airtel0 sanjay kumar

7/29/2019 Airtel0 Sanjay Kumar

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EXECUTIVE SUMMARY

This report on Bharti Airtel is done to findout certain objective regarding the

strategic approach Adopted by Airtel to stand strongly in the competitive telecom

market. Airtels marketing strategies are analyses using various models like SWOT

analysis, BCG Matrix, Ansoffs matrix, porters five forces etc.

The outcomes of these models are properly analyzed to find out the various aspects

like companies position and competitors position in the market.

This report on Airtel not just give description about the company but it also talks

about the various marketing strategy adopted by the company.

SWOT analysis of Airtel helps to find out the weak points of the company and to

find out the way to overcome this problem.

Similarly with the help of Ansoff matrix it can be finding that what are the

different strategic options available to the company under the different market

condition. and to find the answer that why company is looking for overseas market

like Nigeria and Seychelles.


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ACKNOWLEDGEMENT

I would like to express my veneration and thanks to Mrs. MEGHA GARG for her

invaluable guidance and incessant encouragement.

I am also thankful to the Mr. SHARAD SINGHAL (department of mgt) the research.

It would be unjust not to give a special word of thanks to all the respondents who took out time

to fill the questionnaire for this survey.

In the end I would like to thank my Parents and other family member who inspired me to

be assiduous and take the difficulties as a challenge.

SANJAY KUMAR

.


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TABLE OF CONTENT

1. CHAPTER-1 1-3

INTRODUCTION 4-17

2. CHAPTER-2 18-22

COMPANY PROFILE(including SWOT analysis)

3.CHAPTER-3 23-25

3 OBJECTIVE OF THE PROJECT

4.CHAPTER-4. LITERATURE REVIEW 26-38

5. CHAPTER -5. RESEARCH METHODOLOGY 39-45

5.1 RESEARCH DESIGN

5.2 DATA COLLECTION

5.2 LIMITATION

6. CHAPTER -6. DATA ANALYSIS AND INTERPRETATION 48-62

7.CHAPTER -7 64-70

7.1 FINDINGS

7.2 CONCLUSION

7.3 RECOMMENDATIONS & SUGGESTIONS

8. Annexure 71

Questionnaire

9.BIBLIOGRAPHY 76


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CHAPTER 1

INTRODUCTION


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CHAPTER 1

INTRODUCTION

Communication has been one of the most important aspects of the growth of human society and

culture. Telecommunications, the transmission of signals over a distance for a purpose of

communication, is also very important. It provides business, money and market stability in the

world. The telecom sector is one of the leading contributors to India's flourishing economy.

Telecommunication Sector Opportunities in India assures a transparent, safe, and secured

ambiance for the telecom market. It include introduction of Internet telephony services,

privatization of VSNL, and introduction of a number of international long distance services

sector. The opportunities in the Indian telecom sector is increasing at a massive pace with the

introduction of newer and innovative schemes in various sectors and at present the telecom

sector in India is claimed to be one of the major contributors in India's flourishing economy.

AIRTEL is a rapidly growing business group based in India with significant international

operations. The AIRTEL name is a unique asset representing leadership with trust. AIRTEL

spearheads the Groups presence in the telecom sector. Incorporated in 1996, AIRTEL was the

first to launch GSM mobile services in India with the Andhra Pradesh circle. AIRTEL has

established a robust and reliable 3G ready telecom infrastructure that ensures quality in its

services.

Customer satisfaction in telecommunications will reflect the service delivery process as

experienced by customers. The interaction between customers and the delivery system is effected

via alternative contact points; each one of them will be investigated for its impact on the overall

customer satisfaction. That is, the service delivery system can be decomposed into alternative


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customer contact points that shape customers' overall judgment about the organization. Each

contact point may retain a relative independence concerning criteria of customer satisfaction

such as personnel, speed, reliability, and pricing.

The objectives of this study are to find the customers attitudes towards the AIRTEL Indicom

services and to know the reasons for cancellation of the services. This study helps to find out the

factors affecting purchasing behavior of telecom products and to know customers opinion to the

services offered by the AIRTEL


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CHAPTER 2

COMPANY PROFILE


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CHAPTER 2

COMPANY PROFILE

Incorporated on July 7, 1995, Bharti Airtel Ltd is a division of Bharti Enterprises.

The businesses of Bharti Airtel are structured into two main strategic groups -

Mobility and Infotel. The Mobility business provides GSM mobile services in all

23 telecommunications circles in India, while the Infotel business group provides

telephone services and Internet access over DSL in 15 circles. The company

complements its mobile, broadband, and telephone services with national and

international long-distance services. The company also has a submarine cable

landing station at Chennai, which connects the submarine cable connecting

Chennai and Singapore. Bharti Tele-Ventures provides end-to-end data and

enterprise services to corporate customers by leveraging its nationwide fibre-optic

backbone, last mile connectivity in fixed-line and mobile circles, VSATs, ISP and

international bandwidth access through the gateways and landing station. All of

Bharti Tele-Ventures' services are provided under the Airtel brand.

As of September 2005, Bharti Tele-Ventures was the only company to provide

mobile services in all 23 telecom circles in India.


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By the end of October 2005, Bharti Tele-Ventures was serving more than 14.74

million GSM mobile subscribers and 1.10 million broadband and telephone (fixed

line) customers.

The equity shares of Bharti Tele-Ventures are currently listed on the National

Stock Exchange of India Ltd (NSE) and the Stock Exchange, Mumbai (BSE). As

of September 30, 2005, the main shareholders of Bharti Tele-Ventures were: Bharti

Telecom Ltd (45.65%), a subsidiary of Bharti Enterprises; Singapore Telecom

(15.69%), through its investment division Pastel Ltd; and, Warburg Pincus

(5.65%), through its investment company Brentwood Investment Holdings Ltd).

Other shareholders with more than a 1% stake were: Citi Group Global Markets

Mauritius Pvt Ltd (2.99%); Europacific Growth Fund (2.04%); Morgan Stanley &

Co International Ltd (1.93%); CLSA Merchant Bankers Ltd A/C Calyon (1.33%);

Life Insurance Corporation of India (1.34%); and, The Growth Fund of America

Inc (1.11%).

Sunil Bharti Mittal, the founder-chairman of Bharti Enterprises (which owns

Airtel), is today, the most celebrated face of the telecom sector in India. He

symbolises the adage that success comes to those who dream big and then work

assiduously to deliver it. Sunil Bharti Mittal began his journey manufacturing spare

parts for bicycles in the late 1970s. His strong entrepreneurial instincts gave him a

unique flair for sensing new business opportunities. In the early years, Bharti


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established itself as a supplier of basic telecom equipment. His true calling came in

the mid 1990s when the government opened up the sector and allowed private

players to provide telecom services.

Bharti Enterprises accepted every opportunity provided by this new policy to

evolve into India's largest telecommunications company and one of India's most

respected brands. Airtel was launched in 1995 in Delhi. In the ensuing years, as the

Airtel network expanded to several parts of India, the brand came to symbolise the

very essence of mobile services.

Product

Airtel provides a host of voice and data products and services, including high-

speed GPRS services. Airtel also offers a wide array of 'postpaid' and 'prepaid'

mobile offers, with a range of tariff plans that target different segments. A

comprehensive range of value-added, customised services are part of the unique

package from Airtel. The company's products reflect a desire to constantly

innovate. Some of these are reflected in the fact that Airtel was the first to develop

a 'single integrated billing system'

Airtel comes to you from Bharti Airtel Limited - a part of the biggest private

integrated telecom conglomerate, Bharti Enterprises. Bharti is the leading cellular

service provider, with an all India footprint covering all 23 telecom circles of the


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country. It has over 21 million satisfied customers. Bharti Enterprises has been at

the forefront of technology and has revolutionized telecommunications with its

world class products and services. Established in 1976, Bharti has been a

pioneering force in the telecom sector with many firsts and innovations to its

credit. Bharti has many joint ventures with world leaders like Singtel (Singapore

Telecom); Warburg Pincus, USA; Telia, Sweden; Asian infrastructure find,

Mauritius; International Finance Corporation, USA and New York Life

International, USA. Bharti provides a range of telecom services, which include

Cellular, Basic, Internet and recently introduced National Long Distance. Bharti

also manufactures and exports telephone terminals and cordless phones. Apart

from being the largest manufacturer of telephone instruments in India, it is also the

first company to export its products to the USA.

Airtel's journey to leadership began in Delhi in 1995. Since then, Airtel has

established itself across India in sixteen states covering a

population of over 600 million people. Airtel will soon cover the entire country

through a process of acquisitions and green field projects. With a presence in over

1,400 towns, Airtel today has the largest network capacity in the country.

In the last nine years Airtel has achieved many firsts and unique records: it was the

first to launch nationwide roaming operations, it was the first to cross the one


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million and the five million customer marks. It was also the first to launch services

overseas.

There are other 'firsts' credited to Airtel - many of them in the area of innovative

products and services. Today, Airtel innovates in almost everything that it presents

to the market. An excellent example is Easy Charge - India's first paperless

electronic recharging facility for prepaid customers. As evidence of its fine record,

Airtel has also been conferred with numerous awards. It won the prestigious

Techies Award for 'being the best cellular services provider' for four consecutive

years between 1997 and 2000 - a record that is still unmatched. And in 2003, it

received the Voice & Data Award for being 'India's largest cellular service

provider', amongst others.

As part of its continuing expansion, Airtel has invested over Rs. 1,065 billion in

creating a new telecom infrastructure. In 2003/04, Bharti Tele-Ventures earned a

gross profit of Rs. 16 billion on revenues of Rs. 50 billion.


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Corporate Structure


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The Company is a part ofBharti Enterprises, and is India's leading provider of

telecommunications services. The businesses at Bharti Airtel have been structured

into three individual strategic business units (SBUs) - mobile services, broadband

& telephone services (B&T) & enterprise services. The mobile services group

provides GSM mobile services across India in 23 telecom circles, while the B&T

business group provides broadband & telephone services in 90 cities. The

Enterprise services group has two sub-units - carriers (long distance services) and

services to corporate. All these services are provided under the Airtel brand. Its

include

Voice Services

Mobile Services

Satellite Services

Managed Data & Internet Services

Managed e-Business Services

Voice Services

Bharti Airtel became the first private fixed-line service provider in India. It is now

promoted under the Airtel brand. Recently, the Government opened the fixed-line

industry to unlimited competition. Airtel has subsequently started providing fixed-


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line services in the four circles of Delhi, Haryana, Madhya Pradesh, Karnataka,

Tamil Nadu & UP (West).

Airtel Enterprise Services believes that these circles have high telecommunications

potential, especially for carrying Voice & Data traffic. These circles were

strategically selected so as to provide synergies with Airtels long distance network

and Airtels extensive mobile network.

Airtel Enterprise Services, India's premium telecommunication service, brings to

you a whole new experience in telephony. From integrated telephone services for

Enterprises and small business enterprises to user-friendly plans for Broadband

Internet Services (DSL), we bring innovative, cost-effective, comprehensive and

multi-product solutions to cater to all your telecom and data needs.

Voice - Product Portfolio

Airtel Enterprise Services telephone services go beyond basic telephony to offer

our users a whole host of Value Added Services as well as premium add-ons. Each

telephone connection from Airtel Enterprise Services is backed by a superior fibre-

optic backbone for enhanced reliability and quality telephony. Few of the Value

Added Services offered are Calling Line Identification, Three Party Conferencing,

Dynamic Lock, Hunting Numbers, and Parallel Ringing etc.


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Airtel Enterprise Services Voice Services provide Free Dial-up Internet access that

is bundled along with your Telephone connection from Airtel. Its fast, reliable and

gives you unlimited Internet access.

Mobile Services

Airtels mobile footprint extends across the country in 21 telecom circles. Its

service standards compare with the very best in the world. In fact, thats how

Bharti has managed to win the trust of millions of customers and makes it one of

the top 5 operators in the world, in terms of service and subscriber base.

The company has several Firsts to its credit:

The First to launch full roaming service on pre-paid in the country.

The First to launch 32K SIM cards.

The First in Asia to deploy the multi band feature in a wireless network for

efficient usage of spectrum.

The First to deploy Voice Quality Enhancers to improve voice quality and

acoustics.

The First telecom company in the world to receive the ISO 9001:2000

certification from British Standards Institute


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Satellite Services

Airtel Enterprise Services provides you connectivity where ever you take your

business Our Satellite Services bring you the benefits of access in remote locations.

Airtel Enterprise Services is a leading provider of broadband IP satellite services

and DAMA/PAMA services in India. Our solutions support audio, video and voice

applications on demand.

Satellite Services include :

PAMA/DAMA


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BITInternet

VPN

Satellite based IPLCs for redundancy reasons

Managed Data & Internet Services

Airtel Enterprise Services brings you a comprehensive suite of data technologies.

So we are able to support all types of networks and ensure our customers can

migrate their network to the future seamlessly. Our Managed Data & Internet

services make our customers future proof.

Managed Data & Internet Services include :

MPLS

ATM

FR

Internet

IPLC

Leased Lines


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Customised Solutions

International Managed Services

Metro Ethernet

Managed e-Business Services

Airtel Enterpirse Services, offers an internationally benchmaked, carrier class

hosting, storage and business continuity services.

A range of services that help to keep your business running the way you want-

24x7. Thanks to our world-class high tech Data Centres.

Managed e-Business Services include :

Co-lo: Dedicated and Shared

BCRS Services

Web hosting
http://www.airtelenterprise.com/colocation.htmlhttp://www.airtelenterprise.com/colocation.htmlhttp://www.airtelenterprise.com/hosting.htmlhttp://www.airtelenterprise.com/hosting.htmlhttp://www.airtelenterprise.com/hosting.htmlhttp://www.airtelenterprise.com/colocation.html


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SWOT ANALYSIS


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SWOT ANALYSIS

Following is the SWOT Analysis forAIRTEL

STRENGTH

VERY FOCUSED ON TELECOM Bharti Airtel is largely focused on the

telecom, around 93% of the total revenue comes from telecom(Total

telecom revenue Rs 3,326).

LEADERSHIP IN FAST GROWING CELLULAR SEGMENT Airtel is

holding leadership position in cellular market.. Bharti Airtel is one of India's

leading private sector providers of telecommunications services based on an

aggregate of 27,239,757 customers as on August 31, 2006, consisting


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of 25,648,686 GSM mobile and 1,591,071 broadband & telephone

customers.

PAN INDIA FOOTPRINT Airtel offers the most expansive roaming

network. Letting you roam anywhere in India with its Pan-India presence,

and trot across the globe with International Roaming spread in over 240

networks. The mobile services group provides GSM mobile services across

India in 23 telecom circles, while the B&T business group provides

broadband & telephone services in 92 cities.

THE ONLY OPERATOR IN INDIA OTHER THAN VSNL HAVING

INTERNATIONAL SUBMARINE CABLES. Airtel, the monopoly

breaker shattered the Telecom monopoly in the International Long Distance

space with the launch of International Submarine cable Network i2i jointly

with Singapore Telecommunications Ltd. in the year 2002. This has brought

a huge value to the IPLC customers, delivering them an option besides the

incumbent carrier, to connect to the outside world.


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WEAKNESS

AIRTEL has less numbers of retailers.

Less force- It has less numbers of marketing personnel.

It has not planned for setting up of any new plants where their services hasplanned to set up several new services.

It has no extra features in the brand that differentiate its from othercompetitors.

Airtel has less number of tie-ups with mobile manufacture as compare toother compotators

OPPORTUNITIES

It can take the market very well with the new investment of $ 143 millions.

It can give a big jerk to its major competitor IDEA it can increase its numberof products in consumer goods.

Increasing trend of AIRTEL of different brand.


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THREATS

It has continuous threat from Idea and Vodafone as well as various other

competitors.

Airtel has a major market than other compotator due to advertisement ofworld cup cricket.

A large amount of expenses on the advertisement.

Every month new operators are coming in telecom market

BSNL is major threat in price war


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o

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CHAPTER 3

OBJECTIVES


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CHAPTER 3

OBJECTIVES

The Indian communications scenario has transformed into a multiplayer, multi

product market with varied market size and segments. Within the basic phone

service the value chain has split into domestic/local calls, long distance players,

and international long distance players. Apart from having to cope with the change

in structure and culture (government to corporate), Airtel has had to gear itself to

meet competition in various segmentsbasic services, long distance(LD),

International Long Distance (ILD), and Internet Service Provision (ISP).It has

forayed into mobile service provision as well.

Objective of study are:

What marketing strategies the Airtel is implementing to defend and increase

the market share.

To find who are the competitors of the Airtel and the market shares of the

competitors and what strategies Airtel is implementing to beat its

competitors.

To find out how Airtel react to the technology changes in the communications

sector,


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IMPORTANCE AND SCOPE OF THE PROJECT

Importance of Project

Importance of my project on AIRTEL is to study buying behavior of customer

To find out the attributes that affects the buying behavior of the AIRTEL service .

To know the satisfaction level of recharge vouchers offered by the company.

To find the reasons for cancellation of AIRTEL connection

My study area was the Meerut. My study is helpful for many players in Home Appliances tomake following strategies related to advertising for any particular company: -

Advertising strategy according to the age of final users.

To analyze the brand recall of other products in the same segment.

To analyze the perception of consumers related to ads of durables.

Scope of the project

The project under taken was to study customer buying behavior. Asper this study I analyzed :

Brand Recall of AIRTEL, Effect of Advertising on Consumer Attitude, Consumer Perception

about AIRTEL.


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CHAPTER 4

LITERATURE REVIEW


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CHAPTER 4

LITERATURE REVIEW

RELATIVE MARKET SHARE

LEASED

PRIVATE

CIRCUIT

ISP

CELLULAR

SERVICE

BASIC TELEPHONE

(Fixed Line)

STARS QUESTIONMARK

COWSDOG

HIGH

LO

LOW

GROWTH

HIGH


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BCG Matrix is used to find out the relative growth prospects of the product line.

Within the Airtel product line leased, private, circuit are among star.

Airtel is going to have a submarine cable between Singapore and Chennai with the

collaboration of singtel. This wills airtel to maintain its position in IPLC market.

Right in India only VSNL have such cables.

To portray alternative corporate growth strategies, Igor Ansoff conceptualized a

matrix that focused on the firms present and potentialproducts and markets /

customers. He called the four product-market strategic alternatives

market penetration [existing market + existing product],

market development[existing product + new market],

MARKET

PENETRATION

ENTERED INBROADBAND AND

PRODUCT

DEVELOPMENT

IPLC PRODUCTS

MARKET

DEVELOPMENT

LOOKING FOROVERSEAS MARKET

DIVERSIFICATION

OUTSOURCING


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product development[existing market + new product], and

Diversification [new product + new market].

The company should follow all four strategies depending on the demand and

product as indicated in the matrix. The company perhaps needs to focus more on

the comparatively neglected area of diversification.

MARKET PENETRATION: Airtel entered in broadband and fixed phone

line market.

PRODUCT DEVELOPMENT: IPLC products

MARKET DEVELOPMENT: Airtel is now looking for overseas market.

Company has already make his presence in Nigeria and Seychelles

DIVERSIFICATION : Airtel has now outsourcing sum of its services like

customer services with IBM


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The industry structure has become relatively unfavorable compared to earlier

monopolistic times

The earlier pattern used to be that the national telecom company used to own every

segment of the value chain till the international gateway. With liberalization there

was competition in virtually every segment. There are companies that provide local

connectivity, those that function as long distance carriers, and those that provide

only gateway links. Some integrated players operate in all segments. The intensity


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of competitive pressures across the chain is reflected in the downward spiral being

witnessed in tariffs and prices to customer.

The value chain for cellular mobile service and Internet Service Providers (other

than cable based net connections) are similar in as much as the calls reach the

destination through similar local loop, long distance and international gateway.


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ENVIRONMENTAL ANALYSIS

It is a systematic examination of all 3 levels of the environment with at least three

purposes:

Detecting important economic, social, cultural, environmental, health,

technological, and political trends, situations, and events

Identifying the potential opportunities and threats for the institution

implied by these trends, situations, and events

limitations

STEEP refers to changes in the social, technological, economic, environmental,

and political sectors that affect organizations directly and indirectly.

A STEEP analysis of the macro environment indicates that economic (a phone call

being a cheaper way to stay in touch than outstation travel for example) and social

factors (working outside the home town) have forced the pace of utilization of

technology (Public Call Offices, mobile phones, networked companies). Increasing

customer awareness has raised expectations and vocal demands are being

articulated for consumer rights; such political factors have in turn impacted the

competitive environment by way of entry of private players, independent


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regulation, and a policy framework tilted towards a level playing field for new

entrants. A near environment analysis indicates that the competitors are becoming

active resource rivals (political and financial) apart from applying pressures as

customer rivals. The customer has, needless to say, benefited from increased

choice from within the communications services basket itself.

CORE COMPETENCE

Airtel core competencies are sales & promotions and as of now Airtel is leading

brand in mobile services in India. Airte have three big personality Viz. Sachin

Tendulkar , Shahrukh Khan and music maestro A. R. Rahman for endorsing there

product and services currently Airtel is outsourcing there no competence function

and try to fully concentrate on his core competency that is sales promotion.


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Subscriber Base as on 31st

July 2005 ( in millions)

Fixed Mobile Total

Market

share

(%age)

Private

Operators

6.43 47.33 53.76 50.24

PSU

Operators

40.74 12.50 53.24 49.76

Total 47.17 59.83 107.00 100


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The Kano et al. (1996) model of customer satisfaction classifies product attrib utes

based on how they are perceived by customers and their effect on customer

satisfaction (Kano, Serakuet al. 1996). According to the model, there are three

types of product attributes that fulfil customer satisfaction to a different degree: 1)

basic or expected attributes, 2) performance or spoken attributes, and 3) surprise

and delight attributes.

A competitive product meets basic expected attributes, maximises performances

attributes, and includes as many excitement attributes as financially feasible. In

the model, the customer strives to move away from having unfulfilled

requirements and being dissatisfied

The performance or spoken attributes (the central line of the model) are those

expressed by customers when asked what they want from the product. Depending

on the level of their fulfilment by a product or a service these requirements can

satisfy or dissatisfy consumers.

The basic or expected attributes (lower curve in the model) are basic attributes,

which customers take for granted and they are so obvious that they are not worth


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mentioning. While the presence of these attributes is not taken into account, their

absence is very dissatisfying.

The surprise and delight attributes (upper curve in the model) lay beyond

customers expectations. If they are present they excite the customer, but their

absence does not dissatisfy, as customers do not expect them.

A successful combination of expected and exciting attributes provides a company

with an opportunity to achieve competitive advantage. A successful company will

correctly identify the requirements and attributes and use them to document raw

data, user characteristics, and important service or product attributes.

To make information about the identified requirements about attributes

understandable and useful for designers, a so-called Quality Function Deployment

(QFD) approach is often being used. The goal of QFD is to assure that the product

development process meets and exceeds customer needs and wants and that

customer requirements are propagated throughout the life cycle of the product. The

approach uses a number of matrices, which help translating customer requirements

into engineering or design parameters, specifying product features, manufacturing

operations and specific instructions and cont rols. QFD allows for the minimising


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of errors and the maximising of product quality for customers. The approach is

probably the only existing quality system with such strong orientation to customer

satisfaction.

Innovation framework

The process of adopting new products has also been studied within innovation

adoption literature, and in particular the Rogers (1995) innovation framework.

The framework suggests five steps, through which an adopter goes to the adoption

of a new product or a service (Rogers 1995: 36):

first knowledge of an innovation forming an attitude toward the innovation

decision to adopt or reject implementation of the new idea confirmation of this

decision Rogers model closely resembles the customer satisfaction model by

Engel et al. (1995), see (Figure 3). The first knowledge is acquired when an

individual is provided with the information about the innovation. The attitude is

formed evaluating the features of innovation and a resolution on accepting or

rejecting the product follows. Implementation corresponds to the consumption and

confirmation refers to the need to reaffirm the decision about the innovation

adoption.


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Rogers also maintained that people accept innovation differently, depending on

their personality, their innovativeness, and interpersonal communication, and

according to this could be classified into innovators, early adopters, early majority,

late majority, and laggards (Figure 6). Innovators seek newness and value the time

period that is passed since the product launch. Laggards seek reassurance and

confirmation about product or service qualities through interpersonal

communication and word-of-mouth.

A large number of studies have analysed the differences between earlier and later

adopters based on socio-economic, demographic, cultural, or psychological criteria

(Tornatsky, Eveland et al. 1983), (Gatignon and Robertson 1985), (Frank,

Sundqvist et al. 2001),


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CHAPTER 5

RESEARCH METHODOLOGY


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CHAPTER 5

RESEARCH METHODOLOGY

1. According to Clifford Woody Research comprises defining and redefining problems

formulating hypothesis or suggested solutions; collecting organizing and evaluating data;

making deductions and reaching conclusions; and at last carefully testing the conclusions

to determine whether they fir the formulating hypothesis.

2. Research approaches

3. Descriptive research :The research study is conducted through descriptive research.

Descriptive research design is a scientific method which involves observing and

describing the behavior of a subject without influencing it in any way or to identify the

cause of something that is happening. For instance, this research could be used in order to

find out what age group is buying a particular Brand of the product, where a companys

market share differs between geographical region or to discover how many competitors a

company has in their conducting the research must comply with strict research

requirement in order to obtain the most accurate figures / results possible.

4. Research design

A research design is the determination and statement of the general research approach or

strategy adopted for the particular project.

5. Sample size The number of sample is 110 from Gujrola and adjoining market, which

fulfills the requirement. Each respondent is treated as a case of detailed analysis

6. Sampling design


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Convenience sampling is used for this study. Convenience sampling is used in exploratory

research where the researcher is interested in getting an inexpensive approximation of the

truth. As the name implies, the sample is selected because they are convenient. This non

probability method is often used during preliminary research efforts to get a gross estimate of

the results, without incurring the cost or time required to select a random sample.

7. Data collection method

For the accumulation of data the sources were primary and secondary data.

Primary Data: These data are raw material. They are the measurement observed and

recorded as a part of original study. They are original in character. The investigator or

researcher directly collects this data. The basic form of obtaining this data is by observing

and questioning. The Primary data was a detailed interview schedule with the help of a

detailed questionnaire. The samples were drawn purposively from various areas for the

relevance of the study. Discussions were held with the general, branch manager and

executives of the company to design and execute the research

Secondary Data:

They are not originally drawn by the researcher as fresh data. These are collected by some

other person for this purpose and published. These types of data can be collected through

various sources. For this study the secondary data were collected from magazines ,journals ,

references and websites and manuals of the TATA Indicom.

Tools and techniques of analysis

8. Percentage analysis and statistical tools were used in the study. The statistical tools used

for data analysis are Rank correlation and hypothesis testing. ANOVA and t test had

applied for hypothesis testing.


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9. Rank Correlation = If Rank Correlation is negative we can say that there is no correlation

between the variable,if rank correlation is positive we can say that there is a relation

between the variable, if theRank correlation is less than.06 we can say that there is a low

degree of relation between the


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Process of research methodology

Sample Design

Data Collection

Data analysis

Reporting of Findings

Research Design

Objective of Study


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RESEARCH DESIGN

Research Design specifies the methods and procedures for conducting a particular study. A

Research Design is the arrangement of conditions for collection and analysis of the data in a

manner that aims to combine relevance to the research purpose with economy in procedure.

Research Design is broadly classified into three types as

Exploratory Research Design

Descriptive Research Design

Hypothesis testing Research Design

On the basis of the objective of study, the studies which are concerned with describing the

character tics of a particular individual, or of a group of individual under study comes under

Descriptive Research Design.

Descriptive Research Design:

In this research design the objective of study is clearly defined and has accurate

method of measurement with a clear cut definition of population which is to be studied.

For TV Sating the research problem

Two steps are involved in for TELECOM the research problem:

Understanding the problem

Rephrasing the problem into meaningful terms from an analytical point of view.

The training sessions are conducted in the beginning of training in order to make

us clear about the task provided and how to handle the different situations.

SAMPLING DESIGN


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A Sample Design is a definite plan for obtaining a sample from a given population. It refers to

the technique and the procedure adopted in selecting items for the sample. The main constitution

of the sampling design is as below-

1. Sampling Unit

2. Sample Size

3. Sampling Procedure

SAMPLING UNIT

A sampling framework i.e. developed for the target population that will be sampled i.e. who is to

be surveyed.

Customers

SAMPLE SIZE

It is the substantial portion of the target population that are sampled to achieve reliable results.

Sample size = 110 respondents (Customer) at Meerut and Bulandshahar.

SAMPLING PROCEDURE

The procedure to choose the respondents to obtain a representative sample, a non-probability

sampling technique is applied for the targetmarket.

Non-Probability Sampling

It is a purposive sampling which deliberately chooses the particular units of the universe for

constituting a sample on the basis that the small mass that they so select out of a huge one will be

typical or representative of the whole.

J udgment sampling:

To select population members who are good prospects for accurate information?


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LIMITATIONS


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LIMITATIONS

While learning any thing new there are some limitations and this project is no exception.

Limitations while making projects

1. sometime problems were faced while collecting data.

2. as it was the first time experience of learning while working so it takes time to adjust.

Limitation of time

Time availability was one of the biggest limitations face due to shortage of time we had to

limit the work in its present form.

Other limitations

1. Since I did not have any previous experience so it may have led to discrepancies in the

report.

2. As the environment was very new to me so it takes some time to become friendly.


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CHAPTER 6

DATA ANALYSIS &

INTERPRETATION


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CHAPTER 6

DATA ANALYSIS & INTERPRETATION

Data is collected from both the Primary sources i.e. questionnaire and also

from Secondary sources.

Primary sources:

The primary source of data collection is through questionnaire. The

questionnaires are distributed among 35 peoples and their view is recorded

and used in analyzing the data

Secondary sources :

The secondary sources includes online sites, newspapers and templates from

AIRTEL distributions centers and AIRTEL Customer Care.


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People know about AIRTEL cellular service through

30 % Friends 70% Advertisements 5% Other Sources

Hence it is clear that 30% know through friends 70% through Advertisements and5% from other sources

friends 30

advertisem 65

other sour 5

friends

advertiseme

other sourc


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Feature of AIRTEL forced people to use AIRTEL is

35% Advertisements 20% Connectivity 10%Schemes

35%Goodwill

Hence it is clear that 35% by airtel because of advertisement and 10 because ofschemes and 35% by goodwill

advertisement

connectivity

schemes

goodwill


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Advertisements 25%

Connectivity 60% Schemes 15%

Hence connectivity is dominant feature

ADVERTISEMENTS

CONNECTIVITY

SCHEMES


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AIRTEL users in peoples phone book

Less than 30% : 15%30% - 70% : 25%

More than 70% : 60%

After survey it is clear that airtel user are more in address book of users

0-30

30-70

70-100


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Type of advertisement mostly like by people in AIRTEL is

Audio Visual : 85%Print : 2%Audio : 13%

Hence 85% advertisement are preferred Audio Visual

Celebrity liked by people very much in AIRTEL

Audio Visual

Print

Audio


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Sachin : 55%Shahrukh : 38% Kareena

: 2%A. R. Rehman : 5%

Hence Schin is most popular

SACHIN

SHAHRUKH

KAREENA

A.R. REHMAAN


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People take benefits of schemes offered by AIRTEL

YES : 85%NO : 13%CANT SAY : 2%

Yes take all scheme

People like most in AIRTEL is

YES

NO

CANT SAY


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NOKIA + AIRTEL : 86%AIRTEL MAGIC : 5%Postpaid services : 8%AIRTEL Broadband : 1%

People like nokia with airtel

Service liked by people most in AIRTEL is

NOKIA + AIRTEL

AIRTEL MAGIC

Postpaid services

AIRTEL Broadband


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AIRTEL missed you service : 63%Ring tones : 15%Hello tunes : 22%

Most poplar service is airtel missed by you

AIRTEL missedyou service

RINGTONES

HELLOTUNES


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People participate contest offered by AIRTEL like BID TO WIN, LIL

CHAMPS

YES : 72%NO : 28%

People participate in bids

YES

NO


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Type of recharge cards liked by people

More talk time : 23%

More validity : 15%

Both : 62%

Hence more talk time is preferred by people

More talktime

More validity

Both


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AIRTEL is #1 in India

Yes : 95%No : 5%

Hence 95% of Customer say Airtel is No 1

Yes

No


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CHAPTER 7

Findings


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CHAPTER 7

Findings

Strategic alliance The company has a strategic alliance with SingTel. The

investment made by SingTel is one of the largest investments made in the world

outside Singapore in the company. The company also has a strategic alliance

with Vodafone. The investment made by Vodafone in Bharti is one of the

largest single foreign investments made in the Indian telecom sector.The

companys mobile network equipment partners include Ericsson and Nokia. In

the case of the broadband and telephone services and enterprise services

(carriers), equipment suppliers include Siemens, Nortel, Corning, among others.

The Company also has an information technology alliance with IBM for its

group-wide information technology requirements and with Nortel for call center

technology requirements.

OutsourcingThe call center operations for the mobile services have been

outsourced to IBM Daksh, Hinduja TMT, Teletech & Mphasis.

Overseas Market.Airtel is looking for overseas market and already atarted

operation in Nigeria and Seychelles.
http://www.singtel.com/http://www.singtel.com/http://www.singtel.com/


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CompetitionAirtel is facing strong competion from MTNL and BSNL

inspite of the fact they are far away from airtel technologically but but these

two have a inside rach in rural and urban area and have low tariff rates.

Brand Ambassador Airtel have strong brand ambassador, Sachin tendulcar,

Shahrukh khan and A . R. rehman to promote there product and services.

Leader in Telecom market Airtel is holding a position of Market Leader

by having 21 percent of the total market share.


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CONCLUSION


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CONCLUSION

India has a mere 1.2 telephones for every 100 of its people. This is way below international

standards and is not becoming of a country aspiring to be major player in the global economy of

the 21st century. This means that opportunities for investment in this sector are immense. Basic

voice service is the biggest market. Installation of around 25 million direct lines by the year 2001

will require an investment of us$ 22 billion.

Due to the growing need for mobile phones, its no wonder that service providers are going all

out to capture, as much market space as they can. As the number of mobile phone users are

estimated to rise to about 120 million by 2008,its not surprising that most of the leading service

providers in india have started branding and marketing their services more aggressively.

The conducted study try to examine the market mindset towards one of the major player in the

telecom sector. The selected company for the study is Airtel which is having a reputation in the

market. This study had examined customer evaluation about the Airtel provided by the company.

It also investigates the major reasons behind cancellation of services by the customers. The

major findings are

.


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SUGGETION AND

RECOMMENDATION


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SUGGETION AND RECOMMENDATION

After the complete analysis of entire STUDY we put forward a set of

recommendations which are a follows:

PRICING Depending on the market conditions / competition from cellular

or wll-mobile service providers and also to suit local conditions, there

should be flexible pricing mechanism (either at central or local level).

IMPROVEMENT IN TECHNOLOGY Airtel should immediately shift to

third generation switches by replacing its c-dot switches. This will improve

the quality of service to desired level and provide simultaneous integration

with the nationwide network. The special distribution of the transmission

towers should be increased to avoid no signal pockets

ESTABLISHMENT OF DISTRIBUTION CHANNELS Airtel should establish

widespread and conspicuous distribution to match that of the competitors. The

distribution network shall make the product visible and available at convenient

locations.


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UNTAPPED RURAL MARKET Large part of Indian rural market is still

untapped therefore airtel is required to bring that area under mobility.\

IPCL International Private Leased Circuit

BSNL Bhart Sanchar Nigam Ltd

MTNL Mahanagar Telephone Nigam Ltd

TRAI Telephone Regulatory Authority Of India


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Questionnaire


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Questionnaire

Q1. People know about AIRTEL cellular service through

(a) Friends(b) Advertisements(c) Other Sources

Q2. Feature of AIRTEL is better than the peoples previous cellular service.

1. Advertisements2. Connectivity3. Schemes

Q3. AIRTEL users in peoples phone book

Less than 30%30% - 70%

More than 70%

Q4. Type of advertisement mostly like by people in AIRTEL is

1. Audio Visual :

2. Print :3. Audio :


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Q5. Celebrity liked by people very much in AIRTELSachin :Shahrukh :KareenaA. R. Rehman :

Q6. People take benefits of schemes offered by AIRTEL

YES :NO :CANT SAY :

Q7. People like most in AIRTEL is

NOKIA + AIRTEL :AIRTEL MAGIC :Postpaid services :AIRTEL Broadband :

Q8. People like nokia with airtel

Service liked by people most in AIRTEL is

AIRTEL missed you service :Ring tones :Hello tunes :


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Q9. People participate contest offered by AIRTEL like BID TO WIN, LILCHAMPS

YES :NO :

Q10. Type of recharge cards liked by people

More talk time :

More validity :

Both :


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BIBLIOGRAPHY


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BIBLIOGRAPHY

BOOKS:

Kotler, Philip (2004)

Marketing Management, Eleventh Edition (New Delhi: Prentice Hall of India)

Kothari, C.R (1999)

Research Methodology (Delhi: Global Business press)

S.L. Gupta and V.V. Ratna (2004)

Advertising and Sales Promotion Management, First Edition (New Delhi: Sultan Chand

& Sons)

JOURNALS/ MAGAZINES:

Indian Journal of MarketingVolume xxxiv (Oct 2007)

Indian Journal of ManagementVolume xxxv (March 2009)

Survey of Indian IndustriesThe Hindu (2007)

NEWSPAPER:

Times of India (March 1, 2009)

Times of India (March 9, 2009)

www.airtelworld.com

airtel-broadband.com

airtel0 sanjay kumar

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