AIRTEL BROADBAND SERVICES

INTRODUCTION ON AIRTEL BHARTI AIRTEL LTD started in July 7 1995 Its head quarters is at Delhi. In 1998 company started their first land

line operation. AIRTEL stands for Affectionate, Interested, Respectful,

Tolerant, Energetic loving . Their Punch line is “Think fresh Deliver

More”

Mr. SUNIL BHARTI MITTALChairman & Group Managing

Director -BHARTI ENTERPRISES

COMPANY PROFILE Their first company is Bharti Cellular Limited

under the brand name of Airtel. Another one is Bharti Tele Sonic Ltd under the brand name

of India One. Then Bharti Tele Net Ltd under the brand name of Touch

Net. Another one is Bharti broad band Ltd under the brand

name of Manthra Online. The companies Bharti Telenet Ltd and Bharti Broadband

Ltd combined together and form Bharti Broadband and Teleservices Ltd.

After sometime the companies Bharti Telesonic Ltd and Bharti Broadband and Teleservices Ltd combined together and form Bharti Infotel Ltd.

In 13th September 2004 all the four companies combined together and form Bharti AIRTEL Ltd.

Bharti Airtel is one of India's leading private sector providers of telecommunications services with more than 120 million subscribers.

The broadband and internet connection service falls under the data services provided by Airtel’s broadband and telephone services arm.

Bharti Enterprises is actually the first ever privately owned company to have successfully setup a satellite-based gateway for its Internet access service.

In the same way, they have effectively launched India’s first private submarine communication cable systems. This particular feat is made possible through partnership with SingTel. Consequently, the data services provided by the Airtel broadband and Internet connection service is further grouped into DSL, ISDL, Leased Line, VPN, and Wi-Fi categories.

THE SPECIAL FEATURES OF AIRTEL BROADBAND SERVICES:

Why wait to connect - With Airtel Broadband, the internet is always ON, always available. No more waiting for dial-up to connect. You are ready to use the internet as soon as you switch on your computer.

Power Surfing - With speed of up to 2Mbps, feel the excitement of doing more on Internet. Shop, download MP3, exchange heavy files and chat at an enviable speed, all thanks to an extensive Broadband Services infrastructure. No more disconnections in the middle of download.

Surf while you talk - No more missed calls or blocked telephone lines while using the internet. Airtel Broadband Services connection does not block existing telephone lines and allows one family member to use the phone while another member surfs the net.

Robust installation - The world class infrastructure & end-to-end digital network of underground copper cable lines ensure an extremely robust connection that eliminates the risk of damage. Superior server technology and a dedicated port provide total security to data storage and information exchange through the Internet.

24x7 customer supports – The 24x7 customer support unit helps you to serve better. It works for round-the-clock, 365 days a year. The customer feedbacks are carried out with great care.

Speed on demand – The customer can enjoy a dedicated speed of up to 2 Mbps without having to change your subscription plan. What’s more, you only pay for what you use.

Payment options – Airtel offers you a number of payment methods like cash payment, ECS- Easy payment method, Credit card method, check drop boxes, online payment. You can choose any one of the method for paying the cash.

THE SERVICES OFFERED BY AIRTEL BROADBAND :

In Touch In Touch is a great way to stay connected. It is an

easy-to-use personal communications service that connects you with your friends and family, using a PC or a TV and a Broadband (high speed) Internet

connection. With In Touch you can do various activities like Video & Audio messaging, video & Audio Calling, Video Postcard TM service etc.

NetXpert NetXpert is automated broadband care technology. Globally accepted and successfully used by over 38

million customers worldwide the NetXpert provides immediate solutions for Internet

connectivity related problems. The NetXpert helps in the speedy installation and

activation of the Broadband connection on your PC.

Wi-Fi Wi-Fi is a wireless technology brand by the Wi-Fi

Alliance that gives you a host of fantastic advantages ranging from reliability to security.

The simple installation procedure gives you access to unsurpassed performance instantly.

Common applications for Wi-Fi include Internet and VoIP phone access, gaming, and network connectivity for consumer electronics such as televisions, DVD players, and digital cameras. Just like cell phones, televisions and radios, the wireless network also uses radio waves.

Video Surveillance Solutions With this service you can observe your office,

warehouse, shop and staff from your PC from anywhere and at all times, with the Video Surveillance Solution.

Products of Bharti Airtel Broadband and Telephony Services. DEL – Direct Exchange Line – Land line Phone (Voice) DSL – Digital Subscriber Line – for data Telephone Instrument Touch net Dial-up-service

Customers of Bharti Airtel Broadband and Telephony Services. Residents Small and middle enterprises PCO’s(public call office) Corporate’s

Competitors Of Bharti In Broadband And Telephony Services. Bsnl Relience Tata indicom

Tariff of Bharti Airtel Broadband Services.

PROMOTIONAL STRATEGYAfter the liberalization of the Indian Telecom Sector in 1994, the Indian cellular market witnessed a surge in cellular services. By 2009, there were various players in the market

Bharti Tele-Ventures Limited (Bharti), Bharat Sanchar Nigam Limited (BSNL), Reliance India Mobile - GSM ,CDMA

As competition in the telecom arena intensified, BHARTI AIRTEL took new initiatives to woo customers.

Prominent among these were - celebrity endorsements, loyalty rewards, discount coupons, business solutions and talk time schemes.

AIRTEL has used most number of celebrities for advertisements. The list includes-Sachin, Shahrukh khan, Rehmaan, Saif Ali Khan, Kareena Kapoor, Zaheer Khan Etc.

The most important consumer segments in the cellular industry were the youth segment and the business class segment.

The youth segment was the largest and fastest growing segment and was therefore targeted most heavily by cellular service provider.

TECHNIQUES UNDERTAKEN BY AIRTEL

BROADBAND FOR SALES PROMOTION ARE AS FOLLOWS- Point of purchase displays- when a person walks into

any Airtel store anyone can find a wide range of point of purchase displays regarding broadband connection. When a consumer steps into a store he/she sees these displays and this turns out to willingness to purchase.

Tele calling- If you are having a Airtel landline at home the Airtel customer care calls the customers at regular intervals to create awareness and educate them about their broadband connections and wide offers.

Sales Executives- sales executives of Airtel gather database and approach to the consumers who are having Airtel landlines and who have a personal computer or laptop at their place then they promote their broadband services by explaining the features and offers in detail.

By directmail- this is another way of sales promotion where in the brochures and leaflets of broadband service are posted along with the landline bills to the consumer. In this way the consumer is attracted towards the broadband service.

Billboards, print media and banners etc are used widely as sales promotional methods to attract consumers.

Along with these Airtel also undertakes advertising and sales promotional activities aggressively by sponsoring in trade shows & events and they also participate in fairs and exhibitions locally.

MARKETING RESEARCH American Marketing Association (AMA) is:

“Marketing research is the functions which links the customer and public to marketer through information used to identity and define marketing opportunities and problems; generate define and evaluate, marketing actions, monitor marketing performance, and improve understanding of Marketing as a process”.

Simply, marketing research is the systematic design, collection, analysis and Reporting of the data findings relevant to a specific marketing situation facing the company. Careful planning through all stages of the research is a necessity.

Steps in Marketing Research Process

1 •Define the problem and research objectives

2 •Develop the research plan

3 •Collect the information

4 •Analysis and interpretations

5 •Present the findings.

OBJECTIVES OF THE STUDY To study the relationship between various

promotional strategies on sales volume.

To study how sales promotional tools helps to increase sales and retain customers.

To know the demographic factors is influenced by sales promotional strategies.

Sampling size: 30 Survey questionnaire is a very important instrument

for any researcher to collect the requisite information. The questionnaire helps to get a brief knowledge

about a particular subject. With the help of questionnaire, further analysis and

able to make a decision and categorize each factor present in the questionnaire in a proper manner.

DATA COLLECTION, ANALYSIS AND INTERPRETATIONS:

What type of internet connection is used at your place?

Connection type No. of respondents Percentage

Broadband 19 63.33

Dial-up 2 6.66

GPRS 4 13.33

Others 5 16.66

Total 30 100

Broadband Dial-up GPRS others02468

101214161820

CONNECTION TYPE

Which is the current service provider at your place?

Service Provider No. of respondents Percentage

Airtel 20 66.66

Tata Indicom 3 10

BSNL 4 13.33

Reliance 2 6.66

Others 1 3.33

Total 30 100

Airtel Tata Indicom BSNL Reliance Others0

5

10

15

20

25

Service Provider

Service Provider

HOW DID YOU GET TO KNOW ABOUT BROADBAND SERVICE GIVEN BY AIRTEL?

Medium No. of respondents Percentage

Advertising 16 53.33

Friends 9 30

Existing Users 5 16.66

Others 0 0

Total 30 100

AdvertisingFriendsExisting Users

FINDINGS Quality of the service provided plays an important

role in keeping the existing customers and to bring new customers.

In most of the organization, Internet plays an important role in the day to day activities.

Most of the organizations prefer broadband connection over other type of connection because of speed and other compatibility of service.

A number of the organization preferred Airtel because of the quality of service provided and also for the speed of data transmission.

Many customers have rated the speed of data transmission is very good.

The safety and security of Airtel network is rated very well by most of its customers. Safety of data is very important in any type of organization. Airtel with its own PC security suite helps organizations protect its data from theft and prevents it from harmful attacks.

After sales service plays essential part of customer satisfaction. Number of customers have reported it good and very good.

Customers feel Airtel broadband was much better than other competitive products of the same category. This shows the place Airtel has achieved in the minds of the customer.

The overall satisfaction level is very high among customers.

RECOMMENDATIONS The customer rate quality of the service as the most

relevant one and hence Airtel Broadband services should maintain the quality in services and should make improvements in this feature.

Some customers are planning to discontinue because of high billing and after sales service is not good. Though it is a small percentage the company should focus on these to keep the brand image in the minds of people.

If any complaint is observed from the customers, it should be dealt quickly. This will reduce the chance for dissatisfaction.

Many dissatisfied customers asked for more information about other plans or change of plans. So the dissatisfaction may be due to providing wrong plans by the sales persons. So the company can make use of this opportunity to retain its customers by providing the right plans.

There is a huge market potential for broadband services so the company should take care of more promotional activities in which advertisement plays and effective role and hence to have a competitive edge over other brands.

Lack of awareness about the plans is high among customers. So the company must provide an awareness program about the specialized plans for them.

The detailed billing is provided as a value added service in Airtel broadband. It is free of cost in its competitors like BSNL. So the company could provide the service as free of cost. It will help customers clear their doubts about billing and hence to improve their satisfaction level.

CONCLUSION  Airtel is one of the powerful brand in India and it has

been successful in creating a strong impression on the consumer minds with its varied products and offerings to consumers on a huge scale to deliver its customers at its best.

From data analysis there is huge market in youth generation youth are using large extent to internet.

The overall objective of the study was to find out how the customer’s impact on sales promotional activities of Airtel broadband services and to find out their satisfaction towards the service against its competitors. The study revealed the picture of customers perception and satisfaction which help Airtel broadband to encourage more people to be the customers/consumers of Airtel Broadband.