A PROJECT REPORT ON STUDY OF MARKETING STRATEGY USED AT AIRTEL FOR CUSTOMER SATISFACTION SUBMITTED TO UNIVERSITY OF PUNE IN PARTIAL FULFILLMENT

OF BACHELOR IN BUSINESS ADMINISTRATION (BBA) SUBMITTED BY GAURAV PATHAK TYBBA (MARKETING) MARATHWADA MITRAMANDALS COLLEGE OF COMMERCE DECCAN GYMKHANA, PUNE: 411004

IINDEX NDEX
TITLE ACKNOWLEDGEMENTS OBJECTIVE OF THE PROJECT HYPOTHESIS METHODOLOGY CHAPTER 1: INTRODUCTION : ROLE OF MARKETING IN CUSTOMER

1 2 3 4 5

6-7
SATISFACTION AN INSIGHT INTO THE WORLD OF AIRTEL ORGANISATION STRUCTURE 1 ORGANISATION STRUCTURE 2 PRODUCTS AND SERVICES OF AIRTEL MARKETING STRATEGIES OF AIRTEL GROWTH OF AIRTEL AWARDS FOR AIRTEL

8 - 13 14 15 16 - 20 21 - 23 24 - 27 28 - 30

FUTURE PROSPECTS OF AIRTEL CORPORATE RESPONSIBILITY CHAPTER 2 : REASONS FOR SELECTING THE TOPIC PURPOSE OF QUESTIONNAIRE CHAPTER 3: APPENDICES: QUESTIONNAIRE ( FOR EMPLOYEES) QUESTIONNAIRE ( FOR CUSTOMERS) CHAPTER 4 : STATISTICAL DATA DATA INTERPRETATION CHAPTER 5: TESTING OF HYPOTHESIS CONCLUSION / FINDINGS CHAPTER 6: BIBLOGRAPHY / REFERENCES

31 - 34 35 - 36

37 38

39 - 41 42 - 44

45-49 50

51 52

53

Acknowledgement Acknowledgement
It gives me immense pleasure to thank everyone who has helped , supported, and guided me in completion of this project. It is them, without whom the project would not have been completed. Thus I would like to thank the following persons:

The extremely co operative customers of airtel who provided their valuable feedback and helped in survey

I really would like to thank the student of T.Y. B.B.A . Sharmishtha Joshi who has helped me a lot without whom this project would not be completed .

Finally, and Above all family and God.

I would like thank my parents and

Objective of the project Objective of the project

To study the marketing strategies of Airtel

To study the role of marketing strategies in customer satisfaction at Airtel

To study the role of marketing strategies at Airtel to create new customers and retain existing ones.

To study the growth of Airtel

To study future plans of Airtel

Hypothesis Hypothesis
Hypothesis is a tentative generalization the validity of which remains to be tested. The hypothesis for the project is as follows: Airtel is adopting many marketing strategies to increase its customer base Inspite of the growth of Airtel , a certain section of customers at Airtel are dissatisfied due to network problems and lack of co-operation from Airtels customer care executives.

Methodology Methodology
The methodology used for this project is: Primary data : Collection of Primary data refers to the first hand information i.e. the information is not taken from any material source. The preparation of this project report involves conducting survey in different outlets of Airtel. Secondary data: It involves collecting information from sources such as books, internet, research papers, magazines. The secondary data used for this project consists of the above material. Questionnaire: Questionnaire is used to collect information from respondent. In this study consist of both close ended & open-ended questions. Survey technique: Survey research method is technique of investigation by direct observation/respondent or by systematic gathering of data from population. The survey for this project involves sampling technique at different outlets of Airtel.

Role of Marketing in customer satisfaction Role of Marketing in customer satisfaction

It takes careful planning and a comprehensive understanding of the marketplace order to develop a business strategy that will ensure success. The most successful businesses have undoubtedly started with a marketing plan. Marketing fulfills a vital function. A business owner must be familiar with the business's customer base, as well as the strengths and weaknesses of the business's competitors. These factors, and others, should be identified in a well-prepared marketing plan. A good plan will outline how a business can attract and retain customers, how it will compete against its competitors, and the budget needed to attain positive results. It should include market research, business location, the target customer group, competition, the product or service being sold, budget, and advertising and promotion. Market Research : An effective marketing plan begins with conducting market research. This will provide relevant data that will help you solve any potential marketing problems. Often, the three most pragmatic ways to conduct market research are by using a direct mail survey, a telephone survey, or by conducting a focus group. If using a direct mail survey, be sure to keep your questions short, with a total length of no more than two pages. A consumer probably won't voluntarily fill out and mail back a long questionnaire without an incentive. In addition, you should include a postage-paid envelope, so that the respondents don't have to pay for the privilege of helping you. If your budget is

sufficient, send a reminder about two weeks after the initial mailing. Keep in mind that direct mail is probably the most costly form of research, with the printing of direct mail pieces, envelopes, postage, and any incentives used, and usually has the least favorable response rate. Phone surveys are usually the most cost-effective manner in which to conduct a survey, in that you don't have print or mailing costs, and have a better chance of getting an individual to respond than if you simply mail a survey. The main costs are the interviewer's fee, phone charges, and preparation of the questionnaire. No matter what type of market research you do, your focus should be on gathering enough information to determine who your potential customers are, if there is a demand for your product or service, if there are competitors in your area and, if so, how successful they are in the marketplace.

Customer satisfaction can be achived by adopting proper marketing trategies and giving due consideration to the customers i.e. selling and marketing the products not just for the purpose of increasing earnings or profit maximization but, also for the satisfaction of customers.

ANALYSIS OF TELECOM SECTOR

Introduction;
What is telecom? Systems used in transmitting messages over a distance electronically or the branch of electrical engineering concerned with the technology of electronic communication at a distance. The telecom services have been recognized the world-over as an important tool for socioeconomic development for a nation. It is one of the prime support services needed for rapid growth and modernization of various sectors of the economy. Indian telecommunication sector has undergone a major process of transformation through significant policy reforms, particularly beginning with the announcement of NTP 1994 and was subsequently reemphasized and carried forward under NTP 1999. Driven by various policy initiatives, the Indian telecom sector witnessed a complete transformation in the last decade. It has achieved a phenomenal growth during the last few years and is poised to take a big leap in the future also.

Status of Telecom Sector:

621 million connections as on 31st march 2010. It is increasing at the growth rate of 45% in recent years. India is 4th largest in Asia after china, Japan and South Korea. India is 5th largest in world. Its contribution in GDP is 2.1% as compared to 2.8% in developed economics. India is leading SMS user following Philippines. World fastest growing telecom market -8 million plus subscriber addition per month. Millions of mobile phone is sold in a weak. World cheapest handset was made in India US$ 17.2 now plans web enabled phone at US$ 12. Worlds most affordable color phone made in India$27.42. Indian telecom market is 3rd largest in the world after CHINA & USA

INDIAN MARKET SEGMENT

The country is broken into 4 segments- Metros, Circle A, Circle B and Circle C. These are further segregated as follows: Metros Chennai, Delhi, Kolkata, Mumbai Circle A - Andhra Pradesh, Gujarat, Karnataka, Maharashtra, Tamil Nadu Circle B Haryana, Kerala, Madhya Pradesh, Punjab, Rajasthan, Uttar Pradesh (E),Uttar Pradesh (W), West Bengal and A & N Islands Circle C Assam, Bihar, Himachal Pradesh, Jammu & Kashmir, North East, Orissa As such, the country is broken up to in to 23 service areas - 19 telecom circles and 4 metros. Apart from the four metros, the Indian states/regions have been divided into three circles (Circle A, B & C), based on their economic development, with Circle A being the relatively more developed regions while Circles B and C are the lesser developed regions.

At the end of 2003, metros had a share of nearly 32% in the countrys total GSM subscriber base. On the other hand, Circle A, Circle B and Circle C had a share of 37%, 28%, and 2% respectively. Five years later, the scenario completely changed. Metros now have a share of about 15%, while Circle A, Circle B, Circle C have a share of about 36%, 37% and 13% respectively. While factors such as favourable demographics and higher disposable income are reasons for strong growth in the lesser developed states, one cannot ignore the fact that the low cost of services (lower average revenue per user charged by the telecom companies) coupled with low handset costs have added to the growth in subscriber base. In addition, telecom operators have entered and increased focus on less developed and rural markets in recent times vis--vis metros and bigger cities.

List of Top Ten Telecom Companies in India

As on january,2011 INDIA-671.69 million

COMPONY NAME COMPONY NAME BHARTI AIRTEL BHARTI AIRTEL VODAFONE ESSAR VODAFONE ESSAR RELIANCE COMMUNICATION RELIANCE COMMUNICATION BSNL(STATE OWNED) BSNL(STATE OWNED) IDEA CELLULAR IDEA CELLULAR TATA TELECOM LTD TATA TELECOM LTD AIRCEL AIRCEL UNINOR UNINOR MTNL MTNL VIDEOCON VIDEOCON

MARKET CAP IN MILLION MARKET CAP IN MILLION 156 MILLION 156 MILLION 127..36 MILLION 127 36 MILLION 100..2 MILLION 100 2 MILLION 84..5 MILLION 84 5 MILLION 83..6 MILLION 83 6 MILLION 60..01 MILLION 60 01 MILLION 51..8 MILLION 51 8 MILLION 20..3 MILLION 20 3 MILLION 5..15 MILLION 5 15 MILLION 3..6 MILLION 3 6 MILLION

TOP 5 TELECOM COMPANIES OF WORLD

RANK RANK 1 1 2 2 3 3 4 4 5 5

COMPONY NAME COMPONY NAME CHINA MOBILE CHINA MOBILE VODAFONE GROUP VODAFONE GROUP TELEFONICA TELEFONICA AMERICAN MOVIL AMERICAN MOVIL BHARTI AIRTEL BHARTI AIRTEL

SUBSCRIBERS SUBSCRIBERS 522mln 522mln 333mln 333mln 202mln 202mln 201mln 201mln 179mln 179mln

GOVERNMENT POLICIES
The government of India has adopted a new economic policy for the telecommunication market in India. This policy has been effective from 1994 and the Govt. of India with the aim to accelerate India's growth in export production and international market formulated it. The national telecom policy as has been designed by the government of India also ensures foreign direct investment and exhilarating domestic investiture. This national economic policy of telecom department demands superior quality telecommunication services and therefore the development of telecom services are to be given the utmost importance to attain the peak of success. The national telecom policy covers the following objectives: Telephone should be made available everywhere which will be in need of it. All the villages should be entitled to universal telecom services, that is, all the people should be able to enjoy the telecom services at low-priced range. The telecom services should be of global standard and all the grievances from consumers, disputations and public interface should be taken care of at the earliest possible time. India being one of the largest Country should encompass a major manufacturing unit as well as exporter of the telecom products across the globe.

The telecom department is also responsible for the security issues of the country Policy Initiatives by Govt. of India in the Telecommunication Sector also include the new telecom policy which was formulated by the government of India in 1999 has been designed by the government of India with the aim to create an ambiance that will attract foreign direct investment and will also permit infrastructure for communication purposes by making investments on technological development. The following sectors in the telecommunication department should be licensed: All the telecommunication or telegraphed services should be licensed that might cover any geographical region by using any kind of technology:

CURRENT POSITION
BHARTI AIRTEL,Indias largest mobile operator with 156 million customers captures the maximum market share in telecom sector. Operating in 19 countries it has almost 360 million subscribers in the world making it the 5th largest operator world wide.

0.21% 0.31%

0.80%

0.46%

0.11% 0.00% AIRTEL RELIANCE VODAFONE 21.50% BSNL TATA IDEA

0.82% 0.95% 6.56% 10.84%

11.41% 17.44% 11.44% 17.66%

AIRCEL UNITECH MTNL SISTEMA LOOP VIDEOCON STEL HFCL ETISALAT

An Insight into the World of Airtel An Insight into the World of Airtel
Sunil Bharti Mittal (S.B. Mittal) laid the foundation of the New Delhi based Bharti Group in the 1970s with a small bicycle-parts business. In 1985, he entered the telecom business by establishing Bharti Telecom Limited (BTL) that manufactured telephonic equipment. In the same year, BTL entered into technical collaboration with Siemens AG(Germany) for manufacturing electronic push button telephones. BTL also signed an agreement with Takacom Corporation (Japan) for manufacturing telephone answering machines. Over the years, BTL tied up with leading telephone equipment manufacturers from countries such as South Korea and US. The group entered the telecommunication (telecom) industry during the early-1990s (Refer Exhibit I and II for a note on the Indian cellular telephony industry). Bharti Tele-Ventures, a part of Bharti group, offered various telecom services such as fixed line, cellular, V-SAT and Internet services. The operations of Bharti Tele-Ventures were run by four wholly owned subsidiaries. These were Bharti Cellular Ltd. (Cellular), Bharti Telenet Ltd. (Access), Bharti Telesonic Ltd. (Long Distance) and Bharti Broadband Networks Ltd. (Broadband Solutions). The flagship services of the Bharti group included Airtel (cellular), Mantra (Internet Services) and Beetel (telephone instruments). In 1992, Bharti entered the cellular market by launching services in Delhi. Over the next few years, it also entered other telecom circles. In the early 2000s, Bharti invested heavily in the acquisitions and alliances to expand its cellular market in India. As a part of this, Bharti acquired JT Mobile

(Andhra Pradesh and Karnataka), SkyCell(Chennai) and Spice Cell (Kolkata). It even announced plans to acquire Usha Martin, the leading cellular service in Kolkata. It also entered into collaborative agreements with BPL to gain seamless access in Mumbai, Maharashtra, Chennai, Delhi, Kerala, Tamil Nadu, Andhra Pradesh and Karnataka.

Bharti launched Airtel as a post paid cellular service in Delhi in November 1995. Over the next few years, the company redefined the way cellular services were being marketed in the country. This was made possible due to its innovative marketing strategies, continuous technological upgradations, new value added service offerings and efficient customer service. Initially confined only to the Delhi circle, Airtels services were soon extended to many other places.

Through the Airtel brand, Bharti set many benchmarks for the Indian cellular industry. It was the first cellular operator to set up cellular showrooms. The company opened its first showroom Airtel Connect in Delhi, in late-1995. Airtel Connect was a one stop cellular shop where customers could purchase handsets, get new connections, subscribe to various value-added services and pay their mobile bills. Bharti was also the first cellular company to install a second mobile switching center in April 1997. The company was the first to provide roaming cellular services and other value-added services such as Smart mail, Fax, Call hold, Call waiting and Information services .

Bharti was the first company to launch an online e-commerce portal that enabled customers to make online payments. It also provided them with information regarding cellular services and the features of handsets manufactured by various companies, along with their price. On account of such initiatives, during the late-1990s, Airtel was named the Best Cellular Service in the country, and won the Techies award for four consecutive years (1997-2000).

However, it was not very easy for the company to build Airtel brand. The tariff rates charged by the government were quite high. Cellular players has little choice but to impose high call charges on their customers. Airtime rates were as high as Rs 16 per minute as against Rs 1.20 for landline communication. Thus, all players targeted the premium sector, which could afford the rates. Airtel was also positioned in the premium category, aimed at the elite class of the society. Though industry observers felt that this limited its market and that Bharti could have focused on increasing customer awareness (by explaining to them the various advantages of cellular phones), Bharti thought otherwise. As per a company source, the strategy might not have worked as the value delivered by cellular phones during that phase did not match the cost.

Airtel comes to you from Bharti Airtel Limited, Indias largest integrated and the first private telecom services provider with a footprint in all the 23 telecom circles. Bharti Airtel since its inception has been at the forefront of technology and has steered the course of the telecom sector in the country with its world class products and services. The businesses at Bharti Airtel have been structured into three individual strategic business units (SBUs) - mobile services, broadband & telephone services (B&T) & enterprise services. The mobile business provides mobile & fixed wireless services using GSM technology across 23 telecom circles while the B&T business offers broadband & telephone services in 94 cities. The Enterprise services provide end-to-end telecom solutions to corporate customers . A and national & international long distance services to carriers. Allll tthese serviices are proviided under tthe Aiirttell brand.. hese serv ces are prov ded under he A r e brand

Bharti Telenet needs no introduction. With brands like 'Airtel' and 'Magic' in the cellular space, Bharti has been one of the most prominent companies in telecom with interests in cellular, fixed line, and Internet access. It has over 2,673,000 customersnearly 2,293,700 mobile, 261,000 fixed line and 119,000 Internet customers. Bharti Airtel was recently ranked amongst the top 10 best performing companies in the world in the BusinessWeek IT 100 list. Bharti Teletech is the countrys largest manufacturer and exporter of telephone terminals. Bharti has a joint venture with ELRo Holdings India Ltd. FieldFresh Foods Pvt. Ltd - for global distribution of fresh fruits and vegetables. Bharti also has a joint venture - Bharti AXA Life Insurance Company Ltd. - with AXA, world leader in financial protection and wealth management. Bharti has recently forayed into the retail business under a company called Bharti Retail

Pvt. Ltd. It also has an MoU with Wal-Mart for the cash & carry business. Bharti Enterprises has successfully focused its strategy on telecom while straddling diverse fields of business. From the creation of 'Airtel', one of India's finest brands, to becoming the largest manufacturer and exporter of world class telecom terminals under its 'Beetel' brand, Bharti has created a significant position for itself in the global telecommunications sector.

Bharti's partners in Airtel are Emtel, the premier GSM operator in Mauritius, some private investors. Registered as Telecom Seychelles Limited and operating under the brand name of Airtel, the company is licensed to offer comprehensive telecom services including GSM Cellular, PSTN (Fixed Lines), Fax and Data, International Roaming, connectivity to Internet Services, Maritime Telecom Services (INMARSAT) and International Collect and Credit Card calling. Dominating the market with its service and customer commitment - Airtel has always been at the forefront of innovation and change in the Telecom sector in Seychelles.

During the late-1990s, many international players such as Orange announced plans to enter the Indian market. The global telecom

market was getting saturated and these companies were searching for countries with untapped potentials to increase their markets. India being one of the fast developing nations with a vast population base was being seen as a high potential market.

Apart from international players, many domestic players also entered the segment. This increased the competition in the sector. In the light of these changes, Bharti realized the need for repositioning Airtel to increase its market share. Rather than focusing on the value (delivered by the services), the company chose to address the visual benefits delivered to the customers. In the words of Hemant Sachdev, Director (Marketing), Bharti Group, Instead of the valueproposition model, we decided to address the sensory benefit it gave to the customer as the main selling tack. The idea was to become a badge value brand.

MERGER AND ACQUITIONS

BHARTI AIRTEL WITH MTN on July 31 2010 Bharti Airtel and South Africa's MTN would be India's biggest-ever M&A deal. The potential value of the Bharti Airtel-MTN deal would amount to $23 billion. As per the exploring agreement, MTN and its shareholders would acquire around 36 % economic interest in Bharti Airtel, of which 25% would be held by MTN with the remainder held directly by MTN shareholders while, the Sunil Mittal-promoted Bharti Airtel would acquire 49 %stake in South African telecom giant MTN. the two companies have agreed to discuss the potential transaction exclusively by July 31 this year. If materialized, the combined entity would have revenues of over $20 billion and a subscriber base of over 200 million. Bharti would have substantial participatory and governance rights in MTN enabling it to fully consolidate the accounts of MTN.

Organisation Structure 1 Organisation Structure 1

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 Bhartis key team players. With effect from March 01, 2006, this unified management structure of 'One Airtel' will enable continued improvement in the delivery of the Groups strategic vision.

Organization Stracture - 2 Organization Stracture - 2

Products and Services of Airtel Products and Services of Airtel

Mobile :

Experience total cost control, no rentals and easy billing with Airtels postpaid and prepaid services. Voice based services:

Voice mail ,Call conference ,Dial a service Sms based services: Sms games , text messaging, information service, net 2 cell, mobile messenger, mobile chat, ringtones and logos, star peep, flash and blink sms, vernacular sms, traffic update. Call management services: Call line identification (CLI), call waiting / hold / divert Other services: Std / ISD , airtel roaming, airtel roaming lite, 32k sim card, easy roam east.

Home phones :

Airtel welcomes you to the world of telephony services for your home. Experience a world class service and cutting edge technology with Airtel landline and our feature rich Wireless fixed line. Whats more, calling is made more fun & convenient with services and entertainment on Airtel. With Airtel you get to experience superior voice clarity on our fiber-optic framework more than an ordinary telephone line. You can also get connected to the world of entertainment with a free dial-up connection. Charges are applicable as per the pulse rate. Choose any plan that suits your needs, have fun and keep in touch with friends and family with Airtel Landline.

Broad band services :

Airtel Broadband Services, India's most preferred high-speed Internet service, redefines your Internet experience. It is fast, fun, convenient and cost effective BlackBerry :

BlackBerry from Airtel is an 'always connected' wireless solution providing easy and secure access to your email and data. Send emails and Receive emails instantly :

All the emails you've read, deleted or moved to a folder will show on both your handset device and your desktop. It uses over-the air technology so there's no need to manually synchronise your message activity. You can see more of each individual email - with up to 32kb downloaded in one go.You can also create personal email 'distribution lists' and send emails to a predefined group of contacts.

Email services

Want to access information on your mobile? Airtel brings you Email on the go.

You can choose from BlackBerry and Windows Mobile 5.0 depending upon the usage patterns, requirement and suitability.

Calling cards :

Airtels calling card services connect you to the world from India and allow a better way to call back India. These services connect you to your friends and friends in India a cost effective and reliable manner. Choose from the options below and stay connected. Calling Cards include :

Great savings on calling anywhere in India or across the world.Even if your phone is not STD/ISD enabled, go ahead and talk to your loved ones.

Wireless internet :

With Airtels Wireless Internet, you have the freedom to access the Internet anytime, anywhere across India. It enables Internet, Email, and Office applications with realtimesecure VPN access to corporate applications whilst on the move. Therefore following are the services provided by Airtel MOBILE HOME PHONE BROADBAND INTERNATE BLACKBERRY EMAIL ON THE GO CALLING CARDS WIRELESS INTERNATE NUMBER PORTABILITY

Marketing Strategies of Airtel Marketing Strategies of Airtel

In late-2002, Airtel, India's largest cellular telephone company released a television commercial (TVC), which despite using the 'oftrepeated' celebrity endorsement route was unusual in terms of its celebrity selection. Instead of using the usual movie stars/sports celebrities, it chose one of the country's most successful music composers, A.R Rahman (Rahman) to promote its brad. The campaign attracted considerable media attention because this was the first time Rahman had agreed to do a television commercial and also because, Rahman had been paid Rs 10 million for the campaign, a sum usually unheard of, for celebrity endorsers in India. The campaign received brickbats as well as bouquets in the media, both for the selection of Rahman and the TVC's execution.

However, Airtel claimed to have scored an ace in terms of getting Rahman to compose five exclusive symphonies downloadable as ring tones for Airtel users. The TVC was a part of the brand repositioning and restructuring efforts for Airtel, as part of which, Bharti changed

the brand's tagline in early-2002 from 'Touch Tomorrow' to 'Live Every Moment.' The company also decided to undertake a comprehensive brand building program for the company and chose the slogan 'Unlimited Freedom' for the same. Commenting on these changes, company sources said, "Airtel's brand identity and campaign will now have a new younger and international look and feel that builds on the earlier positioning." Bharti's (Airtel) massive media expenditure plans were no surprise, considering the fact that it was the largest cellular telecom company in the country - reaching over 600 million people in 16 (out of 29) states of India. The company posted revenues of Rs 8.48 billion and a net loss of Rs 1 billion in the financial year 2000-01. The Airtel brand (and the pre-paid card service brand, Magic) had top-of-the-mind recall amongst cellular phone users and enjoyed a leadership position in most markets. Industry observers primarily attributed it to Bharti's strong brand building and positioning strategies. The other brand ambassadors ffor Aiirtell are the Indiian teams criicket The other brand ambassadors or A rte are the Ind an team s cr cket sensatiion Sachiin Tendullkar and superstar Shahrukh Khan.. sensat on Sach n Tendu kar and superstar Shahrukh Khan Telecom major Bharti Televentures announced batting maestro Sachin Tendulkar as its another brand ambassador besides unveiling a brand campaign -- Express Yourself -- for its mobile service brand AirTel. "Sachin and AirTel both are leaders having similar values and personality traits like trustworthiness, friendliness, youthfulness and trend-setters," Manoj Kohli, president (mobility), Bharti Televentures, said in New Delhi. Kohli said actor Shah Rukh Khan and music director A R Rehman would continue to be AirTel's brand ambassadors.

He declined to comment on the fees paid to Tendulkar for being the brand ambassador. However, it is rumoured that the master blaster has signed the endorsement deal for a whopping Rs 10 crore (Rs 100 million). Through the 'Express Yourself' campaign, AirTel's vision is to make mobile communication a way of life in the country. The new campaign exhorts customers to freely express themselves anytime anywhere, Kohli said.

Sachiin Tendullkar and Shahrukh Khan :: Brand Ambassadors Sach n Tendu kar and Shahrukh Khan Brand Ambassadors For Aiirtell.. For A rte

Growth of Airtel Growth of Airtel

Bharti Telenet needs no introduction. With brands like 'Airtel' and 'Magic' in the cellular space, Bharti has been one of the most prominent companies in telecom with interests in cellular, fixed line, and Internet access. It has over 2,673,000 customersnearly 2,293,700 mobile, 261,000 fixed line and 119,000 Internet customers. Bharti Airtel, formerly known as Bharti Tele-Ventures Limited (BTVL) is among India's largest mobile phone and Fixed Network operators. With more than 140 million subscriptions as of January 2011, the company is one of the world's fastest growing telecom companies. It offers its mobile services under the Airtel brand and is headed by Sunil Mittal, India's sixth richest man with a total worth of US$10 billion. The company is the only GSM operator to provide mobile services in all the 23 circles in India. The company also provides telephone services and Internet access over DSL in 14 circles Although Bharti Airtel is the largest mobile service provider, BSNL, the state run mobile and wireline service provider is the market leader as of 31 December 2006 customer's base. Bharti was the first company to launch an online e-commerce portal that enabled customers to make online payments. It also provided them with information regarding cellular services and the features of handsets manufactured by various companies, along with their price. On account of such initiatives, during the late-1990s, Airtel was named the Best Cellular Service in the country, and won the Techies award for four consecutive years (1997-2000).

However, it was not very easy for the company to build Airtel brand. The tariff rates charged by the government were quite high. Cellular players has little choice but to impose high call charges on their customers. Airtime rates were as high as Rs 16 per minute as against Rs 1.20 for landline communication.

The campaign was reportedly successful and resulted in a marginal improvement in Airtels performance. By 1999, Bharti had become the leading cellular player in Delhi (its major market) with a subscriber base of over 0.38 million. However, the growth was still much below the companys expectations In early-2000, in its attempt to understand the customers psyche, Airtel conducted many brand tracking exercises. These exercises revealed that though the Leadership campaign had been effective, it failed to attract more customers, as it had failed to add an emotional dimension to the brand. Analysts perceived the brand to be distant, efficient and cold. In words of Preet Bedi, Director, Lowe India, The brand had become something like Lufthansa cold and efficient. What they needed was to become Singapore Airlines, efficient but also human. In August 2000, Bharti launched its new Touch Tomorrow, which aimed at strengthening its relationship with its customers. Bhartis advertisement expenditure for the year amounted to Rs 450 million. The advertisements spanning the print, electronic and outdoor media (for these campaign) featured cellular users surrounded by caring family members. Commenting on the rationale behind the new campaign, Sachdev said, The new campaign and positioning was

designed to highlight the relationship angle and make the brand softer and more sensitive.

Recently Sunil Bharti's Airtel launched its calling card in America specially for the NRI (Non-resident Indians) and people calling from America to India at a cheaper rate as compared to the tariff offered by other providers. On February 12, 2007 Vodafone sold its 5.6% stake in AirTel back to AirTel for US $1.6 billion; and purchased a controlling stake in rival Hutchison Essar. In its monthly press release, following statistics have been presented for end of April 2007. Bharti Airtel added the highest ever net addition of 53 lakh customers in a single quarter (Q4-FY0607) and also the highest ever net addition of 1.8 crore total subscribers in 2006-07 The company will invest up to $3.5 billion this fiscal (07-08) n network expansion. It has an installed base of 40,000 cellsites and 59% population coverage After the proposed network expansion, an additional 30,000 towers will result in the company achieving 70% population coverage

Bharti has over 39 million users as on March 31, 2007

 It has set a target of 125 million subscribers by 2010 Prepaid customers account for 88.5% of Bhartis total subscriber base, an increase from 82.7% a year ago ARPU has dropped to Rs 406 Non-voice revenues, (SMS, voice mail, call management, hello tunes and Airtel Live) constituted 10% of total revenues during Q4, lower than 10.7% in the Q4 of the previous year Blended monthly minutes of usage per customer in Q4 was at 475 minutes Has completed 100% verification of its subscribers and in the process disconnected three lakh subscribers .

Market Capitalisation (as on July 13, 2007)Approx. Rs. 1,670 billion Closing BSE share price = Rs. 880.75 Sales : 02.62 Billion $ Profits : 00.46 Billion $ Assets : 04.46 Billion $ Market Value : 41 Billion $

Awards for Airtel Awards for Airtel

Airtel's efforts in enabling faster and more affordable communications has been recognized not just in this country but across the world and this is manifested in a series of awards that Bharti has received. Some of the recent awards include:

BHARTI TELE ((Aiirtell)) wiins SILVER TROPHY at the CII NATIONAL SIX BHARTI TELE A rte w ns SILVER TROPHY at the CII NATIONAL SIX SIGMA AWARDS ((28-09-05)) SIGMA AWARDS 28-09-05

Bharti Tele-Ventures Limited, Indias leading private sector provider of telecommunication services has won the top honour for quality amongst all service companies at the CII National Six Sigma Awards. On an overall basis the company ranked second thereby winning silver at the award function. CII National Six Sigma awards are a part of CIIs annual National Convention on Six Sigma. BHARTII TELE--VENTURES ((Aiirrttell)) adds anottherr ffiirrstt by wiinniing tthe prresttiigiious BHART TELE VENTURES A e adds ano he s by w nn ng he p es g ous
MIS ASIA IT EXCELLENCE AWARD 2005 MIS ASIA IT EXCELLENCE AWARD 2005

The first Indian telecom company to win this award Wins Best Change Management category award for its IT COP (Community of Practice) transformation over 3 years culminating in a strategic on demand outsourcing partnership with IBM Bharti Tele-Ventures Limited continued to add to its impressive list of accolades and recognition, winning the coveted MIS Asia IT Excellence Award for the year 2005 at the MIS Asia IT Summit 2005, Singapore.Bharti won the award in the Best Change Management category and is the only Indian Telecom Company ever to win this award.

The Best Change Management Category award recognizes and highlights the three-year IT transformation journey undertaken by the IT Community of Practice team at Bharti. Aiirttell Express Yoursellff campaiign wiins ttwo Siillvers att tthe A r e Express Yourse campa gn w ns wo S vers a he presttiigiious AAAI awards ffor Brand Campaiign off tthe Year and Bestt pres g ous AAAI awards or Brand Campa gn o he Year and Bes Adverttiisiing Fiillm,, amiidstt sttiiffff compettiittiion ffrom 37 adverttiisiing Adver s ng F m am ds s compe on rom 37 adver s ng agenciies.. agenc es The Advertising Agencies Association Of India (AAAI), is an apex body of top 80 member agencies controlling 75% of total advertising business in India Best advertising film Airtel Express Yourself being the brand campaign of the year In addition, Airtel also won a bronze for its Smiley Ad. Campaign Airtels Express Yourself had earlier also struck a chord with the international audience when it won the World Communications Best Brand of the Year award in October 04 in London

Bharttii Telle ((Aiirttell)) draws ttop honours att tthe NDTV Proffiitt Busiiness Bhar Te e A r e draws op honours a he NDTV Pro Bus ness Leadershiip Awards 2007 Leadersh p Awards 2007

Sunil Bharti Mittal chosen as the Business Leader of the Year

Bharti Airtel chosen as the top telecom company for second year in a row

Sunil Bharti Mittal has been chosen as the NDTV Profit Business Leader of the Year 2007. The award is yet another tribute to his leadership, vision and entrepreneurial spirit that has seen Bharti emerge as one of the top business groups in the country. The award was given away by the Union Finance Minister, Mr. P Chidambaram. In addition, Bharti Airtel was adjudged as the top company in the telecom category for second year in succession. The honour underlines the Companys focus on providing world-class services to customers and leading the telecom revolution in the country. The award was received by Akhil Gupta on behalf of Bharti Airtel.Airtel. The awards not only honour business organizations that have shown exceptional ability in business performance but are also a recognition of the business houses which have fuelled the Indian economy to currently being among the fastest growing economies in the world.

The NDTV Profit Business Leadership Awards followed a stringent six stage nomination and selection process. The distinguished jury for the awards comprised of respected names from the industry such as Dr. Amit Mitra, Secretary General, FICCI; Ms. Anu Aga, Director on theThermaxs Board of Directors; Mr. N.R. Narayana Murthy, Chairman Emeritus, Infosys; Mr. Kiran Karnik, President, NASSCOM; and NDTV's Chairman, Dr. Prannoy Roy.

Future prospects of Airtel Future prospects of Airtel

In August 2000, Bharti launched its new Touch Tomorrow, which aimed at strengthening its relationship with its customers. Bhartis advertisement expenditure for the year amounted to Rs 450 million. The advertisements spanning the print, electronic and outdoor media featured cellular users surrounded by caring family members. Commenting on the rationale behind the new campaign, Sachdev said, The new campaign and positioning was designed to highlight the relationship angle and make the brand softer and more sensitive. Bharti also created a new logo for the Airtel brand, which had red, black and white colors with Airtel enwrapped in an eclipse. The tagline Touch Tomorrow was placed below in a lower case typography to convey a warm and informal style. Which is shone in following fig.

THE NEW AIRTEL LOGO AFTER THE TOUCH TOMORROW CAMPAIGN

The campaign was first rolled out in the states of Karnataka, Madhya Pradesh, Himachal Pradesh and Chennai. As a part of this

campaign, Airtel also shifted its focus from SEC, audiences to SEC B audiences. The company also increased its Touch Point network. While the Touch Tomorrow campaign was still running, Bharti announced a major brand restructuring exercise at the corporate level. This was done in order to facilitate its entry into new areas of the telecom sector and establish itself as a global telecom brand. Bhartii Aiirtell Gears Up to llaunch Mobiille serviices iin Srii Lanka Bhart A rte Gears Up to aunch Mob e serv ces n Sr Lanka

Plans to invest USD 200 million in the next five years World class 2G and 3G services to be launched by end of FY 2007-08 Mobile services to be launched under Airtel brand

The customers in Sri Lanka can look forward to a host of innovative products and services at affordable prices from Airtels vast portfolio. Bharti Airtel Lanka Private Limited, a subsidiary of Bharti Airtel Limited, one of Asias leading integrated telecom services companies, today announced its plans to launch world class 2G and 3G services in Sri Lanka by the end of the current financial year (2007-08). The company also announced its plans to invest approximately USD 200 million in the Sri Lankan market. The mobile services from Bharti Airtel will be launched under the Airtel brand in the Island nation.

According to Mr. Sanjay Kapoor, President, Mobile Services, Bharti Airtel : We are committed to offering world-class and affordable 2G and 3G services to customers in Sri Lanka. With mobile penetration of

around 30% and growing at a rate of approximately 2 million mobile users per annum, we are excited about our entry into this market. Our plans for Sri Lanka clearly demonstrate our commitment to the market and also our confidence in the potential that this market holds in Airtels overseas expansion journey. Bhartii Enterpriises and Wall-Mart jjoiin hands iin whollesalle cash Bhart Enterpr ses and Wa -Mart o n hands n who esa e cashand-carry to serve smallll retaiillers,, manuffacturers and ffarmers and-carry to serve sma reta ers manu acturers and armers Business-to-business wholesale cash-and-carry joint venture to set up world-class modern supply chain and back-end logistics infrastructure Driving efficiencies across the supply chain will help minimize wastage and provide small retailers quality merchandise at competitive wholesale prices. New Dellhii,, Augustt 6,, 2007 : Bharti Enterprises and Wal-Mart Stores, New De h Augus 6 2007 Inc. today announced that they have signed an agreement to establish Bharti Wal-Mart Private Limited, a joint venture for wholesale cash-and-carry and back-end supply chain management operations in India, in line with Government of India guidelines. Under the agreement, Bharti and Wal-Mart will hold a 50:50 stake in Bharti Wal-Mart Private Limited. The first wholesale cash-and-carry facility is targeted to open by the end of next year. Over the next seven years, the venture is expected to open 10 to 15 wholesale cash-and-carry facilities and employ approximately 5,000. A typical facility will stand between 50,000 and 100,000 square feet and sell a wide range of fruits and vegetables, groceries and staples, stationery, footwear, clothing, consumer durables and other general merchandise items.

The wholesale cash-and-carry venture will invest in setting up an efficient supply chain. This will link farmers and small manufacturers directly to retailers, thereby maximizing value for farmers and manufacturers on the one end and retailers, and in turn, consumers on the other. The venture will support farmers and small manufacturers who have limited infrastructure and distribution strength, and the supply chain will enable minimum wastage, particularly of fresh foods and vegetables. Wholesale cash-and-carry operations provide small retailers and business owners a wide range of quality products at competitive wholesale prices that help them enhance their businesses and profitability. The Bharti Wal-Mart business-to-business (B2B) wholesale cash-andcarry joint venture will serve kirana stores, fruit and vegetable resellers, restaurants and other business owners. It also will serve other retailers such as Bharti Retail, which is setting up a chain of stores in India that are 100 percent owned and operated by Bharti.

Corporate Responsibility at Corporate Responsibility at Bharti (Airtel) Bharti (Airtel)

At Airtel, CSR is a way of life. Each department and employee strives to be sensitive to the stakeholders and environment within their work context. Bharti encourages employees to take decisions and design business-linked processes that are sensitive to communities and environment. Corporate Social Responsibility (CSR) in Bharti encompasses much more than only social outreach programs. It is an integral part of the way Bharti conducts its business. The essence of Bhartis commitment to Corporate Social Responsibility is embedded in the Corporate Values, which stem from its deepest held beliefs. These Values are:

To be responsive to the needs of our customers To trust and respect our employees To continuously improve our services innovatively and expeditiously To be transparent and sensitive in our dealings with all stakeholders

Airtel encourage their employees to take decisions and design business processes, keeping in mind the following:

Ethics, fairness and being correct Meeting and going beyond compliances and legal requirements Showing respect and sensitivity towards stakeholders and communities, and Nurturing the environment

Airtel practice their CSR beliefs and commitments through a threepronged approach:

Engaging with stakeholders Ensuring stakeholder sensitive policies and practices

Undertaking programs for our employees, community and environmentBharti Airtel sensitizes its employees towards CSR issues at various forums. We feel that it is important that each employee should understand the importance of environmental, social and economical aspects while taking business decisions. At Airtel, each employee is sensitized towards CSR issues and thus operations at the ground level are influenced. Such sensitization exercises have resulted in many socially and environmentally sensitive decisions on the ground. For example, Confidence Plan for hearing impaired people, covers noise-making DG sets at extra cost, investing in consumer awareness campaigns to ensure safe use of mobile are some examples of the above.

Reasons for selecting the topic Reasons for selecting the topic
Life without communication is almost impossible and Airtel has become a leading name in the field of communication. And connectivity. Airtel has been providing its services to all sections of the society Since 1985 and has created a huge customer base. This Airtel chairman, Sunil Mittal was awarded Asias Businessman Of The Year.

This year Bharti enterprises entered into a joint venture with retail giant Wal-Mart

This astonishing growth of Airtel , inspite of innumerable competitors such as Reliance communications ( Rcom), Tata Tele services ltd. ( Tata indicom) has encouraged and in a way compelled me to select it as a topic for study.

The growing client base and also the growing mergers and acquisitions of Bharti has created a curiosity in me to know the reasons for such growth and customer satisfaction.

Purpose of Questionnaire Purpose of Questionnaire

Questionnaire is used to collect information from respondent through use of survey techniques. The purpose of this questionnaire is to know the problems of customers as well as the employees of Airtel.

This questionnaire will also help inunderstanding the growth pattern and the various marketing strategies used to satisfy its customers.

It has also helped to know that Airtel provides its services not only to a specific segment of society but also to the lower strata of the society. Questionnaire helps to gather first-hand information or practical experience And provides a strong base for a good survey and research study.

QUESTIONNAIRE QUESTIONNAIRE
-- NAME OF THE EMPLOYEE :: NAME OF THE EMPLOYEE -- ADDRESS :: ADDRESS -- DESIIGNATIION :: DES GNAT ON -- DURATIION OF EMPLOYMENT WIITH AIIRTEL :: DURAT ON OF EMPLOYMENT W TH A RTEL -- MOST PREFFERED SERVIICES BY CONSUMERS :: MOST PREFFERED SERV CES BY CONSUMERS

MOBIILE:: MOB LE HOME PHONES:: HOME PHONES CALL CARD:: CALL CARD BROADBAND:: BROADBAND WIIRELESS IINTERNET:: W RELESS NTERNET BLACKBERRY:: BLACKBERRY EMAIIL SERVIICES EMA L SERV CES

--WHIICH CONNECTIION DO CONSUMERS PREFER ?? WH CH CONNECT ON DO CONSUMERS PREFER PRE PAIID PRE PA D

((

)) ))

POST PAIID (( POST PA D

---

DOES AIIRTEL PROVIIDE CUSTOMER--CARE SERVIICES ?? YES / DOES A RTEL PROV DE CUSTOMER CARE SERV CES YES / NO NO WHAT CUSTOMER--CARE SERVIICES DOES AIIRTEL PROVIIDE WHAT CUSTOMER CARE SERV CES DOES A RTEL PROV DE ??

___________________________________________________________ ___________________________________________________________ ______________________________________

- WHO ARE THE TARGET CUSTOMERS ?? WHO ARE THE TARGET CUSTOMERS

CHIILDREN (( )) CH LDREN ADULTS (( )) ADULTS COLLEGE STUDENTS (( )) COLLEGE STUDENTS OTHERS (( )) OTHERS

-- WHO ARE YOUR TARGET CUSTOMERS (( BASED ON IINCOME WHO ARE YOUR TARGET CUSTOMERS BASED ON NCOME GROUP)) ?? GROUP

LOWER IINCOME GROUP LOWER NCOME GROUP MIIDDLE CLASS M DDLE CLASS HIIGHER IINCOME GROUP H GHER NCOME GROUP

(( (( ((

)) )) ))

--

DO YOU EXPERIIENCE JJOB SATIISFACTIION AT AIIRTEL ?? YES DO YOU EXPER ENCE OB SAT SFACT ON AT A RTEL YES / NO / NO WHAT MEASURES DOES AIIRTEL ADOPT FOR EMPLOYEE WHAT MEASURES DOES A RTEL ADOPT FOR EMPLOYEE SATIISFATIION ?? SAT SFAT ON _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ __________________________________________ __________________________________________

--

WHAT MARKETIING STRATEGIIES DOES AIIRTEL ADOPT TO WHAT MARKET NG STRATEG ES DOES A RTEL ADOPT TO SATIISFY IITS CUSTOMERS?? SAT SFY TS CUSTOMERS
CREATIING A BRAND NAME USIING POPULAR BRAND CREAT NG A BRAND NAME US NG POPULAR BRAND

AMBASSADORS (( AMBASSADORS

))

CONDUCTIING AND ORGANIIZIING VARIIOUS CONTESTS AND CONDUCT NG AND ORGAN Z NG VAR OUS CONTESTS AND

COMPETIITIIONS THROUGH WHIICH AWARENESS IIS CREATED COMPET T ONS THROUGH WH CH AWARENESS S CREATED AMONG CUSTOMERS REGARDIING THE PRODUCTS (( )) AMONG CUSTOMERS REGARD NG THE PRODUCTS TELECOM COMPANIIES BY CHANGIING THE CALL RATES TO TELECOM COMPAN ES BY CHANG NG THE CALL RATES TO MAKE THEM MOST AFFORDABLE FOR THE MAKE THEM MOST AFFORDABLE FOR THE CUSTOMERS(( )) CUSTOMERS

COMPETIING WIITH THE DIIFFERENT CALL RATES OF COMPET NG W TH THE D FFERENT CALL RATES OF

 DIISTRIIBUTIING FREE SIIM CARDS (( D STR BUT NG FREE S M CARDS --

))

WHAT MEASURES DOES AIIRTEL ADOPT TO RETAIIN IITS WHAT MEASURES DOES A RTEL ADOPT TO RETA N TS CUSTOMERS ?? CUSTOMERS __________________________________________________________ __________________________________________________________ __________________________________________________________ __________________________________________________________ ________________________________________ ________________________________________

--

IIN YOUR OPIINIION,, N YOUR OP N ON SATIIFIIED ?? YES / NO SAT F ED YES / NO

ARE ARE

THE THE

AIIRTEL A RTEL

CUSTOMERS CUSTOMERS

-- ARE THE CUSTOMERS OF AIIRTEL GROWIING ?? ARE THE CUSTOMERS OF A RTEL GROW NG

YES / NO YES / NO

--

IIS AIIRTEL GROWIING IIN COMPARIISON WIITH OTHER S A RTEL GROW NG N COMPAR SON W TH OTHER TELECOM COMPANIIES ?? YES / NO TELECOM COMPAN ES YES / NO

-- CHANGES YOU WOULD LIIKE TO SEE IIN AIIRTEL ?? CHANGES YOU WOULD L KE TO SEE N A RTEL

__________________________________________________________ __________________________________________________________ __________________________________________________________ __________________________________________________________ ________________________________________ ________________________________________

QUESTIONNAIRE QUESTIONNAIRE
-----NAME OF THE CUSTOMER :: NAME OF THE CUSTOMER ADDRESS :: ADDRESS AGE:: AGE IINCOME GROUP:: NCOME GROUP MOST PREFERED SERVIICES BY YOU :: MOST PREFERED SERV CES BY YOU

MOBIILE:: MOB LE HOME PHONES:: HOME PHONES CALL CARD:: CALL CARD BROADBAND:: BROADBAND WIIRELESS IINTERNET:: W RELESS NTERNET BLACKBERRY:: BLACKBERRY EMAIIL SERVIICES EMA L SERV CES WHIICH CONNECTIION YOU ARE USIING ?? WH CH CONNECT ON YOU ARE US NG

--

PRE PAIID PRE PA D

((

)) ))

POST PAIID (( POST PA D

-- DOES AIIRTEL PROVIIDE CUSTOMER--CARE SERVIICES ?? DOES A RTEL PROV DE CUSTOMER CARE SERV CES YES / NO YES / NO -ARE THE CUSTOMER--CARE EXECUTIIVE CO--OPERATIIVE ?? ARE THE CUSTOMER CARE EXECUT VE CO OPERAT VE YES / NO YES / NO

-- WHAT CUSTOMER--CARE SERVIICES DOES AIIRTEL PROVIIDE ?? WHAT CUSTOMER CARE SERV CES DOES A RTEL PROV DE

______________________________________________________________ ______________________________________________________________ ____________________________________________________________ ____________________________________________________________ __________________________________________________________ __________________________________________________________

--

REASONS REASONS CUSTOMERS:: CUSTOMERS

FOR FOR

SATIISFACTIION /DIISSATIISFACTIION OF SAT SFACT ON /D SSAT SFACT ON OF

______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ -- WHIICH SCHEME IIS MOST PREFERED BY YOU ?? WH CH SCHEME S MOST PREFERED BY YOU ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ -- WHY DO YOU PREFER AIIRTEL OVER OTHER CONNECTIIONS ?? WHY DO YOU PREFER A RTEL OVER OTHER CONNECT ONS ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ -- DURATIION OF YOUR ASSOCIIATIION/ USAGE WIITH AIIRTEL ?? DURAT ON OF YOUR ASSOC AT ON/ USAGE W TH A RTEL

L E S S T H A N 6 M O N T H S LESS THAN 6 MONTH S 6 MONTHS 1 YEAR 6 MONTHS 1 YEAR 1 YEAR OR MORE 1 YEAR OR MORE

(( (( ((

)) )) ))

-- D O Y O U U S E IIN T E R N E T S E V IIC E S O F A IIR T E L ?? Y E S / N O DO YOU USE NTERNET SEV CES OF A RTEL YES/NO -- H O W D O Y O U F IIN D T H E S P E E D O F IIN T E R N E T S E V IIC E S HOW DO YOU F ND THE SPEED OF NTERNET SEV CES P R O V IID E D B Y A IIR T E L ?? PROV DED BY A RTEL

FAST FAST SLOW SLOW

(( ((

)) )) ))

A V E R A G E (( AVERAGE

-- W H A T A R E T H E P R O B L E M S F A C E D W H IIL E U S IIN G WHAT ARE THE PROBLEMS FACED WH LE US NG A IIR T E L S E R V IIC E S ?? A RTEL SERV CES ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ___________________________________________ ___________________________________________ -- A R E Y O U S A T IIS F IIE D W IIT H T H E S E R V IIC E S P R O V IID E D B Y ARE YOU SAT SF ED W TH THE SERV CES PROV DED BY T H E C O M P A N Y ?? Y E S / N O THE COMPANY YES/NO -- C H A N G E S Y O U W O U L D L IIK E T O S E E IIN A IIR T E L ?? CHANGES YOU WOULD L KE TO SEE N A RTEL ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ _________________________________________________ _________________________________________________

Statistical Data Statistical Data

lower middle-class

higher middle class

youth

CUSTOMER-BASE OF AIRTEL

Dissatisfied customers

Satisfied customers

SATISFACTION OF CUSTOMERS

90 80 70 60 50 40 30 20 10 0

pre paid users

post paid users

User Classification at Airtel

Internet 16%

BlackBerry 15%

mobiles 69%

Most preferred services at Airtel

free SIM card

call rates

brand ambassador

organizing competitions 0 50 100 150 200

Marketing strategies used for customer satisfaction

Data interpretation Data interpretation

The survey conducted using questionnaire and through statistical data depicts that : The customer base of Airtel is growing tremendously and airtel has customers from all sections of society but majority of customers of Airtel consist of the youth while the lower middle-class and higher middle-class to consume a considerable part of the customer base. Most of the customers of Airtel are satisfied with Airtel and its services provided but Airtel too has few dissatisfied customers. The number of pre-paid customers at Airtel is more than number of post-paid customers. Airtel provides many services such as BlackBerry, internet and mobile service, but the mobile service provided by Airtel is indeed most popular.

Testing of Hypothesis Testing of Hypothesis

Airtel has a huge market capitalization and has indeed defeated its competitors like Reliance Communication, Idea, Tata indicom Use of questionnaire technique has been done which has proved that Airtel provides its services to all sections of society be rich or poor. The Airtel customers are indeed large in number but airtel has to face the wrath of dissatisfied customers. The Airtel customers have to face a major problem of network and also lack of co-operation from customer care executives.
Bharti Tele is the only Indian company or rather the only

telecom company who has entered into a joint collaboration with Retail giant WAL-MART and has thus entered into the retal sector but, even after this collaboration the telecom business of the company is not hampered
Airtel is adopting many marketing strategies such as

providing competitive rates, distributing free calling cards, signing popular celebrities as brand ambassador to increase its customer base.
Thus the hypothesis for the project is proved and is null

hypothesis.

Conclusion Conclusion
In 1985, Sunil Mittal entered the telecom business by establishing Bharti Telecom Limited (BTL) that manufactured telephonic equipment. In the same year, BTL entered into technical collaboration with Siemens AG (Germany) for manufacturing electronic push button telephones. It was the first cellular operator to set up cellular showrooms. The company opened its first showroom Airtel Connect in Delhi, in late-1995. Problems faced by Bharti Tele (Airtel) : Customers of Airtel have to face a major problem of poor network. Complaints regarding poor customer-care services and lack of co-operation form customer-care executives is common. Measures adopted by Airtel to overcome the problems : The customer-care executives at Airtel are provided with proper training related to successful handling of customers needs by the Human Resource Department. Airtel is adopting latest techniques and is also trying to improve its network rapidly. Thus, inspite of facing innumerable problems ; Airtel is striving towards maintaining its market position.

Biblography Biblography
www.google.com

www.bhartitele.com

www.airtelforyou.com

www.icfai.com

www.wikeipedia.com

Marketing management : S.S. Sherlekar