A

Summer Internship Report

On

“Assessment Of Vas Products & Retail Effectiveness Index”

At

“BHARTI AIRTEL LTD.”GURGOAN

AS A PARTIAL FULFILLMENT OF MBA TELECOM PROGRAM

OF

AMITY INSTITUTE OF TELECOM TECHNOLOGY AND MANAGEMENTAMITY UNIVERSITY

NOIDA

SUBMITTED TO: SUBMITTED BY:Prof.Marshal Sahni Megha SinhaH.O.D. A1603709045MBA-Telecom BATCH 2009 - 11

TABLE OF CONTENT:

1. CERTIFICATE FROM INDUSTRY MENTOR------------------------------------- 3

2. CERTIFICATE FROM FACULTY MENTOR--------------------------------------- 4

3. ACKNOWLEDGEMENT---------------------------------------------------------------- 5

4. EXECUTIVE SUMMARY-------------------------------------------------------------- 6

5. TASK ASSIGNED------------------------------------------------------------------------- 7

6. RESEARCH METHODOLOGY--------------------------------------------------------- 9

7. DATA ANALYSIS AND INTERPRETATION---------------------------------------16

8. SWOT ANALYSIS------------------------------------------------------------------------25

9. INDRODUCTION OF VAS-------------------------------------------------------------- 14

10. DESCRIPTIVE WORK ON THE SUB TOPIC OF STUDY------------------------ 15

11. SUGGESTION & CONCLUSION------------------------------------------------------26

12. LEARNING FROM SUMMER INTERNSHIP---------------------------------------27

13. ANNEXURE -------------------------------------------------------------------------------28

13.1 Introduction to organization

13.2 Organization’s Vision Mission and values, policies

13.3 General Information

13.4 Organizational Structure

14. BIBLIOGRAPHY-------------------------------------------------------------------------32

CERTIFICATE

This is to Certify that the project done on “Assessment Of VAS Product & Retail effectiveness index” submitted to AMITY INSTITUTE OF TELECOME TECHNOLOGY AND MANAGEMENT by MEGHA SINHA in partial fulfillment by the requirement for the award of degree of MBA TELECOM is a bonafide work carried by her under my supervision and guidance. This work has not been submitted to anywhere else for my degree/diploma. The original work was carried during 3rd May to 1st of July 2010 in BHARTI AIRTEL LIMITED.

Name of Guide: Seema Nair

Designation: Product Manager

Address: Bharti Airtel Limited

Plot no.16.udyog vihar

Phase –IV, Gurgoan-122001

T-911244222222

CERTIFICATE FROM THE FACULTY MENTOR

This is to certify that MEGHA SINHA , student of MBA-Telecom Final year (III semester) has successfully accomplished summer internship programme entitled “Assessment Of VAS Product & Retail effectiveness index “ under my guidance and supervision, for a duration of six weeks , during the session 2010- 2011. The internship report is approved for submission towards partial fulfillment of Master of Business Administration in Telecommunications, Amity University, Noida (UP). It is certified that this work has not been submitted elsewhere for the award of any other certificate.

Faculty Mentor:-Mrs.Neha Verma Enrollment N0: A1603709045 COURSE:-MBA Telecom Batch-2009-2011

ACKNOWLEDGEMENT

There are a few things that come in the life of a person, may be for a short span of time, but leaves on ever shining impression in to the mind. My summer training is one of the events which will be ever green in my life.

First of all I would like to express my thanks to Ms Seema Nair, Product Manager, VAS, Bharti Airtel Ltd. for permitting me to do the training at his concern. I am also very grateful to my Project Guide/Mentor Ms.Seema Nair for sharing valuable experience and suggestions regarding training and preparation of report. I extend our profound gratitude to other employees of AIRTEL. They have shared their knowledge and experiences and help in their busy schedule.

I express my special thanks to my HOD, Prof. Marshal Sahni and Mentor Ms. Neha Sharma who has given me proper guidance in spite of having a busy schedule.

I owe sincere gratitude to my family members and friends whose love, affection, co-operation and moral support have provided me the strength to carry out this project.

EXECUTIVE SUMMARY

This report is on Bharti Airtel in which I have done Assessment of VAS products & Retail

Effectiveness Index. The objective behind in this project is to analyze the VAS product & retail

effectiveness index.

During the training duration I have done primary research by calling 200 customers & also by visiting

40 retail outlets in south Delhi region. During my survey I have asked their current requirement, their

problems & probable future requirements .This gave me the prospect of the product & current industry

requirements & also our various potential competitors.

The hallmark of the report is the detailed marketing research and analysis on the VAS products &

retail effectiveness index. The research is done with predefined objectives and aims with a proper

designed procedure in order to carry out the research work efficiently and effectively. The report also

enlightens the SWOT (Strength, Weakness, Opportunities and Threats) Analysis of the company so as

to examine the company’s key business structure and products, and provides summary analysis of

VAS products. The research report also includes resultant pie & bar charts based on the survey

conducted for the popularity and success of products of Airtel. All the limitations while preparing the

research report is mentioned and the final analysis and interpretation is revealed.

This report will help Bharti Airtel to get good idea about existing market & help them to dertemine

various probable opportunities & threats in the target market

TASK ASSIGNMENT

1. To identify and analyze the awareness about the product in the market.

2. To analyze whether the consumers are interested in purchasing the VAS.

3. To study the reasons for lack of interest in VAS.

4. To analyze the consumer demand in VAS

5. To take initiatives for increasing the sale of VAS.

6. To analyze the retailers Effectiveness index (REI) of south dethi.

RESEARCH METHODOLOGY

Achieving accuracy in any research enquires a deep study regarding the subject. As the prime

objective of the project is to compare Airtel with the existing competitor (Vodafone) in the market and

the impact of will on Airtel,

The research methodology adopted is basically based on primary data via which the most recent and

accurate piece of first hand information could be collected. Secondary data has been used to support

primary data wherever needed.

Research Design

The proposed research path

1. Descriptive Research

2. Excel Analysis

Descriptive Research

Descriptive Research includes surveys and fact finding enquiries of different kinds. The major purpose

of description of the state of affairs it exists at present. In social science and business research we quite

often use the term expost factor research for descriptive research studies. A main characteristic of this

method is that the researcher has no control over the variables; he can only report what has happened

or what is happening.

Excel Analysis

Analysis of the data collected in the form of a Questionnaire was analyzed with the help of MS-Excel.

Data Collection

Primary data was collected using the following techniques

Questionnaire Method

Direct Interview Method and

Observation Method

The main tool used was, the questionnaire method. Further direct interview method, where a face-to-

face formal interview was taken. Lastly observation method has been continuous with the

questionnaire method, as one continuously observes the surrounding environment he works in.

DATA COLLECTION METHOD

There two type of method of data collection.

Primary data

Secondary data

Data used for the research work was primary in nature

Primary data:

Primary data is that which is the Collected for the fist time and thus happen to be originated in

character.

Questionnaire survey:

In the studies a questionnaire is prepared.

The questionnaire consists of 10 questions.

Secondary data:

Secondary data refer to the data that has been already collected the Secondary data, which has been

used to carry out this study, are as follow:

Books, journals, magazines, newspapers Industry reports company’s internet site other relevant studies

material and Websites.

The research process was done by interacting with number of customers during the activities

performed, which included, Markets, cold calling, canopies, etc. Sample Design consists of random

sampling.

Target Population

For getting the response from youth, the respondents were taken from Delhi/NCR region.

For the purpose of analyzing the Retailers Effectiveness Index (REI) of Airtel in South Delhi Malviya nagar, yusuf sarai, huaz khas, katwariya sarai area were taken.

Sample Size

200 youth were taken to analyze the youth’s requirements of VAS products.

40 retailers were taken to analyze Retailers Effectiveness Index (REI) of Airtel in South Delhi.

Method of collection: -

Field procedure for gathering primary data included observation and interview schedule in which the

questionnaires were filed by the interviewer. A personal interview through self Administered survey

was done to collect the Data, market research was undertaken, and that was accomplished by

performing various activities designed.

Research instrument:

Questionnaire

The questionnaire was formulated by keep in mind the following points: -

Giving the respondents clear comprehension of the question. Inducing the respondents to co-

operate.

Giving instructions as to what is needed.

Identifying the needs to be known.

What is VAS (Value Added Services)

In mobile telecommunication industry, VAS is defined as services that are:

• Not part of the basic voice offer.

• Allow the mobile operators to develop another stream of revenue.

VAS BUSSINESS MODEL

About Airtel Talkies

Airtel Talkies brings movie buffs original movie content, dialogues on storyline and song clips of the movie. The format of cinema on Airtel Talkies comprises of a 15-minute narrative where songs and dialogues are connected together by a ‘Sutradhar’ to provide a crisp yet complete experience of the movie.

• Airtel Talkies offers both upcoming new releases and all-time classic movies in languages - Hindi, Tamil, Telugu, Kannada, Malayalam, Bangla, Tamil, Telgu, and Oriya.

• In Airtel Talkies users can also select movies of their favourite Star like Amitabh Bachchan, Amir Khan, Shah Rukh Khan, Salman Khan etc.

• In Airtel Talkies customer can also hear Film Preview & Anchuhe Phelu of the movie .

For subscription: Dial 51010 (toll free)Charges: Rs. 30 per month for 4 movies Rs. 10 per month for 1 movie

SURVEY REPORT ON EXISTING CUSTOMER

SURVEY QUESTIONS REASON

Users who are not interested in listening to movie.

1. Lack of time2. Not interested in listening to movies on phone 3. Subscribed unknowingly4. Interested to listen to music rather than a movie.

Haven’t heard any movie till now

1.Not interested to hear 2.subscribed unknowingly

Satisfied with Airtel talkies functionalities

Understandable

Dissatisfied with the price Want to unsubscribe due to high price

Want to hear full movie with full song

Didn't understand the summary of movie on phone.

Did not find his choice of movies  

User don’t know that he has subscribed Airtel talkies but want to try

 䦋

Report On Existing Customer

SURVEY ON CHURN CUSTOMER

SURVEY QUESTIONS REASON

High Price 1. Users are student.

2. Users are from poor background.

Movies are not understandable 1.Voice is not clear

2.Customer didn’t enjoy movie on phone

Users not interested in Airtel talkies

1.Subscribed unknowingly

2. Lack of time

3. User didn’t enjoyed movie.

Menu of movies are not good & famous full song should be there  䦋

Report On Churn Customer

FINDINGS OF PRODUCTS

The customers high expectations on emerging services such as full & nice collection of movie with good sound quality, reveals that mobile operators still have to develop a viable business model for these services.

Findings from these customer value measurements reveal that:

All of the customer value dimensions are important for customized mobile users

Customers can appreciate and are aware of the benefits and costs in using a mobile service.

It means, the mobile operators must realize that the services that they create will only be accepted if they are delivering enhanced customer value in exchange for their perceived costs.

RECOMMENDATION

1) By taking feedback from the customer I came to the conclusion that Airtel talkies is not a product for

A) Middle class family or above middle class

B) Who is having facility to watch movie in PVR

C) Who can buy CD in a very chip price.

In general, it is subscribed by those who can’t afford TV or can’t go to the PVR. For them 30/- is very high

2) Airtel talkies is a pre-edited fifteen minute capsule of a film.

In which user can find old as well as new movie. If user is hearing any old movie it means that he wants to again enjoy the movie. But 15 min pre-edited movie is not solving this purpose of customer

3) It will be convenient for the user if they can opt either 15 min story or full movie.

4) It will be beneficial if airtel talkies have 15min pre-edited movie of new releases. It will attract young generation.

5) It can be promoted by calling to the customer which is from rural or from small town.

Airtel Friends Chat

Airtel friends chat is place where people can find new friends of your city. It’s a social networking site to find friends from different social networks in online community & make friends online in chat rooms.

RECOMENDATION

It will be commodious for the user if following facility will be provided by the airtel friends chat

• User can change their id

• User should get option that whether he/she want to talk with another user or not. (by taking permission via message then he/she can call or send message to another user)

• User should get the option that whether he\she want to chat with SMS or via call to other user.

Ascertaining Retailer Effectiveness Index (REI) Of Various Telecom Operators in South Delhi

Parameters on which REI is ascertained:

1. Noticeability- On the basis of number and placement of different elements like posters, shelf strips etc.

2. Recommendation of the Retailer

3. Stock Options

NOTECIBILITY OF AIRTEL IN VARIOUS REGIONS OF SOUTH DELHI

Munirika Yusuf Sarai

Gautam Nagar Hauz Khaz

Katwariya Sarai

Interpretation: Vodafone is good on Noticeability. Whether it is Posters, Shelf Strip or Danglers, it has got the highest number. Airtel is standing very far behind.

Recommendation Of Bharti Airtel in various regions of South Delhi

Munirika Yusuf Sarai

Gautam Nagar Haux Khaz

Katwariya Sarai

Interpretation: Maximum no. of retailers recommending Vodafone then Airtel after that Aircel, Idea comes.

WHY NOTECIBILITY & RECOMMENDATION IS MORE OF VODAFONE??

Schemes of Vodafone is good than airtel.

Vodafone providing better schemes to retailers also.

Form rejection problem.

Easy activation.

Better schemes are providing to the retailers.

Non availability of coupons

WHY SOME RETAILRS RECOMMENDING AIRTEL IN SOUTH DELHI??

Network is good

Verification is for safety.

All the users of Airtel were either Highly Satisfied of Satisfied with Airtel’s services.

For other players, few users of Vodafone, Idea and tata were dissatisfied with their respective service providers because of their poor customer service.

SWOT ANALYSIS

STRENGTH

The only operator in India other than VSNL having international submarine cables.

No security deposits

Easy recharge available

No bill shocks

WEAKNESS

Untapped rural market.

Lack of awareness

OPPERTUNITIES

Latest technology and low cost.

THREAT

Competition from other cellular

Conclusion

VAS is changing the role of most players across the telecom value chain, while also providing room for many new entrants, and requiring reconsideration of business model and partnership.

Airtel and Vodafone are the most preferred Brands among youth.

Although Airtel has slightly higher number of users than Vodafone but still people perceive

Vodafone as a Brand that provides “Value for Money” because of its flexible recharge options.

There is still a mindset of people that Airtel is somewhat expensive because of its limited

schemes in SMS packs and talk time recharge coupons as compared to other players, especially

Vodafone.

In general, findings from market survey showed that customers perceive both “get” and “give” value dimensions. Specifically, for the customers, the most important “get” value is functionality value.

Learning from Summer Internship:

Communication Skill: Active Listening, writing, speaking and effective mailing is the main learning.

Time Management: Learnt about benefits of being punctual in time, how to priorities the work according to need and time and how effective scheduling reduces workload

Leadership skills: Learnt that through patience and hard work only one can be good leader. Only good leader make right decision at right time.

Stress Management: Stress management teaches to work in pressure and to control anger.

Decision Making Ability: Learnt that decisions are taken keeping in mind some standard specific norms. Example: Pareto Analysis (Choosing what to Change), Grid Analysis (keeping in mind various factors)

Problem Solving Techniques: Flowchart (to understand process).

Project Management: having sound knowledge of all above skills helps in project management.

To tackle with the issues (like no one having the enough time to guide anyone, unclear goals, lack of resources) proactively and creatively.

To set a smart goal. SMART abbreviated as

S- Specific

M- measurable-

A- Action oriented

R- Realistic

T- Time bound

Learning about softer skills like attitude and teamwork.

To keep the industry mentor as well as college mentor posted about the activities done and to get updated with them.

Annexure A

About Bharti Airtel

Bharti Airtel Limited formerly known as Bharti Tele-Ventures LTD (BTVL) is an Indian company

offering telecommunication services in 18 countries. It the largest cellular service provider in India,

with more than 135 million subscriptions as of May 2010. Bharti Airtel is the world's third largest,

single-country mobile operator and fifth largest telecom operator in the world in terms of subscriber

base. It also offers fixed line services and broadband services. It offers its telecom services under the

Airtel brand and is headed by Sunil Bharti Mittal. The company also provides telephone services and

broadband Internet access (DSL) in over 89 cities in India. It also acts as a carrier for national and

international long distance communication services. The company has a submarine cable landing

station at Chennai, which connects the submarine cable connecting Chennai and Singapore.

It is known for being the first mobile phone company in the world to outsource everything except

marketing and sales. Its network (base stations, microwave links, etc) is maintained by Ericsson and

Nokia Siemens Network, business support by IBM and transmission towers by another company.

Ericsson agreed for the first time, to be paid by the minute for installation and maintenance of their

equipment rather than being paid up front. This enables the company to provide pan-India phone call

rates of Rs. 1/minute (U$0.02/minute).

The company is structured into four strategic business units - Mobile, Telemedia, Enterprise and

Digital TV. The mobile business offers services in 18 countries across the Indian Subcontinent and

Africa. The Telemedia business provides broadband, IPTV and telephone services in 89 Indian cities.

The Digital TV business provides Direct-to-Home TV services across India. The Enterprise business

provides end-to-end telecom solutions to corporate customers and national and international long

distance services to telcos.

Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The Bharti Group, has a

diverse business portfolio and has created globalbrands in the telecommunication sector. Bharti Airtel

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

country with over 35 million customers. Bharti Airtel has a reliable,high-capacity, integrated (both

wireless and wire line) and convergent(voice, data and video) digital network.Today we touch peoples

lives with our Mobile services, Broadband services,to connecting India's leading 1000+ corporates.

We also connect Indians living in USA with our callhome service.

Globally, Bharti Airtel is the 3rd largest in-country mobile operator by subscriber base, behind China

Mobile and China Unicom. In India, the company has a 24.6% share of the wireless services market,

followed by 17.7% for Reliance Communications and 17.4% for Vodafone Essar. In January 2010,

company announced that Manoj Kohli, Joint Managing Director and current Chief Executive Officer

of Indian and South Asian operations, will become the Chief Executive Officer of the International

Business Group from 1 April 2010. He will be overseeing Bharti's overseas business. Current Dy.

CEO, Sanjay Kapoor, will replace Manoj Kohli.

Type Public (BSE: 532454 )

Industry Telecommunications

Founded 7 July 1995

Founder(s) Sunil Bharti Mittal

Headquarters New Delhi ,India

Area served World Wide

Key people Sunil Mittal (Chairman) & (MD) Sanjay Kapoor (CEO)

Products Wireless Telephone Internet Satellite television

Revenue ▲ US$ 7.254 billion (2009)

Operating income ▲ US$ 2.043 billion(2009)

Net income ▲ US$ 1.662 billion (2009)

Total assets ▲ US$ 11.853 billion (2009)

Business Divisions

1. Mobile Services

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.

2. Airtel Telemedia Services

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. Get world class entertainment with India’s best direct to home (DTH) service digital TV in more than 150 cities

3. Enterprise services

Enterprise Services provides a broad portfolio of services to large Enterprise and Carrier customers. This division comprises of the Carrier and Corporate business unit. Enterprise Services is regarded as

the trusted communications partner to India's leading organizations, helping them to meet the challenges of growth

4. Digital TV Services

Discover the magical experience of digital entertainment with Airtel. From DVD quality picture and sound, the best and widest variety of channels and programmes to the best on-demand content on Airtel Live, your TV viewing experience change forever with digital TV from Airtel!

Vision & promise

By 2010 Airtel will be the most admired brand in India:

Loved by more customers Targeted by top talent Benchmarked by more businesses

“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”

Bharti’s Mission

To be globally admired for telecom services that delight customers.

We will meet global standards for telecom services that delight customers through:

• Customer Service Focus• Empowered Employees• Cost Efficiency• Unified Messaging Solutions• Innovative products and services• Error- free service delivery

The Airtel logo is a strong, contemporary and confident symbol for a brand that is always ahead of the rest. It is a specially drawn word mark.

The Airtel Image styleIt incorporates two solid, red rectangular forms whose counter form creates an open doorway.

The Airtel Typographical styleThe title case lettering with its capital 'A' was deliberately chosen to reinforce the brand's leadership position. The red dot on the letterform 'I' cues Airtel's focus on innovation.The words 'Express Yourself' are very much part of the brand identity.

Airtel Brand

Airtel was born free, a force unleashed into the market with a relentless and unwavering determination to succeed. A spirit charged with energy, creativity and a team driven “to seize the day” with an ambition to become the most globally admired telecom service. Airtel, in just ten years of operationsrose to the principle to achievement and continues to lead as India leading Telecommunication Company Airtel brand has played the role as a major catalyst in India's reforms.

Today we touch peoples lives with our Mobile services, Telemedia services, to connecting India's leading 1000+ corporate. We also connect Indians living in USA, UK and Canada with our call home service.

Bharti Airtel is:

1. 3rd largest in-country mobile operator in the world2. 6th largest in-country integrated telecom operator in the world3. Ranked number 5 in the best performing technology companies in the world by Business Week

India’s most innovative company by Wall Street Journal4. Winner of Gallup Great workplace for being one of the best places to work worldwide5. Ranked 188 in the FT 500 world’s largest companies 2009 ranked by Financial Times

FACT SHEET

Name Bharti Airtel Limited.

Business Description

Provides mobile services in all the 22 telecom circles in India, Srilanka and Bangladesh. Was the first private operator to have an all India presence.Provides telemedia services (fixed line and broadband services through DSL) in 89 cities in India.Also offers DTH and IPTV services.

Established July 07, 1995, as a Public Limited Company

Proportionate Revenue

Rs. 396,150 million (year ended March 31, 2010-Audited)Rs. 369,615 million (year ended March 31, 2009-Audited) As per US GAAP Accounts

Proportionate EBITDA

Rs. 160,268 million (year ended March 31, 2010 - Audited)Rs. 151,678 million (year ended March 31, 2009 - Audited) As per US GAAP Accounts

Shares in Issue 3,797,530,096 as at Mar 31, 2010

Listings The Stock Exchange, Mumbai (BSE)The National Stock Exchange of India Limited (NSE)

Market Capitalisation

Customer Base 130,616,487 GSM mobile and 3,092,009 Telemedia Customers (status as on Apr 30, 2010)

Operational Network

Provides GSM mobile services in all the 22 telecom circles in India, Srilanka and Bangladesh. Was the first private operator to have an all India presence.

Provides telemedia services (fixed line) in 89 cities in India.

Registered Office Bharti Airtel Limited(A Bharti Enterprise)Bharti Crescent, 1 Nelson Mandela Road, Vasant Kunj Phase IINew Delhi - 110 070

Tel. No.: +91 11 4666 6100

Fax No.: +91 11 4666 6411

Organizational Structure of Bharti Airtel

BIBLIOGRAPHY

BOOKS

Marketing Management by Philip Kotler 9th Edition

Research Methods for management by Dr. S. Shajahan 2nd Edition

Principal & Practice of Management by L.M. Prasad, 4th Edition.

REFRENCES

AIRTEL’s reports

Books & magazine on mobile communication

WEBSITES & SEARCH ENGINE

www.airtelworld.com

www.bhartiteleventures.com

www.researchandmarket.com

www.info-shop.com

www.smartmobs.com

www.yahoosearch.com