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DECLARATION
I do hereby declare that, the project work entitled “A Study
On Sales And Promotional Strategy Followed By
Bharti Airtel Limited ”, submitted by me, has been carried
out at “Bharti Airtel Limited , Bhubaneswar” under the
guidance of Mr . Mishal Bhadra, Territory Sales Manager ,
Mr. Debasis Mohanty, Zonal franchise Manager , Bharti
Airtel (Orissa)Limited and Mr Raj Dash, Faculty, Department
of Marketing , KIIT School Of Management , is original work
done by me.
Sonal Dash
Roll No: 116002018
MBA (Marketing & Finance)
Batch : 2009 - 2011
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ACKNOWLEDGEMENT
I would like to acknowledge and extend my deep sense of gratitude to my
Project Guide Prof. Raj Dash for his extensive help and support. He has
provided me with every necessary and important guidance till submission
of my project. Secondly, I would like thank Prof. & Director L.K.Vaswani,
who provided us with such an exciting opportunity which enabled us to
know the market and understand the functioning of it in a wider prospect.
Again I would like to thank all the members of our Placement Cell for
helping for the successful completion of my Summer Project.
My heartfelt thanks to Mr. Debasish Mohanty, Zonal Franchise Manager
and Mr. Mishal Bhadra, Territory Manager ( Postpaid and Blackberry ) who
gave me their most valuable time for providing me with the right kind of
training and information that was helpful for my project.
My special thanks to all Friends both from KIIms School of Management &
ICFAI National College & Regional College Of Management who worked
with me as a team during the project and helped me with their untiring
help and support.
Last but not the least, I am thankful to the Almighty and my parents
without whose blessings and support the project would not have been
completed.
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Sonal Dash
EXECUTIVE SUMMARY
The Indian telecommunications has been zooming up the growth curve at
a feverish pace, emerging as one of the key sectors responsible for
India's resurgent economic growth even in this recession hit Economic
condition. Mobile telecommunications, supported by a network covering
about 97% of the country’s population and 82% of the land area, has
become one of the most vibrant services sub-sectors in the economy.
Keeping competition on the forehead Airtel one of the leading telecom
service providers in India had put its journey of glory towards Orissa in
December, 2004, and now this is the most top brand among other
telecom service providers of Orissa. In this short span of 5 years it has
not only surpassed the previous well established companies like
government owned BSNL but also one of the most prominent brand,
Reliance India mobile. Right now it commands a huge share of 33% of
the total mobile phone users and more than 2600 Transmission Towers
to its credit surpassing nearest rival that is BSNL with 17% customers
and 1800 transmission towers.
The First part of the project covers many aspect of Indian Telecom
industry right from old days when it first made its debut in form of
Telegraph and its journey till modern day revolutionary 3G enabled
network.
The second part of the project deals with my contributions to the
company in form of marketing and sales of Postpaid connections
(Corporate & Individual) and Blackberry handsets with special plans in
the Bhubaneswar region for 10 weeks. The sales part involved Personal
selling through cold call method and customer awareness was increased
through promotional drives carried out at various places like offices and
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ARC’s (Airtel relationship centers). I was able to sell 17 Post paid
connections & 2 Blackberry handsets in this period that is a total worth
of Rs 68,000/= addition to the total revenue of the company.
The third and perhaps the most important part of this project was
accessing the effectiveness of various promotional activities undertaken
by all the telecom companies using TOMA & ITP analysis. TOMA was
used to study whether the advertisements and other campaigns are
really able to get into the mind of the customers or not. Similarly ITP
was used to measure the effect of TOMA that is whether this awareness
is getting converted into purchase intension and finally real purchase.
Two of the most important observations that came to light about the
TOMA & ITP of Airtel as a brand are as follows
The TOMA for Airtel is very high compared to other companies. 60%
of the total respondents , recalled Airtel as the first Telecom service
provider which comes to their mind when they think of cellular phone
connections.
This TOMA so created is really getting converted into intension to
purchase , as 72% of the respondents showed the willingness to shift
to Airtel in future when they would go for a change of their present
service provider.
The main factor for changing service provider was found to be Price
Sensitiveness. Many customers fall in the category of Fence-Sitters
who will change their connections if price increases.
The loyalty of Airtel customers is better than other service providers.
Complete analysis of various other studies are given in the subsequent
parts of this report which is based on genuine and intense study carried
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out by me at different places of Bhubaneswar & Cuttack in this 10 weeks
On the job training period.
TABLE OF CONTENTS
Topics Page Nos.
Chapter - 01
1. Introduction ………………………………………………………….08
2. Brief History of Telecommunications ……………………..10
3. Indian Telecom Industry ……………………………………….11
4. Telecom players in India ……………………………………….20
5. Market Share ……………………………………………………….27
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Chapter – 02
Company Profile ……………………………………………………..28
Chapter – 03
Objectives ………………………………………………………………44
Chapter – 04
Methodologies ………………………………………………………..46
Chapter – 05
Limitations …………………………………………………………….49
Chapter – 06
Part – I. Sales and Promotion
A. Postpaid Connections 1. Individual
Plans………………………………………………...512. Corporate Plans
…………………………………………………58
B. Blackberry Handsets
Features and Models …………………………………………..62
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Blackberry Data Service Plans ……………………………..72
Execution of Sales ………………………………………………73
Document Collection ………………………………………….76
Achievement ……………………………………………………..77
Part – II. Measuring Effectiveness of Promotional activities
TOMA & ITP Analysis …………………………………………79
Chapter – 07
Conclusions ………………………………………………………81
Chapter – 08
Recommendations …………………………………………….84
Bibliography ………………………………………………….86
Annexure
1. TOMA & ITP Questionnaire ……………………………88
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2. Telecom Terminologies ………………………………….90
CHAPTER NO : 01
INTRODUCTION
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INTRODUCTION
The telecom industry is one of the fastest growing industries in India.
India has more than 200 million telephone lines making it the third
largest network in the world after China and USA. With a growth rate
of 45%, Indian telecom industry has the highest growth rate in the
world.
Telecommunication sector in India can be divided into two segments:
Fixed Service Provider (FSPs), and Cellular Services. Fixed line
services consist of basic services, national or domestic long distance
and international long distance services. The state operators (BSNL
and MTNL), account for almost 90 per cent of revenues from basic
services. Private sector services are presently available in selective
urban areas, and collectively account for less than 5 per cent of
subscriptions. However, private services focus on the
business/corporate sector, and offer reliable, high- end services, such
as leased lines, ISDN, closed user group andvideoconferencing.
Cellular services can be further divided into two categories: Global
System for Mobile Communications (GSM) and Code Division Multiple
Access (CDMA). The GSM sector is dominated by Airtel, Vodafone-
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Hutch, and Idea Cellular, while the CDMA sector is dominated by
Reliance and Tata Indicom. Opening up of international and domestic
long distance telephony services are the major growth drivers for
cellular industry. Cellular operators get substantial revenue from these
services, and compensate them for reduction in tariffs on airtime,
which along with rental was the main source of revenue. The reduction
in tariffs for airtime, national long distance, international long
distance, and handset prices has driven demand.
The role of telecom in various spheres of life is quite indispensable
now a days. Telecom as a quick ,cheap & effective mode of
communication has overtaken every other communication tools. This
has so easily integrated into our lives and has become so widely used
that even the present global economic downturn had no effect on this
industry. Vodafone , a UK based company is rapidly expanding its
market share after it took over Hutch. Airtel , the largest player in this
sector is very soon planning to go global after the merger with South
Africa based MTN Group , its second international venture after
entering the Sri-Lankan market. Tata Tele services is going to launch
its GSM services very soon. Other are also expanding in similar
fashion.
The role of telecommunications in industrial segment has shown a
steep growth from late nineties .It is now the most widely used mode
of communication not only by large but small and medium enterprises.
The project at Airtel Bhubaneswar involved a complete study of the
telecom usage pattern of SME’s and SE’s and side by side Estimation
of the Market potential of Research in Motion developed Blackberry
handsets which is a smart phone designed specially for business class
executives.
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Promotion is an important part of 4P’s , this has its own importance in
marketing mix. Different types of promotional tools are used by these
telecom companies which aims at creating awareness about the
products and services being offered by these companies. Quite a huge
amount of money, labor and time is spent on these campaigns. The
ultimate goal of all these hard work is increasing sales. Any campaign
is not immediately converted to sales but it takes time, in the mean
time these ad campaigns first create Top of Mind Awareness (TOMA)
that is it captures attention and stays in customers mind then this is
converted to Intension to Purchase (ITP), then finally the sales takes
place. It is therefore very important for these telecom companies to
measure both these parameters which helps them to design, re-design
and withdraw any campaign. This also helps in mapping our product’s
awareness vis-à-vis that of competitors. At Airtel, Bhubaneswar, I
mapped the TOMA & ITP of a sample of 75 cellular phone users to
access the awareness of various brands of cellular service providers in
this city to compare the awareness of customers about services
provided by Airtel vis-à-vis other players in this highly competitive
sector.
BRIEF HISTORY OF TELECOMMUNICATION
History of Indian Telecommunications started in 1851 when the first operational land lines were laid by the government near Calcutta (seat of British power). Telephone services were introduced in India in 1881. In 1883 telephone services were merged with the postal system. Indian Radio Telegraph Company (IRT) was formed in 1923. After independence in 1947, all the foreign telecommunication companies were nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run by the government's Ministry of Communications.
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Telecom sector was considered as a strategic service and the government considered it best to bring under the state's control. The first wind of reforms in telecommunications sector began to flow in 1980s when the private sector was allowed in telecommunications equipment manufacturing. In 1985, Department of Telecommunications (DOT) was established. It was an exclusive provider of domestic and long-distance service that would be its own regulator (separate from the postal system). In 1986, two wholly government-owned companies were created: the Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas.
In 1990s, telecommunications sector benefited from the general opening up of the economy. Also, examples of telecom revolution in many other countries, which resulted in better quality of service and lower tariffs, led Indian policy makers to initiate a change process finally resulting in opening up of telecom services sector for the private sector. National Telecom Policy (NTP) 1994 was the first attempt to give a comprehensive roadmap for the Indian telecommunications sector. In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI was formed to act as a regulator to facilitate the growth of the telecom sector. New National Telecom Policy was adopted in 1999 and cellular services were also launched in the same year. Then beginned the success stories of different telecom companies in India.
INDIAN TELECOM INDUSTRY
With 300 million telephone subscribers today, India now boasts of
having the second largest telecom network in the world after China.
The country is adding some 8.5 million to 10 million new mobile
subscribers to the network every month to also emerge as one of the
fastest growing telecom markets in the world. The telecom industry
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also saw an estimated $8.5 bn in investment flow in during 2006-07
alone, of which $550 million was in the form of foreign direct
investment. All major telecom handsets manufacturers - including
Nokia, Samsung, Motorola and LG - have their presence in India, so
do leading global service companies and infrastructure majors, such
as Vodafone, Singapore Telecom, AT&T, Ericsson, Alcatel and
Siemens.
The next phase of growth, experts believe, will be in the country’s
vast rural areas - a development that, they say, would be more
important than the Green Revolution in India’s farm sector in the
1970s, when the country emerged as a self-sufficient economy in food
production, driven by the introduction of hybrid seed varieties and
new irrigation techniques. Also, with a tele-density of just eight
percent in rural India, as opposed to 50 percent in urban centres, the
hinterland offers good scope for expansion.
The Indian telecommunications has been zooming up the growth
curve at a feverish pace, emerging as one of the key sectors
responsible for India's resurgent economic growth.
India is has surpassed US to become the second largest wireless
network in the world with a subscriber base of over 300 million in
April, according to the the Telecom Regulatory Authority of India
(TRAI).
Segment-wise growth
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Wireless segment has emerged as the preferred mode of telephone
service by the consumers, reflected in the rising share of mobile
phone connections to total connections.
1. The share of mobile phones has increased from 71.69 per cent
at the end of March 2006 to 87.68 per cent at the end of May 2008.
2. While total mobile subscriber base was 277.92 million, wire
line subscriber base was 39.05 million.
3. Consequently, overall tele-density has increased to 27.59 per
cent at the end of May 2008.
India is likely to be second largest mobile market in the BRIC
nations, with 560 million mobile users representing the next great
growth curve for both mobile and interactive marketing industries,
according to a report by eMarketers.
Government Initiatives
The key to the growth of telecom in India has been liberalization,
reforms and competition. The positive regulatory framework has
played a major role.
• Opening the industry for private sector participation.
• 100 per cent FDI is permitted in telecom equipment
manufacturing through the automatic route.
• FDI ceiling in telecom services has been raised to 74 per cent.
• Establishment of an independent regulator - the Telecom
Regulatory Authority of India (TRAI)-for the telecom sector.
• Introduction of a Unified access licensing regime for telecom
services on a pan-India basis.
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• Implementation of New Telecom Policy (NTP'99).
• Introduction of Calling Party Pay (CPP) regime and lowering of
access deficit coupled with introduction of revenue share regime in
ADC.
• Introduction of Mobile Number Portability in a phased manner,
starting with the fourth quarter of 2008.
• Allowing service providers to share active infrastructure.
Road Ahead
According to a report by Boston Consulting Group, while only
one in 20 of the world's first two billion mobile subscribers live in
India, as many as one in every four of the next billion subscribers will
be an Indian.
The department of telecommunication estimates the total
subscriber base to total 500 million by 2010, out of which 80 million
are expected to be from rural areas.
The Indian telecom industry's revenue, likewise, is estimated to
increase, which according to Ernst & Young is expected to total US$
35 billion, accounting for 3.6 per cent of the total GDP of the country.
With such growth projection, this industry is likely to see increased
investments. In fact, total investment is projected at US$ 76.6 billion
during the eleventh plan period (2007-12). Private sector is estimated
to continue its dominant share, accounting for 67 per cent of the total
projected investment while public sector accounts for the rest.
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TELECOM STRUCTURE AND REGULATION IN
INDIA
In India, Telecom sector is regulated and managed by two bodies
which are as follows:
1. Department of Telecommunications(DoT)
2. Telephone Regulatory Authority of India(TRAI)
Department of Telecommunication: The Department of
Telecommunications is responsible for policy formulation,
performance review, monitoring, international cooperation,
research and development and grant of licenses to operators for
providing basic and value added services in various cities and
telecom circles as per approved policy of Government. The
Department also allocates frequency and manages radio
communication in close coordination with international bodies. It is
also responsible for enforcing wireless regulatory.
Telecom Regulatory Authority of India (TRAI)
The Telecom Regulatory Authority of India (TRAI) was formed in
January 1997 with a view to provide an effective regulatory
framework and adequate safeguards to ensure fair competition and
protection of consumer interests. The Government is committed to a
strong and independent regulator with comprehensive powers and
clear authority to effectively perform its functions.
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FUTURE
The Indian telecom industry is expected to reach a size of Rs
344,921 crore by 2012 at a growth rate of over 26 per cent, and
generate employment opportunities for about 10 million people
during the same period, according to a report.
The telecom industry had a market size of Rs 105,287 crore in 2006.
The sector would create direct employment for 2.8 million people
and for 7 million indirectly, according to a Frost and Sullivan report.
Despite record growth over the last 12 months, only 21.85% of the
country’s 1.1 Billion population owns a telephone, which means the
growth in new subscriber additions will continue and even
accelerate.
The Ministry of Communications and Information Technology
(MCIT) is has very aggressive plans to increase the pace of growth,
targeting 500 million telephone subscribers by 2010 and 650 million
by 2012 which is currently 250 million. Most of the expansion in
subscribers is set to occur in rural India. India’s rural telephone
density has been languishing at around 1.9%, so, if 70% of total
population is rural, the scope for growth in this Industry is
unprecedented.
Major market trends
The telecoms trends in India will have a great impact on everything
from the humble PC, internet, broadband (both wireless and fixed),
cable, handset features, talking SMS, IPTV, soft switches, and
managed services to the local manufacturing and supply chain.This
report discusses key trends in the Indian telecom industry, their
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drivers and the major impacts of such trends affecting mobile
operators, infrastructure and handset vendors.
Higher acceptance for wireless services
Indian customers are embracing mobile technology in a big way (an
average of four million subscribers added every month for the past
six months itself). They prefer wireless services compared to wire-
line services, which is evident from the fact that while the wireless
subscriber base has increased at 75 percent CAGR from 2001 to
2006, the wire-line subscriber base growth rate is negligible during
the same period. In fact, many customers are returning their wire-
line phones to their service providers as mobile provides a more
attractive and competitive solution. The main drivers for this trend
are quick service delivery for mobile connections, affordable pricing
plans in the form of pre-paid cards and increased purchasing power
among the 18 to 40 years age group as well as sizeable middle class
a prime market for this service.
Some of the positive impacts of this trend are as follows. According
to a study, 18 percent of mobile users are willing to change their
handsets every year to newer models with more features, which is
good news for the handset vendors. The other impact is that while
the operators have only limited options to generate additional
revenues through value-added services from wire-line services, the
mobile operators have numerous options to generate non-voice
revenues from their customers. Some examples of value-added
services are ring tones download, colored ring back tones, talking
SMS, mobisodes (a brief video programmed episode designed for
mobile phone viewing) etc. Moreover, there exists great opportunity
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for content developers to develop applications suitable for mobile
users like mobile gaming, location based services etc. On the
negative side, there is an increased threat of virus – spread through
mobile data connections and Bluetooth technology – in mobile
phones, making them unusable at times. This is good news for anti-
virus solution providers, who will gain from this trend.
Reasons for growth
The two major reasons that have fuelled this growth are
1. Low tariffs
2. Falling handset prices.
Constraints
Slow pace of the reform process.
It would be difficult to make in-roads into the semi-rural and
rural areas because of the lack of infrastructure. The service
providers have to incur a huge initial fixed cost to make inroads into
this market. Achieving break-even under these circumstances may
prove to be difficult.
The sector requires players with huge financial resources due
to the above mentioned constraint. Upfront entry fees and bank
guarantees represent a sizeable share of initial investments. While
the criteria are important, it tends to support the existing big and
older players. Financing these requirements require a little more
liberal approach from the policy side.
Problem of limited spectrum availability and the issue of
interconnection charges between the private and state operators.
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Recent Trends
Until recently, only the PSU's BSNL and MTNL were allowed to
provide Basic Phone Service through copper wires in India. MTNL
is operating in Delhi and Mumbai only and all other parts are
covered by BSNL. However private operators have now entered the
fray, although their focus is largely on the cellular business which is
growing rapidly.
Telephony Subscribers (Wireless and Landline): 400.05 million
(Jan 2009)
Cellphones: 362.3 million (Jan 2009)
Land Lines: 37.75 million (Jan 2009)
Yearly Cellphone Addition: 113.26 million (2007)
Monthly Cellphone Addition: 15.41 million (Jan 2009)
Teledensity: 34.5% (Jan 2009)
Projected teledensity: 500 million, 40% of population by 2010.
Broadband connection: 6.22 million (March 2009) "Present
scenerio" In the fixed line arena, BSNL and MTNL are the
incumbents in their respective areas of operation and continue to
enjoy the dominant service provider status in the domain of fixed
line services. For example BSNL controls 79% of fixed line share in
the country.
On the other hand, in the mobile telephony space, Airtel controls
21.4% subscriber base followed by Reliance with 20.3%, BSNL with
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18.6%, Vodafone with 14.7% subscriber base (as per June 2005
data).
Following list shows the GSM subscriber figure till Jan
2009
1 Bharti Airtel 88382758 (33.04%)
2 Vodafone Essar 63340024 (23.68%)
3 BSNL 42673357 (15.95%)
4 IDEA 40016153 (14.96%)
5 Aircel 16761397 (6.27%)
6 Reliance Telecom 10353841( 3.87%)
8 MTNL 4003807 (1.50%)
9 BPL 2007303( 0.75%)
India………………..267538640
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EXCITING TIMES AHEAD FOR INDIAN TELECOM
INDUSTRY
With 300 million telephone subscribers today, India now boasts of
having the second largest telecom network in the world after China.
The country is adding some 8.5 million to 10 million new mobile
subscribers to the network every month to also emerge as one of the
fastest growing telecom markets in the world. The telecom industry
also saw an estimated $8.5 bn in investment flow in during 2006-07
alone, of which $550 million was in the form of foreign direct
investment. All major telecom handsets manufacturers - including
Nokia, Samsung, Motorola and LG - have their presence in India, so
do leading global service companies and infrastructure majors, such
as Vodafone, Singapore Telecom, AT&T, Ericsson, Alcatel and
Siemens.
The next phase of growth, experts believe, will be in the country’s
vast rural areas - a development that, they say, would be more
important than the Green Revolution in India’s farm sector in the
1970s, when the country emerged as a self-sufficient economy in food
production, driven by the introduction of hybrid seed varieties and
new irrigation techniques. Also, with a tele-density of just eight
percent in rural India, as opposed to 50 percent in urban centres, the
hinterland offers good scope for expansion.
22
TELECOM PLAYERS EXISTING IN INDIAN MARKET
There are three types of players in telecom services:
State owned companies (BSNL and MTNL).
Private Indian owned companies ( Reliance Infocom. , Tata
Teleservices
Foreign invested companies (Vodafone-Essar, Bharti Tele-
Ventures, Escotel, Idea Cellular, BPL Mobile, Virgin and Spice
Communications.)
Bharat Sanchar Nigam Limited (BSNL)
On October 1, 2000 the Department of Telecom Operations,
Government of India became a corporation and was renamed Bharat
Sanchar Nigam Limited (BSNL). BSNL is now India’s leading
Telecommunications Company and the largest public sector
undertaking. The state-controlled BSNL operates basic, cellular (GSM
and CDMA) mobile, Internet and long distance services throughout
India (except Delhi and Mumbai). BSNL, which became the third
operator of GSM mobile services in most circles, is now planning to
overtake Bharti to become the largest GSM operator in the country.
BSNL is also the largest operator in the Internet market, with a share of
16.19 per cent of the entire subscriber base.
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Bharti Airtel
Established in 1985, Bharti has been a pioneering force in the telecom
sector with many firsts and innovations to its credit, ranging from
being the first mobile service in Delhi, first private basic telephone
service provider in the country, first Indian company to provide
comprehensive telecom services outside India in Seychelles and first
private sector service provider to launch National Long Distance
Services in India.Bharti Tele-Ventures Limited was incorporated on
July 7, 1995 for promoting investments in telecommunications
services. Its subsidiaries operate telecom services across India.
Bharti’s operations are broadly handled by two companies: the
Mobility group, which handles the mobile services in 16 circles out of
a total 23 circles across the country; and the Infotel group, which
handles the NLD, ILD, fixed line, broadband, data, and satellite-based
services. In mobile, Bharti’s footprint extends across 15 circles. Bharti
Tele-Ventures' strategic objective is “to capitalize on the growth
opportunities the company believes are available in the Indian
telecommunications market and consolidate its position to be the
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leading integrated telecommunications services provider in key
markets in India, with a focus on providing mobile services”.
MTNL
MTNL was set up in 1st April 1986 by the Government of India to
upgrade the quality of telecom services, expand the telecom network,
and introduce new services and to raise revenue for telecom
development needs of India’s key metros – Delhi, the political capital,
and Mumbai, the business capital. In the past 17 years, the company
has taken rapid strides to emerge as India’s leading and one of Asia’s
largest telecom operating companies. The company has also been in
the forefront of technology induction by converting 100% of its
telephone exchange network into the state-of-the-art digital mode. In
the year 2003-04, the company's focus would be not only
consolidating the gains but also to focus on new areas of enterprise
such as joint ventures for projects outside India, entering into national
long distance operation, widening the cellular and CDMA-based WLL
customer base, setting up internet and allied services on an all India
basis. While the market for fixed wireline phones is stagnating, MTNL
faces intense competition from the private players—Bharti, Hutchison
and Idea Cellular, Reliance Infocomm—in mobile services.
Reliance Communications
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Reliance is an integrated telecom service provider with licenses for
mobile, fixed, domestic long distance and international services.
Reliance Infocomm offers a complete range of telecom services,
covering mobile and fixed line telephony including broadband,
national and international long distance services, data services and a
wide range of value added services and applications. Reliance India
Mobile, the first of Infocom's initiatives was launched on December
28, 2002. This marked the beginning of Reliance's vision of ushering
in a digital revolution in India by becoming a major catalyst in
improving quality of life and changing the face of India. Reliance
Infocom plans to extend its efforts beyond the traditional value chain
to develop and deploy telecom solutions for India's farmers,
businesses, hospitals, government and public sector organizations.
Until recently, Reliance was permitted to provide only “limited
mobility” services through its basic services license. However, it has
now acquired a unified access license for 18 circles that permits it to
provide the full range of mobile services. It has rolled out its CDMA
mobile network and enrolled large number of subscribers to be in the
competition to become the country’s largest mobile operator. It now
wants to increase its market share and has recently launched many
other services. Having captured the voice market, it intends to attack
the broadband market.
TATA Teleservices
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Tata Teleservices is a part of the Tata Group, which has 93
companies, over employees and more than million shareholders. Tata
Teleservices provides basic (fixed line services), using CDMA
technology in six circles: Maharashtra (including Mumbai), New
Delhi, Andhra Pradesh, Tamil Nadu, Gujarat, and Karnataka. It has a
large subscriber base too giving tough competition in CDMA. It has
now migrated to unified access licenses, by paying a Rs. 5.45 billion
($120 million) fee, which enables it to provide fully mobile services as
well. The company is also expanding its footprint, and has paid Rs.
4.17 billion ($90million) to DoT for 11 new licenses under the IUC
(interconnect usage charges) regime. The new licenses, coupled with
the six circles in which it already operates, virtually gives the CDMA
mobile operator a national footprint that is almost on par with BSNL
and Reliance Infocom. These newly introduced circles include Bihar,
Haryana, Himachal Pradesh, Kerala, Kolkata, Orissa, Punjab,
Rajasthan, Uttar Pradesh (East) & West and West Bengal.
Vodafone
Hutch’s presence in India dates back to late 1992, when they worked
with local partners to establish a company licensed to provide mobile
telecommunications services in Mumbai. Commercial operations
27
began in November 1995. Between 2000 and March 2004, Hutch
acquired further operator equity interests or operating licences. With
the completion of the acquisition of BPL Mobile Cellular Limited in
January 2006, it now provides mobile services in 16 of the 23 defined
licence areas across the country. Hutch India Vodafone has benefited
from rapid and profitable growth in recent years. It has already
entered the Bhubaneswar market recently and is giving tough
competition to other players in the market whether it be Postpaid,
prepaid or Blackberry services.
Idea Cellular
Indian regional operator IDEA Cellular Ltd. has a new ownership
structure and grand designs to become a national player, but in doing
so is likely to become a thorn in the side of Reliance Communications
Ltd. IDEA operates in eight telecom “circles,” or
regions, in Western India, and has received additional GSM licenses
to expand its network into three circles in Eastern India - the first
phase of a major expansion plan that it intends to fund through an IPO,
according to parent company Aditya Birla Group. Idea has increased
its presence in Karnataka and Punjab by acquiring The Spice Telecom.
Idea was launched in Bhubaneswar recently in the month of April
2009.
Aircel
28
The Aircel group is a joint venture between Maxis Communications
Berhad of Malaysia and Apollo Hospital Enterprise Ltd of India, with
Maxis Communications holding a majority stake of 74%.
Aircel commenced operations in 1999 and became the leading mobile
operator in Tamil Nadu within 18 months. In December 2003, it launched
commercially in Chennai and quickly established itself as a market leader
– a position it has held since.
Aircel began its outward expansion in 2005 and met with unprecedented
success in the Eastern frontier circles. It emerged a market leader in
Assam and in the North Eastern provinces within 18 months of
operations. Till today, the company gained a foothold in 17 circles
including Chennai, Tamil Nadu, Assam, North East, Orissa, Bihar, Jammu
& Kashmir, Himachal Pradesh, West Bengal, Kolkata, Kerala, Andhra
Pradesh, Karnataka, Delhi, UP(West), UP(East) and Mumbai.
The Company has currently gained a momentum in the space of telecom
in India post the allocation of additional spectrum by the Department of
Telecom, Govt. of India for 13 new circles across India. These include
Delhi (Metro), Mumbai (Metro), Andhra Pradesh, Gujarat, Haryana,
Karnataka, Kerala, Madhya Pradesh, Maharashtra & Goa, Rajasthan,
Punjab, UP (West) and UP (East).
Aircel has won many awards and recognitions. Voice and Data gave Aircel
the highest rating for overall customer satisfaction and network quality in
2006. Aircel emerged as the top mid-size utility company in
Businessworld’s ‘List of Best Mid-Size Companies’ in 2007. Additionally,
29
Tele.net recognised Aircel as the best regional operator in 2008.
With over 20 million happy customers in the country, Aircel the fast
growing telecom company in India has revved up plans to become a full-
fledged national operator by end of 2009.
Virgin
“Virgin Mobile” brand is India’s ‘first’ national youth-focused mobile
service. “Virgin Mobile” branded services are being offered to the
Indian consumers by Tata Teleservices through a brand franchise with
Virgin Mobile. Virgin Mobile India provides services through Tata
Teleservices with experience and expertise in designing, marketing and
servicing of “Virgin Mobile” branded products for the youth segment.
Market Share of Various Players
30
Group Company wise % market share - Mar'2009
Sl. No.
Name of Company
Total Sub Figures
% Market Share
1 Bharti Airtel 93923248 32.57%
2Vodafone Essar 68768998 23.85%
3 BSNL 46684049 16.19%
4 IDEA 43022799 14.92%
5 Aircel 18478325 6.41%
6Reliance Telecom 11145176 3.86%
8 MTNL 4176676 1.45%
9 BPL 2164211 0.75%
All India 288363482 100.00%
Graphical Representation
33%
24%
16%
15%
6%4%
1%1%
Bharti AirtelVodafone EssarBSNLIDEAAircelReliance TelecomMTNLBPL
31
Chapter – 02
COMPANY PROFILE
COMPANY PROFILE
32
Bharti Airtel is one of India's leading private sector providers of
telecommunications services based on an aggregate of 88,270,194
customers as of December 31, 2008; of whom 85,650,733 subscribe
to GSM services and 2,619,461 use Telemedia Services either for
voice and/or broadband access delivered through DSL. It is the
largest wireless service provider in the country, based on the
number of subscribers as of December 31, 2008. It also offer an
integrated suite of telecom solutions to their enterprise customers,
in addition to providing long distance connectivity both nationally
and internationally. It has recently forayed into media by launching
its DTH and IPTV Services. All these services are rendered under a
unified brand “Airtel”. The company also deploys, owns and manages
passive infrastructure pertaining to telecom operations under its
subsidiary Bharti Infratel Limited. Bharti Infratel owns 42% of Indus
Towers Limited. Bharti Infratel and Indus Towers are the two top
providers of passive infrastructure services in India.
Partners
The businesses at Bharti Airtel have been structured into three
individual strategic business units (SBU’s) - mobile services,
telemedia services (ATS) & enterprise services. The mobile services
group provides GSM mobile services across India in 23 telecom
circles, while the ATS business group provides broadband &
telephone services in 94 cities. The enterprise services group has
two sub-units - carriers (long distance services) and services to
corporates. All these services are provided under the Airtel brand.
33
Business Divisions
VISION 2010
By 2010 Airtel will be the most admired brand in India:
• Loved by more customers
• Targeted by top talent
• Benchmarked by more business.
"To provide global telecom services and delight customers."
VISION 2020
• To build India's finest business conglomerate by 2020
GSM mobile services in all the 23-telecom circles of India and is the largest mobile service provider in the country, based on the number of customers.
MOBILE SERVICES
Delivering telecommunications services as an integrated offering including mobile, broadband & telephone, national and international to enterprises.
ENTERPRISE SERVICES
( CORPORATES )
High speed broadband internet with a best in class network & Landline services in 94 cities
AIRTEL TELEMEDIA SERVICES
The Company compliments its mobile and broadband & telephone services with national and international long distance services. It has over 35,016 route kilometers of optic fibre on its national long distance network.
ENTERPRISE SERVICES (CARRIER
SERVICES)
34
• Supporting education of underprivileged children through Bharti
Foundation
• Strategic Intent: To create a conglomerate of the future by bringing
about “Big Transformations through Brave Actions.”
MISSION
“ We at Airtel always think in fresh and innovative ways about the
needs of our customers and how we want them to feel. We deliver
what we promise and go out of our way to delight the customer with
a little bit more”
GOAL
• To undertake transformational projects that have a positive
impact on the society and contribute to the nation building
process.
• To Diversify into new businesses in agriculture, financial
services and retail business with world-class partners
• To lay the foundation for building a “conglomerate” of future
CORE VALUES
• Empowering People - to do their best
• Being Flexible - to adapt to the changing environment and evolving customer needs
• Making it Happen - by striving to change the status quo, innovate and energize new ideas with a strong passion and entrepreneurial spirit
• Openness and transparency - with an innate desire to do good
35
• Creating Positive Impact – with a desire to create a meaningful difference in society.
FOUR PILLARS
Error- free service delivery Innovative products and services Cost efficiency Unified Messaging Solutions
FEW KEY MILESTONES
Date of Incorporation - July 07, 1995
First private operator to offer fixed line telephony-June04,1998
Became a public limited company in India - February 18, 2002
First telecom company to have an all India mobile footprint
(Presence in all 23 telecom circles in India) - March 30, 2005
ACHIEVEMENTS
Bharti Airtel crosses the 100 million customer mark and
becomes the fastest private telecom company in the world.
Enters into the league of the world’s top telecom companies,
moves towards top 5 global mobile companies .
Adds last 25 Million in just 14 months, accelerating towards
the 100 million customer mark .
5, 00,000 villages – covering over 95% of the population.
India’s most Customer Responsive Telecom Company Award
(16-12-05).
MIS ASIA IT Excellence Award 2005 first Indian telecom
company to win this award (26-09-05).
36
Bharti wins Silver Trophy at the CII National Six Sigma
Awards (28-09-05).
Airtel chosen as 'Most Preferred Mobile Service' by CNBC
Awaaz Consumer Awards (07-07-05).
Bharti Tele-Ventures amongst top three companies in the
latest ET top 500 companies ranking. (20-06-05).
Bharti Tele-Ventures is the "Indian Mobile Operator of the
Year 2005”. (17-06-05).
Bharti Tele-Ventures is the “BEST INDIAN CARRIER” at
Telecom Asia. (05-05-06) Wins this award for the second
consecutive year.
PARTNERS
Network Equipment :
Mobile Services - Nokia, Ericsson, Huawei
Telemedia Services- Siemens, Nortel, Wipro, Cisco
Information Technology - IBM
Call Centre Operations - IBM Daksh, Hinduja TMT
Teleperformance Mphasis, Firstsource &
Nortel
Equity Partner {Strategic} - Singtel
EXCHANGE LISTINGS
The Stock Exchange, Mumbai (BSE)
The National Stock Exchange of India Limited (NSE).
37
CURRENT FINANCIAL SITUATION
CORPORATE STRUCTURE
38
COMPETITORS: BSNL (BHARAT SANCHAR NIGAM LIMITED),
MTNL, VODAFONE , BPL MOBILE , RELIANCE, IDEA, TATA
INDICOM, AIRCEL.
POINTS OF DIFFERENCE:
1. Widest spread network.
2. Congestion free network.
3. Customized Service
SOME SAILENT FEATURES:
Bhatari Airtel has emerged as the marketing leader in the
mobile market.
First to launch full time roaming services in the country.
The first to launch full roaming service on prepaid in the
country
It was the first to launch the multi band in a wireless network
for efficient usage of spectrum
The first to launch 32k sim cards
The first in Asia to deploy the multi band feature
It was the first to launch Easy Charge - India's first paperless
electronic recharging facility for prepaid customers.
It was the first telecom company in the world to receive the ISO
9001:2000 Certification from BRITISH STANDARD INSTITUTE.
It was the first to develop a single integrated billing system for
all operations across India.
AIRTEL BRAND ATTRIBUTES
39
Fresh
In-touch
On my side
Can-do
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.
Thus with its better cost control and with value added benefits to
its consumers “AIRTEL” can maintain NO 1 position in the
market.
CORE MARKETING STRATEGY AT AIRTEL
Bharti Airtel bold strategy for the growth company business and
marketing. India’s first private operator to make cellular profile
has an aggressive marketing strategy in all areas of fixed and
wireless telecoms
Airtel’s marketing strategy to penetrate different segments:
Focusing its attention on youth ,women and senior citizens,
cellular service provide Airtel unveiled its new market
segmentation strategy by introducing prepaid, postpaid plans.
Another plan was launched for the senior citizens and women
40
In short Airtel wants to penetrate in all the feasible segments
AIRTEL offers unparallel GPRS.
Network connectivity in rural areas along with existing
circles is specially taken care of and $15 bn was spent for this
purpose.
FLANKING: (THE COMPETITION)
Thus facing a tough a competition Airtel does have a strategy to
maintain its position.
It continues to target the interior packets of the mobile industry
Had been targeting the youths and launched “FREINDZ” for it’s
customers of age between 15-19 yrs
Launched a innovative “LADIES SPECIAL”
Launched “KHUSI” - cheapest ever service
Launched of BLACK BERRY dominated it as leader
Launched of “FUTURE FACTORY” centers of innovation &
pioneer mobile applications like
o Mobile pay phones
o Mandi rates
o Mobile register
o Vehicle Tracking System
o E- Goverenence
MARKETING OBJECTIVES
o Bharti’s objective is to differentiate itself in India’s highly
Competitive communications environment by ensuring customer
41
delight through personalized customer service and accomplishing
this through a highly cost-effective business model.
o Bharti’s expansion strategy comes at a time when India’s mobile
industry is at a crossroad. India move ranks as the fastest growing
cellular market in the world surpassing China, the world’s long
time leader.
o It is becoming more apparent that wireless technology,
coverage and love pricing alone are sufficient to drive significant
competitive advantage in the Indian market place.
BRAND & ADVERTISING
Airtel and Visual Identity
For a brand to be successful, it meet build enduring relationships
with its different audiences integral to this relationships is the
visual image of the brand the consumer carrier in his/her mind. The
Airtel brand image is created through the consistent application of
a carefully developed visual identity, which helps AIRTEL
distinguish itself in a cluttered market. Airtel’s visual identity helps
create instant brand recall and strength the relationships that its
audience have with it.
The AIRTEL visual identity has different eliminate that work
together to create a strong and consistent identity of the band. The
most important of these are:
o AIRTEL LOGO – The AIRTEL logo is a strong, contemporary
and confident symbol for a brand that always ahead of the rest. It is
specially drawn word mask.
42
o AIRTEL IMAGE STYLE – It incorporate two solid, rectangular
forms counter forms creates an open doorway.
o 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 ‘1’ was Airtel’s
focus on innovation. The ‘Express yourself’ are very much part of
the brand identity.
o AIRTEL COLOR PALETTE – The lettering is grey as that the
pure black of Airtel is visually unharmed CATEGORY ANALYSIS
PROMOTION
When Airtel commenced operations in 1995, the cellular market
was pretty much in its infancy. As a pioneer, Airtel had to take on
the responsibility of creating and building a new category. In its
journey, Airtel evolved several innovative programmes to create
awareness about the benefits of mobile technology. This not only
created the image of Airtel being a market leader, but also
showcased the brand as an innovator. It was a badge people were
proud to wear - and flaunt.
The early advertising for Airtel focused on mobile phones as a key
business and lifestyle tool. The tag line 'Power to keep in Touch'
used in the brand promise was designed to make the user feel 'in
control…powerful'. As the category developed with prices going
down sharply, Airtel began talking to a wider spectrum of potential
users. This was the birth of the 'Touch tomorrow' positioning. Airtel
started talking to new segments by positively positioning and
establishing itself as a brand that improved the quality of life.
43
In its strategic drive to emotionally connect with the mass market,
Airtel has also used cricket, Bollywood and music as carriers.
Through this exciting journey Airtel has been personified as a
leader - innovator, likened to Amitabh Bachchan, Sachin Tendulkar
and Shah Rukh Khan. Airtel has always stood out as a dynamic and
a caring brand. In this journey Airtel has created some highly
acclaimed.
Campaigns like the Leadership campaign, the Quality Time
campaign, Magic Dalo, Say Hello launch campaign, the Magic Hai
to Mumkin Hai campaign, the A.R. Rehman Live Every Moment
campaign and the new Express Yourself campaign. Much like a
pied piper, the Airtel brand has attracted and retained the first
customer it acquired in 1995 to the six-millionth it acquired in
2003.
BRAND VALUE
Airtel impacts the lives of millions across India - it gives people the
unlimited freedom to communicate so that they can express
themselves freely. Airtel's brand values are centered around
leadership, performance, trust, care, innovation and sensitivity.
These are reflected not just through advertising, but in fact
through each interface Airtel has with its customer.
BRAND POSITIONING
44
In late-2002, Bharti Cellular Ltd. (Bharti), India's largest cellular
telephone company released a television commercial (TVC), which
despite using the 'oft-repeated' celebrity endorsement route was
unusual in terms of its celebrity selection. Instead of using the
usual movie stars/sports celebrities, it chose one of the country's
most successful music composers, A.R Rahman to promote its
brand.
The company also decided to undertake a comprehensive brand-
building program for the company and chose the slogan 'Unlimited
Freedom' for the same. Commenting on these changes, company
sources said, "Airtel's brand identity and campaign will now have a
new younger and international look and feel.
Bharti's massive media expenditure plans were no surprise,
considering the fact that it was the largest cellular telecom
company in the country - reaching over 600 million people in 16
(out of 29) states of India.
PRODUCT MIX OF BHARTI AIRTEL
1. PREPAID
2. POST PAID
3. VALUE ADDED SERVICES
4. BLACKBERRY
5. BROAD BAND
6. BUSINESS SOLUTIONS
7. DIGITAL TELEVISION ( DTH SERVICE )
PRODUCT LIFE CYCLE: At a growth stage.
45
SWOT Analysis of Bharti Airtel
SWOT analysis is a strategic planning tool used to evaluate an
organization and its environment. It includes the strength,
weakness, opportunity and threats involved in a business venture.
It involves specifying the objective of the business venture or
project & identifying the internal & external factors that are
favorable & unfavorable to achieving the objective.
Strength Weakness
Pan-India operation
Integrated telecom Player
Wide network coverage
Best Customer Service
Innovative Value Added
Services
Robust distribution channel
Tariff at the higher side
No differentiated
positioning in the customer
mindset
Opportunity Threat
46
Rural market yet to be
tapped
Penetration of value added
services
Number of overall mobile
users are increasing rapidly
Entry of International
Players like Vodafone and
AT&T
Competitors like Idea,
Aircel etc. are also making
high inroads.
AIRTEL IN ORISSA
Telecom conglomerate Bharti Cellular has launched its
Airtel mobile services in Orissa, making it the 20th
circle where Airtel is available. It claims to be the first
private cellular provider in the state.
Airtel's coverage in the state spreads over 1,200 km.
of highway and rail routes. It will be available in over
100 towns within the state on 140 cell sites. Some of
the key towns where Airtel has launched its services
include Bhubaneswar, Cuttack, Sambalpur, Balasore,
Rourkela, Puri, Angul & Behrampur.
Airtel plans to launch its services across eastern India,
touching the lives of 260 million people in 12 states. It
launched its services in the West Bengal circle in
October 2004, Bihar and Jharkhand in January 2005,
47
Assam and other northeastern states in March 2005.
Sunil Bharti Mittal, Chairman & Group Managing
Director, Bharti Enterprises, said, "The eastern region
of the country including Orissa has a huge potential
for improvement in mobile penetration, which in turn
would trigger an overall growth of the economy. The
launch of Airtel in Orissa would go a long way in
establishing these objectives objectives and it is my
proud privilege to launch Airtel in this historic and
culturally rich region of the country."
Airtel has become the largest mobile service provider
in Orissa overtaking the subscriber base of its nearest
competitor BSNL, which till now was the market
leader.
Airtel has overtaken BSNL in Orissa.It commands the
highest market share of 33% in the state.
Airtel has become the largest mobile service provider
in Orissa, overtaking the subscriber base of its nearest
competitor, BSNL, which till now was the market
leader. There are about 584,000 Airtel subscribers in
Orissa, compared to 577,000 BSNL subscribers, as
declared on July 31, 2006. Airtel has grown at a rate of
150 percent since it was launched in Orissa in
December 2004, according to K Srinivas, director of
the East Hub of Bharti Airtel. Airtel offers services in
about 16,500 villages and 500 towns all over the state
and has invested about $59.2 million to build the
network
48
49
CHAPTER NO: 03
OBJECTIVES
OBJECTIVE
BROAD OBJECTIVE
To understand the various requirements of Small and Medium Enterprises with respect to their Telecom and e-mail usage pattern .
To measure the effectiveness of promotional drives carried out by various telecom companies.
50
SPECIFIC OBJECTIVES
To understand various telecom needs of SME’s and providing them specific plans that suitstheir needs, and preparing a database of corporate and their present telecom connections thusenabling Airtel to increase its postpaid customer base by Direct Selling and helping it to break competition and acquire customers from other telecom service providers.
To access the market potential of blackberry handsets and increasing its customer base.
To make a comparative analysis of effectiveness of promotional activities done by various telecom companies by undertaking TOMA (Top Of Mind Assessment) & ITP (Intension To Purchase) analysis .
51
CHAPTER NO:04
METHODOLOGIES
METHODOLOGY
The project was divided into 3 segments and different methodologies
52
were followed for each segment of study.
Basic methodology followed for the sales part of the project was Personal selling.
The different small and medium sized corporate of Bhubaneswar and Cuttack were identifiedand were approached through cold call method and direct selling was done by making them aware of various plans and services being offered by Airtel and describing them how using Airtel is going to benefit them in their business.
Individual customers were approached with new and existing plans and they were convinced for taking up Airtel postpaid plans. A special offer of converting prepaid to postpaid was also extended to them.
Methodology followed for selling Blackberry sales and awareness was also similar. Top executives of big corporate houses were identified and approached for making them aware of advantages and usefulness of Blackberry and were encouraged to purchase it.
Sales leads were generated using following methods
As per the first method followed we went to mobile phone show rooms and information about the profile of customers who purchase high end handsets was collected by simple verbal interview method . Those customers were then approached with Blackberry both by us and then trained sales personnel’s.
In the second approach, higher ranked officials of various corporate houses in Bhubaneswar were approached . They were made aware of the features of both Blackberry Handsets and its services and were encouraged to buy it. This was done through cold calls.
In the third approach present customer data base was collected from the company and they
53
were approached for up selling and sales leads. Accordingly new prospect customers were also approached for sales.
For the last part of the project that is measuring effectiveness of advertisements and other promotional activities being carried out by various telecom companies , TOMA & ITP study was done.
For TOMA & ITP following processes were followed:
Research type: Primary research.
Basic tool: Questionnaire method.
Sampling method : Random sampling.
Sample size: 75 .
A randomly picked sample of 75 cell phone users were provided with questionnaire containing 9 questions related to various aspects of their mobile phone usage pattern and their attitude towards various promotional activities done by various telecom companies.
The whole output was then analyzed and effectiveness of promotional activities was measured by looking at the companies which are able to capture the top of mind of the consumers and how much of it is being converted into intension to purchase which in later stages gets converted to real sales.
54
CHAPTER NO-05
LIMITATIONS OF THE STUDY
55
LIMITATIONS
Method of collection of information was through
personal visit to the corporate and therefore biasness
becomes a major limitation.
Due to the time constraint of the project large no. of
the customers were not covered and in-depth
evaluation is limited.
The data base prepared was restricted to 75 customers
of Bhubaneswar only.
Problem of getting Information on sales force
strategies of other competitors.
Customers unwillingness to share information was a
56
hindrance.
CHAPTER - 06
PART –I
57
SALES AND PROMOTION OF
POSTPAID CONNECTIONS AND
BLACKBERRY HANDSETS
PRODUCT DESCRIPTION
POST PAID FOR INDIVIDUAL CUSTOMERS
I was given a number of plans both for individual user
and for specific usage of a group of closely linked
individual working in the same organization, which is
also known as close user group or CUG. The various
58
plans are explained in details below.
1.PLAN BEGINNERS-149
ONE TIME CHARGES (Rs.)
Activation Charges 500 (standard entry cost)
Membership Fee 0
Security Deposit Nil
MONTHLY CHARGES (FIXED) (Rs.)
Bill Plan Charge 149
MONTHLY CHARGES (OPTIONAL) (Rs.)
CLIP 0
Airtel Other GSM / CDMA (10 Digit)
Landline / WLL
LOCAL RATES (Rs. / Min)
1 1 1
STD RATES (Rs. / Min) 1.50 1.50 1.50
ISD (Rs. / Min)
USA, Canada, Europe (Fixed Line), Australia, Singapore, Hong Kong, Thailand, Malaysia, Indonesia, New Zealand.
6.40
Gulf, Europe (Mobile), SAARC countries, Africa & Rest of the world
9.20
Cuba, Sao Tome & Principe, Guinea Bissau, Diego Garcia, Nauru, Solomon Islands, Vanuatu, Cook Islands, Tuvalu,
40.00
59
Tokelau, Norfolk Island, Sakhalin
SMS (Rs.)
Local 1
CDMA 1
National 1.50
International 5
VAS Rs 3.00
2.PLAN EXECUTIVES-199
ONE TIME CHARGES (Rs.)
Activation Charges 500 (standard entry cost)
Membership Fee 0
Security Deposit Nil
MONTHLY CHARGES (FIXED) (Rs.)
Bill Plan Charge 199
MONTHLY CHARGES (OPTIONAL) (Rs.)
60
CLIP 0
Airtel Other GSM / CDMA (10 Digit)
Landline / WLL
LOCAL RATES (Rs. / Min) 0.50 0.50 0.50
STD RATES (Rs. / Min) 1.00 1.00 1.00
ISD (Rs. / Min)
USA, Canada, Europe (Fixed Line), Australia, Singapore, Hong Kong, Thailand, Malaysia, Indonesia, New Zealand.
Gulf, Europe (Mobile), SAARC countries, Africa & Rest of
the world
Cuba, Sao Tome & Principe, Guinea Bissau, Diego Garcia, Nauru, Solomon Islands, Vanuatu, Cook Islands, Tuvalu, Tokelau, Norfolk Island, Sakhalin
SMS (Rs.)
Local 1.00
CDMA 1.00
National 1.00
International 5.00
VAS Rs 3.00
3.PLAN YOUTH- 299
61
62
ONE TIME CHARGES (Rs.)
Activation Charges 500 (standard entry cost)
Membership Fee 0
Security Deposit Nil
MONTHLY CHARGES (FIXED) (Rs.)
Bill Plan Charge 299
MONTHLY CHARGES (OPTIONAL) (Rs.)
CLIP 0
Airtel Other GSM / CDMA (10 Digit)
Landline / WLL
LOCAL RATES (Rs. / Min) 0.50 0.50 0.50
STD RATES (Rs. / Min) 1.00 1.00 1.00
ISD (Rs. / Min)
USA, Canada, Europe (Fixed Line), Australia, Singapore, Hong Kong, Thailand, Malaysia, Indonesia, New Zealand.
6.40
Gulf, Europe (Mobile), SAARC countries, Africa & Rest of the world
9.20
Cuba, Sao Tome & Principe, Guinea Bissau, Diego Garcia, Nauru, Solomon Islands, Vanuatu, Cook Islands, Tuvalu, Tokelau, Norfolk Island, Sakhalin
40.00
SMS (Rs.)
Local 1.00
CDMA 1.00
National 1.00
International 5.00
63
TELECOM TERMINOLOGIES
Term MeaningA.R. Airtel Request
AMA Automatic Message Accounting
AON Age on Network
ARPU Average Revenue Per User
AUC Authentication Center
AV Address Verification
BC Business Control
BC Bill Cycle
BCL Bharti Cellular Limited
BML Bharti Mobile Limited
BNR Bills Not Received
BOSS Business Operations Support System
BP Billing Process
BPA Business Process & Analysis
BRE Business Reply Envelopes
C.I.G Customer Interface Group
CA Channel Accounting
CABS Customer Administration & Billing System
CC Customer Care
CDR Call Detail Record
CDS Magic CD Packs
CIC Carrier Information Code
CLIP Caller Line identification presentation
CLIR Caller Line Identification Restriction
CMS Complaint Management System
CP Channel Partner
CRE Remote Customer Care
CRM Customer Relations Manager
CSA Corporate Sales Associate
CSDCSMM Customer Satisfaction & Management Measurement
CSO Corporate Sales Office
CTPCTQCVIPCVIP Corporate Very Important Person
Dept Department
DFDFC Defective Cheque Charges
DIO Directly in Office
DOA
Telecom Terminologies
ONE TIME CHARGES (Rs.)
Activation Charges 500 (standard entry cost)
Membership Fee 0
Security Deposit Nil
MONTHLY CHARGES (FIXED) (Rs.)
Bill Plan Charge 299
MONTHLY CHARGES (OPTIONAL) (Rs.)
CLIP 0
Airtel Other GSM / CDMA (10 Digit)
Landline / WLL
LOCAL RATES (Rs. / Min) 0.50 0.50 0.50
STD RATES (Rs. / Min) 1.00 1.00 1.00
ISD (Rs. / Min)
USA, Canada, Europe (Fixed Line), Australia, Singapore, Hong Kong, Thailand, Malaysia, Indonesia, New Zealand.
6.40
Gulf, Europe (Mobile), SAARC countries, Africa & Rest of the world
9.20
Cuba, Sao Tome & Principe, Guinea Bissau, Diego Garcia, Nauru, Solomon Islands, Vanuatu, Cook Islands, Tuvalu, Tokelau, Norfolk Island, Sakhalin
40.00
SMS (Rs.)
Local 1.00
CDMA 1.00
National 1.00
International 5.00
64
Term MeaningA.R. Airtel Request
AMA Automatic Message Accounting
AON Age on Network
ARPU Average Revenue Per User
AUC Authentication Center
AV Address Verification
BC Business Control
BC Bill Cycle
BCL Bharti Cellular Limited
BML Bharti Mobile Limited
BNR Bills Not Received
BOSS Business Operations Support System
BP Billing Process
BPA Business Process & Analysis
BRE Business Reply Envelopes
C.I.G Customer Interface Group
CA Channel Accounting
CABS Customer Administration & Billing System
CC Customer Care
CDR Call Detail Record
CDS Magic CD Packs
CIC Carrier Information Code
CLIP Caller Line identification presentation
CLIR Caller Line Identification Restriction
CMS Complaint Management System
CP Channel Partner
CRE Remote Customer Care
CRM Customer Relations Manager
CSA Corporate Sales Associate
CSDCSMM Customer Satisfaction & Management Measurement
CSO Corporate Sales Office
CTPCTQCVIPCVIP Corporate Very Important Person
Dept Department
DFDFC Defective Cheque Charges
DIO Directly in Office
DOA
Telecom Terminologies
Term MeaningECRM Electronic Customer Relationship Management
ECS Electronic Clearing Service
EDC Electronic Data Capturing
EDM Electronic Data Management
EMR Exposure Monitoring Report
FMS Fraud Management System
FN Franchisee Executive
FOC Free of Cost
FSO Full Service Outlets
FST Field Support Team
HLR Home Location Register
HRN Hidden Recharge Number
ICC Integrated Customer Care
IMRB Indian Market Research Bureau
IMSI International Module for Subscriber Identity
IN Prepaid Billing System
IR International Roaming
ISD International Standart Dailing
IT Information Technology
IVR Interactive Voice Response
L1 Level One Process Maps
LSL Lower Specification Limit
MAC Magic Activation Centre
MEF Magic Enrollment Form
MIS Management Information System
MSISDN Mobile Subscriber International Subscriber Destination Number
MSM Mobile Station Management
MTA Magic to Airtel Connection
MTC Magic to Contract
NR National Roaming
NRC Non Recurring Charges
NV Non Voice
OCB On Chargeable Basis
OCC Other Credits & Charges
OD's Operational Definitions
OM Order Management
OPIs Operational Performance Indicators
O/S Outstanding
OT Outstanding
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Term MeaningPACS Provisioning & Customer Care System
PAM Purchase and Asset Materials
PAPPC Pre Activated Post Paid Card
PDC Post Dated Cheque
PIN Personal Identification Number
PIN Code Postal Index number Code
Pyt Payment
POD Proof of Delivery
PW Permanent Withdrawl
QoS Quality of Service
QRC Query Resolution
RAD Revenue Assurance Department
RAF Roaming Activation Form
RC Recurring Charges
Recd Received
RISKHC Risk Hard Call
RISKSC Risk Soft Call
SDR Standard Dollar Rate
SEF / CAF Subscriber Enrollment Form / Customer Agreement Form
SI Standing Instructions
SIF Subscriber Information Form
SIM Subscriber Indentification Module
SLA Service Level Agreement
SMG Service Management Group
SMS Short Message Service
SP Service Provisioning
SP Servixe Provider
STD Standard Trunk Dailing
SUK Sales Unit Kit
TAP Transfer Account Protocol
TAT Turn Around Time
TIN Telephone Identification Number
TW Temporary Withdrawl
UMS Usage Management Service
USL Upper Specification Limit
VAS Value Added Services
VI Visa Card(Credit Card)
VMS Voice Mail Sevices
WAP Wireless Application Protocol
WOW Waiters on Wheels
WD Working Days
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