DECLARATION

I do hereby declare that, the project work entitled A Study On Sales And Promotional Strategy Followed By Bharti Airtel Limited , submitted by me, has been carried out at Bharti Airtel Limited , Bhubaneswar under the guidance of Mr . Mishal Bhadra, Territory Sales Manager , Mr. Debasis Mohanty, Zonal franchise Manager , Bharti Airtel (Orissa)Limited and Mr Raj Dash, Faculty, Department of Marketing , KIIT School Of Management , is original work done by me.

Sonal Dash Roll No: 116002018 MBA (Marketing & Finance) Batch : 2009 - 2011

ACKNOWLEDGEMENT
I would like to acknowledge and extend my deep sense of gratitude to my Project Guide Prof. Raj Dash for his extensive help and support. He has provided me with every necessary and important guidance till submission of my project. Secondly, I would like thank Prof. & Director L.K.Vaswani, who provided us with such an exciting opportunity which enabled us to know the market and understand the functioning of it in a wider prospect. Again I would like to thank all the members of our Placement Cell for helping for the successful completion of my Summer Project. My heartfelt thanks to Mr. Debasish Mohanty, Zonal Franchise Manager and Mr. Mishal Bhadra, Territory Manager ( Postpaid and Blackberry ) who gave me their most valuable time for providing me with the right kind of training and information that was helpful for my project. My special thanks to all Friends both from KIIms School of Management & ICFAI National College & Regional College Of Management who worked with me as a team during the project and helped me with their untiring help and support. Last but not the least, I am thankful to the Almighty and my parents without whose blessings and support the project would not have been completed.

Sonal Dash

EXECUTIVE SUMMARY
The Indian telecommunications has been zooming up the growth curve at a feverish pace, emerging as one of the key sectors responsible for India's resurgent economic growth even in this recession hit Economic condition. Mobile telecommunications, supported by a network covering about 97% of the countrys population and 82% of the land area, has become one of the most vibrant services sub-sectors in the economy. Keeping competition on the forehead Airtel one of the leading telecom service providers in India had put its journey of glory towards Orissa in December, 2004, and now this is the most top brand among other telecom service providers of Orissa. In this short span of 5 years it has not only surpassed the previous well established companies like government owned BSNL but also one of the most prominent brand, Reliance India mobile. Right now it commands a huge share of 33% of the total mobile phone users and more than 2600 Transmission Towers to its credit surpassing nearest rival that is BSNL with 17% customers and 1800 transmission towers. The First part of the project covers many aspect of Indian Telecom industry right from old days when it first made its debut in form of Telegraph and its journey till modern day revolutionary 3G enabled network. The second part of the project deals with my contributions to the company in form of marketing and sales of Postpaid connections (Corporate & Individual) and Blackberry handsets with special plans in the Bhubaneswar region for 10 weeks. The sales part involved Personal selling through cold call method and customer awareness was increased through promotional drives carried out at various places like offices and ARCs (Airtel relationship centers). I was able to sell 17 Post paid connections & 2 Blackberry handsets in this period that is a total worth of Rs 68,000/= addition to the total revenue of the company. The third and perhaps the most important part of this project was accessing the effectiveness of various promotional activities undertaken by all the telecom companies using TOMA & ITP analysis. TOMA was used to study whether the

advertisements and other campaigns are really able to get into the mind of the customers or not. Similarly ITP was used to measure the effect of TOMA that is whether this awareness is getting converted into purchase intension and finally real purchase. Two of the most important observations that came to light about the TOMA & ITP of Airtel as a brand are as follows The TOMA for Airtel is very high compared to other companies. 60% of the total respondents , recalled Airtel as the first Telecom service provider which comes to their mind when they think of cellular phone connections. This TOMA so created is really getting converted into intension to purchase , as 72% of the respondents showed the willingness to shift to Airtel in future when they would go for a change of their present service provider. The main factor for changing service provider was found to be Price Sensitiveness. Many customers fall in the category of Fence-Sitters who will change their connections if price increases. The loyalty of Airtel customers is better than other service providers.

Complete analysis of various other studies are given in the subsequent parts of this report which is based on genuine and intense study carried out by me at different places of Bhubaneswar & Cuttack in this 10 weeks On the job training period.

TABLE OF CONTENTS Topics Chapter - 01 1. Introduction .08 2. Brief History of Telecommunications ..10 3. Indian Telecom Industry .11 4. Telecom players in India .20 5. Market Share .27 Chapter 02 Company Profile ..28 Chapter 03 Objectives 44 Chapter 04 Methodologies ..46 Chapter 05 Limitations .49 Chapter 06 Part I. Sales and Promotion A. Postpaid Connections 1. Individual Plans...51 Page Nos.

2. Corporate Plans 58 B. Blackberry Handsets Features and Models ..62 Blackberry Data Service Plans ..72 Execution of Sales 73 Document Collection .76 Achievement ..77 Part II. Measuring Effectiveness of Promotional activities TOMA & ITP Analysis 79 Chapter 07 Conclusions 81 Chapter 08 Recommendations .84 Bibliography .86 Annexure 1. TOMA & ITP Questionnaire 88 2. Telecom Terminologies .90

CHAPTER NO : 01

INTRODUCTION

INTRODUCTION
The telecom industry is one of the fastest growing industries in India. India has more than 200 million telephone lines making it the third largest network in the world after China and USA. With a growth rate of 45%, Indian telecom industry has the highest growth rate in the world. Telecommunication sector in India can be divided into two segments: Fixed Service Provider (FSPs), and Cellular Services. Fixed line services consist of basic services, national or domestic long distance and international long distance services. The state operators (BSNL and MTNL), account for almost 90 per cent of revenues from basic services. Private sector services are presently available in selective urban areas, and collectively account for less than 5 per cent of subscriptions. However, private services focus on the business/corporate sector, and offer reliable, high- end services, such as leased lines, ISDN, closed user group andvideoconferencing. Cellular services can be further divided into two categories: Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). The GSM sector is dominated by Airtel, Vodafone-Hutch, and Idea Cellular, while the CDMA sector is dominated by Reliance and Tata Indicom. Opening up of international and domestic long distance telephony services are the major growth drivers for cellular industry. Cellular operators get substantial revenue from these services, and compensate them for reduction in tariffs on airtime, which along with rental was the main source of revenue. The reduction in tariffs for airtime, national long distance, international long distance, and handset prices has driven demand. The role of telecom in various spheres of life is quite indispensable now a days. Telecom as a quick ,cheap & effective mode of communication has overtaken

every other communication tools. This has so easily integrated into our lives and has become so widely used that even the present global economic downturn had no effect on this industry. Vodafone , a UK based company is rapidly expanding its market share after it took over Hutch. Airtel , the largest player in this sector is very soon planning to go global after the merger with South Africa based MTN Group , its second international venture after entering the Sri-Lankan market. Tata Tele services is going to launch its GSM services very soon. Other are also expanding in similar fashion. The role of telecommunications in industrial segment has shown a steep growth from late nineties .It is now the most widely used mode of communication not only by large but small and medium enterprises. The project at Airtel Bhubaneswar involved a complete study of the telecom usage pattern of SMEs and SEs and side by side Estimation of the Market potential of Research in Motion developed Blackberry handsets which is a smart phone designed specially for business class executives. Promotion is an important part of 4Ps , this has its own importance in marketing mix. Different types of promotional tools are used by these telecom companies which aims at creating awareness about the products and services being offered by these companies. Quite a huge amount of money, labor and time is spent on these campaigns. The ultimate goal of all these hard work is increasing sales. Any campaign is not immediately converted to sales but it takes time, in the mean time these ad campaigns first create Top of Mind Awareness (TOMA) that is it captures attention and stays in customers mind then this is converted to Intension to Purchase (ITP), then finally the sales takes place. It is therefore very important for these telecom companies to measure both these parameters which helps them to design, re-design and withdraw any campaign. This also helps in mapping our products awareness vis--vis that of competitors. At Airtel, Bhubaneswar, I mapped the TOMA & ITP of a sample of 75 cellular phone users to access the

awareness of various brands of cellular service providers in this city to compare the awareness of customers about services provided by Airtel vis--vis other players in this highly competitive sector.

BRIEF HISTORY OF TELECOMMUNICATION

History of Indian Telecommunications started in 1851 when the first operational land lines were laid by the government near Calcutta (seat of British power). Telephone services were introduced in India in 1881. In 1883 telephone services were merged with the postal system. Indian Radio Telegraph Company (IRT) was formed in 1923. After independence in 1947, all the foreign telecommunication companies were nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run by the government's Ministry of Communications. Telecom sector was considered as a strategic service and the government considered it best to bring under the state's control. The first wind of reforms in telecommunications sector began to flow in 1980s when the private sector was allowed in telecommunications equipment manufacturing. In 1985, Department of Telecommunications (DOT) was established. It was an exclusive provider of domestic and long-distance service that would be its own regulator (separate from the postal system). In 1986, two wholly government-owned companies were created: the Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas. In 1990s, telecommunications sector benefited from the general opening up of the economy. Also, examples of telecom revolution in many other countries, which resulted in better quality of service and lower tariffs, led Indian policy makers to initiate a change process finally resulting in opening up of telecom services sector for the private sector. National Telecom Policy (NTP) 1994 was the first attempt to give a comprehensive roadmap for the Indian telecommunications sector. In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI was formed to act as a regulator to facilitate the growth of the telecom sector. New National Telecom Policy was adopted in 1999 and cellular services were also launched in the same year. Then beginned the success stories of different telecom companies in India.

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INDIAN TELECOM INDUSTRY

With 300 million telephone subscribers today, India now boasts of having the second largest telecom network in the world after China. The country is adding some 8.5 million to 10 million new mobile subscribers to the network every month to also emerge as one of the fastest growing telecom markets in the world. The telecom industry also saw an estimated $8.5 bn in investment flow in during 2006-07 alone, of which $550 million was in the form of foreign direct investment. All major telecom handsets manufacturers - including Nokia, Samsung, Motorola and LG - have their presence in India, so do leading global service companies and infrastructure majors, such as Vodafone, Singapore Telecom, AT&T, Ericsson, Alcatel and Siemens. The next phase of growth, experts believe, will be in the countrys vast rural areas - a development that, they say, would be more important than the Green Revolution in Indias farm sector in the 1970s, when the country emerged as a self-sufficient economy in food production, driven by the introduction of hybrid seed varieties and new irrigation techniques. Also, with a tele-density of just eight percent in rural India, as opposed to 50 percent in urban centres, the hinterland offers good scope for expansion. The Indian telecommunications has been zooming up the growth curve at a feverish pace, emerging as one of the key sectors responsible for India's resurgent economic growth. India is has surpassed US to become the second largest wireless network in the world with a subscriber base of over 300 million in April, according to the the Telecom Regulatory Authority of India (TRAI).

11

Segment-wise growth
Wireless segment has emerged as the preferred mode of telephone service by the consumers, reflected in the rising share of mobile phone connections to total connections. 1. 2. 3. The share of mobile phones has increased from 71.69 per cent at the end While total mobile subscriber base was 277.92 million, wire line Consequently, overall tele-density has increased to 27.59 per cent at the

of March 2006 to 87.68 per cent at the end of May 2008. subscriber base was 39.05 million. end of May 2008. India is likely to be second largest mobile market in the BRIC nations, with 560 million mobile users representing the next great growth curve for both mobile and interactive marketing industries, according to a report by eMarketers.

Government Initiatives
The key to the growth of telecom in India has been liberalization, reforms and competition. The positive regulatory framework has played a major role. Opening the industry for private sector participation. 100 per cent FDI is permitted in telecom equipment manufacturing FDI ceiling in telecom services has been raised to 74 per cent. Establishment of an independent regulator - the Telecom Regulatory Introduction of a Unified access licensing regime for telecom services on Implementation of New Telecom Policy (NTP'99).

through the automatic route.

Authority of India (TRAI)-for the telecom sector. a pan-India basis.

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Introduction of Calling Party Pay (CPP) regime and lowering of access Introduction of Mobile Number Portability in a phased manner, starting Allowing service providers to share active infrastructure.

deficit coupled with introduction of revenue share regime in ADC. with the fourth quarter of 2008.

Road Ahead
According to a report by Boston Consulting Group, while only one in 20

of the world's first two billion mobile subscribers live in India, as many as one in every four of the next billion subscribers will be an Indian. The department of telecommunication estimates the total subscriber base to total 500 million by 2010, out of which 80 million are expected to be from rural areas. The Indian telecom industry's revenue, likewise, is estimated to increase, which according to Ernst & Young is expected to total US$ 35 billion, accounting for 3.6 per cent of the total GDP of the country. With such growth projection, this industry is likely to see increased investments. In fact, total investment is projected at US$ 76.6 billion during the eleventh plan period (2007-12). Private sector is estimated to continue its dominant share, accounting for 67 per cent of the total projected investment while public sector accounts for the rest.

13

TELECOM STRUCTURE AND REGULATION IN INDIA

In India, Telecom sector is regulated and managed by two bodies which are as follows: 1. 2. Department of Telecommunications(DoT) Telephone Regulatory Authority of India(TRAI)

Department of Telecommunication: The Department of

Telecommunications is responsible for policy formulation, performance review, monitoring, international cooperation, research and development and grant of licenses to operators for providing basic and value added services in various cities and telecom circles as per approved policy of Government. The Department also allocates frequency and manages radio communication in close coordination with international bodies. It is also responsible for enforcing wireless regulatory. Telecom Regulatory Authority of India (TRAI) The Telecom Regulatory Authority of India (TRAI) was formed in January 1997 with a view to provide an effective regulatory framework and adequate safeguards to ensure fair competition and protection of consumer interests. The Government is committed to a strong and independent regulator with comprehensive powers and clear authority to effectively perform its functions.

FUTURE
The Indian telecom industry is expected to reach a size of Rs 344,921 crore by 2012 at a growth rate of over 26 per cent, and generate employment opportunities for about 10 million people during the same period, according to a report.

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The telecom industry had a market size of Rs 105,287 crore in 2006. The sector would create direct employment for 2.8 million people and for 7 million indirectly, according to a Frost and Sullivan report. Despite record growth over the last 12 months, only 21.85% of the countrys 1.1 Billion population owns a telephone, which means the growth in new subscriber additions will continue and even accelerate. The Ministry of Communications and Information Technology (MCIT) is has very aggressive plans to increase the pace of growth, targeting 500 million telephone subscribers by 2010 and 650 million by 2012 which is currently 250 million. Most of the expansion in subscribers is set to occur in rural India. Indias rural telephone density has been languishing at around 1.9%, so, if 70% of total population is rural, the scope for growth in this Industry is unprecedented.

Major market trends

The telecoms trends in India will have a great impact on everything from the humble PC, internet, broadband (both wireless and fixed), cable, handset features, talking SMS, IPTV, soft switches, and managed services to the local manufacturing and supply chain.This report discusses key trends in the Indian telecom industry, their drivers and the major impacts of such trends affecting mobile operators, infrastructure and handset vendors.

Higher acceptance for wireless services

Indian customers are embracing mobile technology in a big way (an average of four million subscribers added every month for the past six months itself). They prefer wireless services compared to wire-line services, which is evident from the fact that while the wireless subscriber base has increased at 75 percent CAGR from 2001 to 2006, the wire-line subscriber base growth rate is negligible during the same period. In fact, many customers are returning their

15

wire-line phones to their service providers as mobile provides a more attractive and competitive solution. The main drivers for this trend are quick service delivery for mobile connections, affordable pricing plans in the form of prepaid cards and increased purchasing power among the 18 to 40 years age group as well as sizeable middle class a prime market for this service. Some of the positive impacts of this trend are as follows. According to a study, 18 percent of mobile users are willing to change their handsets every year to newer models with more features, which is good news for the handset vendors. The other impact is that while the operators have only limited options to generate additional revenues through value-added services from wire-line services, the mobile operators have numerous options to generate non-voice revenues from their customers. Some examples of value-added services are ring tones download, colored ring back tones, talking SMS, mobisodes (a brief video programmed episode designed for mobile phone viewing) etc. Moreover, there exists great opportunity for content developers to develop applications suitable for mobile users like mobile gaming, location based services etc. On the negative side, there is an increased threat of virus spread through mobile data connections and Bluetooth technology in mobile phones, making them unusable at times. This is good news for anti-virus solution providers, who will gain from this trend.

Reasons for growth

The two major reasons that have fuelled this growth are 1. 2. Low tariffs Falling handset prices.

Constraints
Slow pace of the reform process.

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It would be difficult to make in-roads into the semi-rural and rural areas

because of the lack of infrastructure. The service providers have to incur a huge initial fixed cost to make inroads into this market. Achieving break-even under these circumstances may prove to be difficult. The sector requires players with huge financial resources due to the above mentioned constraint. Upfront entry fees and bank guarantees represent a sizeable share of initial investments. While the criteria are important, it tends to support the existing big and older players. Financing these requirements require a little more liberal approach from the policy side. Problem of limited spectrum availability and the issue of interconnection charges between the private and state operators.

Recent Trends
Until recently, only the PSU's BSNL and MTNL were allowed to provide Basic Phone Service through copper wires in India. MTNL is operating in Delhi and Mumbai only and all other parts are covered by BSNL. However private operators have now entered the fray, although their focus is largely on the cellular business which is growing rapidly. Telephony Subscribers (Wireless and Landline): 400.05 million (Jan 2009) Cellphones: 362.3 million (Jan 2009) Land Lines: 37.75 million (Jan 2009) Yearly Cellphone Addition: 113.26 million (2007) Monthly Cellphone Addition: 15.41 million (Jan 2009) Teledensity: 34.5% (Jan 2009)

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Projected teledensity: 500 million, 40% of population by 2010. Broadband connection: 6.22 million (March 2009) "Present scenerio" In the fixed line arena, BSNL and MTNL are the incumbents in their respective areas of operation and continue to enjoy the dominant service provider status in the domain of fixed line services. For example BSNL controls 79% of fixed line share in the country. On the other hand, in the mobile telephony space, Airtel controls 21.4% subscriber base followed by Reliance with 20.3%, BSNL with 18.6%, Vodafone with 14.7% subscriber base (as per June 2005 data).

Following list shows the GSM subscriber figure till Jan 2009
1 Bharti Airtel 88382758 (33.04%) 2 Vodafone Essar 63340024 (23.68%) 3 BSNL 42673357 (15.95%) 4 IDEA 40016153 (14.96%) 5 Aircel 16761397 (6.27%) 6 Reliance Telecom 10353841( 3.87%) 8 MTNL 4003807 (1.50%) 9 BPL 2007303( 0.75%) India..267538640

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EXCITING TIMES AHEAD FOR INDIAN TELECOM INDUSTRY

With 300 million telephone subscribers today, India now boasts of having the second largest telecom network in the world after China. The country is adding some 8.5 million to 10 million new mobile subscribers to the network every month to also emerge as one of the fastest growing telecom markets in the world. The telecom industry also saw an estimated $8.5 bn in investment flow in during 2006-07 alone, of which $550 million was in the form of foreign direct investment. All major telecom handsets manufacturers - including Nokia, Samsung, Motorola and LG - have their presence in India, so do leading global service companies and infrastructure majors, such as Vodafone, Singapore Telecom, AT&T, Ericsson, Alcatel and Siemens. The next phase of growth, experts believe, will be in the countrys vast rural areas - a development that, they say, would be more important than the Green Revolution in Indias farm sector in the 1970s, when the country emerged as a self-sufficient economy in food production, driven by the introduction of hybrid seed varieties and new irrigation techniques. Also, with a tele-density of just eight percent in rural India, as opposed to 50 percent in urban centres, the hinterland offers good scope for expansion.

19

TELECOM PLAYERS EXISTING IN INDIAN MARKET

There are three types of players in telecom services: State owned companies (BSNL and MTNL). Private Indian owned companies ( Reliance Infocom. , Tata Teleservices Foreign invested companies (Vodafone-Essar, Bharti Tele-Ventures,

Escotel, Idea Cellular, BPL Mobile, Virgin and Spice Communications.)

Bharat Sanchar Nigam Limited (BSNL)

On October 1, 2000 the Department of Telecom Operations, Government of India became a corporation and was renamed Bharat Sanchar Nigam Limited (BSNL). BSNL is now Indias leading Telecommunications Company and the largest public sector undertaking. The state-controlled BSNL operates basic, cellular (GSM and CDMA) mobile, Internet and long distance services throughout India (except Delhi and Mumbai). BSNL, which became the third operator of GSM mobile services in most circles, is now planning to overtake Bharti to become the largest GSM operator in the country. BSNL is also the largest operator in the Internet market, with a share of 16.19 per cent of the entire subscriber base.

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Bharti Airtel

Established in 1985, Bharti has been a pioneering force in the telecom sector with many firsts and innovations to its credit, ranging from being the first mobile service in Delhi, first private basic telephone service provider in the country, first Indian company to provide comprehensive telecom services outside India in Seychelles and first private sector service provider to launch National Long Distance Services in India.Bharti Tele-Ventures Limited was incorporated on July 7, 1995 for promoting investments in telecommunications services. Its subsidiaries operate telecom services across India. Bhartis operations are broadly handled by two companies: the Mobility group, which handles the mobile services in 16 circles out of a total 23 circles across the country; and the Infotel group, which handles the NLD, ILD, fixed line, broadband, data, and satellitebased services. In mobile, Bhartis footprint extends across 15 circles. Bharti TeleVentures' strategic objective is to capitalize on the growth opportunities the company believes are available in the Indian telecommunications market and consolidate its position to be the leading integrated telecommunications services provider in key markets in India, with a focus on providing mobile services.

MTNL

MTNL was set up in 1st April 1986 by the Government of India to upgrade the quality of telecom services, expand the telecom network, and introduce new services and to raise revenue for telecom development needs of Indias key

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metros Delhi, the political capital, and Mumbai, the business capital. In the past 17 years, the company has taken rapid strides to emerge as Indias leading and one of Asias largest telecom operating companies. The company has also been in the forefront of technology induction by converting 100% of its telephone exchange network into the state-of-the-art digital mode. In the year 2003-04, the company's focus would be not only consolidating the gains but also to focus on new areas of enterprise such as joint ventures for projects outside India, entering into national long distance operation, widening the cellular and CDMA-based WLL customer base, setting up internet and allied services on an all India basis. While the market for fixed wireline phones is stagnating, MTNL faces intense competition from the private playersBharti, Hutchison and Idea Cellular, Reliance Infocommin mobile services.

Reliance Communications

Reliance is an integrated telecom service provider with licenses for mobile, fixed, domestic long distance and international services. Reliance Infocomm offers a complete range of telecom services, covering mobile and fixed line telephony including broadband, national and international long distance services, data services and a wide range of value added services and applications. Reliance India Mobile, the first of Infocom's initiatives was launched on December 28, 2002. This marked the beginning of Reliance's vision of ushering in a digital revolution in India by becoming a major catalyst in improving quality of life and changing the face of India. Reliance Infocom plans to extend its efforts beyond the traditional value chain to develop and deploy telecom solutions for India's

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farmers, businesses, hospitals, government and public sector organizations. Until recently, Reliance was permitted to provide only limited mobility services through its basic services license. However, it has now acquired a unified access license for 18 circles that permits it to provide the full range of mobile services. It has rolled out its CDMA mobile network and enrolled large number of subscribers to be in the competition to become the countrys largest mobile operator. It now wants to increase its market share and has recently launched many other services. Having captured the voice market, it intends to attack the broadband market.

TATA Teleservices

Tata Teleservices is a part of the Tata Group, which has 93 companies, over employees and more than million shareholders. Tata Teleservices provides basic (fixed line services), using CDMA technology in six circles: Maharashtra (including Mumbai), New Delhi, Andhra Pradesh, Tamil Nadu, Gujarat, and Karnataka. It has a large subscriber base too giving tough competition in CDMA. It has now migrated to unified access licenses, by paying a Rs. 5.45 billion ($120 million) fee, which enables it to provide fully mobile services as well. The company is also expanding its footprint, and has paid Rs. 4.17 billion ($90million) to DoT for 11 new licenses under the IUC (interconnect usage charges) regime. The new licenses, coupled with the six circles in which it already operates, virtually gives the CDMA mobile operator a national footprint that is almost on par with BSNL and Reliance Infocom. These newly introduced circles include Bihar, Haryana, Himachal Pradesh, Kerala, Kolkata, Orissa, Punjab, Rajasthan, Uttar Pradesh (East) & West and West Bengal.

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Vodafone

Hutchs presence in India dates back to late 1992, when they worked with local partners to establish a company licensed to provide mobile telecommunications services in Mumbai. Commercial operations began in November 1995. Between 2000 and March 2004, Hutch acquired further operator equity interests or operating licences. With the completion of the acquisition of BPL Mobile Cellular Limited in January 2006, it now provides mobile services in 16 of the 23 defined licence areas across the country. Hutch India Vodafone has benefited from rapid and profitable growth in recent years. It has already entered the Bhubaneswar market recently and is giving tough competition to other players in the market whether it be Postpaid, prepaid or Blackberry services.

Idea Cellular

Indian regional operator IDEA Cellular Ltd. has a new ownership structure and grand designs to become a national player, but in doing so is likely to become a thorn in the side of Reliance Communications Ltd. IDEA operates in eight telecom circles, or regions, in Western India, and has received additional GSM licenses to expand its network into three circles in Eastern India - the first phase of a major expansion plan that it intends to fund through an IPO, according to parent company Aditya Birla Group. Idea has increased its presence in Karnataka and

24

Punjab by acquiring The Spice Telecom. Idea was launched in Bhubaneswar recently in the month of April 2009.

Aircel

The Aircel group is a joint venture between Maxis Communications Berhad of Malaysia and Apollo Hospital Enterprise Ltd of India, with Maxis Communications holding a majority stake of 74%.

Aircel commenced operations in 1999 and became the leading mobile operator in Tamil Nadu within 18 months. In December 2003, it launched commercially in Chennai and quickly established itself as a market leader a position it has held since. Aircel began its outward expansion in 2005 and met with unprecedented success in the Eastern frontier circles. It emerged a market leader in Assam and in the North Eastern provinces within 18 months of operations. Till today, the company gained a foothold in 17 circles including Chennai, Tamil Nadu, Assam, North East, Orissa, Bihar, Jammu & Kashmir, Himachal Pradesh, West Bengal, Kolkata, Kerala, Andhra Pradesh, Karnataka, Delhi, UP(West), UP(East) and Mumbai.

The Company has currently gained a momentum in the space of telecom in India post the allocation of additional spectrum by the Department of Telecom, Govt. of India for 13 new circles across India. These include Delhi (Metro), Mumbai (Metro), Andhra Pradesh, & Gujarat, Goa, Haryana, Karnataka, UP Kerala, (West) Madhya and UP Pradesh, (East). Maharashtra Rajasthan, Punjab,

Aircel has won many awards and recognitions. Voice and Data gave Aircel the highest rating for overall customer satisfaction and network quality in 2006. Aircel emerged

25

as the top mid-size utility company in Businessworlds List of Best Mid-Size Companies in 2007. Additionally, Tele.net recognised Aircel as the best regional operator in 2008.

With over 20 million happy customers in the country, Aircel the fast growing telecom company in India has revved up plans to become a full-fledged national operator by end of 2009.

Virgin

Virgin Mobile brand is Indias first national youth-focused mobile service. Virgin Mobile branded services are being offered to the Indian consumers by Tata Teleservices through a brand franchise with Virgin Mobile. Virgin Mobile India provides services through Tata Teleservices with experience and expertise in designing, marketing and servicing of Virgin Mobile branded products for the youth segment.

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Market Share of Various Players

Group Company wise % market share - Mar'2009 Sl. No. 1 2 3 4 5 6 8 9 Name of Company Bharti Airtel Vodafone Essar BSNL IDEA Aircel Reliance Telecom MTNL BPL All India Total Sub Figures 93923248 68768998 46684049 43022799 18478325 11145176 4176676 2164211 288363482 % Market Share 32.57% 23.85% 16.19% 14.92% 6.41% 3.86% 1.45% 0.75% 100.00%

Graphical Representation
4% 1% 1% 6% 33% 15% Bharti Airtel Vodafone Essar BSNL IDEA Aircel Reliance Telecom 16% 24% MTNL BPL

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Chapter 02 COMPANY PROFILE

28

COMPANY PROFILE
Bharti Airtel is one of India's leading private sector providers of telecommunications services based on an aggregate of 88,270,194 customers as of December 31, 2008; of whom 85,650,733 subscribe to GSM services and 2,619,461 use Telemedia Services either for voice and/or broadband access delivered through DSL. It is the largest wireless service provider in the country, based on the number of subscribers as of December 31, 2008. It also offer an integrated suite of telecom solutions to their enterprise customers, in addition to providing long distance connectivity both nationally and internationally. It has recently forayed into media by launching its DTH and IPTV Services. All these services are rendered under a unified brand Airtel. The company also deploys, owns and manages passive infrastructure pertaining to telecom operations under its subsidiary Bharti Infratel Limited. Bharti Infratel owns 42% of Indus Towers Limited. Bharti Infratel and Indus Towers are the two top providers of passive infrastructure services in India. Partners The businesses at Bharti Airtel have been structured into three individual strategic business units (SBUs) - mobile services, telemedia services (ATS) & enterprise services. The mobile services group provides GSM mobile services across India in 23 telecom circles, while the ATS business group provides broadband & telephone services in 94 cities. The enterprise services group has two sub-units - carriers (long distance services) and services to corporates. All these services are provided under the Airtel brand.

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Business Divisions
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. Delivering telecommunications services as an integrated offering including mobile, broadband & telephone, national and international to enterprises. High speed broadband internet with a best in class network & Landline services in 94 cities The Company compliments its mobile and broadband & telephone services with national and international long distance services. It has over 35,016 route kilometers of optic fibre on its national long distance network.

MOBILE SERVICES ENTERPRISE SERVICES ( CORPORATES ) AIRTEL TELEMEDIA SERVICES ENTERPRISE SERVICES (CARRIER SERVICES)

VISION 2010
By 2010 Airtel will be the most admired brand in India: Loved by more customers Targeted by top talent Benchmarked by more business. "To provide global telecom services and delight customers."

VISION 2020
To build India's finest business conglomerate by 2020 Supporting education of underprivileged children through Bharti Foundation

30

Strategic Intent: To create a conglomerate of the future by bringing about Big

Transformations through Brave Actions.

MISSION
We at Airtel always think in fresh and innovative ways about the needs of our customers and how we want them to feel. We deliver what we promise and go out of our way to delight the customer with a little bit more

GOAL
To undertake transformational projects that have a positive impact on the society and contribute to the nation building process. To Diversify into new businesses in agriculture, financial services and retail business with world-class partners To lay the foundation for building a conglomerate of future

CORE VALUES
Empowering People - to do their best Being Flexible - to adapt to the changing environment and evolving customer needs Making it Happen - by striving to change the status quo, innovate and energize new ideas with a strong passion and entrepreneurial spirit Openness and transparency - with an innate desire to do good Creating Positive Impact with a desire to create a meaningful difference in society.

FOUR PILLARS
Error- free service delivery Innovative products and services Cost efficiency Unified Messaging Solutions

31

FEW KEY MILESTONES

Date of Incorporation - July 07, 1995 First private operator to offer fixed line telephony-June04,1998 Became a public limited company in India - February 18, 2002 First telecom company to have an all India mobile footprint (Presence in all 23 telecom circles in India) - March 30, 2005

ACHIEVEMENTS
05). MIS ASIA IT Excellence Award 2005 first Indian telecom company to Bharti wins Silver Trophy at the CII National Six Sigma Awards (28Airtel chosen as 'Most Preferred Mobile Service' by CNBC Awaaz Bharti Tele-Ventures amongst top three companies in the latest ET top Bharti Tele-Ventures is the "Indian Mobile Operator of the Year 2005. win this award (26-09-05). 09-05). Consumer Awards (07-07-05). 500 companies ranking. (20-06-05). (17-06-05). Bharti Airtel crosses the 100 million customer mark and becomes the Enters into the league of the worlds top telecom companies, moves Adds last 25 Million in just 14 months, accelerating towards the 100 5, 00,000 villages covering over 95% of the population. Indias most Customer Responsive Telecom Company Award (16-12-

fastest private telecom company in the world. towards top 5 global mobile companies . million customer mark .

32

Bharti Tele-Ventures is the BEST INDIAN CARRIER at Telecom

Asia. (05-05-06) Wins this award for the second consecutive year.

PARTNERS
Network Equipment : Mobile Services - Nokia, Ericsson, Huawei Telemedia Services- Siemens, Nortel, Wipro, Cisco Information Technology - IBM Call Centre Operations - IBM Daksh, Hinduja TMT Teleperformance Mphasis, Firstsource & Nortel Equity Partner {Strategic} - Singtel

EXCHANGE LISTINGS
The Stock Exchange, Mumbai (BSE) The National Stock Exchange of India Limited (NSE).

CURRENT FINANCIAL SITUATION

33

CORPORATE STRUCTURE

COMPETITORS: BSNL (BHARAT SANCHAR NIGAM LIMITED), MTNL, VODAFONE , BPL MOBILE , RELIANCE, IDEA, TATA INDICOM, AIRCEL. POINTS OF DIFFERENCE: 1. Widest spread network. 2. Congestion free network. 3. Customized Service SOME SAILENT FEATURES: Bhatari Airtel has emerged as the marketing leader in the mobile market.

34

 First to launch full time roaming services in the country. The first to launch full roaming service on prepaid in the country It was the first to launch the multi band in a wireless network for efficient usage of spectrum The first to launch 32k sim cards The first in Asia to deploy the multi band feature It was the first to launch Easy Charge - India's first paperless electronic recharging facility for prepaid customers. It was the first telecom company in the world to receive the ISO 9001:2000 Certification from BRITISH STANDARD INSTITUTE. It was the first to develop a single integrated billing system for all operations across India. AIRTEL BRAND ATTRIBUTES

Fresh In-touch On my side Can-do

Airtel's journey to leadership began in Delhi in 1995. Since then, Airtel has established itself across India in sixteen states covering a population of over 600 million people. Airtel will soon cover the entire country through a process of acquisitions and green field projects.

Thus with its better cost control and with value added benefits to its consumers AIRTEL can maintain NO 1 position in the market.

35

CORE MARKETING STRATEGY AT AIRTEL

Bharti Airtel bold strategy for the growth company business and marketing. Indias first private operator to make cellular profile has an aggressive marketing strategy in all areas of fixed and wireless telecoms Airtels marketing strategy to penetrate different segments: Focusing its attention on youth ,women and senior citizens, cellular

service provide Airtel unveiled its new market segmentation strategy by introducing prepaid, postpaid plans. Another plan was launched for the senior citizens and women In short Airtel wants to penetrate in all the feasible segments AIRTEL offers unparallel GPRS. Network connectivity in rural areas along with existing circles is

specially taken care of and $15 bn was spent for this purpose. FLANKING: (THE COMPETITION) Thus facing a tough a competition Airtel does have a strategy to maintain its position.

It continues to target the interior packets of the mobile industry Had been targeting the youths and launched FREINDZ Launched a innovative LADIES SPECIAL Launched KHUSI - cheapest ever service Launched of BLACK BERRY dominated it as leader Launched of FUTURE FACTORY centers of innovation & pioneer Mobile pay phones for its

customers of age between 15-19 yrs

mobile applications like

o

36

o o o o

Mandi rates Mobile register Vehicle Tracking System E- Goverenence

MARKETING OBJECTIVES
o

Bhartis objective is to differentiate itself in Indias highly Competitive

communications environment by ensuring customer delight through personalized customer service and accomplishing this through a highly costeffective business model.
o

Bhartis expansion strategy comes at a time when Indias mobile industry

is at a crossroad. India move ranks as the fastest growing cellular market in the world surpassing China, the worlds long time leader.
o

It is becoming more apparent that wireless technology, coverage and love

pricing alone are sufficient to drive significant competitive advantage in the Indian market place.

BRAND & ADVERTISING

Airtel and Visual Identity For a brand to be successful, it meet build enduring relationships with its different audiences integral to this relationships is the visual image of the brand the consumer carrier in his/her mind. The Airtel brand image is created through the consistent application of a carefully developed visual identity, which helps AIRTEL distinguish itself in a cluttered market. Airtels visual identity helps create instant brand recall and strength the relationships that its audience have with it.

37

The AIRTEL visual identity has different eliminate that work together to create a strong and consistent identity of the band. The most important of these are:
o

AIRTEL LOGO The AIRTEL logo is a strong, contemporary and

confident symbol for a brand that always ahead of the rest. It is specially drawn word mask.
o

AIRTEL IMAGE STYLE It incorporate two solid, rectangular forms AIRTEL TYPOGRAPHICAL STYLE The title case lettering with its

counter forms creates an open doorway.

o

capital A was deliberately chosen to reinforce the brands leadership position. The red dot on the letterform 1 was Airtels focus on innovation. The Express yourself are very much part of the brand identity.
o

AIRTEL COLOR PALETTE The lettering is grey as that the pure black

of Airtel is visually unharmed CATEGORY ANALYSIS

PROMOTION
When Airtel commenced operations in 1995, the cellular market was pretty much in its infancy. As a pioneer, Airtel had to take on the responsibility of creating and building a new category. In its journey, Airtel evolved several innovative programmes to create awareness about the benefits of mobile technology. This not only created the image of Airtel being a market leader, but also showcased the brand as an innovator. It was a badge people were proud to wear - and flaunt. The early advertising for Airtel focused on mobile phones as a key business and lifestyle tool. The tag line 'Power to keep in Touch' used in the brand promise was designed to make the user feel 'in controlpowerful'. As the category developed with prices going down sharply, Airtel began talking to a wider spectrum of potential users. This was the birth of the 'Touch tomorrow'

38

positioning. Airtel started talking to new segments by positively positioning and establishing itself as a brand that improved the quality of life. In its strategic drive to emotionally connect with the mass market, Airtel has also used cricket, Bollywood and music as carriers. Through this exciting journey Airtel has been personified as a leader - innovator, likened to Amitabh Bachchan, Sachin Tendulkar and Shah Rukh Khan. Airtel has always stood out as a dynamic and a caring brand. In this journey Airtel has created some highly acclaimed. Campaigns like the Leadership campaign, the Quality Time campaign, Magic Dalo, Say Hello launch campaign, the Magic Hai to Mumkin Hai campaign, the A.R. Rehman Live Every Moment campaign and the new Express Yourself campaign. Much like a pied piper, the Airtel brand has attracted and retained the first customer it acquired in 1995 to the six-millionth it acquired in 2003.

BRAND VALUE Airtel impacts the lives of millions across India - it gives people the unlimited freedom to communicate so that they can express themselves freely. Airtel's brand values are centered around leadership, performance, trust, care, innovation and sensitivity. These are reflected not just through advertising, but in fact through each interface Airtel has with its customer.

BRAND POSITIONING In late-2002, Bharti Cellular Ltd. (Bharti), 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

39

one of the country's most successful music composers, A.R Rahman to promote its brand. The company also decided to undertake a comprehensive brand-building program for the company and chose the slogan 'Unlimited Freedom' for the same. Commenting on these changes, company sources said, "Airtel's brand identity and campaign will now have a new younger and international look and feel. Bharti's massive media expenditure plans were no surprise, considering the fact that it was the largest cellular telecom company in the country - reaching over 600 million people in 16 (out of 29) states of India. PRODUCT MIX OF BHARTI AIRTEL 1. PREPAID 2. POST PAID 3. VALUE ADDED SERVICES 4. BLACKBERRY 5. BROAD BAND 6. BUSINESS SOLUTIONS 7. DIGITAL TELEVISION ( DTH SERVICE ) PRODUCT LIFE CYCLE: At a growth stage.

40

SWOT Analysis of Bharti Airtel

SWOT analysis is a strategic planning tool used to evaluate an organization and its environment. It includes the strength, weakness, opportunity and threats involved in a business venture. It involves specifying the objective of the business venture or project & identifying the internal & external factors that are favorable & unfavorable to achieving the objective.

Strength Pan-India operation Integrated telecom Player Wide network coverage Best Customer Service Innovative Value Added Services Robust distribution channel Opportunity Rural market yet to be tapped Penetration of value added services Number of overall mobile users are increasing rapidly

Weakness Tariff at the higher side No differentiated positioning in the customer mindset

Threat Entry of International Players like Vodafone and AT&T Competitors like Idea, Aircel etc. are also making high inroads.

41

AIRTEL IN ORISSA

Telecom conglomerate Bharti Cellular has launched its Airtel mobile services in Orissa, making it the 20th circle where Airtel is available. It claims to be the first private cellular provider in the state.

Airtel's coverage in the state spreads over 1,200 km. of highway and rail routes. It will be available in over 100 towns within the state on 140 cell sites. Some of the key towns where Airtel has launched its services include Bhubaneswar, Cuttack, Sambalpur, Balasore, Rourkela, Puri, Angul & Behrampur.

Airtel plans to launch its services across eastern India, touching the lives of 260 million people in 12 states. It launched its services in the West Bengal circle in October 2004, Bihar and Jharkhand in January 2005, Assam and other northeastern states in March 2005.

Sunil Bharti Mittal, Chairman & Group Managing Director, Bharti Enterprises, said, "The eastern region of the country including Orissa has a huge potential for improvement in mobile penetration, which in turn would trigger an overall growth of the economy. The launch of Airtel in Orissa would go a long way in establishing these objectives objectives and it is my proud privilege to launch Airtel in this historic and culturally rich region of the country."

Airtel has become the largest mobile service provider in Orissa overtaking the subscriber base of its nearest competitor BSNL, which till now was the market leader.

Airtel has overtaken BSNL in Orissa.It commands the highest market share of

42

33% in the state. Airtel has become the largest mobile service provider in Orissa, overtaking the subscriber base of its nearest competitor, BSNL, which till now was the market leader. There are about 584,000 Airtel subscribers in Orissa, compared to 577,000 BSNL subscribers, as declared on July 31, 2006. Airtel has grown at a rate of 150 percent since it was launched in Orissa in December 2004, according to K Srinivas, director of the East Hub of Bharti Airtel. Airtel offers services in about 16,500 villages and 500 towns all over the state and has invested about $59.2 million to build the network

43

CHAPTER NO: 03 OBJECTIVES

44

OBJECTIVE
BROAD OBJECTIVE
To understand the various requirements of Small and Medium Enterprises with respect to their Telecom and e-mail usage pattern . To measure the effectiveness of promotional drives carried out by various telecom companies.

SPECIFIC OBJECTIVES To understand various telecom needs of SMEs and providing them specific plans that suits
their needs, and preparing a database of corporate and their present telecom connections thus enabling Airtel to increase its postpaid customer base by Direct Selling and helping it to break competition and acquire customers from other telecom service providers. To access the market potential of blackberry handsets and increasing its customer base.

To make a comparative analysis of effectiveness of promotional activities done by various telecom companies by undertaking TOMA (Top Of Mind Assessment) & ITP (Intension To Purchase) analysis .

45

CHAPTER NO:04 METHODOLOGIES

46

METHODOLOGY
The project was divided into 3 segments and different methodologies were followed for each segment of study. Basic methodology followed for the sales part of the project was Personal selling.
The different small and medium sized corporate of Bhubaneswar and Cuttack were identified

and were approached through cold call method and direct selling was done by making them aware of various plans and services being offered by Airtel and describing them how using Airtel is going to benefit them in their business. Individual customers were approached with new and existing plans and they were convinced for taking up Airtel postpaid plans. A special offer of converting prepaid to postpaid was also extended to them.

Methodology followed for selling Blackberry sales and awareness was also similar. Top executives of big corporate houses were identified and approached for making them aware of advantages and usefulness of Blackberry and were encouraged to purchase it. Sales leads were generated using following methods As per the first method followed we went to mobile phone show rooms and information about the profile of customers who purchase high end handsets was collected by simple verbal interview method . Those customers were then approached with Blackberry both by us and then trained sales personnels. In the second approach, higher ranked officials of various corporate houses in Bhubaneswar were approached . They were made aware of the features of both Blackberry Handsets and its services and were encouraged to buy it. This was done through cold calls. In the third approach present customer data base was collected from the company and they were approached for up selling and sales leads. Accordingly new prospect customers were also approached for sales. For the last part of the project that is measuring effectiveness of advertisements and other promotional activities being carried out by various telecom companies , TOMA & ITP study was done. For TOMA & ITP following processes were followed:

47

 Research type: Primary research. Basic tool: Questionnaire method. Sampling method : Random sampling. Sample size: 75 . A randomly picked sample of 75 cell phone users were provided with questionnaire containing 9 questions related to various aspects of their mobile phone usage pattern and their attitude towards various promotional activities done by various telecom companies. The whole output was then analyzed and effectiveness of promotional activities was measured by looking at the companies which are able to capture the top of mind of the consumers and how much of it is being converted into intension to purchase which in later stages gets converted to real sales.

48

CHAPTER NO-05 LIMITATIONS OF THE STUDY

49

LIMITATIONS
Method of collection of information was through personal visit to the corporate and therefore biasness becomes a major limitation. Due to the time constraint of the project large no. of the customers were not covered and in-depth evaluation is limited. The data base prepared was restricted to 75 customers of Bhubaneswar only.

Problem of getting Information on sales force strategies of other competitors. Customers unwillingness to share information was a hindrance.

50

CHAPTER - 06 PART I SALES AND PROMOTION OF POSTPAID CONNECTIONS AND BLACKBERRY HANDSETS

51

PRODUCT DESCRIPTION
POST PAID FOR INDIVIDUAL CUSTOMERS

I was given a number of plans both for individual user and for specific usage of a group of closely linked individual working in the same organization, which is also known as close user group or CUG. The various plans are explained in details below. 1.PLAN BEGINNERS-149

ONE TIME CHARGES (Rs.) Activation Charges Membership Fee Security Deposit MONTHLY CHARGES (FIXED) (Rs.) Bill Plan Charge MONTHLY CHARGES (OPTIONAL) (Rs.) CLIP 0 Airtel Other GSM / CDMA (10 Digit) 1 Landline / WLL 149 500 (standard entry cost) 0 Nil

LOCAL RATES (Rs. / Min)

52

STD RATES (Rs. / Min) ISD (Rs. / Min)

1.50

1.50

1.50

USA, Canada, Europe (Fixed Line), Australia, Singapore, Hong Kong, Thailand, Malaysia, Indonesia, New Zealand. Gulf, Europe (Mobile), SAARC countries, Africa & Rest of the world

6.40

9.20

Cuba, Sao Tome & Principe, Guinea Bissau, Diego Garcia, Nauru, Solomon Islands, Vanuatu, Cook Islands, Tuvalu, Tokelau, Norfolk Island, Sakhalin SMS (Rs.) Local CDMA National International VAS 1 1 1.50 5 Rs 3.00

40.00

2.PLAN EXECUTIVES-199
ONE TIME CHARGES (Rs.)

53

Activation Charges Membership Fee Security Deposit MONTHLY CHARGES (FIXED) (Rs.) Bill Plan Charge MONTHLY CHARGES (OPTIONAL) (Rs.) CLIP 0 Airtel

500 (standard entry cost) 0 Nil

199

Other GSM / CDMA Landline / (10 Digit) WLL 0.50 1.00 0.50 1.00

LOCAL RATES (Rs. / Min) STD RATES (Rs. / Min) ISD (Rs. / Min)

0.50 1.00

USA, Canada, Europe (Fixed Line), Australia, Singapore, Hong Kong, Thailand, Malaysia, Indonesia, New Zealand. Gulf, Europe (Mobile), SAARC countries, Africa & Rest of the world Cuba, Sao Tome & Principe, Guinea Bissau, Diego Garcia, Nauru, Solomon Islands, Vanuatu, Cook Islands, Tuvalu, Tokelau, Norfolk Island, Sakhalin

6.40

9.20

40.00

SMS (Rs.) Local CDMA 1.00 1.00

54

National International VAS

1.00 5.00 Rs 3.00

3.PLAN YOUTH- 299

ONE TIME CHARGES (Rs.) Activation Charges Membership Fee Security Deposit 500 (standard entry cost) 0 Nil

MONTHLY CHARGES (FIXED) (Rs.) Bill Plan Charge 299

MONTHLY CHARGES (OPTIONAL) (Rs.) CLIP 0 Airtel Other GSM / Landline / CDMA (10 WLL Digit) 0.50 1.00 0.50 1.00

LOCAL RATES (Rs. / Min) STD RATES (Rs. / Min) ISD (Rs. / Min)

0.50 1.00

USA, Canada, Europe (Fixed Line), Australia, Singapore, Hong

6.40

55

Kong, Thailand, Malaysia, Indonesia, New Zealand. Gulf, Europe (Mobile), SAARC countries, Africa & Rest of the world Cuba, Sao Tome & Principe, Guinea Bissau, Diego Garcia, Nauru, Solomon Islands, Vanuatu, Cook Islands, Tuvalu, Tokelau, Norfolk Island, Sakhalin 9.20

40.00

SMS (Rs.) Local CDMA National International VAS 1.00 1.00 1.00 5.00 Rs 3.00

4.PLAN BUSINESS-399

ONE TIME CHARGES (Rs.) Activation Charges Membership Fee Security Deposit MONTHLY CHARGES (FIXED) (Rs.) 500 (standard entry cost) 0 Nil

56

Bill Plan Charge

399

MONTHLY CHARGES (OPTIONAL) (Rs.) CLIP 0 Airtel Other Landline / WLL GSM / CDMA (10 Digit) 0.50 1.00 0.50 1.00

LOCAL RATES (Rs. / Min) STD RATES (Rs. / Min) ISD (Rs. / Min)

0.30 1.00

USA, Canada, Europe (Fixed Line), Australia, Singapore, Hong Kong, Thailand, Malaysia, Indonesia, New Zealand. Gulf, Europe (Mobile), SAARC countries, Africa & Rest of the world Cuba, Sao Tome & Principe, Guinea Bissau, Diego Garcia, Nauru, Solomon Islands, Vanuatu, Cook Islands, Tuvalu, Tokelau, Norfolk Island, Sakhalin SMS (Rs.) Local CDMA National International VAS 1.00 1.00 1.00 5.00 Rs 3.00

6.40

9.20

40.00

57

5.PLAN FAMILY-499

ONE TIME CHARGES (Rs.) Activation Charges Membership Fee Security Deposit 500 (standard entry cost) 499.00 Nil

MONTHLY CHARGES (FIXED) (Rs.) Bill Plan Charge 0

MONTHLY CHARGES (OPTIONAL) (Rs.) CLIP 0 Airtel Other GSM / CDMA (10 Digit) 1.00 Landline / WLL

LOCAL RATES (Rs. / Min) STD RATES (Rs. / Min) ISD (Rs. / Min)

1.00

1.00

1.00

1.00

1.00

USA, Canada, Europe (Fixed Line), Australia, Singapore, Hong Kong, Thailand, Malaysia, Indonesia, New Zealand. Gulf, Europe (Mobile), SAARC countries, Africa & Rest of the world

6.40

9.20

58

Cuba, Sao Tome & Principe, Guinea Bissau, Diego Garcia, Nauru, 40.00 Solomon Islands, Vanuatu, Cook Islands, Tuvalu, Tokelau, Norfolk Island, Sakhalin SMS (Rs.) Local CDMA National International VAS 1.00 1.00 1.00 5.00 Rs 3.00

Special feature:- Pay Rs.499/2 yrs as one time membership fees .

POSTPAID PLANS FOR CORPORATES

Airtel also has specially designed plans and services for corporate houses. Special plans at national level ie one india corporate plans are designed for Big Corporate houses, who are having their branches in major cities throughout the country. Prominent banking and financial institutions like ICICI Bank, ICICI Prudential, Axis Bank, Max New York Life Insurance Company, Suzlon Power, SBI Life, Jindal Steel and Power, Vedant Steel and Power etc are using this one India services from Airtel. Airtel is also handling telecom needs of many SME (Small and Medium Enterprises) and SE (Small Enterprises). They are given plans based on their needs. There are 3 main categories in which these plans are classified

59

1 . COCP (Company owned & Company Paid connections) In this category the SIM is issued in the name of the company and the bill is also paid by the respective companies. Company provides all the required documents regarding identity proof and address proof. The employee has to surrender the SIM in case he leaves the organization, the SIM remains with the organization and it is issued to some other employee joining the organization.

2 . COEP (Company Owned & Employee Paid) In this category the Sim is issued in the name of the Company but the bill is paid by the employee. Identity proof is provided by the employee and company provides y the Address proof . The employee has the right to take away the SIM even if he leaves the organization but he will have to show the new address proof of his new employer.

3 . Corporate CUG (Close User Group) Plan This is a special plan designed specially for the use of SME sector catering to their special need of high interconnectivity in terms of local calls. Any SME with a minimum employee base of 5 employees can go for this offer in which they will get SIM cards issued in their organizations name and a lot of tariff related benefits when talking in the group. The major CUG Plans available in Orissa telecom circle are explained below

1 . Corporate CUG 299

Monthly Rental (in Rs.) CUG (Free Mins.) 299 750 Minutes

60

Local Calls Airtel to Airtel (in Rs) Airtel to Others (in Rs) Airtel to landline (in Rs) STD Airtel to Airtel (in Rs) Airtel to Others (in Rs) Airtel to landline (in Rs) SMS Local (In Rs) National (In Rs) International (In Rs) 1.00 1.00 1.00 1.00 1.00 1.00 0.50 0.50 0.50

2. New Corporate CUG Series

Plan New CUG 350 New CUG 450 New CUG 550

Monthly Rental CLIP Free CUG Minutes Usage Discount(STD+Local) OUTGOING

350.OO O 1000.OO 125.OO

450.OO O 1500.OO 150.OO

550.OO O 2000.OO 225.OO

61

CUG(After Free Mins.) Local(A-A) Local(A-M) Local(A-LL) STD(A-A) STD(A-M) STD(A-LL) ISD Slab-1 ISD Slab-2 ISD Slab-3 SMS Local National International

0.3O 0.5O 0.8O 1.2O 1.5O 1.5O 1.5O 6.4O 9.2O 40.OO

0.3O 0.4O 0.6O 1.2O 1.5O 1.5O 1.5O 6.4O 9.2O 40.OO

0.3O 0.3O 0.4O 1.OO 1.5O 1.5O 1.5O 6.4O 9.2O 40.OO

0.5O 1.OO 5.OO

0.5O 1.OO 5.OO

0.5O 1.OO 5.OO

3 . Special CUG-249(Low usage group) & 399(High usage group)

This plan was incorporated into Orissa telecom circle from Madhya Pradesh telecom circle.The corporate were divided into low usage corporate and high usage corporate and then were given 249 or 399 plan as per there specifications.the details of the plans are given below.
Plan Monthly Rental Plan-1 399.OO Plan-2 249.OO

62

CLIP Free CUG Minutes Usage Discount (STD+Local) OUTGOING CUG(After Free Mins) Local(A-A) Local(A-M) Local(A-LL) STD(A-A) STD(A-M) STD(A-LL) ISD Slab-1 ISD Slab-2 ISD Slab-3 SMS Local National International

O 15OO.OO 15OO.OO

O 5OO.OO 5OO.OO

0.3O 0.3O 0.5O 0.5O 1.OO 1.OO 1.OO 6.4O 9.2O 40.OO

0.1O 0.3O O.5O O.75 1.5O 1.5O 1.5O 6.4O 9.2O 40.OO

1.OO 1.OO 5.OO

0.5O 1.OO 5.OO

Special Condition When a SIM is issued in the name of an organization the they are exempted of the first time refundable security deposit of Rs 500.This scheme is extended only after proper verification of the organization and its financial conditions.

63

3. BLACKBERRY HANDHELDS

Through wireless connectivity, businesses can embrace the communication advantages of email and extend their enterprise applications, providing their mobile workforce with access to corporate data. The BlackBerry wireless platform from Research In Motion (RIM) delivers an end-to-end wireless connectivity solution that can help an organization:

Reduce operating costs by making business processes more efficient. Increase revenues by enabling workers to be more productive. Improve the quality and speed of decision-making through rapid, secure distribution of information. Improve communication and collaboration among employees, partners and suppliers.

Pushing Important Information to Mobile Users

Through BlackBerry push technology, employees equipped with BlackBerry devices can

64

immediately receive up to-date communications and information, including email and organizer data that are fully wirelessly synchronized, cradle-free, with the corporate servers. The BlackBerry push model eliminates the need to actively retrieve information from corporate servers. Mobile professionals can gain access to important corporate information, email, attachments, address book data and calendar appointments while away from their desk. Managers can communicate effectively with their mobile workforce through memos, messages, and alerts distributed immediately to BlackBerry devices.

Key features of BlackBerry PUSH EMAIL! Always on, Always Connected. Emails are sent out/come in like an SMS. No need to dial in, or send and receive. Configure upto 10 email accounts Multiple sent from addresses. View all mails on a single handheld icon. No email quota limit. Yahoo email Gmail Hotmail Personal E-mail with POP3/IMAP

Attachments Microsoft office : Microsoft word , power point, excel pdf files jpeg ,gif, tif, bmp, files Zip files

65

Complete organizer Calendar, Address book, Tasks and Memos. Unique Pin Messaging P2P messaging. IM Chats Google Talk, Yahoo Talk Standard IM feature support contact list, group chat and presence Distinct alert profiles for message notification and contact availability BlackBerry Messenger Chat between BlackBerry users. Excellent Browser BlackBerry, internet and WAP browser Web pages are optimized for speed with pictures compressed Browser supports: HTML tables, JavaScript & Style Sheets It is also a Phone Voice, SMS and MMS Voice mails Mute, Call hold and Speakerphone Make conference calls Speed dials.

66

Multimedia Capabilities Camera 1.3 Meg Camera with 5X zoom Send pictures as an email attachment* Store pictures of a person in your address book MP3 Player Supports-AC/AAC+/eAAC+/WAV/Mp3/Mp4/AVI/3gp/.mov/m4a/midi Long battery life (14 hours of continuous playback) Playback is also supported via the Browser for files up to 5MB* Turn any MP3 song into an instant ring tone Video Player Supports .avi (dvix).mov .3gp .mp4 .m4v .mpg Video Playback is supported via the Browser for files up to 5MB* Expansion Memory support (MicroSD) Store Multimedia Files Act as USB Mass Storage Encrypt contents of memory card The BlackBerry wireless platform emphasizes extensibility, using components that are designed to accommodate future technology developments, evolving protocols, extended application support, and new generations of wireless data connectors. The architectural model promises to delivers real value today and ongoing value as wireless enterprise connectivity gains momentum throughout the industry.

67

BLACKBERRY HANDSETS AVAILABLE WITH AIRTEL

BlackBerry 8700g Rs 14,990 Fast, powerful Phone Intel processor runs your applications faster than ever Large viewable workspace EDGE phone for higher speeds Bright, high-resolution color LCD screen Automatically adjusts screen lighting levels for indoor and outdoor viewing 64MB flash memory Store hundreds of calendar entries and thousands of contacts Speaker Phone Very loud and very clear Polyphonic and MP3 ring tones

68

BlackBerry Curve 8310 Rs 23,990

64 MB Flash memory plus micro SD expandable memory slot 2 MP camera Build in GPS for navigation 3.5mm stereo headset capable Full QWERTY keyboard Innovative trackball navigation Up to 4 hours of Battery Talk time Enhanced Multimedia support

69

BlackBerry Curve 8320 Rs 23,990

64 MB Flash memory plus micro SD expandable memory slot 2 MP camera Build in Wifi 3.5mm stereo headset capable Full QWERTY keyboard Innovative trackball navigation Up to 4 hours of Battery Talk time Enhanced Multimedia support Blackberry 8820 Rs 31,990

70

Full QWERTY keyboard Innovative trackball navigation Built-in Global Positioning System (GPS) Built-in Wi-Fi services High-capacity battery Large, bright, high-contrast display Media player Premium phone features microSD Expansion Slot

BlackBerry Bold 9000

New powerhouse processor - 624 Mhz Quad Band -3G 1GB embedded memory Widescreen HVGA display - 480 x 320 2MP Camera High capacity 1500 mAh Battery GPS

71

WiFi 802.11 abg Enhanced Bluetooth AADP, ver 2.0 Special Applications face book flicker, Stock exchange.. Advanced Operating System OS 4.6

BlackBerry Curve 8900 Next Generation Narrow QWERTY Platform

Performance Fast 512 MHz EDGE Processor 256 MB Onboard Flash Memory

Look & Feel High-res HVGA+ Display (480 x 360) New Industrial Design Sleek & Stylish

New Precision UI Theme Enhanced Feature Set 3.2 MP Camera WiFi b/g / UMA

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 GPS High speed USB MicroUSB Connector Hot-swappable microSD Slot v4.6.1 Software

BlackBerry Pearl 8220 Smart Flip Phone from BlackBerry

New Drop Hinge Design Large Internal QVGA Display: 320 x 240 Same resolution, and nearly the same size, as Curve display

External Display for Message Notification 128 MB Embedded Memory MicroSD Slot High Speed USB

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Micro USB Connector 3.5mm Stereo Headset Jack 2 MP Camera with Bright Photo Flash WiFi b/g /UMA Bluetooth 2.0 v4.6 Software

BLACKBERRY PLANS OF AIRTEL

PROSUMER PLANS: Plan 249 Monthly Rental Speed Download charge Usage Rs. 249 15kbps 15 paise/kb Unlimited mail plan Plan 299 Rs.299 15 kbps 15 paise/kb Plan 1099 Rs. 1099 15 kbps free Unlimited downloads

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CONSUMER PLAN OR CORPORATE PLAN PLAN 899 Monthly Rental Speed Download charge Usage
Terms & Conditions BlackBerry Devices from Airtel are SIM locked to Airtel Network, and no other operator's SIM will work on these devices. Customer going for blackberry from Airtel is liable to purchase an Airtel post paid SIM. Customer will be given separate bills for data service and voice service. Both the bills will be paid to Airtel. Airtel reserves the right to terminate any service any time without prior notice.

Rs. 899 15kbps Free Unlimited downloads

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SALES EXECUTATION
I along with 17 other students from different management schools were assigned the task of collecting the telecom usage data base of small and medium enterprises operating in and around Bhubaneswar and cuttack. We were divided into 9 groups of 2 students each.

For Corporate Telecom Solution We were supposed to prepare a route plan for the day and accordingly ,make cold call visit to the companies which falls in that route. We first collect data regarding their present telecom service provider and then compare that with our plan. If the customer got convinced then we send our sales executive to wind up the deal. Various paper works are taken care of by the sales executive.

For Individual telecom solution Individual customers were approached with new and existing plans and they were convinced for taking up Airtel postpaid plans. A special offer of converting prepaid to postpaid was also extended to them.

For Blackberry Hand sets We followed the same principle for Blackberry also but in this case the customer identification was done using other methods. As per the first method followed we went to mobile phone show rooms and information about the profile of customers who purchase high end handsets was collected. Those customers were then approached with Blackberry both by us and then trained sales personnels.

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 In the second approach, higher ranked officials of various corporate houses in Bhubaneswar were approached . They were made aware of the features of both Blackberry Handsets and its services. This was done through cold calls. In the third approach present customer data base was collected from the company and they were approached for up selling and sales leads. Accordingly new prospect customers were also approached for sales. A customer awareness drive was also carried out at various ARCS (Airtel Relationship Center) where the customer coming for assistance regarding their plans were made aware of Blackberry handsets and its services.

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DOCUMENTS COLLECTION
Documents regarding the proof of identity and proof of address were collected from customers. The list of valid documents is given below
S.NO 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. DOCUMENT Passport Income tax Electron commission voters ID card Driving license Arms License Photo ID card by Govt./Stuatory Authority /PSU Photo ID Card by company Photo Credit Card Student ID CARD (Govt. recognized/institution) Ration card: 1.with photograph 2.w/o photograph * * * * * * * * * POI * POA POI&POA *

11. 12.

Certificate from Gram Panchayat Defence Personnel: Armed forces: 1.certificate from competent unit authority(as per format) * *

* * *

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2.canteen card 3.dependents card (for spouse/parents/children) MOD ESTABLISHMENTS .ID card .certificate from Admin Officer 13. 14. 15. 16. 17. 18. Water/electricity bill(only upto last two months old) Bank passbook/statement/credit card statement IT Assessment order (last year only) Appointment Letter of the company Rent/lease agreement(only registerd) Certificate from Govt. recognized educational institution(only orinal) 19. Cerficate fron postmaster/MLA/Class /Gazetted officer 20. Allotment letter of Gas Connection(with latest gas delivery recipt containing address) 21. 22. Landline bill/Mobile telephone bill Veichle Registartion certificate .with photograph .w/o photograph 23. FOR OUTSIDE CUSTOMERS Local reference mandatory(as per format) 24. FOR FOREIGN NATIONALS * * * * * * * * * * * *

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Passport+visa Local reference mandatory(certificate as per format)

Later these documents are verified by Verification Department.

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ACHIEVEMENTS

Successfully sold 17 Postpaid corporate CUG connections.

Was able to sell 2 Blackberry handsets

Total contribution to the company- Rs 68,000.

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PART-II MARKET RESEARCH (TOMA & ITP ANALYSIS) ANALYSIS OF THE STUDY FINDINGS

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CHAPTER NO : 07 CONCLUSIONS

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FINDINGS / CONCLUSIONS
Customers are satisfied with various plans offered by their Service provider. It was observed that most of the customers expressed their unhappiness over billing services of their respective service provider. Either they were wrongly charged or they never received bills on time.

Through my survey, I came to know that most of the customers are satisfied with Airtels plans. I observed that most of the corporate customers are in CUG plan.

Most of the customers i.e. both Airtel user and non-user likes Airtel advertisement and punch-line.

Blackberry for customers is too expensive and the Orissa market is yet to blossom in this field.

TOMA for Airtel is quite high as compared to other competitors . People really sees and appreciate Airtel advertisements as the can easy recall them when asked.

Significantly high percentage of people wants to go for Airtel in future , which shows high ITP.

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 There are significantly high amount of fence sitters in this industry , who are very sensitive to price rise. High brand loyalty was observed for Airtel in comparison to others.

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CHAPTER NO:08 RECOMENDATIONS

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RECOMMENDATIONS
1. Bharti Airtel needed to maximize its future flexibility and growth potential by

adopting a business-driven framework for integration, allowing it to implement and deliver new services rapidly.
2. With competition intensifying in the Indian telecom services market, Airtel need to

find a way to focus on developing new services that could set it apart from the competition and strengthen its customer relationships.
3. Outsourcing of technology will provide Bharti Airtel to focus resources on growing

the business.
4. Flexible pricing model will enable Bharti Airtel to avoid major increases in capital

expenditures.
5. Better network services would be giving competitive benefit to Airtel.

6. To ensure better customer satisfaction & maintain higher level of Customer

relationship management, the billing department has to be more effective & efficient.

7. Blackberry sales can be increased by a tie up with high end car show rooms who

can sell Blackberry to the customers going for luxury (10, lakh+) cars. They can be given a fair commission for doing this.

8. More flexible corporate plans can be designed.

9. Breaking competition should be the main mantra for gaining more market share.

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BIBLIOGRAPHY

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BIBLIOGRAPHY
Books Referred:

Nagundkar.Rajendra.Marketing Research-Text & cases.Third Edition.Tata McGraw Hill Publishing Company Limited .New Delhi.

Kotler.Phillip,Keller.K.L,Koshy.Abraham,Jha.Mithileswar.Marketing Managament-Asouth Asian Perspective .Thirteenth Edition.Pearson Prentice Hall,Pearson Education.

Levin.R.I,Rubin.D.S(2008). Statistics for managers . Seventh Edition.Pearson Education Inc.

Levine.D.M, Stephan.D,Krehbiel.T.C,Berenson.M.L. (2006).Statistics for managers - using Microsoft Excell. Fourth Edition.PearsonEducation Inc.

Websites Referred:

www.wikipedia.com www.statsci.org www.airtel.in www.blackberry.com www.elsevier.com www.salesandmarketing.com www.kotlermarketing.com

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ANNEXTURE

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1.TOMA & ITP QUESTIONNAIRE

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TELECOM TERMINOLOGIES

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Telecom Terminologies
Term A.R. AMA AON ARPU AUC AV BC BC BCL BML BNR BOSS BP BPA BRE C.I.G CA CABS CC CDR CDS CIC CLIP CLIR CMS CP CRE CRM CSA CSD CSMM CSO CTP CTQ CVIP CVIP Dept DF DFC DIO DOA DSR Meaning
Airtel Request Automatic Message Accounting Age on Network Average Revenue Per User Authentication Center Address Verification Business Control Bill Cycle Bharti Cellular Limited Bharti Mobile Limited Bills Not Received Business Operations Support System Billing Process Business Process & Analysis Business Reply Envelopes Customer Interface Group Channel Accounting Customer Administration & Billing System Customer Care Call Detail Record Magic CD Packs Carrier Information Code Caller Line identification presentation Caller Line Identification Restriction Complaint Management System Channel Partner Remote Customer Care Customer Relations Manager Corporate Sales Associate Customer Service Department Customer Satisfaction & Management Measurement Corporate Sales Office Critical To Process Critical To Quality Credit Verification Corporate Very Important Person Department Dealer / Distributor Executive Defective Cheque Charges Directly in Office Delegation of Authority Daily Sales Report

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Telecom Terminologies
Term ECRM ECS EDC EDM EMR FMS FN FOC FSO FST HLR HRN ICC IMRB IMSI IN IR ISD IT IVR L1 LSL MAC MEF MIS MSISDN MSM MTA MTC NR NRC NV OCB OCC OD's OM OPIs O/S OT Meaning
Electronic Customer Relationship Management Electronic Clearing Service Electronic Data Capturing Electronic Data Management Exposure Monitoring Report Fraud Management System Franchisee Executive Free of Cost Full Service Outlets Field Support Team Home Location Register Hidden Recharge Number Integrated Customer Care Indian Market Research Bureau International Module for Subscriber Identity Prepaid Billing System International Roaming International Standart Dailing Information Technology Interactive Voice Response Level One Process Maps Lower Specification Limit Magic Activation Centre Magic Enrollment Form Management Information System Mobile Subscriber International Subscriber Destination Number Mobile Station Management Magic to Airtel Connection Magic to Contract National Roaming Non Recurring Charges Non Voice On Chargeable Basis Other Credits & Charges Operational Definitions Order Management Operational Performance Indicators Outstanding Outstanding

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Telecom Terminologies
Term PACS PAM PAPPC PDC PIN PIN Code Pyt POD PW QoS QRC RAD RAF RC Recd RISKHC RISKSC SDR SEF / CAF SI SIF SIM SLA SMG SMS SP SP STD SUK TAP TAT TIN TW UMS USL VAS VI VMS WAP WOW WD Meaning
Provisioning & Customer Care System Purchase and Asset Materials Pre Activated Post Paid Card Post Dated Cheque Personal Identification Number Postal Index number Code Payment Proof of Delivery Permanent Withdrawl Quality of Service Query Resolution Revenue Assurance Department Roaming Activation Form Recurring Charges Received Risk Hard Call Risk Soft Call Standard Dollar Rate Subscriber Enrollment Form / Customer Agreement Form Standing Instructions Subscriber Information Form Subscriber Indentification Module Service Level Agreement Service Management Group Short Message Service Service Provisioning Servixe Provider Standard Trunk Dailing Sales Unit Kit Transfer Account Protocol Turn Around Time Telephone Identification Number Temporary Withdrawl Usage Management Service Upper Specification Limit Value Added Services Visa Card(Credit Card) Voice Mail Sevices Wireless Application Protocol Waiters on Wheels Working Days

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