one

element in the marketing mix that can present a brand‟s personality as a whole.

Setting Brand Personality:

The advertising Planner, in fact, has to do four things:

• Interpret all the data and pick out the competitive opportunities

• Simplify the ideas and make sure that they are internally consistent

• Distinguish between what the brand‟s personality is now and what realistically it could be

• Express the results clearly, accurately and vividly.

STAGE 4:

How could we get there?

JWT‟s view has long been that advertising does not work in just one way. In fact, the problem

can be best solved by looking at The Role for Advertising from the point of view of the

consumer. Advertising is a stimulus whose aim is to draw a response from the receiver. Planners

must always be setting priorities. The Role of Advertising leads directly on to detailed planning

of the target group, target responses and media choice.

Figure 21: Direct/ Indirect Responses to Advertising

~ 50 ~

The Marketing Target Group

The marketing target group is the total group of people whose behavior and attitudes the

company aims to affect, and whose buying of our brand is necessary if we are to achieve the

marketing objectives.

The marketing target group, in fact, will include anyone who might buy the brand, and different

elements within the marketing plan (promotions, coupons, samples, demonstrations, pricing,

direct mail will attract different sub groups.

The Advertising target group – A more precise target group

There are 3 reasons why the advertising target group has to be narrower than the marketing target

group:

• Advertising budgets are always limited.

• No single campaign can communicate effectively with groups of people whose attitudes

and buying/using behavior differ radically.

• Advertising is not all-powerful. It works better at some stages of the buying system than

at others. We need to set priorities accordingly, and these priorities have a direct effect on

narrowing down the target group.

The Right Group

If we are to maximize advertising‟s return on investment, it has got to be the right target group-

the people who will respond most in terms of buying in the short- term and the long term.

First, the strategic approach has implied a target group in setting priorities for users, usage and

innovation. Within these target groups, some buyers will be more valuable than others. Second,

there are straightforward logical implications from the way in which decisions about brand

positioning and brand personality have been related to the motivations and the basis for choice in

the buying system. Third, there are clear implications from our decisions on the main role for

advertising.

So, in broad terms, the advertising target group is set in terms of:

• Users

• Usage

• Attitudes and motivations

~ 51 ~

APPENDIX 2: DISCUSSION GUIDE

Questions posed to Customers:

Q1: How has been your 2G/3G experience so far?

Q2: Did you shift from 2G? What is the difference in experience?

Q3: Are you satisfied with current 3G experience?

Q4: Would you like to upgrade to 4G when it comes in Delhi? And why?

Q5: What is the difference in internet usage on different devices such as mobile, laptop,

desktop and tablet?

Q6: Which are the popular apps that you access through mobile internet?

Questions posed to Retailers:

Q1: On a daily basis what is the distribution of 2G or 3G customers on the basis of Walk-

ins?

Q2: What is the change that you are seeing in consumers demand?

Q3: What is the range of plans available for rural as well as urban consumers?

Q4: Do you have any threat from competitors in telecom industry?

Q5: How do you see the future with regard to high speed internet? What can be the

possible manifestations of this change?

Q6: What are the products that you currently offer for high speed internet connection?

Q7: As 4G is going to be launched in Delhi soon, how will the city be impacted and in

what ways?

~ 52 ~

APPENDIX 3 RESULTS & DATA ANALYSIS

Table 7: Devices and Source of Internet Connection

~ 53 ~

Table 8: Percentages of respondents using various Internet devices

Table 9: Percentages of respondents on 2G / 3G network

~ 54 ~

Table 10: Usage of Mobile Internet for various activities like Photo Sharing/ Video Chatting/ Internet Calls

Table 11: Patterns Of Internet Usage for different activities

~ 55 ~

Table 12: Amount spent for Monthly Internet Connection

Table 13: CURRENT 3G USAGE DAY / NIGHT PARTS

~ 56 ~

Table 14: LANDLINE USAGE

Table 15: SPEED EXPERIENCE

~ 57 ~

Table 16: OFFICE VS HOME INTERNET USAGE

Table 17: NUMBER OF HOURS OF INTERNET USAGE

~ 58 ~

Table 18: NUMBER OF INTERNET ENABLED DEVICES

Table 19: SPEED AWARENESS

~ 59 ~

Table 20: INTERNET SERVICE PROVIDER

Table 21: PARAMETERS OF SPEED

~ 60 ~

# Question Smartphone Desktop Laptop Tablet Others

1

Instagram,

Facebook,

Twitter,

Watsapp

65 6 38 12 0

2 Send or receive

Photos 66 4 23 8 1

3 Send or receive

Videos 57 4 25 8 1

4 Take Photos 66 0 4 10 3

5 Play Music 59 9 42 10 2

6 Play

videos/Youtube 44 8 53 15 2

7 Watch movies 12 10 59 10 5

8 Make or

receive Phone

calls 68 0 1 4 0

9 Play Online

games 24 6 36 6 12

10 Online

Shopping 30 9 60 9 0

11 E-mail 57 12 59 14 0

12 Internet

Browsing 58 14 59 14 0

13 News 54 5 48 9 3

Table 22: No of respondents using different devices for Online Activities

~ 61 ~

Table 23: WILLINGNESS TO UPGRADE TO 4G

Table 24: MONTHLY INCOME

~ 62 ~

How willing are you to upgrade to 4G network? - 4G

upgradation

Definitely

will not Probably

will not Don't

know Probably

will Definitely

will Total

Which mobile Internet connection

do you have? 2G 1

4.00%

5

20.00%

7

28.00%

10

40.00%

2

8.00%

25

100.00

%

3G 0

0.00%

4

10.00%

10

25.00%

20

50.00%

6

15.00%

40

100.00

%

Total 1

1.52%

9

13.64%

17

25.76%

30

45.45%

9

13.64%

66

100.00

%

Table 25: Cross tabulation- Internet Connection and Willingness to Upgrade

Please tick on the things you would want 3G to improve upon?

Video

chatting Video

downloading

& sharing

Online

Games Photo

sharing Interne

t Calls File/ App

downloads Web page

Loading/ Easy

Browsing

Tot

al

Which mobile

connection do

you have?

3G 30

66.67%

24

53.33%

11

24.44%

9

20%

27

60%

20

44.44%

22

48.89%

45

100

%

Tot

al 30 24 11 9 27 20 22 45

Table 26: Cross tabulation – Internet Connection and 3G improvements

~ 63 ~

How willing are you to upgrade to 4G network? - 4G

upgradation

Definitely

will not Probably

will not Don't

know Probably

will Definitely

will Total

Your current Internet Service

Provider is: Airtel 0

0.00%

6

14.63%

14

34.15%

20

48.78%

1

2.44%

41

100.00

%

Vodafo

ne 1

6.67%

0

0.00%

3

20.00%

8

53.33%

3

20.00%

15

100.00

%

Others 0

0.00%

2

66.67%

0

0.00%

0

0.00%

1

33.33%

3

100.00

%

Relian

ce 0

0.00%

0

0.00%

0

0.00%

0

0.00%

0

0.00%

0

100.00

%

Aircel 0

0.00%

0

0.00%

1

50.00%

0

0.00%

1

50.00%

2

100.00

%

BSNL 1

33.33%

0

0.00%

0

0.00%

2

66.67%

0

0.00%

3

100.00

%

Idea 0

0.00%

0

0.00%

0

0.00%

2

50.00%

2

50.00%

4

100.00

%

Total 2

2.94%

8

11.76%

18

26.47%

32

47.06%

8

11.76%

68

100.00

%

Table 27: Cross Tabulation- Internet Service Provider and Willingness to upgrade to 4G

~ 64 ~

# Answer Response %

1 18-24 yrs 48 69%

2 25-34 yrs 20 29%

3 35-44 yrs 1 1%

4 44-54 yrs 1 1%

5 >55 yrs 0 0%

Total 70 100%

Table 28: Age Wise Distribution

Your current Internet Service Provider is:

Airtel Vodafo

ne Others

Relian

ce Airc

el BSN

L Idea Total

Which mobile Internet connection do

you have?

2G

16

66.67

%

3

12.50

%

1

4.17%

0

0.00%

2

8.33

%

1

4.17

%

1

4.17

%

24

100.00

%

3G

23

60.53

%

10

26.32

%

1

2.63%

0

0.00%

0

0.00

%

1

2.63

%

3

7.89

%

38

100.00

%

4G 0

0.00%

0

0.00%

1

100.00

%

0

0.00%

0

0.00

%

0

0.00

%

0

0.00

%

1

100.00

%

Tot

al

39

61.90

%

13

20.63%

3

4.76%

0

0.00%

2

3.17

%

2

3.17

%

4

6.35

%

63

100.00

%

Table 29: Cross Tabulation – Internet Connection and Internet Service Provider

~ 65 ~

Which device(s) do you own?

Smart

Phone Desktop

PC Laptop Tablet Total

Which mobile Internet connection do you

have?

2G 32

91.43%

10

28.57%

29

82.86%

4

11.43%

35

100.00%

3G 54

98.18%

15

27.27%

44

80.00%

17

30.91%

55

100.00%

4G 2

100.00%

0

0.00%

2

100.00%

0

0.00%

2

100.00%

Total 88

95.65%

25

27.17%

75

81.52%

21

22.83%

92

100.00%

Table 30: Cross tabulation -Internet Connection and Devices

~ 66 ~

ANNEXURE 4: SURVEY QUESTIONNAIRE

Q1 Which device(s) do you own?

❑ Smart Phone (1)

❑ Desktop PC (2)

❑ Laptop (3)

❑ Tablet (4)

Q2 Choose the sources of internet connection for different devices

Network Cable

(1) Wi-Fi Router (2) Dongle (3) Mobile Internet

(4) Not Applicable

(5)

Desktop (1)

Laptop (2)

Mobile Phone (3)

Tablet (4)

Q3 Which mobile Internet connection do you have?

❍ 2G (1)

❍ 3G (2)

❍ 4G (3)

❍ No internet connection (4)

~ 67 ~

Answer If “Which mobile Internet connection do you have”? 3G Is Selected

Q3 part2 Please tick on the things you would want 3G to improve upon?

❑ Video chatting (1)

❑ Video downloading & sharing (2)

❑ Online Games (3)

❑ Photo sharing (4)

❑ Internet Calls (5)

❑ File/ App downloads (6)

❑ Web page Loading/ Easy Browsing (7)

~ 68 ~

Answer If “Which mobile Internet connection do you have”? 2G Is Selected

Q3 part3 Rate the quantity of consumption on your current mobile Internet connection on the following

parameters.

Very Low (1) Low (2) Somewhat

Less (3) Somewhat

More (4) High (5) Very High (6)

Video

Chatting (1)

Video

downloading

& sharing (2)

Online Games

(3)

Photo sharing

(4)

Internet Calls

(5)

File/App

downloads (6)

Web page

Loading/ Easy

Browsing (7)

Better Text

Chatting (8)

E-Mailing (9)

Q4 Do you still make use of landline phones?

❍ Yes (1)

❍ No (2)

Q5 How much do you currently pay for your Mobile Internet per month?

❍ Less than Rs.100 (1)

❍ Rs. 100- 500 (2)

❍ More than Rs.500 (3)

~ 69 ~

Q6 How much time do you spend using Internet daily?

Time (Hours)

Never (1) 0-2 (2) 2- 4 (3) 4-6 (4) 6-8 (5) 8-10 (6) >10 (7)

Office (1)

Home (2)

Q7 Rearrange the time of day when you need Internet the most. Give Rank 1 to peak time, Rank 2 to less

peak time and so on.

______ Early morning (1)

______ Before noon (2)

______ After noon (3)

______ Evening (4)

______ Late Night (5)

Q8 How much time do you spend on the following devices daily? (Approximately)

Never (1) Less than 2

hrs (2) 2 – 4 hrs (3) 4 -6 hrs (4) 6 -8 hrs (5) 8 – 10 hrs

(6) More than

10 hrs (7)

~ 70 ~

Smart

Phone (1)

Laptop (2)

Desktop (3)

Tablet (4)

Q9 How many Internet-enabled devices do you simultaneously use?

❍ None (1)

❍ 1 (2)

❍ 2 (3)

❍ 3 (4)

❍ 4 (5)

❍ More than 4 (6)

Q10 Do you know the speed of Internet on your mobile?

❍ Yes (1)

❍ No (2)

~ 71 ~

Answer If Do you know the speed of Internet on your mobile? Yes Is Selected

Q10 part Please mention the speed in mbps

❍ 400 mbps- 800 mbps (1)

❍ 800 mbps- 1kbps (2)

❍ 1 kbps- 3 kbps (3)

❍ Above 3 kbps (4)

Q12 Rate your current wireless connection on the following parameters.

Very Bad

(1) Bad (2) Poor (3) Neither

Good nor

Bad (4)

Fair (5) Good (6) Very Good

(7)

~ 72 ~

Signal

Strength (1)

Speed in

mbps (2)

Consistency

of Speed (3)

Consistency

on the move

(4)

Q13 How willing are you to upgrade to 4G network?

Definitely will

not (1) Probably will not

(2) Don‟t know (3) Probably will (4) Definitely will

(5)

4G upgradation

(1)

Q14 Your current Internet Service Provider is:

❍ Airtel (1)

❍ Vodaphone (3)

❍ Reliance (5)

❍ Aircel (6)

❍ BSNL (7)

❍ Idea (8)

❍ Others (4)

Q15 Gender

❍ Male (1)

❍ Female (2)

Q16 Age

❍ 18-24 yrs (1)

❍ 25-34 yrs (2)

❍ 35-44 yrs (3)

❍ 44-54 yrs (4)

❍ >55 yrs (5)

~ 73 ~

Q17 Occupation

❍ Student (1)

❍ Service (2)

❍ Business (3)

Q18 Household Monthly Income

❍ < 25000 (1)

❍ 25000-50000 (2)

❍ 50000-1 lakh (3)

❍ 1 lakh- 2 lakh (4)

❍ 2 lakh- 4 lakh (5)

❍ 4 lakh – 6 lakh (6)

❍ 6 lakh- 8 lakh (7)

❍ 8 lakh-10 lakh (8)

❍ >10 lakh (9)

Q19 Name

Q20 Place

~ 74 ~

List of Tables

Table 1 Growth in Wireless Subscriber base…………………………………………………….10

Table 2 Trend of Internet subscriber base ……………………………………………………….11

Table 3 Bharti Airtel Key Milestones …………………………………………………………...12

Table 4 Internet Subscriber Base & Market Share of Top 10 Service Providers……………….13

Table 5 Price Range of 4G Enabled Smartphones………………………………………………27

Table 6 Each Finding with its corresponding Inference, Conclusion and Recommendation…..41

Table 7 Devices and Source of Internet Connection……………………………………………52

Table 8 Percentages of respondents using various Internet devices……………………………53

Table 9 Percentages of respondents on 2G / 3G network………………………………………53.

Table 10 Usage of Mobile Internet for various activities………………………………………54

Table 11 Patterns of Internet Usage for different activities…………………………………….54

Table 12 Amount spent for Monthly Internet Connection……………………………………..55

Table 13 CURRENT 3G USAGE DAY / NIGHT PARTS…………………………………….55

Table 14 LANDLINE USAGE………………………………………………………………….56

Table 15 SPEED EXPERIENCE………………………………………………………………..56

Table 16 OFFICE VS HOME INTERNET USAGE……………………………………………57

Table 17 NUMBER OF HOURS OF INTERNET USAGE……………………………………57

Table 18 NUMBER OF INTERNET ENABLED DEVICES………………………………….58

Table 19 SPEED AWARENESS………………………………………………………………..58

Table 20 INTERNET SERVICE PROVIDER………………………………………………….59

Table 21 PARAMETERS OF SPEED…………………………………………………………..59

Table 22: No of respondents using different devices for Online Activities……………………60

Table 23 WILLINGNESS TO UPGRADE TO 4G……………………………………………...61

Table 24 MONTHLY INCOME………………………………………………………………....61

Table 25 Cross tabulation- Internet Connection and Willingness to Upgrade…………………..62

Table 26 Cross tabulation – Internet Connection and 3G improvements……………………….62

Table 27 Cross Tabulation- Internet Service Provider and Willingness to upgrade to 4G...........63

Table 28 Age Wise Distribution………………………………………………………………....64

Table 29 Cross Tabulation – Internet Connection and Internet Service Provider………………64

Table 30 Cross tabulation -Internet Connection and Devices…………………………………...65

~ 75 ~

List of Figures

Figure 1Global Mobile Economy Scenario……………………………………………………..9

Figure 2 Bharti Airtel‟s Achievements…………………………………………………………14

Figure 3 Bharti Airtel Awards and Honors…………………………………………………….15

Figure 4 Bharti Airtel Vision …………………………………………………………………..16

Figure 5 AR Rahman -Airtel Brand Endorser………………………………………………….16

Figure 6 Airtel Ad on the theme „Communication helps break barriers‟………………………17

Figure 7 Airtel Ad on „Never-ending Goodbyes‟ by JWT……………………………………..17

Figure 8 Airtel Ad focuses on Youth „Har Ek Friend Zaroori Hota Hai‟………………………17

Figure 9 Airtel Ad focuses on the theme „Sharing and relationships‟; created by Taproot……18

Figure 10 Airtel‟s Boss Film…………………………………………………………………….18

Figure 11 SWOT ANALYSIS…………………………………………………………………..19

Figure 12 CONGRUENCE MODEL……………………………………………………………20

Figure 13 OBJECTIVES…………………………………………………………………………28

Figure 14 Outside view of Airtel Stores in NCR ……………………………………………….30

Figure 15 An Inside Look at Airtel Stores in NCR……………………………………………...31

Figure 16 Interview with an AIRTEL 3G customer ……………………………………………32

Figure 17 interview with an AIRTEL STORE MANAGER……………………………………35

Figure 18 interview with an IT EXPERT, Gurgaon……………………………………………38

Figure 19 JWT‟s Planning Cycle……………………………………………………………….46

Figure 20 Stimuli Affecting Brand Personality ………………………………………………..48

Figure 21 Direct/ Indirect Responses to Advertising …………………………………………..49

~ 76 ~

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~ 77 ~

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