MINOR PROJECT REPORT SUBMITTED TOWARDS THE PARTIAL FULFILLMENT

OF
BACHELOR OF BUSINESS ADMINSTRATION

MINOR PROJECT REPORT
ON
Marketing Mix
Of
Airtel
Batch: 2011-2014


Submitted By: Project Guid
05820601811 Assistant Professor

Trinity Institute of Professional Studies
Affiliated To Guru Gobind Singh Indraprastha University, New Delhi
CERTIFICATE


TO WHOM SO EVER IT MAY CONCERN

This is to certify that the project work Marketing Mix of Airtel made by
Tushar Bali, BBA (B&I), 05820601811 is an authentic work carried out by her
under guidance and supervision of Project guide Ms. Preeti Mishra


The project report is submitted has been found satisfactory for the partial
fulfilment of the degree of Bachelor of Business Administration.


Project Supervisor


Signature





ACKNOWLEDGEMENT


It is in particular that I am sincere feeling towards my mentors who graciously
gave me their time and expertise.

They have provided me with the valuable guidance, sustained efforts and
friendly approach. It would have been difficult to achieve the results in such a
short span of time without their help.

I deem it my duty to record my gratitude towards the project supervisor
Who devoted her precious time to interact, guide and gave me the
right approach to accomplish the task and also helped me to enhance my
knowledge and understanding of the project.


Signature:
Tushar Bali
05820601811
BBA (B&I)
3
rd
semester, 1
st
shift



DECLARATION


I hereby declare that the following document Project report titled Marketing Mix
of Airtel is an original and authentic work done by me for the partial fulfilment of
the Bachelors of Business Administration degree program.

I hereby certify that all the Endeavour put in the fulfilment of the task are genuine
and original to the best of my knowledge and I have not submitted it earlier
elsewhere.



Signature:
Tushar Bali
BBA (B&I), 1
st
shift
05820601811







Table Of Content

S.No Particulars Teachers
Signature
1. Chapter-1 (Introduction & Literature Review)
Introduction
History

2. Chapter-2 (Research Objectives & Methodology)
Research Objective of the study
Research Methodology
Research Design
Types of research design
Data Collection
Sources of data collection (Primary &
Secondary)

3. Chapter-3 (Data Processing, Analysis & Interpretation)
Data Processing
Analysis of the problem under study
Interpretation of the result

4. Findings

5. Limitations

6. Suggestions & Recommendations

7. Conclusion

8. Bibliography






CHAPTER-1

I ntroduction
&
Literature Review







I NTRODUCTI ON


OBJECTIVES OF THE STUDY


To study the importance and development of tele communication industry in todays

scenario.

To understand the various Marketing Strategies which Airtel has adopted to survive in

highly competitive cell phone industry.

To make a comparative study of the major players in Indian Service Provider.

Creating awareness to Airtel customers about the facilities in connections.

Collecting the data bases of different age group of customers interested in different
types of top up offers.

Analyzing which plan is more used by customers.

Analyzing the satisfaction level of customer towards connection.





Marketing Mix

The term "marketing mix" was coined in 1953 by Neil Borden. James Culliton, who in
1948 described the role of the marketing manager as a "mixer of ingredients", who sometimes
follows recipes prepared by others, sometimes prepares his own recipe as he goes along,
sometimes adapts a recipe from immediately available ingredients, and at other times invents
new ingredients no one else has tried. The marketing mix (price, product, distribution,
promotion) forms the entire promotional campaign. The marketing mix is a broad concept
which includes several aspects of marketing which all inquire to obtain a similar goal of
creating awareness and customer loyalty. The marketing mix is not only an important
concept, but a guideline to reference back to when implementing the price, promotion,
product, and distribution. Those are the four main ingredients of the marketing mix but there
are other components also like planning, branding, packaging, display, distribution channels,
personal selling, advertising, servicing, and physical handling. All in all the current
description of the marketing mix is accurate, but missing some vital pieces of information
which will allow individuals to gain a better understanding and implement a more effective
marketing mix.
Elements of the marketing mixare often referred to as the "Four 'P's", a phrase used
since the 1960's





PRODUCT

The service(s) or good(s) that you offer your members or potential members. Your
products will range from education, meetings, and events to your logo items and
products. One thing to think about in the association market is that your products will
often time be intangible. Remember that you will be offering a sense of belonging,
satisfaction, and joy with your members and this comes from your members feeling like
part of the familyIt is a tangible good or an intangible service that is mass produced or
manufactured on a large scale with a specific volume of units. Intangible products are
service based like the tourism industry & the hotel industry or codes-based products like
cell phone load and credits. Typical examples of a mass produced tangible object are
the motor car and the disposable razor. A less obvious but ubiquitous mass produced
service is a computer operating system. Every product is subject to a life-cycle including
a growth phase followed by an eventual period of decline as the product approaches
market saturation. To retain its competitiveness in the market, product differentiation is
required and is one of the strategies to differentiate a product from its competitors.

PRICE
The price is the amount a customer pays for the product. The business may increase or
decrease the price of product if other stores have the same product. Your price should be
determined by a number of factors and not just arbitrarily decided upon. You need to
think about your costs, competition costs, your market share, and (possibly the most
important) the consumers perceived value of the product.
PLACE
Place represents the location where a product can be purchased. It is often referred to as
the distribution channel. It can include any physical store as well as virtual stores on the
Internet. With associations a key point is the location of an event or the time of a
meeting. These aspects must be carefully thought out so that it does not limit the
attendance or participation.



PROMOTION

Promotion is what most people think of when they hear the word "marketing". This is the
covering, the part everyone will see and hear. While many people think that this is what
sells the product I think that if a focus is put on the product itself along with its price and
its place the promotion just has to inform the consumers of those things in an affective
way. Promotion does have four distinct elements that will work together to be successful.
These four elements are Advertising, Public Relations, Word of Mouth and Point of Sale.
Advertising is all things that are paid for in the promotion of the product whether it is a
print or radion ad or even a promotional product that is used to help promote the product.
Public Relations are pieces that are not directly paid for such as press releases,
sponsorship deals, exhibitions, press coverage or community forums. Word of Mouth is
any informal communication about the product or service by ordinary individuals. Word
of Mouth is probably the most affective form of promotion because the consumers often
hear positive comments from people they trust rather than on a billboard or in a
magazine. Point of Sale is the experience the consumer has when he purchases the
product or uses the service.








Company Prospective

Airtel
BhartiAirtel Limited (NSE: BHARTIARTL, BSE: 532454), commonly known asAirtel, is an
Indian telecommunications company that operates in 20 countries across South Asia, Africa
and the Channel Islands. It operates a GSM network in all countries,
providing 2G, 3G and 4G services depending upon the country of operation. Airtel is the
world's third-largest mobile telecommunications company with over 246 million subscribers
across 20 countries as of March 2012.It is the largest cellular service provider in India, with
over 187.30 million subscribers at the end of June 2012.Airtel is the third largest in-country
mobile operator by subscriber base, behind China Mobile and China Unicom.
It is known for being the first mobile phone company in the world to outsource all of its
business operations except marketing, sales and finance. Its networkbase stations,
microwave links, etc.is maintained by Ericsson, Nokia Siemens Network and Huawei, and
business support is provided by IBM,and transmission towers are maintained by another
company (BhartiInfratel Ltd. in India).











History

Sunil Bharti Mittal founded the Bharti Group. In 1983, Mittal was in an agreement
with Germany's Siemens to manufacture push-button telephone models for the Indian
market. In 1986, Mittal incorporated Bharti Telecom Limited (BTL), and his company
became the first in India to offer push-button telephones, establishing the basis of
Bharti Enterprises. By the early 1990s, Sunil Mittal had also launched the country's
first fax machines and its first cordless telephones. In 1992, Mittal won a bid to build
a cellular phone network in Delhi. In 1995, Mittal incorporated the cellular operations
as Bharti Tele-Ventures and launched service in Delhi. In 1996, cellular service was
extended to Himachal Pradesh. In 1999, Bharti Enterprises acquired control of JT
Holdings, and extended cellular operations to Karnataka and Andhra Pradesh. In
2000, Bharti acquired control of Skycell Communications, in Chennai. In 2001, the
company acquired control of Spice Cell in Calcutta. Bharti Enterprises went public in
2002, and the company was listed on Bombay Stock Exchange and National Stock
Exchange of India. In 2003, the cellular phone operations were rebranded under the
single Airtel brand. In 2004, Bharti acquired control of Hexacom and entered
Rajasthan. In 2005, Bharti extended its network to Andaman and Nicobar. This
expansion allowed it to offer voice services all across India. In 2009, Airtel launched
its first international mobile network in Sri Lanka. In 2010, Airtel acquired the
African operations of the Kuwait based Zain Telecom.In March 2012,Airtel launched
a mobile operation in Rwanda.
Today, Airtel is the largest cellular service provider in India and the third largest in
the world.

SERVICES-

Airtel Prepaid
Airtel Prepaid, the Ready Cellular Card from Airtel comes to you from Bharti Enterprises,
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While traveling abroad you can receive calls & send or receive SMS. Other Services
Airtel brings you, a wide range of Services that will change the way you communicate. Try
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Call waiting, call hold, call divert and Caller Line Identification Presentation all with your
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When your handset is switched off, or youre too busy to answer the phone, Airtel Voicemail
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Jazz up your messages with pictures, images and video clippings, with MMS from Airtel! To
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Just Dial 56465, and name the service. For e.g. say ring tones to download your favorite ring
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Access loads of fun content and exciting services like cricket, stocks, on your phone at the
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Reach us Anytime Anywhere
In case you need assistance, dial '121' - our toll-free number, accessible from anywhere in the
country, even while roaming. You can also send us an SMS to 121 or mail us at
121@airtelindia.com. *In case of email, mention your mobile no. like, 9810012345, in the
subject of the mail for a quicker response.

AirtelPostpaid
Airtel welcomes you to a vibrant world of unlimited opportunities. More exciting, innovative
yet simple new ways to communicate, just when you want to, not just through words but
ideas, emotions and feelings.To give you the unlimited freedom to reach out to your special
people in your special way.



Easy Billing

Enjoy a host of rich features only with Airtel e-bill. Register free on My Airtel section and
view your monthly bill with call details for last three months. Sort your calls between
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plan call our IVR at 121 and leave a request.
Easy Payment Options, Anytime Anywhere
You can choose from a host of convenient payment options only with Airtel. Walk into any
Airtel relationship centre and make your payments by cash or credit card. Drop a cheque at
any of the drop boxes for making payments or simply log on to My Airtel section and pay
instantly through your credit card. You can also opt for easy payment options like:



Standing Instructions
You can give us standing instructions to debit your credit card account for your monthly
Airtel bills. All you have to do is fill the Standing Instruction Form and mail, fax it to us or
drop it any of our relationship centres.

Electronic Clearing System
Fill an ECS form and mail, fax it to us or drop it any of our relationship centres to directly
debit your bank account for your monthly Airtel bill.

Pay while roaming
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payments while you roam. Walk in to any Airtel Relationship Centre in the country, make
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Long Distance Calling Facility
Call long distance calls in India and Overseas with STD / ISD facility on your Airtel phone.

Widest Roaming - National and International
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Use AirtelPostpaid's GPRS services, while roaming, to access the internet and office mails
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Call management Services
Call waiting, call hold, call divert and Caller Line Identification Presentation, help you do
more with your AirtelPostpaid connection!

Conference call

You can hold a teleconference with 5 people simultaneously with Call Conferencing service
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To know more, call customer service at 121.
Missed call alert
A missed call alert is a SMS that you will receive for all the calls that you missed. The SMS
will detail the CLI and the time when the call was made. To activate, dial *135*2# then press
the call button and wait for the request to be completed.













ORGANISATION STRUCTURE


















CHAPTER-2

Research Objectives
&
Methodology









Research


Definition
Research has been defined in a number of different ways.
A broad definition of research is given by Martin Shuttleworth
"In the broadest sense of the word, the definition of research
includes any gathering of data, information and facts for the
advancement of knowledge."
Creswell states - "Research is a process of steps used to collect and analyze information to
increase our understanding of a topic or issue". It consists of three steps: Pose a question,
collect data to answer the question, and present an answer to the question.
Characteristics of Research
Collecting, Organising and evaluating data.
Systematic problem solving which identifies variables and tests relationship between
them.
Discovering new facts or verify and tests old facts.
Logical, so producers can be developed and understood by others.
Empirical, so decisions are based on data collected.
Reductive, so it investigates a small sample which can be generalised to large
populations.








Research Methodology

Research methodology is a collective term for the structured process of conducting
research. There are many different methodologies used in various types of research and
the term is usually considered to include research design, data gathering and data
analysis.
Research methodologies can be quantitative (for example, measuring the number of times
someone does something under certain conditions) or qualitative (for example, asking
people how they feel about a certain situation). Research methodologies are generally
used in academic research to test hypotheses or theories. A good design should ensure
the research is valid, i.e. it clearly tests the hypothesis and not extraneous variables, and
that the research is reliable, i.e. It yields consistent results every time.


What is Research Methodology?
The system of collecting data for research projects is known as research methodology.
The data may be collected for either theoretical or practical research for example
management research may be strategically conceptualized along with operational
planning methods and change management.
Some important factors in research methodology include validity of research data, Ethics
and the reliability of measures most of your work is finished by the time you finish the
analysis of your data.








Research Design
The research design refers to the overall strategy that you choose to integrate the different
components of the study in a coherent and logical way, thereby, ensuring you will
effectively address the research problem; it constitutes the blueprint for the collection,
measurement, and analysis of data. Note that your research problem determines the type
of design you can use, not the other way around!
Research design is considered as a "blueprint" for research, dealing with at least four
problems: which questions to study, which data are relevant, what data to collect, and
how to analyze the results. The best design depends on the research question as well as
the orientation of the researcher. Every design has its positive and negative sides.
The research design is a comprehensive master plan of the research study to be
undertaken, giving a general statement of the methods to be used. The function of a
research design is to ensure that requisite data in accordance with the problem at hand is
collected accurately and economically. Simply stated, it is the framework, a blueprint for
the research study which guides the collection and analysis of data. The research design,
depending upon the needs of the researcher may be a very detailed statement or only
furnish the minimum information required for planning the research project.

Steps to formulate Research Design


Types of Research Design
Action Research Design
Definition and Purpose
The essentials of action research design follow a characteristic cycle whereby initially an
exploratory stance is adopted, where an understanding of a problem is developed and plans
are made for some form of interventionary strategy. Then the intervention is carried out (the
action in Action Research) during which time, pertinent observations are collected in various
forms. The new interventional strategies are carried out, and the cyclic process repeats,
continuing until a sufficient understanding of (or implement able solution for) the problem is
achieved. The protocol is iterative or cyclical in nature and is intended to foster deeper
understanding of a given situation, starting with conceptualizing and particularizing the
problem and moving through several interventions and evaluations.


Identifying &
Defining
problem
Choice of
Research
Design
Determining
sources of
data
Processing &
Analyzing
collected data
Interpretation
& Conclusion

Case Study Design
Definition and Purpose
A case study is an in-depth study of a particular research problem rather than a sweeping
statistical survey. It is often used to narrow down a very broad field of research into one or a
few easily researchable examples. The case study research design is also useful for testing
whether a specific theory and model actually applies to phenomena in the real world. It is a
useful design when not much is known about a phenomenon.
Causal Design
Definition and Purpose
Causality studies may be thought of as understanding a phenomenon in terms of conditional
statements in the form, If X, then Y. This type of research is used to measure what impact a
specific change will have on existing norms and assumptions. Most social scientists seek
causal explanations that reflect tests of hypotheses. Causal effect (nomothetic perspective)
occurs when variation in one phenomenon, an independent variable, leads to or results, on
average, in variation in another phenomenon, the dependent variable.
Conditions necessary for determining causality:
Empirical association--a valid conclusion is based on finding an association between
the independent variable and the dependent variable.
Appropriate time order--to conclude that causation was involved, one must see that
cases were exposed to variation in the independent variable before variation in the
dependent variable.
Nonspuriousness--a relationship between two variables that is not due to variation in a
third variable.





Cohort Design
Definition and Purpose
Often used in the medical sciences, but also found in the applied social sciences, a cohort
study generally refers to a study conducted over a period of time involving members of a
population which the subject or representative member comes from, and who are united by
some commonality or similarity. Using a quantitative framework, a cohort study makes note
of statistical occurrence within a specialized subgroup, united by same or similar
characteristics that are relevant to the research problem being investigated, rather than
studying statistical occurrence within the general population. Using a qualitative framework,
cohort studies generally gather data using methods of observation. Cohorts can be either
"open" or "closed."
Open Cohort Studies [dynamic populations, such as the population of Los Angeles] involve a
population that is defined just by the state of being a part of the study in question (and being
monitored for the outcome). Date of entry and exit from the study is individually defined,
therefore, the size of the study population is not constant. In open cohort studies, researchers
can only calculate rate based data, such as, incidence rates and variants thereof.
Closed Cohort Studies [static populations, such as patients entered into a clinical trial]
involve participants who enter into the study at one defining point in time and where it is
presumed that no new participants can enter the cohort. Given this, the number of study
participants remains constant (or can only decrease).






Cross-Sectional Design
Definition and Purpose
Cross-sectional research designs have three distinctive features: no time dimension, a reliance
on existing differences rather than change following intervention; and, groups are selected
based on existing differences rather than random allocation. The cross-sectional design can
only measure diffrerences between or from among a variety of people, subjects, or
phenomena rather than change. As such, researchers using this design can only employ a
relative passive approach to making causal inferences based on findings.

Descriptive Design
Definition and Purpose
Descriptive research designs help provide answers to the questions of who, what, when,
where, and how associated with a particular research problem; a descriptive study cannot
conclusively ascertain answers to why. Descriptive research is used to obtain information
concerning the current status of the phenomena and to describe "what exists" with respect to
variables or conditions in a situation.










Experimental Design
Definition and Purpose
A blueprint of the procedure that enables the researcher to maintain control over all factors
that may affect the result of an experiment. In doing this, the researcher attempts to determine
or predict what may occur. Experimental Research is often used where there is time priority
in a causal relationship (cause precedes effect), there is consistency in a causal relationship (a
cause will always lead to the same effect), and the magnitude of the correlation is great. The
classic experimental design specifies an experimental group and a control group. The
independent variable is administered to the experimental group and not to the control group,
and both groups are measured on the same dependent variable. Subsequent experimental
designs have used more groups and more measurements over longer periods. True
experiments must have control, randomization, and manipulation.

Exploratory Design
Definition and Purpose
An exploratory design is conducted about a research problem when there are few or no earlier
studies to refer to. The focus is on gaining insights and familiarity for later investigation or
undertaken when problems are in a preliminary stage of investigation.
The goals of exploratory research are intended produce the following possible insights:
Familiarity with basic details, settings and concerns.
Well grounded picture of the situation being developed.
Generation of new ideas and assumption, development of tentative theories or
hypotheses.
Determination about whether a study is feasible in the future.
Issues get refined for more systematic investigation and formulation of new research
questions.
Direction for future research and techniques get developed.

Historical Design
Definition and Purpose
The purpose of a historical research design is to collect, verify, and synthesize evidence from
the past to establish facts that defend or refute your hypothesis. It uses secondary sources and
a variety of primary documentary evidence, such as, logs, diaries, official records, reports,
archives, and non-textual information [maps, pictures, audio and visual recordings]. The
limitation is that the sources must be both authentic and valid.

Longitudinal Design
Definition and Purpose
A longitudinal study follows the same sample over time and makes repeated observations.
With longitudinal surveys, for example, the same group of people is interviewed at regular
intervals, enabling researchers to track changes over time and to relate them to variables that
might explain why the changes occur. Longitudinal research designs describe patterns of
change and help establish the direction and magnitude of causal relationships. Measurements
are taken on each variable over two or more distinct time periods. This allows the researcher
to measure change in variables over time. It is a type of observational study and is sometimes
referred to as a panel study.
Observational Design
Definition and Purpose
This type of research design draws a conclusion by comparing subjects against a control
group, in cases where the researcher has no control over the experiment. There are two
general types of observational designs. In direct observations, people know that you are
watching them. Unobtrusive measures involve any method for studying behavior where
individuals do not know they are being observed. An observational study allows a useful
insight into a phenomenon and avoids the ethical and practical difficulties of setting up a
large and cumbersome research project.


Philosophical Design
Definition and Purpose
Understood more as an broad approach to examining a research problem than a
methodological design, philosophical analysis and argumentation is intended to challenge
deeply embedded, often intractable, assumptions underpinning an area of study. This
approach uses the tools of argumentation derived from philosophical traditions, concepts,
models, and theories to critically explore and challenge, for example, the relevance of logic
and evidence in academic debates, to analyze arguments about fundamental issues, or to
discuss the root of existing discourse about a research problem. These overarching tools of
analysis can be framed in three ways:
Ontology -- the study that describes the nature of reality; for example, what is real and
what is not, what is fundamental and what is derivative?

Epistemology -- the study that explores the nature of knowledge; for example, on
what does knowledge and understanding depend upon and how can we be certain of
what we know?

Axiology -- the study of values; for example, what values does an individual or group
hold and why? How are values related to interest, desire, will, experience, and means-
to-end? And, what is the difference between a matter of fact and a matter of value?







Sequential Design
Definition and Purpose
Sequential research is that which is carried out in a deliberate, staged approach [i.e.
serially] where one stage will be completed, followed by another, then another, and so
on, with the aim that each stage will build upon the previous one until enough data is
gathered over an interval of time to test your hypothesis. The sample size is not
predetermined. After each sample is analyzed, the researcher can accept the null
hypothesis, accept the alternative hypothesis, or select another pool of subjects and
conduct the study once again. This means the researcher can obtain a limitless number
of subjects before finally making a decision whether to accept the null oralternative
hypothesis. Using a quantitative framework, a sequential study generally utilizes
sampling techniques to gather data and applying statistical methodsto analze the
data. Using a qualitative framework, sequential studies generally utilize samples of
individuals or groups of individuals [cohorts] and use qualitative methods,
such as interviews or observations, to gather information from each sample.


Data Collection
Data collection is any process of preparing and collecting data, for example, as part of
a process improvement or similar project. The purpose of data collection is to obtain
information to keep on record, to make decisions about important issues, or to pass
information on to others. Data are primarily collected to provide information regarding a
specific topic.







Types of Data Collection
There are two types of data collection

Primary Data:

Data that has been collected from first-hand-
experience is known as primary data. Primary data
has not been published yet and is more reliable,
authentic and objective. Primary data has not been
changed or altered by human beings, therefore its validity is greater than secondary
data.


Secondary Data:
Data collected from a source that has already been published in any form is called
as secondary data. The review of literature in nay research is based on secondary
data. Mostly from books, journals and periodicals.


















CHAPTER-3
DATA ANALYSIS
&
INTERPRETATION






SWOT ANALYSIS BHARTI AIRTEL

Strengths
BhartiAirtel has more than 65 million customers (July 2008). It is the largest cellular provider in
India, and also supplies broadband and telephone services - as well as many other telecommunications
services to both domestic and corporate customers.
Other stakeholders in BhartiAirtel include Sony-Ericsson, Nokia - and Sing Tel, with whom they hold
a strategic alliance. This means that the business has access to knowledge and technology from other
parts of the telecommunications world.
The company has covered the entire Indian nation with its network. This has underpinned its large and
rising customer base.

Weaknesses
An often cited original weakness is that when the business was started by Sunil Bharti Mittal over 15
years ago, the business has little knowledge and experience of how a cellular telephone system
actually worked. So the start-up business had to outsource to industry experts in the field.
Until recently Airtel did not own its own towers, which was a particular strength of some of its
competitors such as Hutchison Essar. Towers are important if your company wishes to provide wide
coverage nationally.
The fact that the Airtel has not pulled off a deal with South Africa's MTN could signal the lack of any
real emerging market investment opportunity for the business once the Indian market has become
mature.

Opportunities
The company possesses a customized version of the Google search engine which will enhance broadband
services to customers. The tie-up with Google can only enhance the Airtel brand, and also provides
advertising opportunities in Indian for Google.
Global telecommunications and new technology brands see Airtel as a key strategic player in the
Indian market. The new iPhone will be launched in India via an Airtel distributorship.
Despite being forced to outsource much of its technical operations in the early days, this allowed
Airtel to work from its own blank sheet of paper, and to question industry approaches and practices - for
example replacing the Revenue-Per-Customer model with a Revenue-Per-Minute model which is better
suited to India, as the company moved into small and remote villages and towns.

The company is investing in its operation in 120,000 to 160,000 small villages every year. It sees that
less well-off consumers may only be able to afford a few tens of Rupees per call, and also so that the
business benefits are scalable - using its 'Matchbox' strategy.
BhartiAirtel is embarking on another joint venture with Vodafone Essar and Idea Cellular to create a
new independent tower company called Indus Towers. This new business will control more than 60% of
India's network towers. IPTV is another potential new service that could underpin the company's long-
term strategy.
Threats
Airtel and Vodafone seem to be having an on/off relationship. Vodafone which owned a 5.6% stake in
the Airtel business sold it back to Airtel, and instead invested in its rival Hutchison Essar. Knowledge
and technology previously available to Airtel now moves into the hands of one of its competitors.
The quickly changing pace of the global telecommunications industry could tempt Airtel to go along
the acquisition trail which may make it vulnerable if the world goes into recession. Perhaps this was an
impact upon the decision not to proceed with talks about the potential purchase of South Africa's MTN in
May 2008. This opened the door for talks between Reliance Communication's Anil Ambani and MTN,
allowing a competing Inidan industrialist to invest in the new emerging African telecommunications
market.
BhartiAirtel could also be the target for the takeover vision of other global telecommunications
players that wish to move into the Indian market.
Airtel comes to you from BhartiAirtel Limited, India's largest integrated and the first private telecom
services provider with a footprint in all the 23 telecom circles. BhartiAirtel since its inception has been at
the forefront of technology and has steered the course of the telecom sector in the country with its world
class products and services. The businesses at BhartiAirtel have been structured into three individual
strategic business units (SBU's) - Mobile Services, AirtelTelemedia Services & Enterprise Services. Read
more...
Bibliography
BhartiAirtel - Rider of the boom - Rishi Joshi and Amit Mukherjee, Business Today 5th March 2008.




4PS IN RELATION WITH AIRTEL

PRODUCT




Airtel Pre-paid
Airtel Post-paid
Blackberry Wireless Handheld
Value Added Services (VAS)
The different value added services provided by Airtel are-
Instant Balance Enquiry
24Hr recharge Facility
Caller line identification
Call divert, Call wait & Call Hold



Multimedia messaging service (MMS)
Airtel Live Portal
SMS based Information Service
Hello Tunes & Ring Tones
Voice Mail Service
Easy Post-paid bill collection
Gifting of Ring Tones & Hello Tunes
GPRS
Business Solutions


















DATA ANALYSIS

From the Balance Sheet of the company, the total assets of Airtel shown in the table below-
Total Assets in last five years

Year Total Assets (in Cr.)
2007-08 26811
2008-09 35357
2009-10 41776
2010-11 56009
2011-12 63559


INTERPRETATION-
The growth of total assets have been represented in the form of Bar Chart from which it is
easily visualized that total assets are continuously increasing due to improved Technology
and new Products like Blackberry Wireless Handheld and Value Added Services (VAS)
launched by the firm in the previous years.




















0
10000
20000
30000
40000
50000
60000
70000
2007-08 2008-09 2009-10 2010-11 2011-12
Total Assets
Total Assets

PRICE
Customer based pricing strategies.Airtelfollows a Price Discrimination strategybasedon gender,
age etc.-CampusCard ,FriendsCard
First Mover advantage Rechargecoup




WIRELESS NETWORK-
GSM- Bonus Cards- Coupon Cards
Broadband (Different regions different prices)-
Delhi-Rs 649permonth
Chennai- Rs 749permonth
Nagpur-Rs 749permonth
DTHPackagesofferedKids Plus-2channels at Rs200p.a., Cine Plus-4channels at Rs 350p.a.,
Mega sports-7channels at Rs 750p.a.Hindi Plus,8channels at Rs 450p.a.





Payperchannel scheme
Setmax- Rs 20p.m, Starcricket-20p.m







GeographicalPricing
Different states, different countries, different tariff for different region( DSL)
All this is controlled by TRAI.





DATA ANALYSIS
The Sales Turnover of the firm over last five years has been shown in the following table-
Year Sales Turnover (in Cr.)
2007-08 25761
2008-09 34048
2009-10 35609
2010-11 38015
2011-12 41603

INTERPRETATION-
The Sales Turnover over last five years has been depicted in the Graph shape. From the graph
it is evident that company is almost making a straight line i.e. steady growth in its Sales
Profile as its Quality Parameters vis-a-vis price of the products are having a better edge over
its competitors in the market.






0
5000
10000
15000
20000
25000
30000
35000
40000
45000
2007-08 2008-09 2009-10 2010-11 2011-12
Sales Turnover
Sales Turnover

PLACE

Airtelis Indias first telecomserviceprovidertobeworking in 23circles
Easily available everywhere-fromruralareastourban areas andfrombigoutlets to small shops
Extensive sales anddistributionchannel, with 1,069,706 outlets

DigitalT.V. serves customers through23,200retailpoints in 120 cities across thecountry



It has wide and extensive presence even in the remotest areas
Airtel Customer Care Touch Points
Distributors like
E.g. grocery stores, chemists, outlet etc.





DATA ANALYSIS
The Market Share of different companies in the Telecommunication field (as in March 2011)
is represented in the following table-



INTERPRETATION-
The Market Share of different firms has been shown below in the form of Pie Chart. From the
chart it is clearly seen that Airtel has captured the Lions Share in the market leaving its
rivals way
behind.





MARKET SHARE (AS IN MARCH 2011)
Name of Company % of Market Share
Airtel 33%
Vodafone 24%
BSNL 16%
Idea 13%
Aircel 6%
Reliance 4%
Spice 2%
MTNL 2%
33%
24%
16%
13%
6%
4%
2%
2%
Market Share
Airtel
Vodafone
BSNL
Idea
Aircel
Reliance
Spice
MTNL

PROMOTION

Large scale print and video advertising.
Big celebrities like SRK and Sachin are roped in to endorse the product because it .
In 2002 Airtel got its Signature tune from A.R. Rehman, this signature tune is the most
downloaded tune in India.
Provides innovations such as Bollywood movie premiers, music services such as ring back
tones & many more.
Place promotion- billboards, public places, banners, hoardings, posters, flags, sign
posts.
Airtel with iphone, blackberry, nokia, twitter .
Reflecthuman emotion, aspiration,familycentric.
Airtel has launched various schemes like gaming quizzes which allow players to win cash pay
back.
Free regional channels




















DATA ANALYSIS
The Customer Growth i.e. number of Subscribers of the firm over last five years is shown in
the following table-
Customer Growth across the years
Year Airtel Subscribers
March 07 42, 16, 317
March 08 1, 04, 78, 585
March 09 2, 45, 79, 208
March 10 5, 71, 41, 210
March 11 8, 29, 20, 593

INTERPRETATION-
The Customers Growth of Airtel over the last five years is depicted in the form of Bar Chart
as given below. From the Bar Chart it is crystal clear that company has succeeded in winning
the Hearts of the larger population even in todays throat cut competitive world.



0
10000000
20000000
30000000
40000000
50000000
60000000
70000000
80000000
90000000
March 07 March 08 March 09 March 10 March 11










FINDINGS













FINDINGS

India is potentially one of the most exciting mobile service providers in the world.
Governments telecom policy has had the most radical impact on the development of
mobileservice providers.
Airtel is one of the challenges facing mobile operations in India is the
diversify of the coverage regions.
Airtel service providers comes close to fulfilling the requirements for a personal
communication system.
Airtel service providers have a genuine commitment to creating a modern and
efficient communications.
























LIMITATION







LIMITATION




























SUGGESSTIONS
&
RECOMMENDATIONS









RECOMMENDATIONS

Airtel has one of the widest internet data cards range and the deepest product line in internet data card
market, its also has broadband business as well as internet connection GPRS .This is a double edged
sword because of the variety Airtel offer and the cannibalization that can occur. The segments thus
formed and the components extracted indicate that different buyer groups have different decision
variables, use data card for accessing internet for different purposes and have varied perceptions about
brands. All the segments require different pricing strategies and hence Airtel should come out with
different plans specifically targeting different groups. Airtel having several types of tariff plan but it
would have improved network connectivity along with aggressive promotional strategies can be an
unbeatable advantage in upgrading the consumer throughout his lifetime and also making him brand
loyal in the process. From the research, it comes out that Airtel is not a user friendly service provider.
Users have taken to Airtel essentially because of high recommendation from friends and family and
its image in the market. According to our research high price of data cards and costly tariff plans
could be a deterrent for Airtel data cards. Hence, Airtel should aim to providing data cards at a
competitive price, cost effective tariff plans, and more efficient response to requests. Our analysis
indicates clearly reliance is popular among the youth because of low usage rate. These users use data
card mostly for entertainments. This target segment can be attracted by advertising in Television and
internet. Also, word of mouth publicity clearly scores above all forms of information search, primarily
because of its convenience and source credibility.

Recommendations 4 Ps

1. Product: The products launched should focus on improving service response i.e. better
customer service and greater network connectivity.

2. Price: It should keep focus on reducing usage rates and be a price leader for price sensitive
heavy usage segments.





3. Promotions: One important finding of our report was that very low number of consumers
were aware of the fact that Airtel has Data cards and different tariff plans. This can be
attributed to one or more of the following reasons: The consumers have low involvement and
do not search for information. This implies that wireless data card is becoming a commodity.
Hence the information available to public is limited. To discommodities the category, to
increase customer loyalty and repeat purchase, promotions have to be done on a bigger scale.
The promotions should have more of a pull effect in the advertisements that communicate not
just the price and offers/discounts but also the values, attributes which the consumer can
relate to. In short, more information has to be communicated to the consumer through ads, To
lift the sales of internet data card Airtel can think to adopt of innovative give away strategy,
for instance design laptops with manufactures in such a way that there will be a built in Airtel
internet data card. It should focus on Television advertising and Internet ads primarily. Print
ads do not seem to have that effective influence in purchase decisions of the sample. Our
analysis has shown that word of mouth (WOM) marketing has a excellent effect on the
consumer purchasing decision of internet data card. So promotional strategies could be given
focus on viral marketing campaign like on SMS, e-letters or blogs and so forth.

4. Place: Airtel should strengthen its distribution network and also focus on creating more
Airtel stores with easy accessibility outside cities as they are perceived to be authentic by
consumers.









CONTINUE WITH UPGRADATION-

Airtel has been very successful in its strategy of upgrading the consumer in the mobile business
segment. Airtel has made sure that it makes its consumers move up the product chain by
introducing new, technologically superior products and phasing their PLC very well. But
sadly, this approach is missing in the wireless data card segment. Though there are 3 variants,
there has been no effort made to communicate to the consumer of the superior quality and
attributes. Hence, we suggest that Airtel should adopt its upgrading the consumer strategy
for the internet data card segment also. This up gradation has 2 main advantages :Airtel can
fully leverage the Product life cycle and the individual phases of the products in different
markets and Airtel can make the consumer loyal to the brand over his lifetime.

Future Challenges

Introduce a product which would be designed specifically for Indian consumer and satisfy
aspiration of youths. To match the increased demand patterns in the country. Launching of
innovative products in regular and shortintervals, Airtel products are descending the customer
value hierarchy from that of a potential product towards an expected product. Competitors
like Tata- Indicom, Reliance communication, Vodafone are moving up the hierarchy. So,
Airtel will find it tough to charge the moderately high price it has charged till now. It is also
highly like that Airtel may not fully absorb the consumers who upgrade from slow speed
internet connection device USB modem to broadband. Hence, Airtels market share might not
grow as good as their competitor Tata-Indicom, Reliance Communication, BSNL, Vodafone.
Airtels major challenge lies in entering the premium market through an upgraded version of
wireless data card the way it did in mobile business.
Store Centric Recommendations- In order to increase the Airtel wireless data card sales in
exclusive Airtel stores and other franchisees across the country management has to take some
aggressive steps to ensure that customers who are evaluating alternatives are coming in store
for purchasing a Airtel data card. According to our research outcomes some following
measures can be taken:

Management has to ensure that Customer service executives especially those who are
dealing with internetconnections and data cards and also other telecom products, have
exhaustive knowledge about their own products.

Customer service executives should be given special behavioral training to recognize the
customers expectations and convey the all benefits of the product accordingly.
Management has to ensure that their sales persons are updated with new schemes regarding
product.

Product knowledge as well as sales techniques of the sales personnel should be reviewed
frequently by the senior management.

Customer service executives should be remained motivated through various incentives which
are only proportionate to their target achievements. Segmentation In the wireless data card
market there exist different categories of customers who have different needs and are willing
to pay different amount for the product that meets their demand. Introduction of upgraded
version of wireless data card for instance Airtel recently launched wireless data card specially
meant for those who frequently travel abroad would help Airtel identify the needs of the
customers and take advantage of the segment which has not yet been targeted by the
company. Price sensitivity, importance of attributes, point of purchase decision makers and
customers influenced by additional features are the factors on which we will segment the
upgraded internet data card market. Segment one- is most prices sensitive and values
additional feature the least. As Airtel is not an economic brand which focuses on
differentiating its products from the competitors and upgrading the customers in the value
chain, targeting this segment will be a strategically appropriate decision. Segment two- is
more influenced by attributes of the products and is not a price sensitive segment. Airtel
through its wireless data card is currently catering to this segment












CONCLUSION













CONCLUSION

The conclusion of my study is that AIRTELs Advertising has a major impact on its users.
People like its schemes very much. AIRTEL had created a very good image on the mind of
the new users of cellular service.
AIRTEL has adopted a very good strategy by providing a new connection with NOKIA who
is market leader in mobile sets, many new users buy Nokia sets and they get a free connection
of AIRTEL.
AIRTEL is successful in capturing the highest market share by adopting Celebrity
Endorsement Strategy. A.R. Rehmaans tune for AIRTEL worked as free advertising for
AIRTEL as another service user uses it too. Other celebrities like Shahrukh Khan
(Bollywood) and Sachin Tendulkar (Cricket) has also contributed very much in AIRTEL.
AIRTEL has influenced mass customer by its wide network base in India and is popular
among business man , professionals and youth.



















BIBLIOGRAPHY









BIBLIOGRAPHY
Bernard J. T. Mallinder. Specification Methodology Applied to the GSM System. In
EUROCON 88, June 2005.
Seshadri Mohan and Ravi Jain. Two User Location Strategies for Personal
Communication Services. IEEE Personal Communications. 1(1), 1994.
Moe Rahnema. Overview of the GSM System and Protocol Architecture.IEEE

Communications Magazine. April 1993.
C. Watson. Radio Equipment for GSM. In D.M. Balston and R.C.V Macario, editors,
Cellular

Radio Systems, Artech House, Boston, 1993.
Robert G. Winch. Telecommunication Transmission Sys Systems.McGrawHill New
York, 1993.
Vodafone
Airtel
Idea
MTNL