Acknowledgement We would like to acknowledge and extend our gratitude to the following persons who have made the completion of this project possible: First of all we would like to thank Dr. Sona Ram Bishnoi - Director of Applied Management & Engineering Institute. Mr. Rakesh Shrma and Mr. R. S. Soda to provide us such a very exiting opportunity and for their good help to provide a better coordination and control among all the activities related to completion of internship. Secondly, we would like to thank our project coordinator Mrs. Megha Bhati for her great help. As she is being our project coordinator she provided us very necessary and important guidance and support until the submission of our project. We are also hearty grateful to Mr. Upainder Shing Rathor, Zonal Manager of Bharti Hexacom (AIRTEL) Jodhpur zone and Mr. Rajesh Sharma, Marketing Head of Bharti Hexacom (AIRTEL) Jodhpur zone, to provide us right kind of training and information to make our internship program successful. We would also like to show our gratitude to all the members of our Management Cell to help us and other students to get placed in good and Reputed Company for the internship program. Internship report by Harish Prajapat & Khushal Soni 1
Transcript
Acknowledgement
We would like to acknowledge and extend our gratitude to the following persons who have made the completion of this project possible:
First of all we would like to thank Dr. Sona Ram Bishnoi - Director of Applied Management & Engineering Institute. Mr. Rakesh Shrma and Mr. R. S. Soda to provide us such a very exiting opportunity and for their good help to provide a better coordination and control among all the activities related to completion of internship.
Secondly, we would like to thank our project coordinator Mrs. Megha Bhati for her great help. As she is being our project coordinator she provided us very necessary and important guidance and support until the submission of our project.
We are also hearty grateful to Mr. Upainder Shing Rathor, Zonal Manager of Bharti Hexacom (AIRTEL) Jodhpur zone and Mr. Rajesh Sharma, Marketing Head of Bharti Hexacom (AIRTEL) Jodhpur zone, to provide us right kind of training and information to make our internship program successful.
We would also like to show our gratitude to all the members of our Management Cell to help us and other students to get placed in good and Reputed Company for the internship program.
We would like to show our gratitude to the Whole Family of AMEI for their continuous effort in making the whole internship program knowledgeable and interesting.
Above all, we are beholden to our Parents and other family members for their blessing and encouragement in completing this task.
Internship report by Harish Prajapat & Khushal Soni 1
PREFACE
The research provides an opportunity to student to demonstrate application of their knowledge, skill and competencies required during the technical session. Research also helps the student to devote their skill to analyze the problem to suggest alternative solutions, to evaluate them and to provide feasible Recommendations on the provided data.
The research is on the topic of “Analysis of Consumer behavior in Jodhpur Region for after sales service available in Telecom Industry”. I
have tried my level best to prepare this report as an error free report and every effort has been made to offer the most authenticate position with accuracy.
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 segments – basic services, long distance(LD), International Long Distance (ILD), and Internet Service Provision (ISP).It has forayed into mobile service provision as well.
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 with the technology changes in the communications sector.
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INTRODUCTIONTelecommunications sector in India
Indian telecom is more than 165 years old, beginning with the commissioning of the first telegraph line between Kolkata and Diamond Harbors in 1839. In1948, India had 0.1 million telephone connections with a telephone density of about 0.02 telephones per hundred populations. As of June2007, there were 225.21 million telephone (including cellular mobile) connections in the country with a telephone density of 19.86 telephones per hundred populations. Out of total 225.21 million telephone connections, 185.13 million (nearly 82percent) connections pertained to wireless and mobile phones. Some administrative and functional aspects of the telecom sector in India are discussed below:
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. Telecom sector was considered as a strategic service and the government considered it best to bring under state's control.
In 1880, two telephone companies namely The Oriental Telephone Company Ltd. and The Anglo-Indian Telephone Company Ltd. approached the Government of India to establish telephone exchanges in India. The permission was refused on the grounds that the establishment of telephones was a Government monopoly and that the Government itself would undertake the work. By 1881, the Government changed its earlier decision and a license was granted to the Oriental Telephone Company Limited of England for opening telephone exchanges at Kolkata, Mumbai, Chennai (Madras) and Ahmedabad. January 28, 1882, is a Red Letter Day in the history of telephone in India. On this day Major E. Baring, Member of the Governor General of India's Council declared open the Telephone Exchange in Kolkata, Chennai and Mumbai. The exchange at Kolkata named "Central Exchange" was opened at third floor of the building at 7, Council House Street. The Central Telephone Exchange had 93 numbers of subscribers. Bombay also witnessed the opening of Telephone Exchange in 1882.
India is the fourth largest telecom market in Asia after China, Japan and South Korea. The Indian telecom network is the eighth largest in the world and the second largest among emerging economies. At current levels, telecom intensiveness of Indian economy measured as the ratio of telecom revenues to GDP is 2.1 percent as compared with over 2.8 percent in developed economies (CRISIL, www.ibef.com).
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Indian telecom sector has undergone a major process of transformation through significant policy reforms. The reforms began in 1980s with telecom equipment manufacturing being opened for private sector and were later followed by National Telecom Policy (NTP) in 1994 and NTP'1999.
Historically, the telecom network in India was owned and managed by the Government considering it to be a natural monopoly and strategic service, best under state's control. However, in 1990's, 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.
Policy reforms can be broadly classified in three distinct phases
* “The Decade of 1980's saw private sector being allowed in telecommunications equipment manufacturing. Mahanagar Telephone Nigam Limited (MTNL) and Videsh Sanchar Nigam Limited (VSNL) were formed and a Telecom Commission was set up to give focus to telecommunications policy formation.
* “In 1990’s, Telecommunications sector also benefited from the general opening up of the economy. NTP 1994 was the first attempt to give a comprehensive roadmap for the Indian telecommunications sector.
Availability of telephones on demand (targeted by 1997) Universal service covering all villages and one PCO per 500 persons in
urban areas at the earliest (targeted to be achieved by 1997) Telecom services at affordable and reasonable prices World standard quality of services
* “NTP 1999 brought in the third generations of reforms in the Indian telecommunications sector.
Introduction of the Telephone co.
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.
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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.
The Department of Telecommunications (DoT)Center for Development of Telematics (C-DOT)Telecommunications regulatory Authority of India (TRAI)Mahanagar Telephone Nigam Limited (MTNL)Videsh Sanchar Nigam Limited (VSNL)
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 and videoconferencing.
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-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 Key players in the Telecom Market in India Cellular Service provider:1. BSNL2. Airtel3. Vodafone4. Idea5. Reliance6. Tata Indicom7. Aircell8. Spice9. MTNL10. Shyam Telecom
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Present
Telephony Subscribers (Wireless and Landline): 363.95 million (Oct 2008)
Cellphone: 325.73 million (Oct 2008)
Land Lines: 38.22 million (Oct 2008)
Yearly Cellphone Addition: 83 million (2007)
Monthly Cellphone Addition: 10.29 million (Oct 2008)
Teledensity: 31.5% (Oct 2008)
Projected teledensity: 500 million, 40% of population by 2010.
Broadband connection: 5.05 million (Oct 2008)
India has begun a process of telecom reform without any coherent long term plan. For the benefits to be available to the economy a number of actions would have to be taken, viz., separation of policy and operation, corporatization of at least some divisions of telecom service, and implementation of a long term training policy and monitoring systems to ensure fair access to the network. Ad-hoc nature of the reform process would lead to minimal benefits and at times may be dysfunctional. The speed of implementation of reforms needs to be accelerated. Implementation of many of these suggested measures may require strong political will and a concerted effort. This paper highlights the role of political will and employees concerns in implementing reforms and the need for top management in addressing them. A well laid out plan for reform is likely to bring greater success and remove uncertainty from investors and employees and bring in support for the reform process.
Indian telecom is world’s fastest growing telecom expected grow three fold by 2012.Tremendous strides in this industry have been facilitated by the supportive and liberal policies of the Government. Especially the Telecom Policy of 1994 which opened the doors of the sector for private players. Rising demand for a wide range of telecom equipment has provided excellent opportunities for investors in the manufacturing sector. Provision of telecom services to the rural areas in India has been recognized as another thrust area by govt. which also helps for the enormous opportunities in this sector. Therefore telecom sector in India is one of the fastest growing sectors in the country and has been zooming up the growth curve at a feverish pace in the past few years. And even the Indian Wireless Market is booming which has plenty of room for growth.
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The Indian telecom market is expected to grow three fold by 2012 & market size over US $ 8 billion. Moreover the government has set a target of 20 million broadband connections by 2010. The National Telecom Policy 1999 targets tale-density at 15 per cent by 2010. This will entail an investment of US $ 40- 50 billion over the next 6-8 years. There is an immense opportunity for DTH in the Indian market which is almost 10 times compared to the developed countries like the US and Europe. For every channel there is a scope for broadcasting it in at least ten different languages. So every channel multiplied by ten that is the kind of scope for DTH in the country. India’s media players have all the ingredients to develop a successful DTH industry. So currently there is a lot of pent-up demand in the Indian market for DTH. It is expected that by the year 2010 there will be over 500 million subscribers in the Indian telecom market. Cellular subscriber base is projected to grow at a CAGR (Compounded Annual Growth Rate) of 48 per cent & expected to reach 88 million in 2012. Over 150% growth in telecom services is projected in 5 years. India will require large investments in network infrastructure & India expected to be fasted growing telecom market in the world. Since the project expected to reach 30-40% per year 250 subscribers by 2009- 2010.Total estimate of investment opportunity of USS 22 billion expected over the next five years.
The telecom industry is one of the fastest growing industries in India. India has nearly 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.
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OBJECTIVES OF THE STUDY
Creating awareness to Airtel Prepaid customers about the facilities in prepaid connections.
Analyzing the problem faced by prepaid customers.
Collecting the data bases of different age group of customers interested in different types of toppings offer.
Motivating the customers to take prepaid connections.
Analyzing which prepaid plan is more used by customers.
Analyzing which type of top up and recharge more used by customers.
Analyzing the satisfaction level of customer towards prepaid connection.
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COMPANY PROFILE
About Bharti Airtel Limited:
Bharti Airtel Limited, a group company of Bharti Enterprises, is India’s leading integrated telecom services provider with an aggregate of 62 million customers. Bharti Airtel has been rated among the best performing Companies in the world in the Business Week IT 100. Bharti Airtel is structured into three strategic business units – Mobile services, Broadband & Telephone (B&T) services and Enterprise services. The mobile business provides mobile & fixed wireless services using GSM technology across 23 Telecom circles. The B&T business provides broadband & telephone Services in 94 cities. The Enterprise services provide end-to-end telecom Solutions to corporate customers and national & international long distance Services to carriers. All these services are provided under the Airtel brand.
Airtel’s high-speed optic fiber network currently spans over 53,000 kms covering all the major cities in the country. The company has two International landing stations in Chennai that connects two submarine cables uSystems - i2i to Singapore and SEA-ME-WE-4 to Europe.
. Bharti Airtel crosses the 62 million customer mark Becomes the fastest private telecom company in the world to achieve this milestone Enters into the league of the world’s top telecom companies, moves toward stop 5 global mobile companies Adds last 25 Million in just 14 months, accelerates towards the 100 million customer mark Rapidly expands network, to roll out across all census towns and over 5, 00,000 villages – covering over 95% of the population.
Bharti Airtel has achieved the distinction of becoming the fastest private telecom company in world to achieve this landmark in a single country within 143 months of start of operations. The 50 million customer base covers mobile as well as broadband & telephone customers. Commenting on this major global landmark, Mr. Akhil Gupta, Joint Managing Director, Bharti Airtel said, “We are delighted to have achieved this major landmark, which puts Bharti Airtel amongst the top telecom companies in the world. It underlines the strength of our unique business model and our vision to provide affordable services like lifetime prepaid to customers across the length and breadth of the country. I would like to thank our partners for having shared our vision. This milestone highlights the emergence of India as one of the top telecom markets in the world and we are proud to have been at the forefront of this growth. Going forward, we believe this growth momentum will remain intact and we are gearing towards the 100 million customers mark.”
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Bharti Airtel crossed the 10 million customer mark in November 2004. In July last year, it crossed the 25 million customer mark. The company added the next 25 million customers in just 14 months. This is amongst the fastest rate of customer additions by any telecom company in the world.
Mr. Manoj Kohli, President & CEO, Bharti Airtel added, “This is a very proud moment for us and I would like to thank our 50 million customers for believing in Airtel. It is a tribute to our commitment to provide best-in-class services to our customers and lead the market with exciting innovations. We are committed to create a world-class organization and benchmark it with the best in the world. As the market gets ready for the next wave of growth, we are committed to expanding our telecom networks wider and deeper across the country and partner India’s growth story.”
In the mobile business, Bharti Airtel plans to make considerable investments in Network expansion to establish presence in all census towns and over 500,000 villages across India by 2010, thereby covering 95% of the country’s total population. The company’s strategic focus will be on further strengthening the Airtel brand through best-in-class customer service, which is backed by wide national distribution.
In the Enterprise business, Bharti Airtel will invest substantially in the long distance business to achieve the scale of a global carrier within next 2-3 years. It is also strengthening the corporate business towards becoming a preferred managed services partner for the top 2000 corporations. In Broadband & Telephone SBU, Bharti Airtel will initiate large-scale deployments of broadband network infrastructure in 94 towns, with a sharp focus on the home and SME segments. It is readying to offer triple play to its customers with the launch of its IPTV service. The company is also looking at commencing national DTH operations by the end of the current fiscal.
Bharti Tele-Ventures was incorporated on July 7, 1995 as a company with limited liability under the Companies Act, for promoting telecommunications services. Bharti Tele-Ventures received certificate for commencement of business on January 18, 1996. The Company was initially formed as a wholly-owned subsidiary of Bharti Telecom Limited. The chronology of events since Bharti Tele-Ventures was incorporated in 1995 is as follows:
Calendar year & Events
1995
Bharti Cellular launched cellular services 'Airtel in Delhi’
1996
STET International Netherlands NV, or STET, a company promoted by Telecom Italia, Italy acquired a 20% equity interest in Bharti Tele-Ventures
Bharti Telenet launched cellular services in Himachal Pradesh.
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1997
British Telecom acquired a 21.05% equity interest in Bharti Cellular Bharti Telenet obtained a license for providing fixed-line services in Madhya
Pradesh circle Bharti Telecom and British Telecom formed a 51% : 49% joint venture, Bharti
BT, for providing VSAT services
1998
Bharti Telecom and British Telecom formed a 51% : 49% joint venture, Bharti BT Internet for providing Internet services
First Indian private fixed-line services launched in Indore in the Madhya Pradesh circle on June 4, 1998 by Bharti Telenet thereby ending fixed-line services monopoly of DoT (now BSNL)
1999
Warburg Pincus (through its investment company Brentwood Investment Holdings Limited) acquired a 19.05% equity interest in Bharti Tele-Ventures
Bharti Tele-Ventures (by acquiring a 63.45% equity interest in SC Cellular Holdings) acquired an effective 32.36% equity interest in Bharti Mobile (formerly JT Mobiles), the cellular services provider in Karnataka and Andhra Pradesh circles
New York Life Insurance Fund, or NYLIF, acquired a 3% equity interest in Bharti Cellular
2000
Bharti Tele-Ventures acquired an effective equity interest of 40.5% in Bharti Mobinet (formerly Skycell Communications), the cellular services provider in Chennai
Bharti Tele-Ventures acquired a 30.2% equity interest of Telecom Italia in Bharti Telenet and 18.8% from Bharti Telecom thereby making Bharti Telenet a 100% subsidiary of Bharti Tele-Ventures
SingTel (through its investment company Pastel Limited) acquired STET's 15.3% equity interest in Bharti Tele-Ventures
Bharti Tele-Ventures acquired an additional effective 41.64% equity interest in Bharti Mobile (by acquiring the remaining 36.55% equity interest in SC Cellular) resulting in Bharti Tele-Ventures holding an effective 74% equity interest in Bharti Mobile.
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2001
Bharti Tele-Ventures acquired NYLIF's 3% equity interest in Bharti Cellular Bharti Telesonic entered into a joint venture, Bharti Aquanet, with SingTel for
establishing a submarine cable landing station at Chennai Bharti Tele-Ventures issued additional equity for approximately US$ 481.30
million to SingTel, Warburg Pincus, AIF group, IFC, NYLIF, and Seejay Cellular and Bharti Telecom
Bharti Cellular acquired a 100% equity interest in Bharti Mobitel (formerly Spice Cell ), the cellular services provider in Kolkata
Bharti Tele-Ventures acquired 85% and 15% in Bharti Telespatial from Bharti Telecom and Intel, respectivelyBharti Tele-Ventures acquired a 44% equity interest in BhartiCellular from British Telecom, thereby making Bharti Cellular its 100% subsidiary Bharti Tele-Ventures acquired an additional 49% equity interest in Bharti Mobinet from Millicom International and BellSouth International, thereby owning 89.5% equity interest in Bharti Mobinet, which was further increased to 95.3% following an issuance of additional equity shares by way of rights issue
Punjab license restored to Bharti Mobile by the DoT and migration toNTP - 1999 accepted
Bharti Cellular entered into license agreements to provide cellular services in eight new circles following the fourth operator cellular license bidding process
Bharti Telenet entered into license agreements to provide fixed-line services in the Haryana, Delhi, Tamil Nadu and Karnataka circles
Bharti Telesonic entered into a license agreement with the DoT to provide national long distance services across India
Bharti Aquanet, Bharti Telesonic and Bharti Cellular entered into license agreements with the DoT to provide ISP services in India
Bharti Telesonic launched national long distance services under the brand name of IndiaOne
Bharti Telenet launched fixed line services in Haryana under the brand name of TouchTel.
2002
Comes out with issue of 18.53 crore equity shares through book building route with a floor price of Rs 45 per share, received bid for 18.55 crore shares. Through the issue, it becomes the first company in India to come out with 100% book building issue
Issue price fixed at Rs 45 per share, floor price fixed by the company. Raises Rs 834 crore
Shares listed on BSE, NSE and DSE, opens at 11% premium to its issue price of Rs 45
Enters into a 5-year agreement with Escotel and ETL of the Escorts group to contract leased line connectivity for its cellular operations
Mr. Ravi Akhoury ceases to be Director of Bharti Tele
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DoT grants ILD Telephony License to Bharti Telesonic, subsidiary of the company
Signs MoU with Telia AB to buy out their 26% stake in Bharti Mobile Ties up with SSC (Secondary School Certification) Board, Hyderabad, where
Bharti will announce SSC results to its customers on their mobile phones ICICI Bank ties up with Bharti for pre-paid mobile cards via ATMs Bharti forays into Mumbai with offers Alpine International Ltd. and ELM International Ltd. acquire shares of Bharti
Tele-Ventures Sunil Mittal, Chairman & Managing Director of the company, bags Businessman
of the year award by Business India
2003
Airtel breaks interconnectivity with Tata Teleservices in Andhra Pradesh Circle Company accorded its approval for amalgamation of its subsidiary companies viz:
Bharti Telenet Ltd, Bharti Telesonic Ltd, Bharti Broadband Networks Ltd and Bharti Comtel Ltd through scheme of Amalgamation. The merged entity would be renamed as Bharti Infotel Ltd
Airtel launches Local direct dialling facility in Chennai circle Mobilises 5 m long term foreign currency borrowings for expansion of cellular
operations Bharti Cellular unveils CareTouch service Bharti Group's cellular brand Airtel has unveiled free multimedia messaging
services (MMS) for its customers. The company has also rolled out pan-India GPRS (General Packet Radio Services) for its corporate subscribers
Launches its `IndiaOne MeetXpress' audio-conferencing service Punjab, Haryana get free incoming calls from Airtel Airtel provides SMS facilities to hearing impaired in Chennai Goa, Maharashtra gets 'voice portal' services by Bharti Cellular Launches free additional connection to its new subscribers in New Delhi Mr Sin Hang Boon and Mr Wong Hung Khim have resigned from the Board of
Directors of Bharti Tele Ventures Ltd with effect from February27, 2003. Airtel provides SMS cricket updates Bharti Mobinet Ltd, the Bharti group company that provides the Airtel mobile
service in Chennai, today launched its GPRS (General Packet Radio Service) network and an MMS (multi-media messaging) on the GPRS platform
Airtel unveils new ring tones for karnataka cellular market Airtel Subscribers exceed 3 million mark Airtel unveils RAD system Mr. P M Sinha resigns from the Board of Directors of the Company with effect
from March 31, 2003. Bharti TeleVentures announces the completion of merger with Bharti Mobitel Bharti Mobitel Ltd. merged with Bharti Cellular Ltd. Airtel reintroduces 'Mobile 2 Mobile' offer for Karnataka customers Airtel, Touchtel jointly offer freeTouchtel land line for post-paid Airtel
connection Airtel rolls out voice mail service for pre-paid customers
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Airtel unveils new scheme for pre-paid customers giving away free talk time worth Rs 10 crore
Airtel surpasses 4 lakh subscriber base in Karnataka Bharti announces new tariff plan Airtel Offers 0-1-2, a new cellular package for the customers, which means zero charges
on incoming calls, Re 1 on mobile-to-mobile outgoing calls, Rs 2 on mobile-to-mobile STD calls
Rolls out Airtel messenger service AirTel offers bundled handset, connection package for Rs 5715 Airtel slashes SMS rates to 60 paise; excludes Delhi and Mumbai Bharti cellular, wholly owned subsidiary of Bharti Tele-Ventures, increases its
stake to 100% in Bharti Mobile Links distribution pact with Hathway Cable. With this alliance, Bharti is said to be
the first telecom firm to step into television distribution services Six cell operators move over from Bharti to VSNL Airtel augments cellular coverage in TN by including Arcot & Walajapet in its
network Airtel ties up with Coke in Chennai to sell its Magic prepaid cards Airtel embarks on network expansion in Hyderabad Airtel unveils India One Long Distance Calling Card Airtel introduces unified tariff package in TN, Chennai Airtel becomes front runner in Karnataka's mobile services market Bharti Tele launches 'Always on' service to its subscribers SBI, Airtel announce EMI offer at Rs 299 Bharti and MTV join hands to launch new SIM card Airtel unveils new post-paid scheme at zero rental Airtel launches `Happy Plan' in AP Airtel emerges as the highest selling pre-paid card Airtel join hands with Alcatel & Videocon to launch new scheme Airtel service provider touches 5 lakh customers in Punjab Airtel offers 5 new services for its customers in Mumbai Bharti launches first dual band network in Delhi Gets 14th place among top 25 Cos in India Bharti Mobile crosses 4 lakh mobile subscribers in AP Airtel holds top position in terms of dealer penetration Prof. V S Raju has been inducted on the Board of Directors of the Company. Touchtel launches SMS service in fixed line phones in Karnal,Panipat Airtel unveils special offers in Kerala Airtel launches InnoWest for the western region Bharti Tele-Ventures enters into an agreement with Telesystem (Mauritius) Pvt.
Ltd Airtel slashes out going sms price to 30ps Airtel on December 16, 2003 announced the launch of expense tracker service,
which provides customers the option of tracking their day-to-day expenses on a daily or monthly basis. To avail of this service, the customer should register himself by sending EXP REG Your mail ID{gt} to 3020. This service will allow a user to track expenses, while on the move by sending an SMS. Each SMS sent to 3020 would cost Rs 3.
Airtel introduces MTV Club Card in Chennai
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2004
Bharti unveils new card for Mecca pilgrims Airtel enrolls 50,000 customers in its mobile service in 60 days Launches WAP enabled portal Service in Kerala Bharti Cellular's Airtel has extended its mobile connectivity to Karaikkal, Nagur,
Mannargudi and Kovilpalayam in Tamil Nadu circle. Airtel customer base touches new high of 5 lakh mark in AndhraPradesh Mobile service provider Airtel is launching its first ever MMS (Multi Media
service) downloads in Tamil. The launch of this service has been timed to coincide with Pongal.
Airtel tie up with MAA TV Airtel launches Rs 50 pre-paid recharge Airtel launched a family pack for its post-paid customers in Chennai on January
29. According to a press release, the family pack may have a maximum of 10 members spread across the country. The combined basic plan fixed charges/rental of all family members in the pack will have to be equal to Rs 450 but less than Rs 1000 for the family 450 pack and above Rs 1000 for the family 1000 pack. The offerings under family pack 450 include 15 free mobile to mobile STD minutes within the family, 50 free local calling minutes to each family member, calls within the family in same circle at 50 paise per minute, 25 free local SMS and one subscription alert service free for 3 months.
Bharti Tele-Ventures enters into a three year service agreement with Ericsson Bharti Tele-Ventures (BTVL) has signed and received unified access service
license to provide GSM services in five circles including Uttar Pradesh (East), West Bengal & Andaman Nicobar, Orissa, Bihar and Jammu & Kashmir. The license has been granted to Bharti Cellular Ltd (BCL), the cellular arm and subsidiary of BTVL.
Airtel announces the signing of the first-ever bilateral roaming agreement between an Indian mobile service provider and its counterpart in Pakistan. This facility will be available to pre-paid as well as post-paid customers. AirTel's roaming agreement is with Mobilink, the only GSM cellular service provider in Pakistan
Acquires switching systems from Tekelec that will give a technological edge to the company
Bharti Tele-Ventures Ltd signed an information technology outsourcing deal with Infotech major IBM, estimated to be in the range of 0-750 million for a ten-year period.
Jayant Khosla, new chief executive officer, Mumbai Signs MoU to join the South East Asia - Middle East - Western Europe 4 (SEA-ME-WE-4) consortium along with 15 other global telecom operators.
Bharti Tele-Ventures has struck a deal with Shyam Telecom to buy out the latter's 67.5 per cent stake in cellular services company Hexacom for Rs 430 crore.
Bharti Tele garners 0 m via FCCBs Samsung India Electronics Limited has tied up with cellular operator Bharti for
bundling its mobile handsets with a connection.
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The Bharti group finalised a Rs 500-crore deal to share its national long-distance (STD) network with VSNL in a first-of-its-kind accord between two top telecom service providers in a bid to optimize capacities in the NLD segment.
Internet gateway and services provider, Videsh Sanchar Nigam Ltd. (VSNL) has signed a Right to Use (RoU) agreement to deploy mobile telephony major, Bharti Tele-Ventures' existing National Long Distance (NLD) backbone.
Airtel offers talk time transfer service Airtel has announced money-back guarantee offer in case of call drop or poor
network experience for its subscribers Bharti launches 2-in-1 card Airtel launched two-way international roaming and GPRS for prepaid customers
in the Maharashtra and Goa circles India's leading cellular company Bharti Tele-Ventures has bagged the Asian
Mobile News operator of the year award in India and the subcontinent Bharti Tele-Ventures Ltd has awarded a million equipment contract to Swedish
telecoms company Ericsson Bharti Televentures announced formation of a new strategic business unit to offer
various telecom and IT services through a single contact Bharti Televentures unveiled a mobile portal featuring sports, entertainment and
news among others Airtel ties up with Micro Tech to set up 'Mcops' vehicle security system Bharti Tele-Venture on July 19 launched ring back tone service which is a
personalized mobile music service where the caller hears songs and other sound clips instead of the traditional switchboard ring-ring tone
Airtel, a private telecom services provider, has commissioned its first 24x7 customer service centre in Andhra Pradesh
Airtel unveils Rs 199 pre paid card Airtel join hands with NMIMS to offer executive MBA programme Airtel introduces new scheme for hearing impaired in Maharashtra & Goa Airtel inks pact with JP Mobile Rolls out Enhanced Data Rate for Global Evolution (EDGE) network in Pune on
September 9, 2004, Ties up with Nokia for sale of Nokia 6230, an EDGE-enabled handset.
Airtel unveils first virtual calling cards in India BTVL rolls out EDGE services in Bangalore Airtel rolls out Full Talk time Advantage card Airtel rolls out Wi-Fi services in Mumbai BTVL launches new 'Airtel Broadband Friendly Offer' Airtel launches GPRS services for pre-paid customers Airtel partners with ITPO to set up Wi-Fi network in Delhi Airtel launches EDGE services and a new pre-paid plan for Chennai Airtel introduces LAS in Karnataka.
2005
Airtel launches video services for its GPRS customers on February 22, 2005 Airtel unveils new TV ad featuring Sachin, Sharukh Bharti Tele-Ventures launches telecom network in Andaman & Nicobar BTVL unveil fixed line, broadband services Bharti inks 5-m deal with Nokia for rural network expansion
Internship report by Harish Prajapat & Khushal Soni 17
Bharti Tele Ventures Ltd has announced that Airtel, ICICI Bank & VISA have joined hands to launch chq - a revolutionary new service - a credit card on the mobile phone
Bharti Tele Ventures - Airtel introduces BlackBerry Connect in India Bharti Tele Ventures announces agreement with Vodafone Airtel unveils 'free flight' offer Airtel unveils starter pack Bharti Tele-Ventures launches under sea cable system.
2006
Airtel unveils Re 1 STD plans Airtel launches Net Expert. Airtel launches Post2Pre recharging service on April 04,2006. Airtel sets up customer centre Mobile service provider Airtel today announced the launch of `Save myPhone
Contact' service for its pre-paid and post-paid customers in Delhi Bharti Tele Ventures bags 'Wireless Service Provider of the Year' & 'Competitive
Service Provider of the Year' awards Sunil Mittal bags CEO of the Year award Cellebrum join hands with Airtel Airtel Mega unveiled in Coimbatore Airtel joins hand with Microsoft Bharti Airtel Ltd has informed that Microsoft and the Company announced a
strategic partnership that will offer a range of software and services for small and medium businesses (SMBs) in India.
Bharti Airtel Ltd on Nov 8, announced a first-of-its-kind alliance with the Adani Group for establishing an end-to-end modern telecommunication network infrastructure for the latter's multi-sector special economic zone (SEZ), located near Mundra Port in Kutch district of Gujarat.
2007
Bharti Airtel, telecom major, has come out with a slew of initiatives including buying out SingTel's 50 per cent stake in joint venture under sea cable company Network i2i for 0 million.
Bharti Airtel on Feb 11 has been awarded QCI-DL Shah National Award on Economics of Quality.
Bharti Airtel Ltd has announced the following changes in the operational leadership structure and roles in the Company effective April 01, 2007.
Bharti Airtel Ltd on April 01, 2007, has announced the reduction in International Long Distance Tariffs (ISD) for all its mobile customers in India.
Airtel signs agreement with HTC for touch screen mobile
Internship report by Harish Prajapat & Khushal Soni 18
FACT SHEET
Name Bharti Airtel Limited.
Business Description Provides mobile, telemedia services (fixed line) and enterprise services (carriers & services to corporate)
Established July 07, 1995, as a Public Limited Company
Proportionate Revenue Rs. 270,122 million (year ended March 31, 2008-Audited)
Rs. 184,202 million (year ended March 31, 2007-Audited)
As per Indian GAAP Accounts
Proportionate EBITDA Rs. 114,018 million (year ended March 31, 2008 - Audited)
Rs. 74,407 million (year ended March 31, 2007 - Audited)
As per Indian GAAP Accounts
Shares in Issue 1,898,020,804 as at June 30, 2008
Listings The Stock Exchange, Mumbai (BSE) The National Stock
Exchange of India Limited (NSE)
Market Capitalization Market Capitalization (as on September 18, 2008) Approx.
Customer Base 69,383,716 GSM mobile and 2,393,732 telemedia
customers (Status as at month ended June 30, 2008)
Operational Network Provides GSM mobile services in all the 23 telecom circles
in India, and was the first private operator to have an all
India presence. Provides telemedia services (fixed line) in
94 cities in India.
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AIRTEL JODHPUR ZONE
There are 23 circle offices in India and each circle office has zonal offices under its working circle. In Rajasthan the circle office is situated at Jaipur where approx. 450 employers are working and there are 7 zonal offices in Rajasthan; Jaipur, Jodhpur, Bikaner, Kota, Udaipur and Ajmer. The main office of bharti hexacom ltd., Jodhpur zone is at 2nd polo, paota where 50-60 employers are working in which 40 employers is On-roll and 15 are off- role. In Jodhpur zone Mr. Upender Singh Rathore is zonal business manager (ZBM) and Mr. Rajesh Sharma is the Marketing head who is reported at marketing manager at Jaipur office. Mr. Rajesh Sharma looks the works related to hording boards, Retail and posters which comes from Jaipur office.
There are three ZSM (zonal sales manager) at Jodhpur office
A. For Jodhpur district B. For Jaisalmer, Bikaner and JaloreC. For Pali & Sirohi
Each ZSM has 10 Territory managers under him which are of two types
Each Territory manager looks the work of 4-6 distributers. There are 16 distributers and 1700 to 1800 retailer in Jodhpur city. In Jodhpur 20,000 Activations per month are held. The total monthly turn over of Airtel Prepaid in Jodhpur zone is Rs 25,00,00,000.
At Rajasthan Division
CEO Raghunath Mandava
VB Sales & Marketing Dhruv Bhaga
GM Marketing R Sunder
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Bharti Hexacom (AIRTEL) office, Jodhpur
BUSINESS DIVISIONS
Mobile: Bharti Airtel offers 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.
Internet: The group offers high speed broadband internet with a best in class network.
With Landline services in 94 cities we help you stay in touch with your friends & family
and the world.
Data connectivity: The group focuses on delivering telecommunications services as an
integrated offering including mobile, broadband & telephone, national and international
long distance and data connectivity services to corporate, small and medium scale
enterprises.
Fiber cables: 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 fiber on its national long distance network. For international connectivity to east,
it has a submarine cable landing station at. For international connectivity to the west, the
Company is a member of the South East Asia-Middle East-Western Europe – 4 (SEA-
ME-WE-4) consortiums along with 15 other global telecom operators.
Mobile
Prepaid- Enter the world of limitless possibilities with Airtel Prepaid. The service that
helps you gives words to every feeling, an expression to every emotion.
Postpaid- Life becomes much simpler with your Airtel Postpaid. It gives you the
unlimited freedom to reach out to people in your special way.
Internship report by Harish Prajapat & Khushal Soni 21
Broadband services
Speed on Demand
With our innovative service, you can enjoy a dedicated speed of up to 2 Mbps without
having to change your subscription plan. What’s more, you only pay for what you use.
HP Campaign
Free broadband for 14 months with any Compaq notebook or desktop. Make an exciting
world come alive with Airtel Broadband.
Airtel PC Secure
One of the best in PC security, to provide you and your family with our great value online
security package.
Entertainment on Airtel
Choose your style. Now even for your homepage.
Internship report by Harish Prajapat & Khushal Soni 22
As an outcome of a restructuring exercise conducted within the company; a new
integrated organizational structure has emerged; with realigned roles, responsibilities and
reporting relationships of Bharti’s key team players. With effect from March 01, 2006,
Internship report by Harish Prajapat & Khushal Soni 27
this unified management structure of ’One Airtel' will enable continued improvement in
the delivery of the Group’s strategic vision.
Board of directors
Sunil Bharti Mittal Chairman and Managing Director
Rajan Bharti Mittal Director
Akhil Gupta Joint Managing Director
Rakesh Bharti Mittal Director
Chua Sock Koong Director
Pulak Chandan Prasad Director
Bashir Abdulla Currimjee Director
Mauro Sentinelli Director
Professor V.S Raju Director
O’Sullivan Director
Kurt Hellstrom Director
N. Kumar Director
Ajay Lal Director
Francis Heng Director
Arun Bharat Ram Director
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MARKETING STRUCTURE AND OPERATIONS:-
Delhi
Our Delhi network covers a license area that includes the state of Delhi and the
neighboring towns of Faridabad and Gurgaon in the state of Haryana, and Ghaziabad and
Noida in the state of Uttar Pradesh. We have a 20-year license to provide cellular services
in our Delhi circle, valid until November 2014, and which is extendible by additional
periods of 10 years. In addition to being India’s political capital, Delhi has the highest per
capita income, the highest installed fixed-line penetration rate, and the highest population
density among the 29 states of India. Delhi has a high concentration of service and
manufacturing industries and houses the Central Government, the head offices for many
major public sector enterprises, embassies and various government missions and
development agencies. We believe that these factors create high roaming revenue
potential from cellular subscribers who roam into our network from other circles. As of
November 30, 2001, we had 465,278 customers in Delhi, giving us a market share of
approximately 56% in this circle.
Karnataka and Andhra Pradesh
Located in southern India, Karnataka is a major business centre and several information
technology companies are based in and around its capital, Bangalore. Andhra Pradesh is
adjacent to Karnataka and several information technology companies are based in and
around its capital, Hyderabad. Information technology companies are typically high-
volume users of telecommunications services, particularly for data transmission. We offer
cellular services in these circles pursuant to 20-year license, valid until 2016 for
Karnataka and until 2015 for Andhra Pradesh, each of which is extendible by additional
periods of 10 years. As of November 30, 2001, we had 177,810 and 195,054 customers in
Karnataka and Andhra Pradesh, respectively, giving us a market share of approximately
57% and 48%, respectively, in these circles.
Chennai
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We provide cellular services in Chennai (the capital city of the southern state of Tamil
Nadu) and in the adjoining areas of Mahabalipuram, Minjur and Maraimalai Nagar.
Chennai is a major centre for information technology companies and foreign
multinational corporations. Our network is operated pursuant to a 20-year license, valid
until November 2014, and which is extendible by additional periods of 10 years. As of
November 30, 2001, we had 110,032 customers in Chennai, giving us a market share of
approximately 51% in this circle.
Himachal Pradesh
Located in northern India, Himachal Pradesh is one of India’s most mountainous states
and is a popular tourist destination, particularly for residents of Delhi and other north
Indian states. Our network is operated pursuant to a 20-year license, valid until November
2015, and which is extendible by additional periods of 10 years. As of November 30,
2001, we had 12,462 customers in Himachal Pradesh, giving us a market share of
approximately 64% in this circle.
Kolkata
Kolkata is the capital city for the eastern state of West Bengal. Several domestic and
multinational companies are based in Kolkata and it is a major centre for trade and
commerce in eastern India. Our network is operated pursuant to a 20-year license, valid
until November 2014, and which is extendible by additional periods of 10 years. As of
November 30, 2001, we had 87,570 customers in Kolkata, giving us a market share of
approximately 41% in this circle. We have grown as a result of both organic growth and
acquisitions of circles completed by us. The following table sets forth the growth in the
number of our cellular customers over the last three years.
Proposed Areas of Operations
In September 2001, we entered into license agreements with the DOT to provide cellular
services in the eight circles of Mumbai, Maharashtra, Gujarat, Madhya Pradesh, Haryana,
Uttar Pradesh (West), Tamil Nadu and Kerala. All these licenses are for a period of 20
years, valid until August 2021, and are extendible by additional period of 10 years. In
September 2001, the DoT also restored the Punjab license in our favors. The Punjab
license is for a period of 20 years, valid until 2015, and is extendible by additional periods
Internship report by Harish Prajapat & Khushal Soni 30
of 10 years. We expect to commence providing cellular services in these nine proposed
circles by the middle of this year.
Mumbai
Mumbai is the financial and commercial capital of India and one of the largest cities in
the world in terms of population. Mumbai is among the highest per capita income cities in
India. Several leading financial institutions, regulatory agencies, multinational
corporations, service organizations and leading conglomerates are located in Mumbai.
The concentration of commercial activity and service industry in Mumbai has led to a
strong demand for telecommunications services, both voice and data. Maharashtra.
Surrounded by Gujarat, Madhya Pradesh, Andhra Pradesh and Karnataka, Maharashtra is
a prominent state in Western India.
Maharashtra is one of the most industrialized states in India and several industries
including sugar, pharmaceuticals, petrochemicals, heavy chemicals, electronics,
automobiles, engineering, food processing and plastics are located in the state.
Maharashtra has attracted high amount of investment from Indian and foreign companies
in the past. Among states, Maharashtra has among the higher literacy rates and is a centre
for learning and research in India.
Gujarat
Gujarat is located adjacent to Maharashtra and is also a prominent industrialized state in
the country. Several companies in the chemicals and petrochemicals, pharmaceuticals and
textiles sectors are based in Gujarat and the largest grass-root level petroleum refinery in
India is located in the state. Gujarat also has one of the busiest ports in India and handled
a high proportion of India’s exports for the year ended March 31, 2001.
Haryana
Haryana is adjacent to Delhi and is surrounded by the states of Himachal Pradesh, Uttar
Pradesh, Rajasthan and Punjab. The city of Chandigarh, which is a union territory, is a
joint capital city of the states of Haryana and Punjab. Haryana is also an emerging centre
in north India for IT enabled services such as call centers, which are typically high-
volume users of telecommunications services.
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Punjab
Punjab is among the highest per capita income states in India. Punjab has emerged as a
leading producer of agricultural products in India and several multinational corporations
have invested in Punjab in agricultural-related businesses. Punjab is also emerging as a
base for the production of engineering goods, pharmaceuticals, leather goods, food
products, textiles, electronic goods, sugar, machine tools, hand tools, agricultural
implements, sports goods, paper and paper packaging materials.
Uttar Pradesh (West)
Uttar Pradesh (West) is a circle carved out of the north Indian state of Uttar Pradesh by
the DoT and has been classified as a Category B cellular license area. It is a popular
tourist location in northern India with several holy shrines and pilgrimage locations.
The state is home to several industries
Madhya Pradesh
Located in central India, Madhya Pradesh has a total area of approximately 443,000
square kilometers and has substantial mineral resources, making it a centre for the
aluminum, chemical and iron and steel industries. Several industries in the electronics,
telecommunications, petro-chemicals, and food processing and automobiles sectors are
also located in Madhya Pradesh.
Kerala
Located in south India, Kerala is rich in minerals, marine products and agricultural
products. A large section of the former population of Kerala lives outside India as non-
resident Indians and has contributed to a relatively high foreign exchange inflow in this
state. The state has the highest density of science and technology personnel and the
highest literacy rate in India.
Tamil Nadu
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Located in southern India, Tamil Nadu is surrounded by Andhra Pradesh, Karnataka and
Kerala. Tamil Nadu has several industrial undertakings engaged in cotton, sugar, leather,
textiles, engineering and petrochemicals sector. The state has a large number of
professionals and has witnessed a rapid growth in the software industry in the past few
years.
In addition to entering into licenses with the DOT for our eight additional circles and the
restoration of our Punjab license, we have taken the following steps towards commencing
operations in these circles and the integration of the proposed circles with our existing
circles:
completed network planning activities and implementing the same entered into rate
contracts and, for some circles, placed purchase orders with vendors, including Siemens,
Motorola and Ericsson, for the supply of telecommunications equipment and network
design commenced recruitment activities and internal transfer of employees for new areas
of operations entered into agreements with the Escorts group, a provider of cellular
services in the Haryana, Kerala, Uttar Pradesh (West), Himachal Pradesh and Punjab
circles, to share cellular infrastructure in order to reduce costs and speed the launch date
for our services identified, and in some cases acquired, locations for the main switching
centers and cell sites. Selected a common billing system, customer relationship and
enterprise resource planning packages and other office systems and controls for our
existing and proposed cellular networks.
We have also reorganized the management structure of our cellular business on a regional
basis in an effort to better capture revenue and cost synergies. We have appointed chief
executive officers and chief operating officers and other key functional heads in each of
the circles.
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POSITION IN MARKET
Airtel38%
BSNL28%
IDEA15%
Vodafone12%
Reliance5%
Shyam2%
SWOT ANALYSIS OF AIRTEL The over all evaluation of a company’s strengths, weakness, opportunities and threats is called SWOT analysis. It involves monitoring the external and internal marketing environment.
Strengths: attributes of the organization that is helpful to achieving the objective.
Weaknesses: attributes of the organization that is harmful to achieving the objective.
Opportunities: external conditions that is helpful to achieving the objective.
Threats: external conditions which could do damage to the business's performance.
STRENGTH OF AIRTEL
Indian company Huge product line which cover every segment of market Products are flexible as per customer’s requirement Strong Brand Name Better networking and coverage not only in urban area but also in rural area Easy reach to customer
WEAKNESS OF AIRTEL
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According to our survey and interpretation to the customer of Jodhpur region we have founded that Airtel have to pay more attention over advisors responsibilities after sale of product.
We also noticed that many customers are not well aware about the new products and customer care helpline services provided by the company.
OPPORUNITIES OF AIRTEL
Benefit from covering industry trends and introduce hybrid products or services that are new to the market
More opportunities at rural areas Unfulfilled customers needs Make buying process more convenient and efficient
THREAT OF AIRTEL
The only threat of the company is their major competitors and they are:
BSNL Idea Vodafone Reliance
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Analysis of Retailer Feedback about AIRTEL
Brand Image Market Strength Coustmer Care Service
Product Line0%
10%
20%
30%
40%
50%
60%
70%
ExcellentGoodAverageBad
Internship report by Harish Prajapat & Khushal Soni 37
FEEDBACK POINT OBSERVATION BY YOU
1. What is the stocking ratio of different telecom player’s product at retail?
2. Is there any claim pending from the distributor?
3. Is sales person of the distributor coming regularly?
4. Whether outlet is displaying types of POS (poster, bunting, banners, brochures, danglers & glow signs, GBS)
5. What is the size and numbers of POS visible at outlet for different brands?
6. What is the frequency of replacement of POS material?
Internship report by Harish Prajapat & Khushal Soni 38
CUTOMER FEEDBACK
1. Experience about the network of AIRTEL?
(A.) Quality
(B.) Availability
2. Your experience regarding scheme communicate to you by our retailer of FOS?
3. Experience about awareness campaign of various offers & schemes thru various ways?
4. Your suggestion or feedback to improve our services?
Internship report by Harish Prajapat & Khushal Soni 39
CUSTOMER SATISFACTION
The Value of Customer Satisfaction By “Andrew Mennie”, General Manager EGain Communications EMEA What is the connection between customer satisfaction and the bottom line? Ever wondered how much customer satisfaction is worth? We all know and accept that it is a strategic goal for all organizations involved in the delivery of customer service. Yet in all my experience as a professional in this arena, I have never come across a customer services director who could articulate the financial value of customer satisfaction to their business. Conversely, I have never met a customer service Director Who wasn’t measured on it. How Bizarre. Big business is happy to measure it but doesn’t know what its worth.
One of the reasons for the difficulty in making the connections is the Intangibility of customer churn. That is to say, how dissatisfied does Customers have to be before they leave and sign with the competition? What Might be an intolerable experience for one customer may well exceed all Expectations of another. Then there’s competition. What if there isn’t any? Before deregulation how concerned were the large utility companies with Customer satisfaction or British Telecom comes to that. Interesting therefore that the telecoms sector is where war is being waged on customer Satisfaction Could it that be high customer satisfaction attracts new customers and helps retain existing ones? Sounds like that could be worth something. There is no question that customer satisfaction is difficult to measure, but why is measurement so essential?
As a student I opened my first bank as an adult with a major high street Bank. They attracted me with their offer of a $ 10 deposit to the account. I Stayed with them through the four years of university, through the gradually Increasing overdraft, the unintentional forays beyond the overdraft limit, the lost ATM cards, the replacement cheque books, the minimal deposits, the Regular and very small withdrawals. Except for the penalty charges for the Overdraft excursions the bank made very little money out of me, and in fact incurred untold cost in maintaining me as a student customer. All that effort, clearly with the goal of keeping me in my earning years and reaping back their investment. In fact I felt consciously loyal to them at that point and even recognize that it was my turn to pay them back. So why was their customer service so poor once I became a full-time employee? I stayed with them for several years using them for mortgage service, investment and insurances but eventually churned to one of the first telephone banks. I have been with them a few years now and every time I phone them they are aware of my recent communications with them, request that I have made and they don’t try to sell an unwanted insurance policy at the end of every call.
Internship report by Harish Prajapat & Khushal Soni 40
Ten basic rules for customer satisfaction:-1. Involve top management.2. Know the customers.3. Let the customers define what attributes are important.4. Know the customer’s requirements, expectations, and wants.5. Know the relative importance of customer decision criteria.6. Gather and trust data.7. Benchmark the data against competitors, and identify competitive Strengths and
weaknesses.8. Develop cross-functional action plans that enhance strengths and Correct
weaknesses.9. Measure performance continually and spread the data throughout the organization.10. Be committed to getting better and better and better.
Airtel Customer Satisfaction
Excellent25%
Good42%
Average20%
Unsatisfied13%
OVERALL SATISFACTION
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FINDINGS
Outsourcing The 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.
Competition Airtel is facing strong completion from MTNL and BSNL in spite of the fact they are far away from Airtel technologically 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.
Customers are satisfied with various plans.
It was observed that most of the customers expressed their unhappiness over billing services. Either they were wrongly charged or they never received bills on time.
Senior citizens are very particular about rentals.
Through our survey, we came to know that most of the customers are satisfied with our plans and toppings.
Through our survey we also observed that most of the customers are using STD pack.
I observed that most of the customers like Airtel advertisement and Punch-line.
Internship report by Harish Prajapat & Khushal Soni 42
CONCLUSION
I would like to discuss about an industry which is responsible and absolutely welcomes enhanced competition. In fact, Bharti is the outcome of the process of competition in the telecom industry. We believe that the success of this industry in the market place is by delighting customers through affordable tariffs and high quality and reach of networks, instead of any possible manipulation in the area of spectrum management.
I have no doubt that the Department has nothing but the best interest of the industry and customers at heart and whatever you do will be to support India's continuing growth in this vital sector.
We can see from the Consumer Research that most of the respondents are using Airtel but they are just using it because it is available in the market at the affordable and comparative Prices.
We can find that Airtel is not the best Cellular service provider in India because apart from the basic cellular services and the tariff plans, it’s not good at any point. Because most of the respondents have rated it as average more. And of course the survey research always reflects the truth.
The costs of introducing cellular services for Airtel are marginal in nature, as it needs only to augment its cellular switch/equipment capacity and increase the number of base stations. The number of cities, towns and villages it has covered already works to its advantage as putting more base stations for cellular coverage in these areas comes with negligible marginal cost. Besides such cost advantages, it has also other cost advantages for the latest cellular technology. As a late entrant into the cellular market, it has dual advantage of latest technology with modern features, unlike other private cellular operators who started their service more than 4-5 years back and low capital cost due to advantages of large scale buying of cellular switch/equipment.
The interesting observation of this survey is the sales of the toppings were increasing regularly. It reveals that popularity of toppings was increasing through sales. In my survey I found that most of the customer’s view towards Airtel Prepaid connections & toppings are Good (50%) & Excellent (25%). But Airtel must take care towards unsatisfied customers (5%).
The average rating for the company is being “Good”. Some respondents commented that Airtel is very worst at Coverage and Customer care Support.
No doubt Airtel have very good quality of network and availability in India customer feels delightful with the Airtel services and is satisfied with Airtel Customer service. Customer is aware of various offers & schemes through various ways like advertisements in news papers, television, radio & SMS by Company.
Internship report by Harish Prajapat & Khushal Soni 43
RECOMMENDATIONS
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 well-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.
UNTAPPED RURAL MARKET- Large part of Indian rural market is still untapped therefore Airtel is required to bring that area under mobility.
SUGGESTIONS
To retain existing customers means offering the best scheme. This would automatically attract new customers. Airtel need not spend on advertisement to attract new customers.
Airtel should continue to offer the best toppings to stay at the top.
There should be no compromise in quality and the network facility.
Internship report by Harish Prajapat & Khushal Soni 44
BIBLIOGRAPHY
Text books:
Principles of Marketing – Philip Kotler and Gery Armstrong
