Airtel Project- Ranjeet

8/2/2019 Airtel Project- Ranjeet

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A Project Study Report

On

Titled

A Survey Report on Airtel

Submitted in partial fulfillment for theAward of Degree of

Master of Business Administration

Submitted By :- Submitted To :-Amit Mishra Mrs. Ritu DixitMBA IIIrd Sem Faculty of Management

GYAN VIHAR ISBM, MAHAL JAGATPURA, JAIPUR

2010-2011


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PREFACE

A Professional Course like Business Management is to gain theoretical knowledge and practical

exposure knowledge to its application. A Survey report his offer to student a change to work in the

environment of the corporate world. Therefore we have an opportunity to gain experience on

practical aspects and theoretical knowledge.

Survey Report is a necessary part of the fulfillment of the MBA Degree course. It helps the student

to gain knowledge about various aspects of interpreting practical problem through application of

concepts and techniques of management.

While unfolding this project report graducally & logically in simple language emphasis made by

conceptual understanding reasoning. A sincere effort has been made to bring about the fact and it is

hoped that this report meets the jury expectation and the requirement.


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ACKNOWLEDGEMENT

I am sincerely thankful to all those people who have been giving me any kind of assistance in the

making of this project report.

I express my gratitude to Mr. Brijraj Gautam (Sales Area Manager), who has through his vast

experience and knowledge has been able to guide me, both ably and successfully towards the

completion of the project. I express my gratitude, ISBM, Gyan Vihar Univers, Jagatpura,

Jaipur. I would hereby, make most of the opportunity by expressing my sincerest thanks to Mrs.

Y.K. Sharma, Dean Gyan Vihar of ISBM,.

I would like to thanks my project guide Miss Reetu Dixit, Faculty Member, ISBM and all my

faculties whose teachings gave me conceptual understanding and clarity of comprehension, which

ultimately made my job more easy. Credit also goes to all my friends whose encouragement kept

me in good stead.

Their continuous support has given me the strength and confidence to complete the project without

any difficulty. Last of all but not the least I would like to acknowledge my gratitude to the

respondents without whom this survey would have been incomplete.

I am also thankful to authority of Airtel for providing me the information.

(AMIT MISHRA)


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EXECUTIVE SUMMARY

In spite of theoretical knowledge gained through classroom study, a person is incomplete ifsubjected to practical exposure of real corporate world, challenges and problem that one has to face

at actual work place.MBA is an insight oriented training program. An incumbent learns the real

functioning of knowledge in terms of practical application. A learners appreciable understanding

plays the vital role in his/her management principles and practice simulation to prepare him or her

for real business encounters.

This Report intends to encapsulate our industrial training. It gives detailed account of our

findings. This report gives concentric focus to

To Study the a Survey Report on Airtel

It is practical study of Distribution network, Channel Satisfaction and Consumer Buying

behavior.

The thrust point of study is to learn the various stages of distribution, its parameters and

various factors which bring difference in sales.

Our Retailer and customer survey questionnaire critically hints the importance of keep in

touch marketing rule. Regular update and education of retailers and customers is important to

make a tidal difference to sales and buying perception.


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TABLE OF CONTENTS

Sr.no.

1 INTRODUCTION OF INDUSTRY 6-7

2 COMPANY PROFILE 8-23

3 CONCEPUTAL DISCUSSION 24-38

4 RESEARCH METHODOLOGY 39-41

5 DATA ANALYSIS 42-63

6 SWOT ANALYSIS 64-65

7 FINDING AND RECOMNDATION 66-67

8 CONCLUSION 68

9 BIBLIOGRAPHY 69

10 QUESTIONNAIRE 70-72


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INTRODUCTION TO INDUSTRY

Important discoveries

1842: Wireless by conduction

1843: Early electromagnetic research, wireless by induction

1865: Induction and Dr. Loomis

Early radio discoveries

1879: D.E. Hughes and the first radio-telephone reception

1880: The photo phone and the first voice radio-telephone call

1880 - 1900: Radio development begins in earnest

1910: The first car-telephone

1924: The first car-mounted radio-telephone

1937: Early conventional radio-telephone development

The modern era begins

1946: The first commercial American radio-telephone service

1947: Cellular systems first discussed

1948: The first automatic radio telephone service

1969: The first cellular radio system

1973: The Father of the cell phone

1978: First generation analog cellular systems begin

1980: Growth of Japanese cellular development

1981: NMT -- the first multinational cellular system

1982: The rise of GSM

1990: North America goes digital: IS-54


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1992 : Telecommunication sector in India liberalized. Private sector allowed participating

1993: The telecom industry gets an annual foreign investment Rs 20.6 million

1994: The government of India granted License for the Metropolitan cites of Delhi, Mumbai,

Kolkata and Chennai. Cellular mobile service to be duopoly, under a fixed

license fee regime for 10 years.

1995: 19 more telecom circles get mobile licenses

1995: Kolkata became the first metro to have a cellular network

1997: Telecom Regulatory Authority of India is set up

1998: Annual foreign investment in telecom stands at Rs 17,756.4 million.

1999: FDI inflow into telecom sector falls by almost 90% to Rs. 2126.7 million

1999: Tariff rebalancing exercise gets initiated

1999: National Telecom Policy is announced.

2000: FDI inflow drops further down to Rs 918 million coming

2000: Amendment of TRAI Act.


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COMPNAY PROFILE

BHARTI ENTERPRISES AN OVERVIEW

BHARTI ENTIREPRISES 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 with the telecom sector with many firsts and innovations to its credit. Bharti

provided a range of telecom services which includes cellular, basic and internet recently, National

and international and long distance. Bharti also manufactures and exports telephones terminals and

cordless phones. Apart from being the largest manufacturer of telephone instruments in India, it

also the first company to export its products to USA. Bharti has many joint ventures with world-

class leader like SingTel (Singapore Telecom) Warburg, Pincus, USA, and Telia. Sweden, Asia

infrastructure Mauritius, International finance USA and New York life international USA. Nodoubt, that Bharti enterprise is the leading brand of telecommunications representing India all over

the world.

The Bharti tele ventures has developed the following strategies to achieve its objectives.

Focus on maximizing revenue and margins

Capture maximizing telecommunications revenue potential with minimum geographical

coverage

Focus of satisfying and retaining customers by ensuring high level customer satisfaction

Emphasis on human resource development to achieve operational efficiencies.

Bharti tele-ventures current business includes

Mobile service

Fixed line

National and international long distance service

VSAT, Internet service and network solutions

Bharti tele-venture is Indias leading private sector provides of telecommunication service based

on its strong customer base consisting 8.28 million mobile. The company providing services to its

customers by seeking out the best technologies in the world.


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Board of Directors of AirTel Company

BOARD OF DIRECTORS

MR. SUNIL BHARTI MITTAL

MR. RAKESH BHARTI MITTAL

MR. RAJAN BHARTI MITTAL

MR. AKHIL GUPTA

MR. LUNG CHIEN PING

MR. LIM TOON

MS. CHUA SOCK KOONG

MR. DALIP PATHAK

MR. BASHIR ABDULLA CURRIMJEE

MR. DONALD CAMERON

MR. N. KUMAR

MR. PULAK PRASAD

MR. PAUL O'SULLIVAN

PROF. V.S RAJU

MR. KURT HELLSTROM
http://www.bhartiteleventures.com/bhartienterprises/bod.htm#Sunil%20Bharti%20Mittal%23Sunil%20Bharti%20Mittalhttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Rakesh%20Bharti%20Mittal%23Rakesh%20Bharti%20Mittalhttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Rajan%20Bharti%20Mittal%23Rajan%20Bharti%20Mittalhttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Akhil%20Gupta%23Akhil%20Guptahttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Mr.Lung%20Chien%20Ping%23Mr.Lung%20Chien%20Pinghttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Lim%20Toon%23Lim%20Toonhttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Chua%20Sock%20Koong%23Chua%20Sock%20Koonghttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Dalip%20Pathak%23Dalip%20Pathakhttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Bashir%20Abdulla%20Currimjee%23Bashir%20Abdulla%20Currimjeehttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Donald%20Cameron%23Donald%20Cameronhttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#N%20Kumar%23N%20Kumarhttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Pulak%20Prasad%23Pulak%20Prasadhttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Mr%20Paul%20O'Sullivan%23Mr%20Paul%20O'Sullivanhttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Prof.%20V.S%20Raju%23Prof.%20V.S%20Rajuhttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Mr.%20Kurt%20Hellstrom%23Mr.%20Kurt%20Hellstromhttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Sunil%20Bharti%20Mittal%23Sunil%20Bharti%20Mittalhttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Rakesh%20Bharti%20Mittal%23Rakesh%20Bharti%20Mittalhttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Rajan%20Bharti%20Mittal%23Rajan%20Bharti%20Mittalhttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Akhil%20Gupta%23Akhil%20Guptahttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Mr.Lung%20Chien%20Ping%23Mr.Lung%20Chien%20Pinghttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Lim%20Toon%23Lim%20Toonhttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Chua%20Sock%20Koong%23Chua%20Sock%20Koonghttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Dalip%20Pathak%23Dalip%20Pathakhttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Bashir%20Abdulla%20Currimjee%23Bashir%20Abdulla%20Currimjeehttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Donald%20Cameron%23Donald%20Cameronhttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#N%20Kumar%23N%20Kumarhttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Pulak%20Prasad%23Pulak%20Prasadhttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Mr%20Paul%20O'Sullivan%23Mr%20Paul%20O'Sullivanhttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Prof.%20V.S%20Raju%23Prof.%20V.S%20Rajuhttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Prof.%20V.S%20Raju%23Prof.%20V.S%20Rajuhttp://www.bhartiteleventures.com/bhartienterprises/bod.htm#Mr.%20Kurt%20Hellstrom%23Mr.%20Kurt%20Hellstrom


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Company organizational Structure


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AirTel Corporate Structure

ORIGIN OF THE ORGANISATION


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AirTel comes from Bharti enterprises Ltd, a part of the biggest private integrated telecom

conglomerate Bharti enterprises. AirTel was established due to the demand created in the mobile

industry.

AirTel welcomes consumer to vibrant world of unlimited opportunities not just through

words but ideas, emotions and feelings. To give consumers to unlimited freedom to reach out in

special way.

AirTel provides a range of services, which includes postpaid and prepaid.

It is a leading cellular service provide with a footprint of services in 15 states covering all 4

metros. It has 4.5 million satisfied customers.

AIRTEL AS A BRAND

For a brand to be successful, it must build enduring relationship with different audiences. Integral

to this relationship is the visual image of the brand the consumer carries in his/her mind.

The AirTel brand image is created through consistent application of a carefully developed visualidentity, which helps AirTel distinguish it self in a cluttered market. AirTel visual identity helps to

create instant brand recall and strengthens the relationship that it audience have with it.

The AirTel visual identity has different elements that work together to create a strong and

consistent for the brand.


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The most important of these are As Follows:

The AirTel logo:

The AirTel logo is a strong contemporary and confident symbol for a brand that is always

ahead of the rest. It is a specially drawn word mark.

The AirTel Image style:

It corporate two solid, red rectangular forms whose counter form creates an open door way.

The AirTel typographical style:

The title lettering with its capital A is deliberately chosen to reinforce the brands

leadership position. The red dot on the letter form I cues AirTels focus on innovation.

The words Express Yourself are very much part of the Brand identity.

The AirTel color palette:

The lettering is gray so the pure black of the AirTel is visually unharmed.

VISION OF THE ORGANIZATION

To make mobile communications a way of life to be the customers first choice.

MISSION OF THE ORGANIZATION

The company will meets the mobile communication needs of their customer through

Brand identity

Error free service delivery

Cost efficiency

Unified messaging solutions


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Innovative products and services

VALUE OF THE ORGANIZATIONS

Innoventuring

To generate and implement enterprunial and innovate ideas which continuously creates

new growth engines.

Customers first

To provide delivery service beyond the expectations of the customer. The quality of the

customer responsiveness clearly differentiates them from others.

Performance culture

The benchmark their process and performances against world class standards. To

distinguish between performers by valuing achievements at the individual as well as team

level.

Valuing partnership

Get committed to building exemplary relationship with partners who stand on the

principles of mutual growth and trust.

Valuing people

To mature as environment where people are respected and their uniqueness is valued. They

believe that people are their key differentiator.

Responsible Corporate Citizenship

To get committed for making a positive and pro-active contribution to the community.

They will contribute to and abide by environmental and legal norms.

Ethical Practices

They will uphold the highest ethical standard in all internal and external relationship.


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SITE MAP OF ORGANIZATION

At present, AirTel has been operating with a footprint in 15 states covering all 4 metros

providing with a choice of postpaid, prepaid, short messaging service and Multi media Service.

Following are the states where AirTel has been working:

Andra Pradesh, Tamil Nadu, Gujarat, Punjab, Hariyana, Himachal Pradesh, Karnataka,

Kerala, Madhya Pradesh, Maharastra, and Uttar Pradesh, Orissa and West Bengal.

Delhi, Mumbai, Calcutta and Chennai (4 Metro Cities).


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SERVICES OF THE ORGANIZATION

AirTel provides a host of value added services. These services are divided in to six

headings as per customer needs:

Fun Unlimited

Voice unlimited.

Ring tones and downloads.

AirTel messengers.

Mobile Plus

Dial a service.

Short Message Service (SMS).

Information Service.

Send and receive E-Mail.

Mobile Banking.

Anytime anywhere

Reach me.

Roaming.

Business on the Move

GPRS

AirTel Tango WAP Services

Multimedia Service (MMS)

FAX & Data Services

Call Management

Call line identification (CLIP).


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Call line identification Restriction (CLIR).

Call Waiting.

Call Divert.

Others

STD / ISD Facility.

Safe Custody.

Itemized Billing.

SERVICES OFFERED BY THE COMPANY

1. AirTel Prepaid

Bharti Enterprises, India's leading integrated telecom service provider gives AirTel Prepaid

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

including 24 hour outlets. AirTel gives maximum benefits as it has no rental, no bills, and no

deposits. It gives crystal clear communication all over the cities in Karnataka.

Total Cost Control

Enjoy the liberty of total cost control with your AirTel Pre-paid! Re-charge as much as you feel

the need to! Now that's what we call complete freedom!

No Rentals and No deposits

Buy an AirTel prepaid card without having to pay any rentals!. Your AirTel prepaid card

comes without you having to pay hefty deposits!


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STD /ISD facility till the last rupee

Now experience complete freedom like never before with AirTel! Our STD / ISD facility

allows you to make long distance calls in India and Overseas from your cellular phone!

Instant Balance Inquiry

Check your talk-time instantly by calling our toll-free number!

60 second pulse

AirTel provides you with a 60-second pulse rate! Freedom for you to experience like never

before!

Instant Recharge

Avail of instant recharge on your AirTel prepaid card with just a few simple steps!

24-hour recharge facility

with our round-the-clock recharge facility, recharge you AirTel prepaid card anytime,

anywhere!

Caller Line Identification

Call Line Identification gives you the power to know the phone number of the calling party

even before you answer the call, thus giving you the choice to either reject or take the call.

It provides the added advantage of saving the incoming number directly in the Handset

Phone Book. So that the next time you want to call the same person, you don't need to

retype his number, simply use your phone book.

Call Divert, Call Hold and Call WaitAvail of special services like call waiting, call hold and call divert all with your AirTel

prepaid card!


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Short Messaging Service (SMS)

With AirTels Short Messaging Service (SMS), send messages and jokes to your friends

and colleagues, anytime anywhere!

SMS based Information Services

With AirTels SMS based information services; you can get up to-the-minute cricket

scores, order flowers as well as send couriers or check your daily horoscope!

Voice Mail service

Voice Mail lets you receive messages even when your handset is switched off or when you

are outside the coverage area. You can listen to your messages whenever you feel like,

from anywhere in the world. Voice Mail can store up to 75 messages.

Widest availability

AirTel prepaid ready cellular card are available all over the city at over 7000 retail outlets

including 24 hours outlets.


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INCOMING, OUT GOING RATES AND RATE PLAN

Easy Talk Plan

Pulse Rate 60 seconds

Incoming Calls (Rs.) Free

LOCAL CALLS

To GSM Mobile/WLL (Rs.) .50/min or 1 paisa / sec.

To Landline (Rs.) .50/min

To AirTel (Rs.) .50/min

STD (To GSM and WLL-M)

All India(Rs.) Rs. 1.50/min

To AirTel (Rs.) Rs. 1.50/min

STD (To Landline)

All India(Rs.) Rs. 1.50/min

ISD

America, Europe, Asia, Oceania,

Canada (Rs.)

Rs. 6.40 /min

Gulf countries & Africa

& SAARC countries(Rs.)

Rs. 9.20 /min

Other countries(Rs.) Rs.9.20 /min

SMS

SMS Local(Rs.) Re.1/msg ,

SMS National(Rs.) Rs. 1.50/message

SMS International(Rs.) Rs. 5/message

Value Added Services(Rs.) Rs. 3/message


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SMS to local CDMA at Rs.1/msg. In case the customer would like to cancel the daily rental,

customer to send "AirTel One Cancel" as SMS to 222 and will be migrated to the "AirTel Easy

Talk" tariff

plan without daily rentals.

2. AirTel Postpaid

AirTel postpaid connection offers enhanced full rate with distortion free high clarity voice.

It provides seamless, crystal clear noncongested, easy accessible, network and finest 24 Hours

customer service facility.

Experience complete freedom

AirTel welcomes you to a vibrant world of unlimited opportunities. More exciting,

innovative yet simple new ways to communicate, just when you want to, not just through words

but ideas, emotions and feelings. To give the unlimited freedom to reach out to special people in

special way.

As an AirTel Post-paid customer you can enjoy the following facilities -

Easy Billing

Now enjoy the luxury of viewing details of your last 3 billing cycles and the convenience

of paying your AirTel bill online! Experience complete freedom with AirTel!

Call Divert, Call Hold and Call Wait

Avail of special services like call waiting, call hold and call divert all with your AirTel

postpaid connection!

Short Messaging Service (SMS)

With AirTels Short Messaging Service (SMS), send unlimited messages and jokes to your

friends and colleagues, anytime anywhere!


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Caller Identification

Call Identification gives you the power to know the phone number of the calling party even

before you answer the call, thus giving you the choice to either reject or take the call. It

provides the added advantage of saving the incoming number directly in the Handset Phone

Book. So that the next time you want to call the same person, you don't need to retype his

number, simply use your phone book.

Voice Mail

Voice Mail lets you receive messages even when your handset is switched off or when you

are outside the coverage area. You can listen to your messages whenever you feel like,

from anywhere in the world. Voice Mail can store up to 75 messages, with each message of

two-minute duration.

STD/ISD Facility

now experience complete freedom like never before with AirTel! Our STD/ISD facility

allows you to make long distance calls in India and Overseas from your cellular phone!

Roaming (National and International)

AirTels Roaming service allows you to use your mobile phone to make or receive calls

from almost anywhere in India and abroad! Enjoy roaming within the country as well as

across international destinations!


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INCOMING, OUT GOING RATES & RATE PLAN

AirTel One 250 SUK

Pulse Rate 60 sec

Incoming Calls(Rs.) Free

Making Calls(Rs.) 50/min,

STD (To GSM and WLL-M)

All India (Rs.) Rs.1.00

To AirTel (Rs.) Rs. 1.00 /min

STD (To landline)

All India (Rs.) Rs.1.00/min

ISD

America, Europe, Asia, Oceania & Canada (Rs.) Rs.6.50

Other countries, & SAARC countries (Rs.) Rs.9.20

SMS

SMS Local(Rs.) 50 ps

SMS National(Rs.) Rs.1.50ps

SMS International(Rs.) Rs.5

Value Added Services(Rs.) Rs.3


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SMS to local CDMA(Reliance, Tata Indicom) at Rs.1msg.

In case the customer would like to cancel the daily rental, customer to send "AirTel One Cancel"

as SMS to 222 and will be migrated to the "AirTel Easy Talk" tariff plan without daily rentals

GROWTH AND STATUS OF THE ORAGANIZATION

AirTel has an aggregate of 4.5 million customers during the period of 2003-2004. The

market share of the company is 26 %. In June 2003 the company made gross investment of over

10,650 crore (US$ 2.3 billion) in building telecom in India during the year ended June 30 2003

mobile services represented approximately 63% of their total revenue.

According to the survey conducted by economic times Most Trusted Brands 2003. AirTel stands

in the third position among all the telecom.

Consequently for 4 years 1997 to 2000, AirTel has been noted as the best Cellular service in the

country and won the Techies award. The Asia pacific award for the most innovative human

resources practices in 2000. The Golden Peacock National Training Award for excellence in

training practices in 2000. The Golden Peacock National Quality Award in 2001.

Survey Report

Table -1

Classification of respondents of the basis of their age group

Total respondents 100:

Sl. No. Age Group No of Respondents Percentage

1 20 30 50 50 %

2 30 40 25 25 %

3 40 50 20 20 %

4 50 & Above 05 05 %

Total 100 100 %


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CONCEPUTAL DISCUSSION

THE BRAND

The Airtel visual identity has different elements that work together to create a strong and

consistent identity for the brand. The most important of these are:

The Airtel Logo

The Airtel logo is a strong, contemporary and confident symbol for a brand that is always ahead of

the rest. It is a specially drawn word mark.

The Airtel Image style

It incorporates two solid, red rectangular forms whose counter form creates an open doorway.

The Airtel Typographical style

The title case lettering with its capital 'A' was deliberately chosen to reinforce the brand's

leadership position. The red dot on the letterform 'I' cues Airtel's focus on innovation. The words

'Express Yourself' are very much part of the brand identity.

A Brand in short is an identifier of the seller or the maker. A brand name consists of words,

letter or numbers that can be vocalized. Brand mark is the visual representation of the brand like a


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symbol, design, distinctive coloring or lettering. Brand creates a bond between the customer and a

product.

Definition:

According to American marketing association A Brand is defined as a name, item, sign,

symbol or special design or some combination of these elements that is intended to identify the

goods or services of one seller or a group of sellers. A brand differentiates these products from

those of competitors.

In the word of Philip kotler

A brand is a name, term, sign, symbol or design or combination of them. Intended to identify the

goods or services of one seller or group of sellers and to differentiate them from those of

competitors.

Role of Branding

In todays world brand names come to create identify to distinguish one product from another.

The following points to pin down its precise role.

Brand is a massive asset: Brand is an intangible asset, because it is impossible to duplicatebrand name.

Brand is promotional tool: The product differentiation is done by a brand through sales

promotion.

Brand is a weapon to protect Market: A consumer has tried and liked a product, the brand

enables him to identify the product and repeat the purchase.

Brand is antidote for middle mens survival: The class of middle man always tends to go

for a successful brand.


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Brand is a means of identifications of customers: Brand is the easiest way of identifying

product or service by customers.

A brand can convey the consumers through six levels as shown below:

Attributes: a brand first brings to mind certain attributes for a particular product.

Benefits: consumers are buying benefits of the product with brand.

Values: the brand tells about values which says same thing about the product values.

Culture: the brand represents a different culture.

Personality: a brand project a personality which can be person, animal or object.

User: the brand suggests its own target audience to use the product.

Attributes

Benefits

Values

Culture

Personality

User

Brand Conveying

the Consumer


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TYPES OF BRANDS

Brand Awareness of the Product

Aware of brand, when its presence is registered in the mind of consumers. The level of

awareness can range from mere recognition to recall to top of mind to dominant. The company is

spending money to keep brand in consumers memory.

A strong brand awareness means easy acceptance of new products. Brand with strong

awareness can brought and sold to create brand name with enduring strength.

An organization can put its customer awareness, identify and develop it further to build

strong brand. It is enhanced by creating a brand loyalty and establishing brand identity of a

product.

Brand awareness is asset which brand managers create and enhance to build brand equity.

It is related to the nature and features of product. It leads to brand strength which is constituted by

measuring the variable like leadership, stability, Market, geographic, trend, support and protection

etc

Creating brand awareness with the use of advertising, promotion event management etc

a different brand has different kind of awareness which retains recognition.

ManufacturerBrand

NationalBrand

MultipleBrand

PrivateBrand

SingleBrand

FamilyBrand

Brand


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Brand awareness satisfies a need of the consumer. A consumer as aims, ambitions,

motivation drives and desire. Consumer feels more powerful when he uses the brand. Satisfactions

or preference for a brand shows how loyal the consumer is likely to be brand.

Now a days consumers are experience with brand awareness for different product, where the

consumers expectations levels are increased towards brand, product etc


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NEED FOR THE STUDY

Today costumers are facing a growing range of choice in the different brands of products

and services. They are making their choice on the basis of their perceptions of brand, quality

service and value.

Companies need to understand the rapid growth of global market place. Where, the companies

should choose brand names with an eye to their global reach.

This study is not concerned only with brand awareness but deals also with other facts. It includes a

wide preview of

From where did they come to know about the product?

Did they feel that the brand is important to purchase?

If given, would they like to purchase same brand product again?

Did they feel that the branded product matches their expectations?

How the brands influence the market?

How relevant the brand towards trend?

Do brand suggestive to the products?

Are they satisfied with the brand, price, quality etc?

These questions will help in understanding better, what factor influence the people about brand

awareness?

The marketers have realized that they have to take technical decisions concerning the brand

to cater to the needs of the consumers to develop brand identify and brand position.

The company must understand how their consumers perceive brand, quality and how much

they expect.


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Therefore, it becomes very necessary to understand, analyze and evaluate the brand

awareness in a systematic manner and act accordingly for existence.

STATEMENT OF THE PROBLEM

In the emerging knowledge based economy it has become necessary to know how much

market power lies with the brand name. The study of brand awareness is essential in marketing

planning. Customer needs and preferences keep changing where brands ultimately command

customers loyalty.

The realistic side of the problem is to know the acceptance level of the brand awareness

towards the product. This study will help us to understand the brand awareness and what problems

are being faced by the consumers, to which appropriate measures to be taken to solve the

problems.

This project has mainly been taken up to understand the brand awareness, buying motives

to ensure the Brand awareness towards AirTel Mobile connection apart from this, it is to

understand the new opportunities in the market for the improvement of brand awareness and salestowards the products


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OBJECTIVES OF THE STUDY

To identify the consumer needs.

To know the brand image AirTel.

To measure the brand image towards AirTel.

To know the consumer attitude and demand towards the brand AirTel.

To find opinion about brand and service provided by AirTel.

To find the effectiveness of advertisement in developing the brand AirTel.

To know the consumers reaction towards brand AirTel in respect of price, offers-

schemes etc


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SCOPE OF THE STUDY

The study plays a very important role in market research. It also helps to understand and

identify the human action towards brand.

The information thus gathered by conducting a systematic market research would help to finding

out the brand awareness of the consumers.

This study was mainly focused towards people of Bangalore who belong to different age group and

reside in different localities, in order to find out their preference given to particular brand.

METHODOLOGY

Data is the information collected from various sources. It is concerned with gather accurate

and proper knowledge about the problem that is in hand. Formally there are 2 types of gathering

information namely primary data and secondary data.

Data collection mode: Two methods have been used to collect the relevant data, which are

essential for the study, they are:

Primary Data: data is collected to obtain desired information through structured questionnaire.

Secondary Data: it is compiled through books, magazines, newspapers and internet etc

Sampling plan:

A small selection of the large group which is taken for interviewing is called sampling. A

sample is taken representative and adequate which gives proper information.

In order to study brand awareness towards AirTel mobile connection the following sampling

plan was adopted.


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Sample size:

A sample size of hundred was taken in order to carry the study.

Sampling unit:

For this survey the target population consisted of people residing in various localities of

Bangalore between the age group 20-70 who are the users of AirTel. Instrument of data collection

is questionnaire.

Sampling technique:

A simple random technique was adopted to select the representative sample from the

sampling unit.

Tools for data collection

Data for this study is collected from both primary and secondary data.

The primary data is collected through a structured questionnaire which was prepared to interview

the respondents.

The secondary data was collected through discussion with officials of the company to get

general information, data was also collected from newspapers, books, magazines, company records

and internet etc

OPEARATIONAL DEFINATIONS OF CONCEPTS

Roaming:

Roaming is defined ad the type of service where exactly it can be used every where. It is a

service which is accessible out side the state and country.

Short message service:

It referred to type of service where in messages can be typed in and sent from one mobile to

another.

Activation:


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The team activation refers to put the services into an action. It is nothing but actually giving

life to a sim card or mobile.

Attitude:

Attitude may be defined as an enduring organization of motivational, emotional, perceptual and

cognitive process with respect to some aspect of the individual world.

Perception:

Perception can be defined as the process by which individuals acquire the purchase and

interpret stimuli into meaningful coherent picture of the world.

Brand Image:

Brand image is the set of impressions and idea that consumers form about the brand.

Consumer awareness:

Consumer awareness is the knowledge of the product existence in the market.

Brand preference:

It is the selection preference that a consumer according to a particular brand of product

comparative evaluation with brands.

Price:

Price can be broadly classified as the amount of money the consumers have to pay for a

product.

Quality:

Quality is the totality of features and characteristics of a product or service that bear its

ability to satisfy or implied needs.


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PLAN OF ANALYSIS

The data is collected from both primary and secondary sources and also been tabulated in

the form of tables and drawn in to graphs depicting the various finding significantly. The data

collected through questionnaire are analyzed in detail and divided in to various categories of

preferences and conclusion are drawn on the possible changes are causes for brand preference and

market share is given based on the research study.

LIMITATIONS OF THE STUDY

The study is restricted to some areas of Bangalore city.

The findings of the study are based on the assumption that the respondents divulged

correct information.

The study is relevant only to present situation and not to future.

Bias and unwillingness of certain respondents to answering some questions may hinder the

study.

The study is time bound, due to rapid changes in the market, expectation level of

consumers, introduction of new products.

The study may not be applicable over a period of time


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INDUSTRIAL BACKGROUND OF THE STUDY

For the past few years, the technology has advanced with gathering processing and

distribution of information. It has lead to enrichment of world wide telecommunications, radio,

television and launching of communications satellites.

The economy is growing due to rapid technological process where the need for

communicating each other has been necessary. Organizations with hundred of offices spread over

wide geographical area routinely expect to gather information at their remote out put at the push of

the button. This realization resulted in a sophisticated way of communication which has leads to

development of mobile and telecommunication industry.

In the earlier days the telecommunication sector was operated by government. But as the

economy had its growth with more population and companies coming in the need for

communicating mobile, gathered importance. This leads to liberation and privatization of economy

where new companies emerged in the mobile industry. In this whole process companies like

AirTel, Spice, Hutch and Reliance have taken birth.

These companies have entered in to the market providing different types of services. Inorder to give good and accurate communication network companies had to work with the help of

satellite networks. At present these are two types of satellite network namely.

Global System for Mobile Communication (GSM) and Code Division Multiple Access (CDMA)

Technologies which are marketing communication networking more easier.


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Global System for Mobile Communication [GSM]

It is one of the satellite networks which have been designed as a fully digital system. It is

currently use in over 50 countries inside and outside of Europe Global System for mobile

communication work with the help of frequency above 1800MHz. A GSM system has up to

maximum of 200 full duplex channels per cell. Each channel consists of downlink frequency from

base station to the Mobile station and uplink frequency from the mobile station. The mobile station

is located at particular distance with communication to base station which makes the signal

reachability more easier. The base station is used to announce incoming calls each mobile station

monitors its base station continuously to watch for calls it should answer.

At present Global System for Mobile Communication Technology is used by companies like

AirTel, Hutch and Spice etc

Code Division Multiple Access [CDMA]

It is yet another method for allocating a wireless channel. It is one of the satellite networks

which is used for communication purpose. It is completely different from all other allocation

techniques. Code Division Multiple Access is based on dividing the channel into frequency bands

and optical fibers. It is typically used for wireless systems with a fixed base station and manymobile stations depend on how for away the transmitters are CDMA Allows each station to

transmit over the entire frequency spectrum all over the time.

The base station gives commands to the Mobile stations to increase or decrease their transmission

power.

Companies like Tata Indicom, Reliance are using the CDMA Technology.


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RESEARCH METHODOLOGY

Research DesignA research design is the specification of methods and procedures for acquiring the information

needed. It is the over-all operational pattern or framework of the project that stipulates what

information is to be collected, from which sources and by what procedures

Green and Tull

Features of Research Design

It is a plan that specifies the sources and types of information relevant to the research

problem.

It is a strategy specifying which approach will be used for gathering and analyzing the data.

It also includes the time and cost budgets since most studies are done under these two

constraints.

Type of Research

This is descriptive research as this research includes surveys and fact-finding. So descriptiveresearch help in knowing about particular item or group of items. In other words it describes the

state, as it exists at present.

Sample Unit

Sampling unit may be a geographical one such as state, district, village etc., or a construction unit

such as house, flat, etc., or it may be a social unit such as family, school, etc., or it may be an

individual.

The specified zone for study was Meerut.

Sample Size


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This refers to the number of items to be selected from the Universe to constitute a sample. The size

of sample should neither be excessively large nor too small. It should be optimum. An optimum

sample is one, which fulfills the requirements of efficiency, representativeness, reliability and

flexibility.

The size of sample was 150.

Types of Data

There are generally two types of data:

Primary Data

Primary data may be classified as those data that have been observed and recorded by the

researchers for the first time to their knowledge.

The primary data is original in character.

Secondary Data

Secondary data may be classified as those data that have been already collected by someone else

and which have already been passed through the statistical process.

Sources of Data

This research includes primary as well as secondary data.

Primary Data

Primary data is collected directly from the respondent through questionnaire.

Secondary Data

Secondary data is collected from the companys product book, magazines and from Internet.

Data Collection Method


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This data is collected through questionnaire. First of all the questionnaire was framed according to

the requirements of the research and then it was made filled by the different respondents.

Data Collection Instrument

After a detailed discussion with our Assistant Manager I was directed to develop a Questionnaire

for the survey. Keeping in the view his suggestions and requirements of the research I developed a

Questionnaire for the survey and got it okayed by him.

The Questionnaire was prepared in such a way that it covers all the essential features and the

objectives. But at the same time the length of the Questionnaire was kept short because lengthy

Questionnaire lowers the quality of the answers.

Questionnaire includes dichotomous questions, open-ended questions and multiple choice

questions. Dichotomous questions are in the form of YES or NO.

Data Analysis Techniques

Analysis of data is done through quantitative method i.e. numerical figure.

Data Analysis Instrument

Various instruments for data analysis were used such as tabulation of data i.e. an orderly

arrangement of data and pie chart.


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DATA ANALYSIS

Analysis of Data

The term analysis refers to the computation of certain data. The data, after collection, has to be

processed and analyzed. At last the completed Questionnaires were checked and edited (if

necessary) to correct the errors. Then the computations for the estimates are performed.

Interpretation

The above table interprets that 50% of the respondents belong to the age group of 20 - 30

years. 25% of the respondents belong to the age group of 30 40 years. 20 % of the respondents

belong to the age group of 40 50 years and the remaining 5 % belong to the age group 50 and

above.

Majority of respondents are between the age group of 20-40 yrs.

Graph - 1

Classification of the respondents on the basis of their age group

50%

25%

20%

5%

20 30

30 40

40 50

50 & Above


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Table -2

Classification of respondents on the basis of their sex


Sl. No. Sex No of Respondents Percentage

1 Male 67 67 %

2 Female 33 33 %

Total 100 100 %

Interpretation

The above table interprets that the male respondents form 67 % and the female respondents are

form 33 %.

Male respondents form the opinion group being comparatively more than the female respondents.

Graph -2

Classification of respondents on basis of their sex

67%

33%

Male

Female


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Table - 3

Classification of the respondents on the basis of their Occupation


Sl. No. Occupation No of Respondents Percentage

1 Working 70 70 %

2 Non Working 30 30 %

Total 100 100 %

Interpretation

The above table interprets that the working class constitutes 70 % and the non working class 30 %

of the respondents.

Majority of the respondents are form working class who use AirTel connection, apart this

interesting to note that even non working class also use AirTel connection significantly.

Graph - 3

Classification of the respondents on basis of their Occupation

70%

30%

Working

Non Working


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Table - 4

Classification of respondents on the basis of their monthly income


Sl. No. Income No of Respondents Percentage1


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Table - 5

Classification of respondents on the basis of owning a mobile


Sl. No. Own a Mobile No of Respondents Percentage1 Yes 93 93 %

2 No 07 07 %

Total 100 100 %

Interpretation

The above table interprets that

93 % of respondents own a Mobile and 7 % of the respondents do not own a mobile.

At present majority of the respondents own Mobile.

Graph - 5

Classification of respondents on the basis of owning a mobile

93%

7%

Yes

No


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Table - 6

Classification of respondents on the basis of their awareness towards different mobile connection


Sl. No. Mobile Connection No of Respondents Percentage1 AirTel 34 34 %

2 BSNL 18 18 %

3 Vodafone 23 23 %

4 Reliance 22 22 %

5 Spice 03 03 %

Total 100 100

Interpretation

The above table interprets that 34 % of the respondents are aware of the brand AirTel, 18 % of the

respondents are aware of the brand BSNL, 23 % of the respondents are aware of the brand

Vodafone, 23 % of the respondents are aware of the brand reliance and 3 % of the respondents are

aware of the brand Spice mobile.

Majority of the respondents are awards of AirTel.

Graph - 6

Classification of respondents on the basis of their awareness towards different mobile connection

34%

18%

23%

22%

3%

AirTel

BSNL

Hutch

Reliance

Spice


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Table - 7

Classification of respondents on the basis of their usage of other network other than AirTel


Sl. No. Other Mobile Network No of Respondents Percentage

1 AirTel 51 51 %2 BSNL 15 15 %

3 Vodafone 20 20 %

4 Reliance 12 12 %

5 Spice 02 02 %

Total 100 100

Interpretation

The above table interprets that 51 % of the respondents are using AirTel Network, 15 % of the

respondents are using BSNL Network, 20 % of the respondents are using Hutch, 12 % of the

respondents are using Reliance and 2 % of the respondents are using Spice mobile network.

Majority of the respondents are using AirTel Mobile Connection only.

Graph - 7

Classification of respondents on the basis of their usage of other network other than AirTel

51%

15%

20%

12%2%

AirTel

BSNL

Hutch

Reliance

Spice


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Table 8

Classification of respondents on the basis of their influence to purchase through different

media


Sl. No. Media No of Respondents Percentage

1 T V Ads 25 25 %

2 Print Media 27 27 %

3 Radio (FM) 08 08 %

4 Hoardings 12 12 %

5 Word of mouth 28 28 %

Total 100 100

Interpretation

The above table interprets that 25 % of the respondents are influenced to purchase by TV Ads, 27

% of the respondents are influenced to purchase by Print Media, 08 % of the respondents are

influenced to purchase by Radio (FM), 12 % of the respondents are influenced to purchase by

Hoardings, 28 % of the respondents are influenced to purchase by Word of mouth.

Majority of the respondents are influenced to purchase by TV Ads, Print Media and Word of

mouth.

Graph - 8

Classification of respondents on the basis of their influence to purchase through different media

25%

27%

8%

12%

28%

T V Ads

Print Media

Radio (FM)

Hoardings

Word of mouth


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Table - 9

Classification of respondents on the basis of their reference to purchase


Sl. No. Reference No of Respondents Percentage

1 Family 15 15 %

2 Dealers 21 21 %

3 Friends 33 33 %

4 Self 29 29 %

5 Others 02 02 %

Total 100 100

Interpretation:

The above table interprets that 15 % of the respondents are influenced by Family to purchase, 21 %

of the respondents are influenced by Dealers to purchase, 33 % of the respondents are influenced

by Friends to purchase, 29 % of the respondents are influenced by Self and remaining, 02 % of the

respondents are influenced by Others reference.

Majority of the respondents are influenced by the Friends to purchase Mobile.

Graph - 9

Classification of respondents on the basis of their reference to purchase

15%

21%

33%

29%

2%

Family

Dealers

Friends

Self

Others

Table - 10

Classification of respondents on the basis of their opinion towards promoting a brand through

different Medias.


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Sl. No. Media No of Respondents Percentage

1 T V Ads 47 47 %

2 Radio 21 21 %

3 Print 18 18 %

4 Hoardings 14 14 %

Total 100 100

Interpretation:

The above table interprets that 47 % of the respondents are given opinion to promote Brand by TV,

21 % of the respondents are given opinion to promote Brand by Radio, 18 % of the respondents are

given opinion to promote Brand by Print remaining 14 % of the respondents are given opinion to

promote Brand by Hoardings.

Majority of respondents are given their opinion towards promoting a brand by TV Media

Graph - 10

Classification of respondents on the basis of their opinion towards Promoting a Brand through

different media.

47%

21%

18%

14%

T V Ads

Radio

Print

Hoardings

Table - 11

Classification of respondents on the basis of their opinion towards Brand is important to make a

purchase.


Sl. No. Opinion No of Respondents Percentage

1 Yes 53 53 %


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2 No 47 47 %

Total 100 100

Interpretation:

The above table interprets that 53 % of respondents are given opinion towards Brand is important

to make purchase.47 % of respondents are given opinion towards Brand is not important to make purchase.

Majority of respondents are given importance to brand.

Graph - 11

Classification of respondents on the basis of their opinion towards Brand is important to make a

purchase.

53%

47% Yes

No


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Table - 12

Classification of respondents on the basis of their opinion towards Brand AirTel is influenced their

purchase.


l. No. Opinion No of Respondents Percentage

1 Yes 53 53 %

2 No 47 47 %

Total 100 100

Interpretation:

The above table interprets that the 53 % of respondents are given their opinion that Brand AirTel

influence their purchase.

Remaining 47 % of the respondents are not influenced by the Brand AirTel.Majority of the respondents are influenced by the Brand AirTel.

Graph - 12

Classification of respondents on the basis of their opinion towards Brand AirTel is influenced their

purchase.

53%

47% Yes

No


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Table - 13

Classification of respondents on the basis of their opinion as they hear the Brand name AirTel


Sl. No. Reasons No of Respondents Percentage

1 Music 25 25 %2 Punchline 27 27 %

3 Brand Ambassador 13 13 %

4 Theme of Advertising 35 35 %

Total 100 100 %

Interpretation:

The above table interprets that the 25 % of respondents are given their opinion that as they hear

Brand AirTel they like Music, 27 % of respondents are given their opinion that as they hear Brand

AirTel they like Punchline, 13 % of respondents are given their opinion that as they hear Brand

AirTel they like Brand Ambassador and 35 % of respondents are given their opinion that as they

hear Brand AirTel they like Theme of Advertising.

Majority of the respondents are given their opinion that they like theme of advertising as they hear

brand name AirTel.


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Graph - 13

Classification of respondents on the basis of their opinion as they hear the Brand name AirTel

25%

27%13%

35%

Music

Punchline

Brand Ambassador

Theme of Advertising


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Table 14

Classification of respondents on the basis of their preference towards the AirTel Connection


Sl. No. Reasons No of Respondents Percentage

1 AirTel as a Popular Brand 25 25 %

2 Service 32 32 %

3 Price 13 13 %

4 Offers and schemes 13 13 %

5 Easy to purchase 12 12 %

6 Others 05 05 %

Total 100 100 %

Interpretation:The above table interprets that the when respondents were asked their usage preference towards

AirTel Connection. 25 % of the respondents said, they like the AirTel as a popular Brand. 32 % of

the respondent said they like the service provided by the AirTel. 13 % of the respondents said they

were motivated by price, 13 % of respondents said they like the offers and schemes and 12 % of

the respondents said that is easy to purchase and 5 % of the respondents said they used AirTel

connection due to other reasons.

Majority of the respondent usage preference towards AirTel Connection, because of Service and

Brand.


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Graph - 14

Classification of respondents on the basis of their preference towards the AirTel Connection

25%

32%

13%

13%

12%

5% AirTel as a Popular

Brand

Service

Price

Offers and schemes

Easy to purchase

Others


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Table - 15

Classification of respondents on the basis of their opinion towards the Brand Ambassador to

promote a product



1 Yes 45 45 %

2 No 55 55 %

Total 100 100 %

Interpretation:

The above table interprets that 45 % of the respondent said that Brand Ambassador is necessary to

promote a product. 55 % of the respondent said that Brand Ambassador is not necessary to

promote a product.

Majority of the respondents are given their opinion that brand ambassador is not necessary to

promote a product.

Graph - 15

Classification of respondents on the basis of their opinion towards the Brand Ambassador to

promote a product.

45%

55%

Yes

No


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Table - 16

Classification of respondents on the basis of their opinion towards the Brand AirTel


Sl. No. Brand AirTel No of Respondents Percentage

1 Suggestive 35 35 %

2 Appropriate 29 29 %

3 Easy to remember 36 36 %

Total 100 100 %

Interpretation:

The above table interprets that 35 % of the respondents given importance that AirTel brand is

suggestive. 29 % of the respondents given importance that AirTel brand is Appropriate and 36 %

of the respondents given importance that AirTel brand is Easy to remember

Majority of the respondents given their opinion that AirTel brand is Suggestive & Easy to

remember.

Graph - 16

Classification of respondents on the basis of their opinion towards the Brand AirTel

35%

29%

36%

Suggestive

Appropriate

Easy to remember


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Table - 17

Classification of respondents on the basis of their opinion towards the Brand AirTel is not the

name of the product but image created for the service.



1 Agree 63 63 %

2 Disagree 37 37 %

Total 100 100 %

Interpretation:

The above table interprets that 63 % of the respondents agreed that AirTel brand is not the name of

the product but image created for the service. And 37 % of the respondents are disagreeing that

AirTel brand is not the name of the product but image created for the service.

Majority of the respondents are agreed that AirTel brand is not the name of the product but

image created for the service.

Graph - 17

Classification of respondents on the basis of their opinion towards the Brand AirTel is not the

name of the product but image created for the service.

63%

37%

Agree

Disagree

Table - 18


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Classification of respondents on the basis of their identification of the Brand AirTel through

Punchline Express Yourself.



1 Yes 49 49 %

2 No 51 51 %

Total 100 100 %

Interpretation:

The above table interprets that 49 % of the respondent identify the brand AirTel through Punchline

Express Yourself and 51 % of the respondents are not able to identify the brand AirTel through


Majority of the respondents are not identifying the brand AirTel through Punchline Express

Yourself.

Graph - 18

Classification of respondents on the basis of their identification of the Brand AirTel through


49%51%Yes

No


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Table - 19

Classification of respondents on the basis of their opinion towards the AirTel retail outlet in

creating the brand image.



1 Yes 58 58 %

2 No 42 42 %

Total 100 100 %

Interpretation:

The above table interprets that 58 % of the respondent agreed that AirTel retail outlet creates the

brand Image and 42% of the respondent agreed that AirTel retail outlet not creates the brand

Image.

Majority of the respondents are agreed that AirTel retail outlet creates the brand Image.

Graph - 19

Classification of respondents on the basis of their opinion towards the AirTel retail outlet in

creating the brand image.

58%

42%Yes

No


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Table - 20

Classification of respondents on the basis of their opinion towards Brand AirTel establish a

relationship based on love to collect loyal consumers.



1 Yes 73 73 %

2 No 27 27 %

Total 100 100 %

Interpretation:

The above table interprets that 73 % of the respondents are given positive opinion towards Brand

AirTel about relationship to collect loyal consumers, and remaining 27 % respondents are given

Negative opinion towards brand AirTel about relationship to collect loyal consumers.

Majority of the respondents are given the importance towards relationship to collect loyal

consumers by brand AirTel.

Graph - 20

Classification of respondents on the basis of their opinion towards the Brand AirTel establish a

relationship based on love to collect loyal consumers.

73%

27%

Yes

No


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SWOT ANALYSIS

What is SWOT Analysis?

SWOT is an acronym for strengths, weakness, opportunities and threats. Here these are briefly

described as follows:

Strengths: Strength is the capability of the organization which is used to gain

strategic advantage over its competitors.

Weakness: Weakness is an inherent limitation or constraint of the organization

which creates strategic disadvantage to it.

Opportunity: An opportunity is a favorable condition in the organizations

environment which enables it to strengthen its position.

Threats: A threat is an unfavorable condition in the organizations environment

which causes a risk for damage organizations position.

SWOT Analysis for the Airtel Broadband and Telephone Services

Strengths

Largest telecom service provider.

24x7 customer care service.

Group focus on telecom.

Enjoying brand equity in all existing circle.

Strong international associates.

Latest technology provider

Continuous coverage in the country.

Better customer service through CRM system.

Strong and multilayer distribution policy.

Proper and regular advertisement provider.


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Weakness

The wrong entry of billing creates bad image of the company in the mind ofthe customer.

There are some customers who do not pay their bills timely so there must be

proper arrangement of collecting bills from customers.

There are some customers who get connection by giving wrong address proof

and documents so it reduces the reliability of the regular customers.

Busyness of the customer care department reduces the satisfaction of the

customer.

Opportunities

There are huge opportunities of Broadband and telephone services in the

market.

Lot of untapped potential consumer segment services.

Lot of potential consumers through cable services.

Offering of low cost plans increase the graph of the customers.

Threats

There is a very tough competition with BSNL.

Market is too price sensitive.


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FINDINGS AND SUGGESTION

FINDINGS

After general survey and introduction with the AirTel telecom users it was found.

That most of the respondents own mobile.

That most of the respondents were between the age group of 20 to 40 years.

That the male users were more in number compared to the female users.

That most of the respondents were from middle and upper middle class.

That most of the respondents are from working class.

That majority of the respondents are aware of AirTel mobile.

That the majority of the respondents are using AirTel mobile connection only.

That the majority of the respondents are influenced to purchase by TV Ads.

That most of the respondents are never too switched over to other brand.

That majority of the respondents have given opinion to promote a brand through TV.

That the majority of the respondents give importance to brand for any purchase.

That the majority of the respondents influenced their purchase by brand AirTel.

That the majority of the respondents liked advertisement as they hear Brand AirTel.

That the majority of the respondents bought AirTel mobile connection because of

popularity in brand and service.

That the majority of the respondents are in favour of that brand ambassador is not

necessary to promote a brand.

That the majority of the respondents express that AirTel brand is easy remember.

That the majority of the respondents struck to AirTel mobile connection as not a name but

because of its brand image.

That the majority of the respondents couldnt identify brand AirTel through the


That the majority of the respondents are agreed to that AirTel retail outlet creates brand

image.

That the majority of the respondents are expressed advertising is important for a brand.


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That the majority of the respondents are in the favour of brand with service given by AirTel

is good.

SUGGESTIONS

AirTel conduction survey, collection and always of gathers data and interaction with users,

it is suggested.

That AirTel should make their plans more economical for all classes.

That AirTel should focus on the age group of 50 and above.

That AirTel should chalk out new plans to attract more female users.

That AirTel should make new and lucrative strategies and schemes separately for students

and pensioners to make them brand loyal.

That AirTel should keep on bringing out new time attractive offers and schemes to increase

brand value.

That AirTel should bring advertisement in print media and audio to attract more consumers

towards brand.

That AirTel should focus more on music, theme of advertising than the brand ambassador.

That no doubt AirTel has more visual identity, but it should work to create strong brand

identity.

That no doubt AirTel has a colorful advertisement where it should focus more on the words

Express Yourself which is a part of the brand identity.

That no doubt AirTel is a popular brand s it should creates brand identity extends to rural

and remote areas too.


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CONCLUSIONS

It is concluded that the over all field of AirTel is appreciable, in the prevailing cut threatcompetition among the powerful telecom industry it appeared that AirTel has not only entered play

but to win and indeed it has one. If AirTel continues its brand identify, awareness, image and

service as it is doing now it would not be exaggerating AirTel may force other brands vanish from

the market. It appears that the brand AirTel has no doubt made these mobile handsets available in

the hands of people of all walks, but with an eye on monetary gain.

It is a privilege to flash or own a brand AirTel mobile connections, it has become an identity of

pride and fashion. The growth of AirTel was graphically ascending but steadily spreading its wings

all over the market with uniformity. The AirTel brand enables customer to identify so well that he

is tempted to levy it again. There by setting him to be among the upper and privilege class.

Brand awareness of the AirTel mobile connection it as such providing ideas, feelings to a common

man to enjoy the service. AirTel connection is boom bridging the long distance eliminating the

feeling of separation.

AirTel of Bharti Enterprises is enjoying a virtual monopoly as it has made a very good place for

itself in the competitive market.

AirTel has swept the market in a true sense

BIBLIOGRAPHY:


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Books

Kothari C R.

Research Methodology.

Magazines

Ninan T N.

Business Standard, 2006.

Websites

www.airtel.in

www.telecomservices.com

www.google.com
http://www.airtel.in/http://www.telecomservices.com/http://www.airtel.in/http://www.telecomservices.com/


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QUESTIONNAIRE

Dear Sir/Madam,

I am a student of MBA of Krishna Institute of Engineering & Technology, Ghaziabad, doing my

summer training project on consumer behavior from Airtel. Please give your precious time forfilling these details.

Q.1 For how long you have been using Airtel Product?

0-2 Years

2-5 Years

5-10 Years

More than 10 years

Q.2 Are you using other product instead of Airtel?

Yes

No

Q.3 Among them, which Brand you, prefer most?

Idea

Hutch

Airtel

Q. 4 How would you rate the experience with Brand?

Idea

Hutch

Airtel

Q.5 Do you collect any information search before making purchase?

Yes

No.

Excellent Good Average Below

Average


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Q.6 If yes, which sources are used?

Magazines

Dealers

Sales Executives

Operators reference

Pamphlets and catalogue

Reference from friends and relatives

Any other

Q.7 What are the features you look for in a product before making purchase decision? Givepreferences (1-Highest, 6- least)

Brand credibility

Price and Discount

After sales services and parts, network

Value for money

Vehicle performance

Add on features or ergonomics of design

Q.8. Which of these marketing / sales schemes attracts you while purchasing any connection?

Good Network

Discount scheme

Service package

Any other

Q.9 If you have to purchase a new connection or product in near future, which Brand will you go

for and why?

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Q.10 Are you aware of various promotional activities being run by Airtel, if yes then how? Are

you satisfied with these promotional activities?

Customer Care

By Ad Films

By Camp

24 hrs call center services

Q.11 How would you rate Airtel performance as your expectation on 5 points scale (5 Highest)

1 2 3 4 5

After Sale service

Maintenance

Product as per expectation

Q.12 What are you suggestions for improving the product quality, service availability and parts

availability?

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Airtel Project- Ranjeet

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Transcript of Airtel Project- Ranjeet