“Strategies and Analysis of Sales - airtel

8/12/2019 Strategies and Analysis of Sales - airtel

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A

PROJECT REPORT

ON

Strategies and Analysis of Sales & Sales Promotion

Bharti Cellular Limited

Submitted to: -

(Punjab Technical University)

Jalandhar

In Partial Fulfillment of Requirements For TheDegree of Masters in Business Administration

Session (2007-2009)

SUBMITTED BY:-

Varinder Singholl !o" 70#70020#0

DESH BHAGAT INSTITUTE OMANAGEMENT ! "OM#UTE$ S"IEN"E

MANDI GOBINDGA$H


2/57

Say hello andGet more out of life

Air tel

Chapter 1st

Industry Profile


3/57

Welcome to Air tel

Chapter 2 nd

Company Profile


4/57

Introduction to the Study

Objectives of the Study Research Methodology

Share a smile with Our messaging services

Air tel

Chapter 3 rd

Genesis


5/57

Study on FSO Road Shows Management Comparative analysis

The simplest way To know what s around you

Air tel

Chapter 4 th

Data Analysis&

Interpretation


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!each us with ease when "ou need help

Air tel

Chapter 5 th

Recommendations


7/57

#ndia s first mo$ile e%pressway Air tel

Annexure


8/57


9/57

$his %ro&e't as 'arried out to anal *e the sales +romotion of Air$el and its ,arious

'om+etitors" $he +ro&e't as underta en to ards the fulfillment of the t o- ear full time

'ourse of Master of Business Administration (MBA)"

$he +ro&e't in,ol,es the management of sales and sales +romotions for Air$el" $he aim of

+ro&e't as to familiarise ith the or ing of the Sales a'ti,ities of Air$el. along ith the

strategies ado+ted for sales. for different target segments"

/n $oda s 'onte1t orld of 'om+etition the theor of Sur,i,al of the fittest3 +re,ails"

$he 'om+anies need to 4e ell a are a4out the a'ti,ities of the 'om+etitor 'om+an andtheir im+a't" /n order to stand this tough 'om+etition the 'om+an needs to e,aluate its

+erforman'e and re,itali*e its +oli'ies"


10/57

Introduction to the Study

1. Industry Profile

2. Company Profile

3. Genesis

o Objective of the Study

o Research Methodology

4. Data Analysis and Interpretationo Study on FSO

o Road Shows Management

o Enterprise Selling

o Comparative Analysis of Competitors

o Cost Analysis of Call Charges

5. Recommendations

Annexure


11/57

Glossary

Bibliography

INT$ODU"TION TO THE STUDY

$he +ro&e't in,ol,es the management of sales and sales +romotions for Air$el"

$he aim of +ro&e't as to no a4out the or ing of Air$el. along ith the strategies

ado+ted for sales. for different target segments" $he means used for a'hie,ing sales ere

through road sho s and also 4 enter+rise sales" $he tas as +rimaril to +lan. organise

and 'ontrol the road sho s" $he other means for sales that as ado+ted as enter+rise

selling" /n enter+rise sales. the +ur+ose as to 'onta't ,arious small and medium s'ale

enter+rises o,er the tele+hone or ,isit them +ersonall . to get them registered ith Air$el

under the MV%! (Mo4ile Virtual %ri,ate !et or ) +lan" $he tariff stru'ture for an

enter+rise deal is different from the tariff stru'ture offered to the general +u4li'5 it is on

the lines of a 'or+orate deal" $he differen'es ere highlighted to the de'ision ma er and

,arious 4enefits ere e1+lained of the MV%! +lan to 'on,in'e the enter+rises to get the

Air$el MV%! 'onne'tion"

/n order to a'hie,e this. Air$el organi*es road sho s and sends its sales teams to

different 'or+orate houses here there 'an 4e a +otential 'ustomer 4ase" /t is im+ortant

that hen a re+resentati,e of the 'om+an . goes for organi*ing a road sho or to ma e a

'or+orate deal. he should 4e ell +re+ared to ans er the 6ueries not &ust a4out the offers

and +lans of our 'om+an . 4ut also 6ueries on the +ro4lems fa'ed 4 the e1isting

'ustomers. as ell as 'om+arisons ith the tariffs and +a' ages that are offered 4 the

'om+etitors"


12/57

INDUST$Y #$O I%E

Cellular Li'enses ere a arded to the +ri,ate se'tor - first in the metro+olitan

'ities of Delhi. Mum4ai. ol ata and Chennai in 899 and then in the 89-tele'om 'ir'les

in 899#" $he first metro 'ellular net or started o+erating in August 899# in Cal'utta" $he

hole 'ountr as di,ided into the metro+olitan 'ities and 89 tele'om 'ir'les. hi'h

ere roughl analogous ith the States of /ndia" /n fa't 'ellular ser,i'es are no a,aila4le

in almost 8 00 'ities : to ns of /ndia"

;hen 'ellular mo4ile ser,i'es ere first introdu'ed in 899 it as as a duo+ol

(that is a ma1imum of t o 'ellular mo4ile o+erators 'ould 4e li'ensed in ea'h tele'om

'ir'le). under a fi1ed li'ense fee regime and for a li'ense +eriod of 80 ears"

$he initial res+onse of the +ri,ate se'tor as ,er en'ouraging" $he attra'ti,eness

of the /ndian mar et - the lo tele-densit . the high latent demand and a 4urgeoning

middle 'lass - 4rought in some of the largest glo4al tele'om +la ers. foreign institutional

in,estors and the ma&or /ndian industrial houses to in,est in tele'om. es+e'iall the /ndian

'ellular industr " $ele'om +ro,ed to 4e a +o erful attra'tor of foreign in,estment" $he

'umulati,e . the 'ellular industr as on the ,erge of 4an ru+t' and at that time it a++eared

that the li4erali*ation dream as o,er : the nightmare had 4egun"


13/57


14/57

"OM#ANY #$O I%E

Air$el 'omes to us from Bharti Cellular Ltd" A 'onsortium of giants in the

tele'ommuni'ation 4usiness" Air$el laun'hed it s ser,i'es in Delhi on !o,em4er 8 .899#"

/t has at +resent o,er Si1 and a half million 'ustomers in it s si1 ears of +ursuit of greater

'ustomer satisfa'tion. Air$el has redefined the 4usiness through mar eting inno,ations.

'ontinuous te'hnologi'al u+ gradation of the net or . introdu'tion of ne generation

,alue added ser,i'es and the highest standard of 'ustomer 'are"

Air$el has 'onsistentl set the 4en'hmar s for the /ndian 'ellular industr to follo "


15/57

#A$TNE$SHI#S O AI$TE%: ;e +artner ith orld s finest 'om+anies li e Vodafone. Singtel (Singa+ore $ele'om).Eri'sson. !o ia. /BM and man more to 4ring the 4est of +rodu'ts : ser,i'e to ou"

Hi hli ht( .or ull Year ended Mar'h /01 2334 G,erall 'ustomer 4ase 'rosses ="9 'rore" Highest e,er-net addition of 8"> 'rore 'ustomers in a ear" Mar et leader ith a mar et share of all /ndia ireless su4s'ri4ers at 22"9

(20" last ear) $otal e,enues of s" 8>.#20 'rore (u+ #9 -o- ) EB/$DA of s" 7. #8 'rore (u+ 72 -o- )" Cash %rofit of s" 7.=07 'rore (u+ 79 -o- )" !et %rofit of s" .2#7 'rore (u+ >9 -o- )"

Things You Didn't Know About Airtel

E,er #th mo4ile user in /ndia tal s on Air$el"

A4out 98 of mo4ile o ners in /ndia reside in Air$el s 'ir'les"

At 8#0.000. Airtel has the largest famil of retailers"

Airtel also has the largest net or of e1'lusi,e outlets - o,er 00 - and the largestshare of +re+aid su4s'ri4ers"

Airtel +ro,ides tele'om ser,i'es to an entire nation outside /ndia"

Airtel monitors =00 'ustomer tou'h +oints through a 'ontinuous 'ustomer satisfa'tion resear'h +ro'ess


16/57

#$OJE"T METHODO%OGY

As mentioned in the outline that the +ro&e't is dealing ith the Strategies and

Anal sis of Sales and Sales %romotion3 for Air$el" $he 'om+an is engaged in

+ro,iding ,arious ser,i'es to meet the mo4ile 'ommuni'ation needs of the 'ustomer"

$he resear'h frame for the +ro&e't is detailed 4elo " /t is ne'essar to e1+lain the

methodolog used for the +ro&e't" esear'h is 'om+osed of t o ordsFre and Fsear'h .

hi'h means to sear'h gain or to sear'h for ne fa'ts to modif older ones in an 4ran'h

of no ledge" $he sear'h for ne no ledge also hel+s to a''e+t. re&e't or modif

e1isting fa'ts or no ledge"

Methodolog refers to ,arious methods used 4 the resear'her right from data

'olle'tion and ,arious te'hni6ues use for the same for inter+retation and inferen'e"

$he +ro&e't as 4ro en into four main areas. namel I

$o organise e,ents to 4oost u+ the sales( oad Sho s)

Enter+rise Selling Stud on the


17/57

STUDY ON SO

$o 4uild a strong foundation to or in Air$el. it as essential to 4e ell ,ersed

ith the tariff +lans and the do'umentation +ro'edures that are follo ed for a,ailing the

different Air$el ser,i'es" An


18/57

The difference between FSOs and the other sales channels is that, an FSO is anexclusive AirTel showroom. An FSO is allowed to mar et and sell onl! AirTel servicesand connections, whereas, the dealers and "remium dealers #$%s& can sell services ofother mobile service "roviders too. The other difference is that, the revenue earned b! an

FSO from BCL for a service is hi'her than a $%, which in turn is hi'her than a dealer.

SO5( aim to:

%ro,ide eas to a''ess and orld 'lass ser,i'es

Build e1em+lar relationshi+s ith our +artners

!urture an en,ironment here +eo+le are res+e'ted

Ma e a +ositi,e and +roa'ti,e 'ontri4ution to the so'iet

Bene.it( to the 'u(tomer

Gne sto+ sho+

%rom+t ser,i'e

Eas to a''ess

%IST O SE$6I"ES #$O6IDED BY SO8" !e A'ti,ations

2" Customer 6ueries

=" e'harge Cou+ons

" Bill %a ments

#" Du+li'ate S/M

All these ser,i'es are no a,aila4le to an Air$el 'ustomer under on roof" $here

are 'ertain re6uirements. hi'h ha,e to fulfil to get the &o4 done"


19/57

$E"HA$GE "OU#ON$e'har e 'ou)on( o. the .ollo7in denomination( are al(o

a&ailable in e&er8 outlet9

$e'har e "ard 'o(t 7ith ta Airtime 6alue 6alidit8

200 #0 Gne month22# # Gne month

2#0 ># Gne month

=2 8#0 Gne month

= 0 8>= Gne month

# 0 =#0 Gne month

80>0 >#0 $ o month

=2 0 2700 Gne ear

Also include easy recharges worth s *+, -+, .+, *++

BI%% #AYMENTS

Customer 'an +a his 4ill at the


20/57

$o ha,e a good su''ess at a road sho . s+e'ial s'hemes and offers must 4e

+ro,ided. so that the 'ustomer is tem+ted to 4u the 'onne'tion" A road sho ith no

s+e'ial s'heme ould attra't little or no attention" /n order to a'hie,e this. s+e'ial offers at

road sho s in'ludeI


21/57

ENTE$#$ISE SE%%ING

$he third +hase of the +ro&e't as in,ol,ed ith dealing ith ,arious small and

medium s'ale enter+rises. ho 'ould 4e enrolled ith Air$el under the MV%! +lan (See

MV%! +lan in Anne1ure)" $he enter+rises ere found through the $A$A- ello %ages

and the M$!L +hone dire'tor " $hese enter+rises ere 'onta'ted through tele-'alling"

(fforts have 'iven AirTel stron' leads li e )an Bros Construction and *%B* Ban , which

have to be closed b! AirTel. As dis'ussed 4efore. Delhi 4eing a ,er old mar et. ma&orit

of the +eo+le alread ha,e a mo4ile 'onne'tion" $he +ro4lem arises hen the ant to

retain their num4ers" /n su'h 'ases. here large num4ers of +eo+le ant to retain their

e1isting num4er. the enter+rise must assure a minimum of 20 ne 'onne'tions" /n 'ase

the 'an +ro,ide ith at least 20 ne 'onne'tions. the e1isting Air$el 'ustomers are

allo ed to retain their mo4ile num4ers and are in'or+orated in the MV%! +lan" /n 'ase a

+erson has a mo4ile 'onne'tion from a 'om+etitor. in hi'h 'ase. the same num4er 'annot

4e retained. an offer is made to +ro,ide him ith the same last or # digits as his e1isting

num4er. if a,aila4le" Gther ise he is offered a gold num4er free of 'ost" ?old num4ers are

+ri'e tagged num4er"


22/57

Air$el %un&a4 +arti'i+ating in egional le,el mo4ile e1hi4ition" $his a'ts as a +latform to dis+la

the latest offerings and listen to 'ustomers 6ueries. for the organi*ation"

OUTDOO$ AD6E$TISING

;ith toda s mar eting strategies 4eing dri,en 4 the 'onsumer. ho is 4eing e1+osed to

more messages than e,er 4efore. outdoor is +ro,en medium in the mainstream media mi1"

Gutdoor is a4out deli,ering im+a't and a areness-it 'a+tures


23/57

OUTDOO$ "AN #$O6IDE

Broad mar et rea'h and high. and effi'ient fre6uen' "

2 hours a da . 7 da s a ee +resen'e"

A4ilit to rea'h mar ets andJor demogra+hi' +rofiles 'onsidered diffi'ult or too

e1+ensi,e ith other media"

A +erfe't strategi' add-onJe1tension ith other media a'ti,it su'h as tele,ision

and radio"

Communi'ation to mar et that other media 'annot rea'h"

A bird e8e &ie7 (ho7in ho7 'luttered outdoor mar=et i( in term( o. &i(ibilit89 Ad>oinin

)i'ture (ho7( ma>or )la8er( ri ht ne t to ea'h other9


24/57


25/57

BASIS O SE%E"TING THE SITE

8) ?eogra+hi'al area

2) Conne'ti,it of Airtel in that area

=) $rade +otential in area

) !ational high a s

#) %rominent +la'es in to nJ'it

) Entr e1it +oints

7) Dha4as and famous resorts

>) Multi store 4uilding that +ro,es to 4e a good site for ,isi4ilit "

$here ere man sites hi'h / identified here outdoor ad,ertising 'ould ta e +la'e and

4oards 'ould 4e +ut u+ to +romote the 4rand" Airtel fo'uses on +romoting the 4rand in

ur4an areas" $he follo ing are the rural areas here / ,isited and finali*ed sited and here

Airtel 'an +ut u+ its 4oards and hoardings"

$ +es of outdoor ad,ertising te'hni6ues used 4 Airtel in %un&a4I

8" ;all +aint

2" %osters

=" ?lo Sign BoardJ 4a' lit

" Banners

"HA%%ENGES

$here ere no s+e'ifi' guidelines for dha4as gi,en and airtel has no s+e'ifi'

'reati,e es+e'iall for dha4as"


26/57

As the main target as rural so it is reall hard to find out +rominent lo'ations out

there"

$here ere man areas in hi'h there are less or no sites

$here ere some areas here Airtel alread has its +resen'e in terms of ,isi4ilit "

So going there as a aste of time"

"OM#ETITI6E ST$ENGTHS IN OUTDOO$S B$ANDING

Bharti has em+lo ed 'reati,e genius of 4est in 4usiness ith 'reati,e of sa'hin and

shahru h han "Airtel is a ahead in terms of 'reati,it ith ide range of

4eautiful 'reati,e

?reat ,isi4ilit at Chandigarh here there is not mu'h s'o+e in mar ets 4e'ause of

stri't rules and regulations" Ho e,er Airtel has a'6uired ma&or sites at +rominent

lo'ations su'h as rail a stations. air+ort et' here there is lot of 'ustomer inflo "

A (ite at "handi arh rail7a8 (tation 7ith (i?e o. @3 23 .eet 'o(tin $( 29 la'=( )er

month )ro&ed to be a reat (i ht .or &i(ibilit89

E1'ellent ,isi4ilit of glo sign 4oard on the roads of 'handigarh. +an'h ula et'

E1'ellent ,isi4ilit in main mar ets of Chandigarh"

E1'ellent 'onne'ti,it all o,er %un&a4 hi'h as o4ser,ed hile tra,eling in

remote areas and 4 tal ing to +eo+le in those areas" Airtel is a ahead in terms

of 'onne'ti,it "


27/57

E1'ellent distri4utionJa,aila4ilit of re'harge 'ou+ons through out %un&a4"

OUTDOO$ AD6E$TISING BY AI$TE% "OM#ETITO$S

Dha4as and resorts are ,er ell 'o,ered 4 hut'h ith 'u4i'al lits also s+i'e has

used a lot of stand alones

Ma&or 4us shelters are of $ata elian'e and Hut'h

Hut'h and $ata has also a'6uired ma&or amount of the +oles ith their ios s"

$ata indi'om has 'o,ered high a s ell through all +ainting" $he ha,e +ainted

alls on high a s after e,er 2 to = ms as this is one of the 'hea+est medium of

outdoor ad,ertising" ?enerall there is one time rent gi,en e6ualing to hat

'om+an gi,es for ,in l fle1es +er month"


28/57

Gther than Chandigarh 'om+etitors are a ahead in ur4an 'ities li e @alandhar

Amritsar. ludhiana" Airtel don t ha,e great ,isi4ilit in +rominent lo'ations in

these areas"

$hough S+i'e and elian'e ha,e a'6uired fe sites as 'om+ared to airtel. ho e,er

the ha,e done a 4rilliant &o4 as far as outdoor ad,ertising is 'on'erned in those

areas and ha,e left a tremendous im+a't o,er there"

Thi( ()i'e hoardin on Ambala "handi ah hi h7a8 7ith beauti.ul 'reati&e o.

#ri8an=a 'ho)ra i( on a turn and ha( an e 'ellent &i(ibilit8 .orm both (ide( o. the

road9


29/57

#$OMOTIONA% AND S#E"IA% O E$S

;e are 'hanging the a /ndia 'ommuni'ates 4 offering inno,ations that not onl add,alue to +eo+le s li,es 4ut also deli,er an unmat'hed 'ustomer e1+erien'e"

;e ere the first to %ro,ide ele'troni' re'harge for mo4ile +hones" /nitiate musi' retailing in the orld ith Eas Musi'3 and the first to offer a

Lifetime %re+aid ser,i'e" %ro,ide inno,ations su'h as Boll ood mo,ie +remiers. musi' ser,i'es su'h as

ring4a' tones : man more"

"OM#A$ISON O THE "OM#ETITO$S

Market Share of each Company

&'(

)*(

*&(

+( )(

AirTel ,utch -S./ !eliance Tata #ndicom

(our'e: IM$B (ur&e8

As on =8 @une 200 5 refer to a++endi1


30/57

Air$el dominates the Delhi and !orthern region 4 holding 7 of the mar et

share 8" Hut'h ta es the se'ond +la'e ith =8 mar et share" BS!L ta es the third +la'e

ith 8 mar et share" $ata /ndi'om has 0= of mar et share" /t is again ,er interesting

to noti'e that elian'e has gra44ed 0# of the mar et share" But Air$el o ing to its

su+erior 'o,erage and features still leads" As Air$el 'rossed the one million su4s'ri4ers

mar . there ere +ro4lems that ere fa'ed 4 its su4s'ri4ers. due to net or 'ongestion"

$o o,er'ome these +ro4lems Bharti Cellular Ltd" a++lied for an additional s+e'trum" $hat

offer has no ended and the tariffs are no similar to those of Air$el"

Advertisement Impact

010

&0

20

30

*00

Oct40+ .ov40+ 5ec 0+ 6an 02 7e$ 02 8ar 02

Airtel ,utch-S./

TATA #ndicom !eliance #nfocomm

(our'e: IM$B (ur&e8

/n a sur,e 'ondu'ted 4 /M B. in G't 0 . +eo+le ere as ed. $al ing a4out

ad,ertisements for 'ellular 4rands. hi'h 4rands 'ome to our mindK3 2" >= of the

res+ondents said Air$el" /ts nearest 'om+etitor Hut'h as remem4ered 4 onl 80 of

8 2


31/57

the res+ondents" $he sur,e hen 'ondu'ted this ear. in Mar'h 0 . Air$el s

ad,ertisements ere re'olle'ted 4 7# of the res+ondents. hereas onl # of the

+eo+le remem4ered Hut'h s ad,ertisements"

$he sales of mo4ile 'ellular 'onne'tions ha,e ta en an u+ ard trend sin'e Ma

200 . that is. sin'e the in'oming 'alls 4e'ame free to the mo4ile users" A sur,e 4 /M B

indi'ated that >8 . in other ords. out of # +eo+le ho 4ought ne mo4ile 'onne'tions

after Ma F0 had made the +ur'hase 4e'ause of the free in'oming regime"

/f Air$el has to orr a4out an of the 'om+etitors. elian'e is easil the one that

has to 4e at'hed out for" S+e'iall after the Monsoon Hungama3 s'heme. here

'onne'tions ere 4eing gi,en for s" #08J- ith handset"

!o to differentiate our ser,i'es from our 'om+etitors. Air$el has a ser,i'e ri'h

+a' age that is a,aila4le to all the Air$el users" $he ser,i'e ad,antage offered 4 Air$el

o,er other ser,i'e +ro,iders is gi,en in the ta4leI

Attribute( AirTel $elian'eHut'h

Tata

Indi'omSingle num4er roaming es !o es es

Seamless !ational oaming in 700 'ities es !o !o !o

Seamless /nternational oaming in 8=7 'ountries es !o !o !o

Enhan'ed Dual Band S+e'trum es !A !o !o

S+e'ial %romotions on /SD 'alls es !o !o !o

S+e'ialised total tele'om solutions for 'or+orates es !o !o !o

Multimedia Messaging es !o es es


32/57

;ith the ne / C (/nter'onne't usage 'harges) regime. the tariffs ha,e drasti'all

'hanged" Earlier. a su4s'ri4er used to an airtime 'harge in addition to the %S$! 'harges"

$he 'osts of the 'alls made ere not ,er 'lear to the +eo+le. that is 4e'ause. the airtime

as 'harged at a 0 se'ond +ulse"


33/57

Jan 3C eb 3C Mar'h 3C A)r 3C Ma8 3C Jun 3C Jul8 3C Au 3C S e) 3C O't 3CBharti

"ellular 292280 =8288 =2>=90 ==#288 = #=> = 02 = =7>88 =99=70 2> 2= =98Hut'hi(on

E((ar 89 =#8 20 9 9 28>070 2=88 2 ==0 2# 7>2 2 >>>2 2>>2>= =80908 =22 =

BSN% !/L -!/L 80288 800>0 9>> 9#9= 80 8 88 =7 22 92 2==#=TATA

INDI"OM !/L !/L !/L !/L !/L !/L !/L !/L !/L !/LC@ 0 0 3 / 40 4 C 4 @ 4C 2C 0@ 4 / 2 3 4 220 4@ 43

No& 3C De' 3C Jan 3 eb 3 Mar'h 3 A)ril 3 Ma8 3 Jun 3 Jul8 3 Au 3Bharti

"ellular #27> > >#0 #8#> 2 # >0=2 #>2>=7 0#2#8 =8079 #02= 700280 7=# 7=Hut'hi(on

E((ar =29 9 = =2 8 = >#28 = 7 =8 =90 0 2887 9#>0 9=9>7 #0>0> #2 #97BSN% =#90 # 0> ##8#= 8 9> 9 899 9#20= 9=7 9 982=> 987 9 988 >TATA

INDI"OM !/L !/L !/L !/L !/L !/L !/L !/L !/L !/L@/3@@3 @4/C 0 0 440 0 03 4 4 0020 /3 004CC2@ 02 32C@ 0/333 0/ 020@

Se) 3 O't 3 No& 3 De' 3 Jan 3 eb 3 Mar'h 3 A)ril 3 Ma8 3 June 3Bharti

"ellular 7 >9 798 =7 >8= # >= 2 9 >#09 > = 70 902=#7 9=> = 800 >29 80 > 7Hut'hi(on

E((ar #=0##> ####> #7 20# #>0=2> #> ==9 #9 80 0# ># 899># #90># 728=9BSN% % 809=2= 82 9>0 82>8=2 829>09 8298 = 8=82#> 8=2 87 8= 0> 8=887 82#=90

TATAINDI"OM !/L !/L 7#=> 82>=0 8 22 2 8#>87# 8 #900 8 =2> 8 9#=7 892909

0C3C/43 0C4C23/ 0 00 0 42402 043 @ 04C4 0/ 0@3 0 0@ @022 0 2 203@0C2

(our'e: IM$B (ur&e8

AD6E$TISEMENT IM#A"T


34/57

Tal=in about ad&erti(ement( .or 'ellular brand(1 7hi'h brand('ome( to 8our mindF

O't 3 No& 3 De'53 Jan53 eb53 Mar53

Ba(e 0 C2@ C2C C2 C2 C2

AirTel 4 @ @2 4 4 @/

Hut'h C C @ 02 03

TATA INDI"OM C C C

BSN% / / / -/ 0 0

$elian'e In.o'om 00 C 4 / 2

"USTOME$ #$E E$EN"E O "E%%U%A$ B$ANDS

;hen I mention 'ellular brand(1 7hi'h brand( 'ome( to 8our mind.ir(tF

O't 3 No& 3 De'53 Jan53 eb53 Mar53

Ba(e : All Intendin 0 C2@ C2C C2 C2 C2

Airtel @3 4 4 4C 3 /

Hut'h 03 0C 0/ 00 03 0/

BSN% / 2 0 2 0 -

$elian'e In.o'omm - - - 2 0

Tata Indi'om - - - - 0 0

(our'e: IM$B (ur&e8


35/57

OBJECTIVES OF THE STUDY

*9 To find a$out the awareness of AirTel advertisement campaign9

19 To o$serve the $rand image of AirTel9

)9 To evaluate the different product ranges of AirTel9

&9 To find out the level of information a$out AirTel promotional

activities9

+9 To know the customer opinion on various services of AirTel9

29 To find out the effectiveness of media used for :ellular

advertising9

RESE RCH METHODOLOGY


36/57

Mar eting esear'h is the s stemati' design. 'olle'tion. anal sis and re+orting of data

and findings rele,ant to s+e'ifi' mar eting situation or +ro4lem"3 $he o4&e'ti,e of this

se'tion is to des'ri4e the resear'h +ro'edure and methods that ha,e 4een ado+ted for the

a'hie,ement of the +ro&e't o4&e'ti,es"

$ESEA$"H DESIGN

A resear'h design is the arrangement of 'onditions for the 'olle'tion and anal sis of data

in a manner that aims to 'om4ine rele,an'e to resear'h +ur+ose ith e'onom in

+ro'edure" M8 re(ear'h i( e )lorator8 in nature " $hree lines of atta' ere im+lied

here. hi'h ill 4e stud of se'ondar sour'es of information. sur,e of indi,iduals ho

are a are of ,arious +romotional a'ti,ities of different 'ellular 4rands" So after 'areful

relo'ation / 'hoose +eo+le of !angal : o+ar" $he ma&or em+hasis in the stud is on the

dis'o,er of ideas and insight" $he resear'h +ro'ess that as follo ed 'onsisted of the

follo ing ste+sI-

i) DE INING THE #$OB%EM AND $ESEA$"H OBJE"TI6ES: /t is said. A

+ro4lem ell defined is half sol,ed"3 $he first ste+ is to define the +ro&e't under

stud and agree u+on the resear'h o4&e'ti,es" $herefore. the stud to 4e

underta en and o4&e'ti,es of the stud ha,e 4een 'arefull defined earlier"

ii) DE6E%O#ING THE $ESEA$"H #%AN: $he se'ond ste+ of the stud 'onsists

of de,elo+ing the most effi'ient +lan for gathering the rele,ant data" $he follo ing

fa'tors ere under fo'us in the resear'h +lanI

a" Data De(i n: /t in,ol,es different as+e'ts li e the nature of data. the data

sour'es. the data fre6uen' and the data tools"


37/57

4" Nature o. Data: $he nature of data that has 4een used under +ro&e't is 4oth

+rimar and se'ondar in nature" $he term data 'an 4e defined as fa'ts.

figures and information. s stemati'all 'olle'ted and +resented for the

+ur+ose of dra ing inferen'es" $he first hand information 4earing on an

resear'h. hi'h has 4een 'olle'ted 4 the resear'her. or his agent or

assistant. is 'alled +"rimar! data "

$he results 4ased on +rimar data are 4ound to 4e em+iri'al and of great

utilit " Gn'e the +rimar data has 4een +ut to use. the original 'hara'ters

disa++ear and the data 4e'omes se'ondar " $he data hi'h has alread

4een 'olle'ted. 'om+iled and +resented earlier 4 an agen' ma 4e used

for the +ur+ose of in,estigation"

iii) DATA SOU$"ES :


38/57

,) SAM#%ING DESIGN: /t is a definite +lan for o4taining a sam+le from a gi,en

+o+ulation" /t refers to the te'hni6ue or the +ro'edure the resear'her ould ado+t

in sele'ting items for the sam+le" $he sam+ling +lan or design 'alls for the

follo ing de'isions I

a" Uni&er(e: esear'h sam+le unit refers to the geogra+hi'al area that / ha,e

'o,ered hile 'ondu'ting the resear'h" $he uni,erse to the studied for this

+ro&e't 'om+rises of the +eo+le of o+ar and !angal

4" Sam)le Unit: ;ho is to 4e sur,e edK

$he target +o+ulation must 4e defined that ill 4e sam+led" /t is ne'essar

to de,elo+ a sam+ling frame so that e,er one in the target +o+ulation has

an e6ual 'han'e of 4eing sam+led"

'9 Sam)le Si?e: Ho man +eo+le ill 4e sur,e edK $his refers to num4er

of res+ondents to 4e sele'ted from the uni,erse to 'onstitute a sam+le"

An o+timum sam+le is one that fulfills the re6uirements of effi'ien' .

relia4ilit and fle1i4ilit " $he sam+le si*e of #0 ser,es the +ur+ose of

stud "

d9 Sam)le Method: $he sam+ling method used is non-+ro4a4ilit

'on,enien'e sam+ling ( here the resear'her sele'ts the most a''essi4le

+o+ulation mem4ers from hi'h to o4tain information)"

DATA ANA%YSIS AND INTE$#$ETATION: Data after 'olle'tion ha,e 4een

+ro'essed and anal *ed in a''ordan'e ith the outline laid do n in the resear'h +lan"

Data o4tained during the stud ha,e 4een s stemati'all ta4ulated and inter+reted ith the

hel+ of ta4les or +ie-'harts"


39/57

ANA%YSIS$he follo ing results are deri,ed from a sam+le of #0 res+ondents" Em+hasis as to get

no ledge a4out 'ustomers ho use and no a4out ,arious 'ellular ser,i'es"


40/57

09 ;hi'h i( 8our 'urrent (er&i'e )ro&iderF

O)tion( No9 o. re()ondent( a e o. $e()ondent(

S+i'e 0> 8

Hut'h 80 20

Airtel 22

BS!L 07 8

$ata /ndi'om 0= 0

;ercentages

*2(

10(

&&(

*&( 2( Spice,utch

Airtel-S./Tata #ndicom

In.eren'e:-

$his +ie-'hart sho s that +eo+le using Airtel"

29 Are 8ou (ati(.ied 7ith 8our 'urrent (er&i'e )ro&iderF

O)tion( No9 o. re()ondent( a e o. $e()ondent(es 0 >0

!o 80 20


41/57

30(

10(

"es.o

In.eren'e:-

$his +ie 'hart sho s that >0 res+ondents are satisfied ith there ser,i'es 4ut 20 are

not"


42/57

/9 ;hat 7ere the .eature( 8ou )re.er to 'hoo(e a (er&i'e F

O)tion( No9 o. re()ondent( a e o. $e()ondent(

Ad,ertisement 07 8

Brand !ame 0 82

Brand /mage 0# 80

!et or Co,erage 09 8>

S'hemes 0> 8

Call ates 82 2

A,aila4ilit 08 02

Cele4ritiesJBrand

am4assador

02 0


43/57

*&(

*1(

*0(

1(

*3(

*2(

1&(

&( Advertisement

-rand .ame

-rand #mage

Avala$ility

.etwork :overage

Schemes

:all !ate

:ele$rities res+ondents

'hoosing net or 'o,erage for there ser,i'es


44/57

C9 ;hi'h "om)an85( Ad&erti(ement 8ou li=e mo(tF

O)tion( No9 o. re()ondent( a e o. $e()ondent(S+i'e 0 0>Hut'h 82 2

Airtel 28 2BS!L 0= 0$ata /ndi'om 80 20

;ercentages

3(

1&(

&1(

2(

10( Spice,utch

Airtel-S./Tata #ndicom

In.eren'e:-

$his +ie- 'hart sho s that 2 +eo+le li e Airtel Ad,ertisement and 2 sa s the li e

Hut'h"

9 ;here 8ou 'an (ee that Ad&erti(ementF

O)tion( No9 o. $e()ondent( a e o. $e()ondent($"V 2# #0

oad sho s 0> 8Hoardings 82 2


45/57

%osters 0# 80

+0(

*2(

1&(

*0(T9=!oad Shows,ordings;osters

In.eren'e:-

$his +ie-'hart sho s that ma&orit of +eo+le o+ted for $"V i"e" #0 and 2 ha,e o+ted

for Hordings"


46/57


47/57

49 Are 8ou a7are about di..erent ('heme( o..ered b8 AirtelF

O)tion( No9 o. $e()ondent( a e o. $e()ondent(es =2

!o 8> =

2&(

)2(

"es.o

In.eren'e:

$he %ie 'hart sho s that +eo+le are a are of Airtel s'hemes and = sa the are

not a are"

@9 About 7hi'h ('heme 8ou are a7areF


48/57

O)tion( No9 o. $e()ondent( a e o. $e()ondent(e'harge 8> #Validit 0> 2#

Messages 0# 8oaming 08 0=

GRAPH 5.2

+2(1+(

*2( )(

!echarge=alidity8essages!oaming

In.eren'e:-

$his +ie 'hart sho s that # of res+ondents are a are of re'harges and 2# are a are

of ,alidit "


49/57

9 Are 8ou a7are about di..erent )romotion a'ti&it8 done b8 AirtelF

O)tion( No9 o. $e()ondent( a e o. $e()ondent(

es 2> # !o 22

+2(

&&("es

.o

In.eren'e:-

$he %ie 'hart sho s that # +eo+le are a are of Airtel +romotion a'ti,ities and sa

the are not a are


50/57

039 About 7hi'h )romotion a'ti&it8 8ou are a7areF

O)tion( No9 o. $e()ondent( a e o. $e()ondent(


51/57

?ood 8> =Bad 02 0

!eed /m+ro,ement 00 00

20(

)2(

&(0(=ery GoodGood-ad.eed #mprovement

In.eren'e:

$his +ie 'hart sho s that 0 of res+ondents sa that Airtel s Ad,ertisements are ,er

good and = sa that it is good"


52/57

4ad e1+erien'e ith the 'urrent ser,i'e +ro,ider. 'onsumer on t shift to another ser,i'e

+ro,ider 4e'ause of the num4er 4eing distri4uted in their friend 'ir'le"


53/57

Air$el should +romote 4rand fo'ussing on the target grou+s"

$he ma&orit of the +ro4lems fa'ed 4 the su4s'ri4ers are due to +oor handling of

'ustomer 6ueries. 4 the 'ustomer 'are" $he generall 'om+lain that the aiting

time is too high and in 'ase the do get through. the are misguided 4 the

'ustomer 'are e1e'uti,es" ;ith su'h a large 'ustomer 4ase. Air$el should or on

e1+anding its 'ustomer 'are"

$he +oint of +ur'hase ad,ertisement strategies must 4e re'onsidered as it is +ro,ed

results"

Air$el should or to +romote there +rodu'ts in rural mar et also"

$he s'o+es of further resear'h are +ri'ing module. +romotion module. and ser,i'es

in 'onne'tion ith 4rand +romotion"

Air$el should need to or on +ri'es of there 'onne'tions and ser,i'es as the are

more familiar ith 'ustomers against other 'om+etitors"

$his stud has 4een restri'ted to o+ar and !angal onl "


54/57

$he information +ro,ided 4 the res+ondents ma 4e 4iased and in'orre't"

$he sam+le ma not re+resent the hole +o+ulation"

A,aila4ilit of time and resour'es 'ould lead to the ina4ilit of 'ondu'ting a large

sur,e "

Most of the 'ustomers ere 4us and ere not illing to ans er all the 6uestions"

ST$ENGTHS

Seen as a strong 4rand leader in %un&a4

SWOT N LYSIS IRTEL


55/57

Brand strength is asso'iated ith 'om+an si*e

?ood $GMA ($o+ of Mind A areness) (7= )

Start of finan'ial ear +ro,ides ith resour'es to 4e mo4ili*ed on 4rand front"

;EA NESS

Considered to 4e Big Ele+hant. Slo to res+ond to d nami' mar et 'onditions"

La' of orld 'lass 'ustomer su++ort s stem

$oo man +rodu'ts 4eing laun'hed into mar et" $his has 'reated a state of

am4iguit at

Channel +artners ha,e started losing 'onfiden'e due to la' of +roa'ti,e measures

to 'ounter 'om+etition"

O##O$TUNITIESAir$el is trul a national o+erator ,is- -,is 'om+etitors

Ha,e higher su4s'ri4er 4ase as 'om+ared to 'om+etitors F!et or is +er'ei,ed as

'ore 4rand strength

Seen as a +ioneer in Value added ser,i'es (Hello $unes)

Seen as an o+erator to slash +ri'es and mat'h an 'om+etition

TH$EATS

Long hiatus from 4rand initiati,es has 'reated magnifi'ent o++ortunities for

'om+etitors

Hut'h is seen as a more 'reati,e 4rand (Con'e+ts : E1e'ution)

S+i'e is seen as a lo'al 4rand and %ri an a 'ho+ra s endorsement has 'ertainl

added im+etus to the 4rand

BS!L are seen as 'ost effe'ti,e ser,i'e +ro,iders ( 'ost leadershi+)

AB$G Asso'iation of Basi' $ele'om G+erators

BCL Bharti Cellular Limited


56/57

BSG Basi' Ser,i'e G+erators

CDMA Code Di,ision Multi+le A''ess

CL/% Caller Line /dentifi'ation %resentation

CL/ Caller Line /dentifi'ation estri'tion

CGA/ Cellular G+erators Asso'iation of /ndia

C$M Contra't to Magi'


57/57

/ndian Mar et esear'h Bureau

NE;S#A#E$S

$he E'onomi' $imes Dated 20 @ul 200

INTE$NET SITES

"airtel orld"'om

htt+IJJ "4hartitele,entures"'om

htt+IJJ "4snl"'o"inJBharat San'harnigam Ltd"htm

htt+IJJ "s+i'eindia"'omJS+i'e $ele'om Cor+orate

%rofile"htm
http://www.airtelworld.com/http://www.bhartiteleventures.com/http://www.bsnl.co.in/Bharat%20Sancharnigam%20Ltd.htmhttp://www.airtelworld.com/http://www.bhartiteleventures.com/http://www.bsnl.co.in/Bharat%20Sancharnigam%20Ltd.htm

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