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A STUDY ON

“BRAND LOYALTY OF AIRTEL CUSTOMERS”
(With reference to AIRTEL, Kolkata)
PROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF
DEGREE OF

BACHELOR OF BUSINESS MANAGEMENT
SUBMITTED BY
AAKASH SHAW

UNDER THE ESTEEMED GUIDANCE
Dr. MANJU JOSE

GITAM INSTITUTE OF MANAGEMENT
(AN INSTITUTION ACCREDITED WITH “A” GRADE BY NAAC)

GITAM UNIVERSITY
(Declared as deemed to be university u/s 3 of the UGC Act 1956)
VISAKHAPATNAM

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Declaration by the student
I Aakash shaw hereby declare that this project entitled “BRAND LOYALTY
OF AIRTEL CUSTOMERS” is carried out on my own and has not been
submitted to any other university or institution published earlier. This project
report to the best of my knowledge comprises of the work that I have complied
for the award of the degree of Bachelor of Business Management, GITAM
Institute of management, Vishakhapatnam, Andhra Pradesh is a bona fide record
of my project work carried out during the period from 10 th May,2012 to 10th
June,2012 at AIRTEL CO., Kolkata. It is carried out on my own and has not
been submitted to any other institution or university earlier.

Date: 2.07.2012
Place: Kolkata

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Aakash shaw

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CERTIFICATE BY THE GUIDE

This is to certify that the project report entitled “BRAND LOYALTY OF
AIRTEL CUSTOMERS” submitted to GITAM Institute of Management,
GITAM University, Visakhapatnam in partial fulfillment of the requirements for
the Degree of Bachelors of Business Management, is a bonafide work done by
me and has been carried out under my guidance.

Place:
Date:
[Dr.Manju Jose]

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Acknowledgements
I would like to express my profound gratitude for necessary cooperation extended by Prof.
K.Siva Rama Krishna, Dean & Principal; Prof P. Sheela, Vice-Principal and Dr.Manjusree
Naidu, program coordinator of Bachelor of Business Management, GITAM University for
their for giving me this opportunity.
With my immense pleasure I would like to express my sincere thanks to my project guide
Dr. Manju Jose for the support and guidance to successfully complete my project work.

Aakash Shaw

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It is necessary to recognize the essential role that technology plays in realizing these learning skills in today's knowledge-based society. analysis. [Type text] Page 5 .Executive Summary This report deals with Branding and how it affects the loyalty of people. Research indicates that computer technology can help support learning and is especially useful in developing the higher-order skills of critical thinking.

which are being serviced to the customers under the brand name “AIRTEL” Today. Since it is a very popular brand used. Prepaid. where a large proportion of the population own and use mobile connection. Today. we have a large number of brands of telecommunication available in the market. Bharti enterprises provide a different range of services like postpaid. the companies have to cater to this needs. S T D facility. [Type text] Page 6 . Mobile technology has come into revolutionized the telecommunication industry. national and international S M S. This study is designed to understand the “BRAND AWARENESS TOWARDS AIRTEL MOBILE CONNECTION” with competing other leading brands. SMS. It has allowed communicating from a mobile location which has forever changed the way people communicate.THEORETICAL BACKGROUND OF THE PROBLEM SELECTED FOR THE STUDY People communicate with each other for various reasons. it is an industry by itself having a large number of competitors. national and international roaming. As the ability to gather process and communicate information the demand for the user more sophisticated technology has come into picture. each varying from one another to grab higher market share.

radio. It has lead to enrichment of world wide telecommunications. television and launching of communications satellites. In this whole process companies like AirTel.Brand Loyalty of Airtel Customers For the past few years. This realization resulted in a sophisticated way of communication which has leads to development of mobile and telecommunication industry. This leads to liberation and privatization of economy where new companies emerged in the mobile industry. In order to give good and accurate communication network companies had to work with the help of satellite networks. the technology has advanced with gathering processing and distribution of information. Spice. Organizations with hundred of offices spread over wide geographical area routinely expect to gather information at their remote out put at the push of the button. Hutch and Reliance have taken birth. These companies have entered in to the market providing different types of services. [Type text] Page 7 . The economy is growing due to rapid technological process where the need for communicating each other has been necessary. In the earlier days the telecommunication sector was operated by government. But as the economy had its growth with more population and companies coming in the need for communicating mobile. gathered importance.Main Subject :. Global System for Mobile Communication (GSM) and Code Division Multiple Access (CDMA) Technologies which are marketing communication networking more easier. At present these are two types of satellite network namely.

quality and how much they expect. Where. Companies need to understand the rapid growth of global market place.NEED Of THE STUDY Today costumers are facing a growing range of choice in the different brands of products and services. [Type text] Page 8 . quality service and value. This study is not concerned only with brand awareness but deals also with other facts. price. what factor influence the people about brand awareness? The marketers have realized that they have to take technical decisions concerning the brand to cater to the needs of the consumers to develop brand identify and brand position. They are making their choice on the basis of their perceptions of brand. would they like to purchase same brand product again? • Did they feel that the branded product matches their expectations? • How the brands influence the market? • How relevant the brand towards trend? • Do brand suggestive to the products? • Are they satisfied with the brand. quality etc…? These questions will help in understanding better. The company must understand how their consumers perceive brand. the companies should choose brand names with an eye to their global reach. It includes a wide preview of • From where did they come to know about the product? • Did they feel that the brand is important to purchase? • If given.

The realistic side of the problem is to know the acceptance level of the brand awareness towards the product. Customer needs and preferences keep changing where brands ultimately command customer’s loyalty. STATEMENT OF THE PROBLEM In the emerging knowledge based economy it has become necessary to know how much market power lies with the brand name. This project has mainly been taken up to understand the brand awareness.Therefore. This study will help us to understand the brand awareness and what problems are being faced by the consumers. The study of brand awareness is essential in marketing planning. it becomes very necessary to understand. it is to understand the new opportunities in the market for the improvement of brand awareness and sales towards the products [Type text] Page 9 . to which appropriate measures to be taken to solve the problems. buying motives to ensure the “Brand awareness towards AirTel Mobile connection” apart from this. analyze and evaluate the brand awareness in a systematic manner and act accordingly for existence.

OBJECTIVES OF THE STUDY • To identify the consumer needs. offersschemes etc… [Type text] Page 10 . • To know the consumers reaction towards brand AirTel in respect of price. • To know the brand image AirTel. • To find the effectiveness of advertisement in developing the brand loyalty of AirTel. • To know the consumer attitude and demand towards the brand AirTel. • To find opinion about brand and service provided by AirTel. • To measure the brand loyalty towards AirTel.

Formally there are 2 types of gathering information namely primary data and secondary data. This study was mainly focused towards people of Bangalore who belong to different age group and reside in different localities. which are essential for the study. Data collection mode: Two methods have been used to collect the relevant data.SCOPE OF THE STUDY The study plays a very important role in market research. [Type text] Page 11 . It is concerned with gather accurate and proper knowledge about the problem that is in hand. RESEARCH DESIGN METHODOLOGY Data is the information collected from various sources. It also helps to understand and identify the human action towards brand. newspapers and internet etc… Sampling plan:A small selection of the large group which is taken for interviewing is called sampling. magazines. Secondary Data: It is compiled through books. A sample is taken representative and adequate which gives proper information. in order to find out their preference given to particular brand. they are: Primary Data: Data is collected to obtain desired information through structured questionnaire. The information thus gathered by conducting a systematic market research would help to finding out the brand awareness of the consumers.

The primary data is collected through a structured questionnaire which was prepared to interview the respondents. magazines. Instrument of data collection is questionnaire. company records and internet etc… [Type text] Page 12 . Sample size: A sample size of hundred was taken in order to carry the study. Tools for data collection Data for this study is collected from both primary and secondary data. Sampling unit: For this survey the target population consisted of people residing in various localities of Bangalore between the age group 20-70 who are the users of AirTel.In order to study “brand awareness towards AirTel mobile connection” the following sampling plan was adopted. The secondary data was collected through discussion with officials of the company to get general information. books. Sampling technique: A simple random technique was adopted to select the representative sample from the sampling unit. data was also collected from newspapers.

The data collected through questionnaire are analyzed in detail and divided in to various categories of preferences and conclusion are drawn on the possible changes are causes for brand preference and market share is given based on the research study.PLAN OF ANALYSIS The data is collected from both primary and secondary sources and also been tabulated in the form of tables and drawn in to graphs depicting the various finding significantly. [Type text] Page 13 .

278 broadband & telephone customers The businesses at Bharti Tele-Ventures have been structured into three individual strategic units (SBU’s) – 1) mobile services 2) broadband and telephone services (B&T) 3) enterprise services The Mobile services group provides GSM mobile services across India in 23 telecom circles. Bharti provides a range of telecom services.Organization Profile: . which include Cellular. Bharti has been a pioneering force in the telecom sector with many firsts and innovations to its credit. consisting of 27. it is also the first company to export its products to the USA.631. one of India's finest brands.349 GSM mobile and 1. Internet and recently introduced National Long Distance. Apart from being the largest manufacturer of telephone instruments in India. Bharti also manufactures and exports telephone terminals and cordless phones. Basic. All these services are provided under the Airtel brand. From the creation of 'Airtel'. Bharti is the leading cellular service provider. 2006. while B&T business group provides broadband & telephone services in 94 cities.Bharti Tele-Ventures Bharti Tele-Ventures is one of India's leading private sector providers of telecommunications services based on an aggregate of 28. to becoming the largest manufacturer and exporter of world class [Type text] Page 14 . with a footprint in 16 states covering all four metros. Established in 1976. Bharti Enterprises has been at the forefront of technology and has revolutionized telecommunications with its world class products and services.061. It has over 12 million satisfied customers Bharti Enterprises has successfully focused its strategy on telecom while straddling diverse fields of business.692627 customers as on September 30. The Enterprise Services group has two sub-units – carriers (long distance services) and services top corporates.

Bharti has created a significant position for itself in the global telecommunications sector. Bharti Tele-Ventures in 2002 [Type text] Page 15 . Bharti has done in just over a month.. Bharti Enterprises’ dynamic diversification has continued with the company venturing into telecom software development. USA marked Bharti’s successful foray into the Customer Management Services business.telecom terminals under its 'Beetel' brand.. Recently. has over 12 million customers across the length and breadth of India. Bharti has successfully launched an international venture with EL Rothschild Group owned ELRO Holdings India Ltd.Sunil Bharti Mittal." . to export fresh Agri products exclusively to markets in Europe and USA "What other operators have achieved in one to two years. Chairman. one out of every two people buying a mobile across India chose AirTel. We are truly proud to be spearheading the mobile revolution in the country. In July 2002. While a joint venture with TeleTech Inc. and its flagship brand 'Airtel'. Bharti Tele-Ventures is today acknowledged as one of India's finest companies.

continuous technological up gradation of the network.AIRTEL Airtel comes to you from Bharti Tele-Ventures Limited . Bharti Enterprises. Moreover. the cellular services market registered limited growth. Bharti (Airtel) and Essar (Essar) and both these companies offered only post-paid services. The main purpose of these services was to target customers from all sections of society (unlike post-paid services. the major cellular service providers in India. [Type text] Page 16 . A consortium of giants in the telecommunication business.a part of the biggest private integrated telecom conglomerate. Other factors such as lack of awareness among people. At that time. In it's six years of pursuit of greater customer satisfaction. these services were mostly restricted to the metros. lack of infrastructural facilities. It has over 12 million satisfied customers. Cellular telephony was introduced in India during the early 1990s. which were still perceived to be very costly as compared to landline communications. launched pre-paid cellular services in the late 1990s. COMPANY PROFILE :. which were targeted only at the premium segment). Bharti is the leading cellular service provider. introduction of new generation value added services and the highest standard of customer care. with an all India footprint covering all 23 telecom circles of the country. Initially. Following this realization. low standard of living. there were only two major private players. This was because the cellular service providers offered only post-paid cellular services. Although the cellular services market in India grew during the late 1990s (as the number of players increased and tariffs and handset prices came down significantly) the growth was rather marginal. AirTel has redefined the business through marketing innovations. and government regulations were also responsible for the slow growth of cellular phone services in India.

which are in the best interest of the Company. which may affect the independence of the judgment of a Director. Kumar Kurt Hellstorm Donald Cameron Paul O’Sullivan Professor V. The Chairman and Managing Director. Raju Pulak Chandan Prasad Bashir Abdullah Currimjee Gavin Darby Syeda Imam Ajay Lal York Chye Chang Paul Donovan Arun Bharat Ram Page 17 . is an Executive Director and the number of Independent Directors on the Board is 50% of the total Board strength.S. The independence of a Director is determined on the basis that such director does not have any material pecuniary relationship with the Company. Sunil Bharti Mittal. The Board members possess requisite skills. Mr. its promoters or its management. which consists of three Executive and fifteen NonExecutive Directors. The composition of the Board is as under:                   [Type text] Sunil Bharti Mittal Rajan Bharti Mittal Akhil Gupta Rakesh Bharti Mittal Chua Sock Koong N. experience and expertise required to take decisions.Board of Directors The Board of Directors of the Company has an optimum mix of Executive and Non-Executive Directors.

The AirTel visual identity has different elements that work together to create a strong and consistent for the brand. The red dot on the letter form “I” cues AirTel’s focus on innovation.TOPIC PROFILE :. [Type text] Page 18 . Integral to this relationship is the visual image of the brand the consumer carries in his/her mind. it must build enduring relationship with different audiences. The most important of these are as Follows: • The AirTel logo: The AirTel logo is a strong contemporary and confident symbol for a brand that is always ahead of the rest. which helps AirTel distinguish it self in a cluttered market.AIRTEL AS A BRAND PREFERENCE OF CUSTOMERS For a brand to be successful. red rectangular forms whose counter form creates an open door way. • The AirTel typographical style: The title lettering with its capital “A” is deliberately chosen to reinforce the brand’s leadership position. The words “Express Yourself” are very much part of the Brand identity. • The AirTel color palette: The lettering is gray so the pure black of the AirTel is visually unharmed. It is a specially drawn word mark. • The AirTel Image style: It corporate two solid. AirTel visual identity helps to create instant brand recall and strengthens the relationship that it audience have with it. The AirTel brand image is created through consistent application of a carefully developed visual identity.

• Customers first To provide delivery service beyond the expectations of the customer. MISSION OF THE ORGANIZATION The company will meets the mobile communication needs of their customer through • Brand identity • Error free service delivery • Cost efficiency • Unified messaging solutions • Innovative products and services VALUE OF THE ORGANIZATIONS • Innoventuring To generate and implement entrepreneurial and innovate ideas which continuously creates new growth engines. • Performance culture The benchmark their process and performances against world class standards. To distinguish between performers by valuing achievements at the individual as well as team level. [Type text] Page 19 .VISION OF THE ORGANIZATION “To make mobile communications a way of life to be the customers first choice”. The quality of the customer responsiveness clearly differentiates them from others.

They will contribute to and abide by environmental and legal norms. • Valuing people To mature as environment where people are respected and their uniqueness is valued.• Valuing partnership Get committed to building exemplary relationship with partners who stand on the principles of mutual growth and trust. They believe that people are their key differentiator. • Responsible Corporate Citizenship To get committed for making a positive and pro-active contribution to the community. [Type text] Page 20 . • Ethical Practices They will uphold the highest ethical standard in all internal and external relationship.

It gives crystal clear communication all over the cities in Karnataka. and no deposits. AirTel gives maximum benefits as it has no rental. no bills. AirTel Prepaid Bharti Enterprises. all over the city at our retail outlets including 24 hour outlets. Your AirTel prepaid card comes without you having to pay hefty deposits! • STD /ISD facility till the last rupee Now experience complete freedom like never before with AirTel! Our STD / ISD facility allows you to make long distance calls in India and Overseas from your cellular phone! • Instant Balance Inquiry Check your talk-time instantly by calling our toll-free number! • 60 second pulse AirTel provides you with a 60-second pulse rate! Freedom for you to experience like never before! [Type text] Page 21 . • Total Cost Control Enjoy the liberty of total cost control with your AirTel Pre-paid! Re-charge as much as you feel the need to! Now that's what we call complete freedom! • No Rentals and No deposits Buy an AirTel prepaid card without having to pay any rentals!. India's leading integrated telecom service provider gives AirTel Prepaid Ready Cellular Card and Recharge Cards are available.SERVICES OFFERED BY THE COMPANY 1.

[Type text] Page 22 . • Call Divert. you don't need to retype his number. simply use your phone book. You can listen to your messages whenever you feel like. send messages and jokes to your friends and colleagues.• Instant Recharge Avail of instant recharge on your AirTel prepaid card with just a few simple steps! • 24-hour recharge facility with our round-the-clock recharge facility. It provides the added advantage of saving the incoming number directly in the Handset Phone Book. anytime anywhere! • SMS based Information Services With AirTel’s SMS based information services. order flowers as well as send couriers or check your daily horoscope! • Voice Mail service Voice Mail lets you receive messages even when your handset is switched off or when you are outside the coverage area. from anywhere in the world. Call Hold and Call Wait Avail of special services like call waiting. you can get up to-the-minute cricket scores. Voice Mail can store up to 75 messages. recharge you AirTel prepaid card anytime. anywhere! • Caller Line Identification Call Line Identification gives you the power to know the phone number of the calling party even before you answer the call. thus giving you the choice to either reject or take the call. So that the next time you want to call the same person. call hold and call divert – all with your AirTel prepaid card! • Short Messaging Service (SMS) With AirTel’s Short Messaging Service (SMS).

crystal clear noncongested. As an AirTel Post-paid customer you can enjoy the following facilities • Easy Billing Now enjoy the luxury of viewing details of your last 3 billing cycles and the convenience of paying your AirTel bill online! Experience complete freedom with AirTel! • Call Divert. not just through words but ideas. Experience complete freedom AirTel welcomes you to a vibrant world of unlimited opportunities. More exciting. Call Hold and Call Wait Avail of special services like call waiting. call hold and call divert – all with your AirTel postpaid connection! • Short Messaging Service (SMS) With AirTel’s Short Messaging Service (SMS). It provides seamless. thus giving you the choice to either reject or take the call. To give the unlimited freedom to reach out to special people in special way. network and finest 24 Hours customer service facility. anytime anywhere! • Caller Identification Call Identification gives you the power to know the phone number of the calling party even before you answer the call. easy accessible. AirTel Postpaid AirTel postpaid connection offers enhanced full rate with distortion free high clarity voice. send unlimited messages and jokes to your friends and colleagues.2. just when you want to. It provides the added advantage of saving the incoming number directly in the [Type text] Page 23 . emotions and feelings. innovative yet simple new ways to communicate.

you don't need to retype his number. You can listen to your messages whenever you feel like. simply use your phone book. from anywhere in the world. So that the next time you want to call the same person. Voice Mail can store up to 75 messages. • Voice Mail Voice Mail lets you receive messages even when your handset is switched off or when you are outside the coverage area.Handset Phone Book. • STD/ISD Facility now experience complete freedom like never before with AirTel! Our STD/ISD facility allows you to make long distance calls in India and Overseas from your cellular phone! • Roaming (National and International) AirTel’s Roaming service allows you to use your mobile phone to make or receive calls from almost anywhere in India and abroad! Enjoy roaming within the country as well as across international destinations! [Type text] Page 24 . with each message of two-minute duration.

expect lot more to suit their ever changing life styles.PLAN ANALYSIS INTRODUCTION TO BRAND AWARENESS & LOYALTY With the opening of the market or the post liberalization period has resulted in many companies entering the markets with offerings of their goods and services. Consumers buying decisions are influenced by the brand. The manufacturer should be able to satisfy. perceived quality. Brand is presented as creative idea. There by their quality expectations have been elevated from time to time in order to rebuild it-self around its customer. Customers have strong preference for particular versions and brands of basic goods and services. Brand represents a level of quality. with the type of product and services to match the ever-changing customer requirements. A brand is a promise of the seller to deliver a specific set of benefits or attributes or services to the buyer. Brand is a major issue in product. associations and brand loyalty. In this competitive world. Brand is endowed with awareness. the “Brand plays an important role and a brand is very prominent asset owned by an organization. In the earlier stages of economic revolution consumer had to accept what the manufacturer has produced. The manufactures eventually learn that market power lies with the brand name companies. the sellers have to confront the branding decision. demanding. In developing a marketing strategy for products. Meaning [Type text] Page 25 . But today’s consumers are much more educated.

A brand name consists of words. because it is impossible to duplicate brand name. • Brand is a massive asset: Brand is an intangible asset. a name that acts as a means of communications which brings about an identity of a given product. Brand mark is the visual representation of the brand like a symbol. design. Definition: According to American marketing association “A Brand is defined as a name. Intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Role of Branding In today’s world brand names come to create identify to distinguish one product from another. The following points to pin down its precise role. a mark. sign. • Brand is promotional tool: The product differentiation is done by a brand through sales promotion. symbol or design or combination of them. term. A Brand in short is an identifier of the seller or the maker. Brand creates a bond between the customer and a product. A brand differentiates these products from those of competitors. symbol or special design or some combination of these elements that is intended to identify the goods or services of one seller or a group of sellers. In the word of Philip kotler “A brand is a name. distinctive coloring or lettering. [Type text] Page 26 . letter or numbers that can be vocalized.A Brand is symbol. item. sign.

Culture: the brand represents a different culture. User: the brand suggests its own target audience to use the product. • Brand is antidote for middle men’s survival: The class of middle man always tends to go for a successful brand. A brand can convey the consumers through six levels as shown below: Brand Conveying the Consumer Attributes Benefits Values Culture Personality User Attributes: a brand first brings to mind certain attributes for a particular product. Benefits: consumers are buying benefits of the product with brand. the brand enables him to identify the product and repeat the purchase.• Brand is a weapon to protect Market: A consumer has tried and liked a product. Personality: a brand project a personality which can be person. Values: the brand tells about values which says same thing about the product values. [Type text] Page 27 . • Brand is a means of identifications of customers: Brand is the easiest way of identifying product or service by customers. animal or object.

An organization can put its customer awareness. support and protection etc… Creating brand awareness with the use of advertising. It is enhanced by creating a brand loyalty and establishing brand identity of a product. Brand with strong awareness can brought and sold to create brand name with enduring strength. The level of awareness can range from mere recognition to recall to top of mind to dominant. It leads to brand strength which is constituted by measuring the variable like leadership. Brand awareness is asset which brand managers create and enhance to build brand equity. geographic. trend. The company is spending money to keep brand in consumer’s memory. Market. A strong brand awareness means easy acceptance of new products. promotion event management etc… a different brand has different kind of awareness which retains recognition. [Type text] Page 28 . It is related to the nature and features of product.TYPES OF BRANDS Brand Manufacturer Brand National Brand Private Brand Single Brand Multiple Brand Family Brand Brand Awareness of the Product Aware of brand. identify and develop it further to build strong brand. when its presence is registered in the mind of consumers. stability.

Brand awareness satisfies a need of the consumer. Now a day’s consumers are experience with brand awareness for different product. product etc… [Type text] Page 29 . Satisfactions or preference for a brand shows how loyal the consumer is likely to be brand. A consumer as aims. Consumer feels more powerful when he uses the brand. where the consumers expectations levels are increased towards brand. motivation drives and desire. ambitions.

Idea relied heavily on its creative media advertising sans celebrities. Bharti Tele-Ventures adopted celebrity endorsement as its chief promotional strategy. on the other hand. discount coupons. (Refer Exhibit II). As competition in the telecom arena intensified. All the players except RIM offered services based on the Global System for Mobile (GSM) technology. service providers took new initiatives to woo customers. By 2005. BSNL could cover rural areas. attracted the consumer through its low cost schemes. By 2004 it emerged the unprecedented leader commanding the largest market share in the cellular service market. Hutchinson-Essar limited (Hutch). Bharat Sanchar Nigam Limited (BSNL). the Indian cellular market witnessed a surge in cellular services. The youth segment was the largest and fastest growing segment and was therefore targeted most heavily by cellular service providers. [Type text] Page 30 . BSNL. Prominent among these were . Hutch implemented the celebrity endorsement strategy partially. RIM provided services based on Code Division Multiple Access (CDMA) technology as well as GSM. Reliance was another player that cashed on its innovative promotional strategies. business solutions and talk time schemes. The most important consumer segments in the cellular industry were the youth segment and the business class segment. relying primarily on its creative advertising for the promotion of its brand. Being a state owned player. which included celebrity endorsements and attractive talk time schemes. there were a total of 12 players in the market with the five major players being Bharti Tele-Ventures Limited (Bharti).AIRTEL :-PROMOTIONAL STRATEGY FOR WINING CUSTOMER LOYALTY After the liberalization of the Indian Telecom Sector in 1994.celebrity endorsements. and this helped it increase its subscriber base. loyalty rewards. Idea Cellular limited (Idea) and Reliance India Mobile (RIM) (Refer Exhibit I).

which according to Mr Pota. [Type text] Page 31 . one advertising professional working with a rival service provider opines that the tune is “transient” and not likely to have any long term impact as a brand building tool. The commercial which is currently on air has a beat which also doubles up as a ringtone which is ostensibly available only to AirTel users. he explains. Rivals. “The normal practice is to opt for film stars and sportsmen rather than an audio personality” he says.” he explains. 2002 Cellular service provider AirTel seems to have hit the right note with its new commercial starring musician A R Rahman. though seemingly unfazed by the phenomenon. it is a great advertising product for AirTel and works like a “walking.RAHMAN TUNE CROSSES AIRTEL’S EXCLUSIVITY BARRIER October 04. seem to be doing their own homework on this brand of advertising. But the interesting part is that the ringtone is being flaunted not just by AirTel customers but by customers of rival service providers like BPL. While none of them commented on AirTel’s strategy and its impact on their own subscriber base.” The ringtone which is also the jingle for AirTel’s TV commercial. talking brand ambassador. It is not very clear what this means for the other cellular operators. has given AirTel a chance to enter the “mind of the user” irrespective of which service he opts for. “It gives the user a chance to go back to the AirTel product and acts as a strong reminder medium. Overall. Marketing professionals like Samsika Marketing Consultants’ managing director Jagdeep Kapoor point to the usage of an “audio celebrity” as something that is significant. Cellular users have been “forwarding” the tune to one another.” admits Bharti Cellular’s chief marketing officer (western region) Pratik Pota. Orange and Dolphin as well! “We did expect the tune to catch up but this has really exceeded our expectations. is proving to be a potent advertising tool for the company.

According to company executives. Though company executives were mum on the value of the Tendulkar deal. The leading brands endorsed by Khan include Hyundai. AirTel has had to find ways of cutting through the clutter. Pepsi. Bharti plans to launch a multimedia campaign targetting its service at the mass market. those in the advertising fraternity peg the signing rate for the three-year deal anywhere between Rs 8 crore and Rs 10 crore. Tendulkar is not the first cricketer to endorse Bharti’s Airtel brand. Both Tendulkar and King Khan already share the frame for soft drinks major PepsiCo India. Both Sachin and Shah Rukh are two of the most sought after celeb endorsers in the country. Indian captain Saurav Ganguly had done so when Airtel launched its service in the eastern metropolis of Kolkata in 2001. Tag Huer. the idea of roping in Tendulkar is in line with the group’s strategy to connect to the mass market through celeb endorsers from movies. Clinic All Clear. He anticipates a situation where the new entrant (AirTel) will continue to be more aggressive. ESPNSTAR Sports. Adiddas and Britannia. Shah Rukh and Sachin are the best bet as brand endorsers.” Explaining that the usage of an audio celebrity was more “strategic than tactical”. Boost. The Master Blaster’s portfolio includes brands like Colgate Pamolive. Pepsi. cricket and music. Airtel. “For mass connect. among others. [Type text] Page 32 .Being the latest entrant in the Mumbai circle. the nature of reaction from competition remains unclear. Visa. Bagpiper and Videocon. Says Mr Kapoor. TVS. While Mr Pota highlights the fact that the usage of the tune by other operators means “free advertising” for AirTel and the users having a positive disposition towards the product. TENDULKAR & SHAHRUKH. “Competition will not do well to adopt a knee jerk reaction and will have to come out with advertising that is well thought out” explains Mr Kapoor. with the former edging out the latter in the celeb endorsement race.” says a senior company executive. MRF. Palio.” AirTel will have try to find ways to attract new customers and convert the existing ones. he adds that non-AirTel users will have the AirTel “brand experience” inspite of not using the service.

Findings • The study reveals the reasons that convince people to choose Airtel as their service provider • The findings of the study reveal that the various features and services that Airtel provides that help it to gain more customers • The study is relevant enough to prove that Airtel customers stay loyal to the brand they have chosen • It was found that people come to know about Airtel mainly because of their friends • The study reveals that people are more keen on getting maximum benefits from the service provider • The study reveals that that audio-visual advertisements have more affect on the people • It was found that people do take advantage of the services provided by Airtel [Type text] Page 33 .

theme of advertising than the brand ambassador.  AirTel should bring advertisement in print media and audio to attract more consumers towards brand.  AirTel should chalk out new plans to attract more female users.  AirTel should focus on the age group of 50 and above. but it should work to create strong brand identity. [Type text] Page 34 .  AirTel should keep on bringing out new time attractive offers and schemes to increase brand value. collection and always of gathers data and interaction with users.  doubt AirTel has more visual identity.  No doubt AirTel is a popular brand it should creates brand identity extends to rural and remote areas too.  AirTel should focus more on music. it is suggested.SUGGESTIONS AirTel conduction survey.  That no doubt AirTel has a colorful advertisement where it should focus more on the words “Express Yourself” which is a part of the brand identity.  AirTel should make new and lucrative strategies and schemes separately for students and pensioners to make them brand loyal.  AirTel should make their plans more economical for all classes.

AirTel connection is boom bridging the long distance eliminating the feeling of separation. The AirTel brand enables customer to identify so well that he is tempted to levy it again. It is a privilege to flash or own a brand AirTel mobile connections. AirTel of Bharti Enterprises is enjoying a virtual monopoly as it has made a very good place for itself in the competitive market. but with an eye on monetary gain. It appears that the brand AirTel has no doubt made these mobile handsets available in the hands of people of all walks.CONCLUSIONS It is concluded that the over all field of AirTel is appreciable. in the prevailing cut threat competition among the powerful telecom industry it appeared that AirTel has not only entered play but to win and indeed it has won the loyalty of its customers. Brand awareness of the AirTel mobile connection it as such providing ideas. image and service as it is doing now it would not be exaggerating AirTel may force other brands vanish from the market. The growth of AirTel was graphically ascending but steadily spreading its wings all over the market with uniformity. “AirTel has swept the market in a true sense” [Type text] Page 35 . There by setting him to be among the upper and privilege class. it has become an identity of pride and fashion. If AirTel continues its brand identify. awareness. feelings to a common man to enjoy the service.

70% through advertisements and 5% through other sources. [Type text] Page 36 .People know about AIRTEL cellular service through Factor FRIENDS ADVERTISEMENTS OTHER SOURCES Percentage 30 % 70 % 5% friends advertisements other sources INTERPRETATION:- From the above diagram it was found that 30% of Airtel cellular service was through friends.

Feature of AIRTEL forced people to use AIRTEL is FACTORS ADVERTISEMENTS CONNECTIVITY SCHEMES GOODWILL RESPONDENT PERCENTAGE 35 % 20 % 10 % 35 % advertisement connectivity schemes goodwill INTERPRETATION:- From the above diagram it was found that 20 % of the people choose Airtel for its connectivity. [Type text] Page 37 .10 % for it schemes and 35% for its Goodwill.

People’s first choice of cellular service when they want to use mobile phone FACTORS AIRTEL HUTCH IDEA REALIANCE TATA INDICOM OTHERS RESPONDENT PERCENTAGE 45 % 30 % 8% 10 % 5% 2% AIRTEL HUTCH TATA INDICOM RELIANCE IDEA OTHERS INTERPRETATION:- From the above diagram it was found that 45 % of the people have their first choice as Airtel while.8 % idea.30 % go for Hutch. [Type text] Page 38 .10 % Realiance.5 % Tata Indicom.2% others.

FACTORS ADVERTISEMENTS CONNECTIVITY SCHEMES RESPONDENT PERCENTAGE 25 % 60 % 15 % ADVERTISEMENTS CONNECTIVITY SCHEMES INTERPRETATION:It was seen that 25 % of the people go for Airtel based on Advertisement.Feature of AIRTEL is better than the people’s previous cellular service. [Type text] Page 39 .60 % for connectivity and 15 % schemes.

[Type text] Page 40 .Type of advertisement mostly like by people in AIRTEL is FACTORS AUDIO VISUAL PRINT AUDIO RESPONDENT PERCENTAGE 85 % 2% 13 % Audio Visual Print Audio INTERPRETATION:- From the above diagram it was found that 85 % of the people prefer audio visual media. 2 % prefer print media whereas 13 % prefer only audio advertisements.

13 % say that they don’t need those schemes and 2 % can’t say. [Type text] Page 41 .People take benefits of schemes offered by AIRTEL FACTORS YES NO CANT’T SAY RESPONDENT PERCENTAGE 85 % 13 % 2% YES NO CAN’T SAY INTERPRETATION:People want to get maximum for the least amount of money so 85 % people do take the benefits and schemes offered by airtel.

[Type text] Page 42 .5 % prefer Airtel magic services.People like most in AIRTEL is FACTORS NOKIA+AIRTEL AIRTEL MAGIC POSTPAID SERVICES AIRTEL BROADBAND RESPONDENT PERCENTAGE 86 % 5% 8% 1% NOKIA + AIRTEL AIRTEL MAGIC Postpaid services AIRTEL Broadband INTERPRETATION:- Nokia one of the most preferred brand for consumer so 86 % of the people prefer Nokia and Airtel together.8 % go for Airtel postpaid services whereas 1 % have Airtel broadband.

Service liked by people most in AIRTEL is FACTORS AIRTEL missed you service RINGTONES HELLOTUNES RESPONDENT PERCENTAGE 63 % 15 % 22 % AIRTEL missed you service RINGTONES HELLOTUNES INTERPRETATION:Among the vast array of services provided by Airtel most people prefer the 63 % Airtel missed call service followed by 15% ringtones and 22% hello tunes to entertain their callers [Type text] Page 43 .

Type of recharge cards liked by people FACTORS MORE TALKTIME MORE VALIDITY BOTH RESPONDENT PERCENTAGE 23 % 15.5 % prefer more validity and 62 % prefer both [Type text] Page 44 . Hence 23 % prefer more talktime. 15.5 % 62 % More talktime More validity Both INTERPRETATION:It is natural people will demand more of better services so they will prefer better recharge and talktime facilities.

AIRTEL is #1 in Kolkata FACTORS YES NO RESPONDENT PERCENTAGE 95 5 5% Yes No INTERPRETATION:95 % of the people in Kolkata consider Airtel as the top most brand among all the other cellular services whereas 5 % hold some other opinion [Type text] Page 45 .

L. Gupta Marketing Management . Sultan Chand and Sons.wikipedia. Third Revised Edition.BIBLIOGRAPHY BOOKS: Dr. R. o http://en.2 Nov 2006) ON-LINE WEBSITE: . Varshney and Dr.L.org/wiki/Bharti_Airtel [Type text] Page 46 . S. NEWSPAPERS: o Times of India (15 Oct 2006.

QUESTIONNAIRE NAME: …………………………………………… ADDRESS: …………………………………………… OCCUPATION: …………………………………………….70% More than 70% Page 47 . How many AIRTEL users in your phone book? Less than 30% [Type text] 30% . How did you know about AIRTEL cellular service? Friends Advertisements Other Sources 2. If AIRTEL than proceed further 1. Which feature of AIRTEL is better than your previous cellular service? Advertisements Connectivity Schemes 5. CELLULAR SERVICE USED:……………………………………………. Which was your first choice of cellular service when you want to use mobile phone? AIRTEL HUTCH IDEA RELIANCE TATA INDICOM OTHERS 4. Which feature of AIRTEL forced you to used AIRTEL ? Advertisements Connectivity Schemes Goodwill 3.

6. Post paid) 13. Which type of advertisement you most like in AIRTEL? Audio Visual Print Audio 7.Which service you like most in AIRTEL? AIRTEL missed you service Free Ringtones Free Hello tunes 11.Do you participate contest offered by AIRTEL like KBC-2 & Indion Idol2? YES NO 12. Which you like most in AIRTEL? NOKIA + AIRTEL Postpaid services AIRTEL MAGIC AIRTEL Broadband 10.According to you is AIRTEL is #1 in India? Yes [Type text] No Page 48 . Have you take benefits of any scheme offered by AIRTEL? YES NO 9. Which celebrity you like very much in AIRTEL? Sachin Shahrukh Kareena A.e. Rehman 8.Which type of recharge cards you like most? More talktime More validity Both (i. R.

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