Beruflich Dokumente
Kultur Dokumente
Submitted By:
Pradeep Kumar
(Assistant Professor)
CERTIFICATE OF ORIGINALITY
I_____________________________________ Roll No __________________of, a full time
bonafide student of first year of Master of Business Administration (MBA)/ Bachelor of
Commerce (H)/ Bachelor of Business Administration (H) Programme (Year) of Shri
Ramswaroop Memorial University. I hereby certify that for this project work carried out by
me at _________________________________________________ the
report
submitted
out
under
the
guidance
of
the
industry
___________________________________________________________________
mentor
and
(Student's Signature)
Date:
This is to certify that the project entitled Marketing analysis of Airtel in Fresers
of SHRI
Director
(Management, Commerce & Economic)
DECLARATION
own
work
carried
under
the
supervision
and
guidance
of
..
To the best of my knowledge this project has not been submitted to SHRI RAMSWAROOP
MEMORIAL UNIVERSITY or any other University or Institute for the award of any degree.
Acknowledgement
4
I would like to thank for providing me the opportunity to add a new dimension in my
knowledge by getting training in this esteemed organization.
It gives me great pleasure to express my regards and profound gratitude to my Mentor
Mr. Abhishek Kulshreshtha for his expert guidance throughout my training. I am highly
indebted for his painstaking attention and giving me his valuable time towards my projects
and suggestions which helped shape my project to perfection.
The acknowledgement will not be complete without a vote of thanks to the entire
team of CENTRAL QUALITY for their help and support at all times. There are numerous
other people whom I may not be able to acknowledge here but their contribution is equally
important in the success of my project.
Finally I want to thank all my friends with whom I had developed a special bond for
their helping attitude and co-operation during the course of this project.
{Pradeep Kumar}
CONTENTS
Abstract
Executive Summary
Introduction
Review of Literature
Research Design / Methodology
Analysis
Limitation
Conclusion
Questionnaire
Bibliography
ABSTRACT:6
Executive summary:
The topic selected by me is the A
Comparative Study Of Airtel Specific Post-Paid Plans, Network,
Services, And Customer Satisfaction with Other Competitors in Uttar
Pradesh (East) the main objective of the research is to do the
comparative analysis of the telecom market with comparison with the
Airtel. To find out the position of the Airtel where it stand in the market
in comparison with the compotators, to know its comparative advantage.
The methodology follow in the project is through the survey and the
collections of the data form various sources, like internet, company past
record, customer interaction, boss guideline.
The analysis plan was made by me was to analyzing the customer what
kind of plans they want, which company satisfy them. How can we make
them to switch to Airtel, what are the market plans other company
INTRODUCTION:Indian telecom sector is more than 165 years old. Telecommunications was first
introduced in India in 1851 when the first operational land lines were laid by the
government near Kolkata (then Calcutta), although telephone services were
formally introduced in India much later in 1881. Further, in 1883, telephone
services were merged with the postal system. In 1947, after India attained
independence, all foreign telecommunication companies were nationalized to
form the Posts, Telephone and Telegraph (PTT), a body that was governed by
the Ministry of Communication. The Indian telecom sector was entirely under
government ownership until 1984, when the private sector was allowed in
telecommunication equipment manufacturing only. The government concretized
its earlier efforts towards developing R&D in the sector by setting up an
autonomous body Centre for Development of Telemetric (C-DOT) in 1984 to
develop state-of-the-art telecommunication technology to meet the growing
needs of the Indian telecommunication network. The actual evolution of the
industry started after the Government separated the Department of Post and
Telegraph in 1985 by setting up the Department of Posts and the Department of
Telecommunications (Dot).
Bharti Airtel is one of India's leading private sector providers of
telecommunications services based on an aggregate of 48,853,758 customers as
on August 31, 2007, consisting of 46,814,745 GSM mobile and 2,039,013
broadband & telephone customers.
The businesses at Bharti Airtel have been structured into three individual
strategic business units (SBUs) - mobile services, broadband & telephone
services (B&T) & enterprise services. The mobile services group provides GSM
mobile services across India in 23 telecom circles, while the B&T business
group provides broadband & telephone services in 94 cities. The enterprise
10
services group has two sub-units - carriers (long distance services) and services
to corporates. All these services are provided under the Airtel brand.
Company shares are listed on The Stock Exchange, Mumbai (BSE) and The
National Stock Exchange of India Limited (NSE).
Partners
The company has a strategic alliance with SingTel. The investment made by
SingTel is one of the largest investments made in the world outside Singapore,
in the company.
The companys mobile network equipment partners include Ericsson and Nokia.
In the case of the broadband and telephone services and enterprise services
(carriers), equipment suppliers include Siemens, Nortel, Corning, among others.
The Company also has an information technology alliance with IBM for its
group-wide information technology requirements and with Nortel for call center
technology requirements. The call center operations for the mobile services
have been outsourced to IBM Daksh, Hinduja TMT, Teletech & Mphasis.
Organization Structure:
11
Factsheet
Bharti Airtel Limited.
Name
Business
Description
Established
Proportionate
Revenue
Proportionate
EBITDA
Shares in Issue
Listings
Market
Capitalisation
Customer Base
Operational
Network
14
15
Business Divisions
Mobile Services
16
The strategic direction in our broadband & telephone business is to focus on the
larger cities that offer high revenue potential. Our product offering in this
segment includes supply & installation of fixed-line telephones providing local,
national & international long distance voice connectivity and broadband
Internet access through DSL. The business also provides value added services
such as intelligent network based advanced management services, viz. toll free
numbers, virtual private automatic branch exchange networks, ring back tones
and call forwarding among others.
Enterprise Services
Carriers
coverage through a nationwide optic fiber network of 43,658 kms. This network
also connects a submarine cable landing station in Chennai (owned by a
subsidiary) with two international cable systems, Network i2i and SMW 4, that
provide connectivity across transatlantic and transpacific routes respectively.
Corporate
This business unit serves large Corporate and small and medium
enterprises (SMEs) for all their data and telecommunication needs. It combines
owned media and technologies with those of alliance partners to provide end-toend integrated telecom solutions. The group focuses on all major industry
verticals such as BFSI, IT, ITES, manufacturing & distribution, media &
services, government & PSUs, education, telecom, and retail among others.
Services provided include mobile services, voice services, satellite services
(BIT internet, VPNs, satellite based IPLCs for redundancy reasons), managed
data & Internet services, managed ebusiness services and managed customized
integrated solutions.
Bharti draws top honors at the NDTV Profit Business Leadership Awards 2007
Bharti Airtel Ranked 3rd on Shareholder Returns in Business Week IT 100 List
Sunil Bharti Mittal conferred Degree of Doctor of Science (Honoris Causa) by
G. B. Pant University
Prepaid
Enter the world of limitless possibilities with Airtel Prepaid. The service that
helps you give, words to every feeling, an expression to every emotion.
Postpaid
Life becomes much simpler with your Airtel Postpaid. It gives you the
unlimited freedom to reach out to people in your special way
Airtel Live the mobile internet where we get the full world in our hand
19
Have fun with Airtel broadband! Imagine, downloading the games for free and
downloading your favorites tunes at unbelievably low prices.
Just log-in with your Airtel Broadband ID and get what you want.
Control your business, 24x7. Observe your office, warehouse, shop and staff
from your PC, from anywhere and all the time
20
Airtel Broadband Services and TCY Online offer you online competitive tests
for GRE, GMAT, SAT and MBA, from the comfort of your home
Our calling card services connect you to your friends and friends in India a cost
effective and reliable manner. Choose from the options below and stay
connected.
Now call back India from USA at lowest cost of just 7.9c / min . Just visit
21
we care for our valuable customer, we are for customers and by the customer
our 24 hour customer care provide the total services to you.
Competitors:
1. Vodafone
2. Idea
22
3. Reliance RIM
4. Bsnl
5. Tata Docomo
6. Telenor
Network
Airtel is mainly known for its vast network and wide coverage. In the
advertisement the Airtel mainly tells about the network. Airtel has the network
in all the 23 circles. Airtel also have the contract with other telecom companies
to provide the network while roaming both national & international.
given
area
23
or
time.
Airtel, Vodafone and Idea have entered into an agreement to share the traffic
load between them.
The new model has been put in place by Airtel, Vodafone and Idea Cellular in
Uttar Pradesh (East), which has been experiencing severe floods.
The three operators have entered into an agreement to share the traffic load
between them.
"The experiment has been successful to a large extent in keeping the congestion
off a single network as the burden is being shared by all the three operators,"
said an Airtel executive. The experiment by the three operators has been lauded
1by the Department of Telecom, which now wants a similar arrangement in
other parts of the country.
The mobile operators also said the Uttar Pradesh (East) model may not be a
single instance of co-operation, which was undertaken on humanitarian
grounds.
The service providers have already decided to share infrastructure in a big way
and interoperability will make mobile networks more robust.
Nokia will provide managed services and expand Bharti's Airtel networks in the
circles of Mumbai, Maharashtra (including Goa), Gujarat, Bihar (including
Jharkhand) and Orissa over a three-year period. Nokia will also provide
managed services and expand Airtel networks in the three other circles of
24
Kolkata,
West
Bengal
and
Madhya
Pradesh.
Nokia's managed capa expansion, will enable Airtel to expand its coverage from
2,700 to over 5,000 towns across the country. The phased expansion into these
towns and villages starts immediately and is expected to be complete by March
2006.
As part of the contract, Nokia will continuously deliver radio and core network
equipment and services based on Bharti's capa requirements, delivering a costefficient
roll-out
of
on-demand
capa.
Nokia will also deploy its Connect GSM Solution, for expanding network
coverage in rural areas in a cost effective manner. This includes solutions for
radio access, core network, network management systems and services that will
reduce the total cost of ownership for Bharti and allow it to optimally target the
low average revenue-per-user customer
Customer satisfaction:
"It takes a lot less money to increase your retention of current customers than to
find new ones-but I know I don't give it as much effort as I should because it
does take a lot of energy and effort!"
25
It's a well known fact that no business can exist without customers. In the
business, it's critical that you form a close working relationship with your client,
customer service is of vital importance. What follows are a selection of tips that
will make clients feel valued, wanted and loved.
1. Encourage Face-to-Face Dealings:It's important to meet customers face to face at least once or even
twice during the course of a project. A client finds it easier to relate to and
work with someone they've actually met in person, rather than a voice on
the phone or someone typing into an email or messenger program. When we
meet them, it will become more effective.
It might not always be practical to deal with all customers' queries within
the space of a few hours, but at least email or call them back and let them
know that we have received their message and contact them about it as
soon as possible. Even if we not able to solve a problem right away, let the
customer know the working on it.
3. Be Friendly and Approachable:It's very important to be friendly, courteous and to make clients feel like you're
their friend and you're there to help them out.
4. Have a Clearly-Defined Customer Service Policy:Customer service policy is going to save lot of time and effort in the
long run. So make sure customer service policy is present on site -- and
anywhere else it may be useful.
5. Attention to Detail (also known as 'The Little Niceties'):These little niceties can be time consuming and aren't always cost effective, but
remember to do them. It shows care; it shows there are real people on the other
end of that screen or telephone; and most importantly, it makes the customer
feel welcomed, wanted and valued.
6. Anticipate Your Client's Needs & Go Out Of Way to Help Them Out
27
28
29
On the other hand, their expectation from different components of their service
has changed significantly. For instance, in metros VAS is now contributing
maximum (32%) to overall satisfaction, while in A circle billing integrity
contributes the least (8%) and in B/C circles customer care contributes least
(7%) to overall satisfaction. It's a fact that though operators wouldn't really
agree, none of these services are really at their optimum as the VOICE&DATA
survey shows. Therefore, it is natural that users have very little expectations
from various components of their mobile service. That's the key reason why
overall satisfaction is shred higher than in 2014. And that's also the reason why
an operator like MTNL or BPL is at the top of the overall satisfaction scores
despite scoring low on various individual parameters.
In 2003, network performance, pre-sales/sales and billing integrity (in that
order) were an important part of customer satisfaction. In 2014, users'
satisfaction with customer care services was a key factor in addition to those
important in 2003. This year, the importance of customer care is lower than
last year-possibly because services have stabilized; or it may just be that
subscribers are having a relatively lower expectation. Also, unlike in the
previous years, customers gave less importance to billing integrity.
All the operators have scored in the 80s when it comes to customer satisfaction
on individual parameters except in case of sales/pre-sales in which most
operators have scored in the 90s. This essentially means that operators have
been investing more in acquiring customers than keeping them happy with
31
various components of their service. Obviously, the high satisfaction level with
sales-pre-sales is a result of the aggressive sales, marketing and information
dissemination efforts by the operators.
The survey also substantiates the general perception of network quality. It's bad
across India and worse in rural India. Both the GSM and CDMA networks score
low on user satisfaction. Airtel (87) customers were most satisfied with their
network while those of Reliance Telecom (74) and BSNL (75) the least. BPL
and MTNL operators, who scored highest in overall satisfaction, scored 85 and
80 respectively. This clearly shows that customers were not really happy with
any of the networks.
Coming back to the overall satisfaction score, while the top two-BPL and
MTNL-crossed the TRAI benchmark, there has been a considerable
improvement in satisfaction level of customers of Vodafone and Reliance
Infocomm, compared to 2014. Maximum improvement has been in the case of
MTNL-which jumped more than 10 percentage points to claim the top spot,
along with BPL.
32
worst performers have been Aircel and Telenor. Aircel, which had topped the
sweepstakes past year, is at number 10 this time. Satisfaction level of both
Aircel and Telenor customers dropped by more than 12 percentage points. The
satisfaction level of customers of Idea, BSNL and Reliance Telecom also went
down.
Another bad news for operators is that users in B/C circles remain the most
dissatisfied lot. It appears that operators have not been focusing much on
improving customer experience in these areas. They seem to be concentrating
only on adding subscribers-one reason why B/C circles have witnessed the
highest level of growth in recent months.
34
tone
download
/distribution,
voice
mail/voice
messaging
and
game
download/gaming came down compared to 2014. On the other hand, there was
an increase in the awareness of services like caller tune, call waiting, call
forwarding, Internet access, clip downloads, dial in services, mobile banking
and data service/ticketing.
The growing usage of VAS seems to be one of the reasons why awareness of 3G
appears to be very high among Indian mobile users. As the VOICE&DATA
survey found, a good 82% of them are aware of 3G. What is interesting is that
more than 50% of those aware of 3G feel that the next generation mobile
services would mean a better experience in services like instant messaging,
video conferencing, video and music downloads and high-speed internet
connectivity.
more willing to change operators because of billing issues. What is good for
customers is that operators are taking less time compared to 2014 to resolve
billing related complaints.
As the Indian market grows in size and users continue to mature, operators
would surely face new challenges. The biggest challenge for operators would
always be to ensure better customer experience. After all, only a highly satisfied
customer can help operators get the maximum out of them. It's about time they
gear up to do more than just acquiring customers.
36
The good news for handset vendors is that more people are now willing to
change their handsets, and more frequently then ever before. In all, around 25%
users are willing to change their handsets frequently. Of these, 76% said they
will change their handsets in the next 3 to 12 months and 18% said they would
do so in the next 12 to 24 months. CDMA handset owners seemed slightly more
willing to change handsets than their GSM counterparts. Like mobile services,
handsets too are not without problems. Poor battery life was the biggest concern
of 38% of users. More CDMA users faced problems with battery than GSM
users. A considerable number of both GSM and CDMA handset owners faced
problems related to signal, software, and display. A good 17% felt that their
phone had insufficient memory. Handset makers, it seems, will have to work
harder to increase the satisfaction level of their customers. Nokia continued to
lead the handset market with huge margins. In fact, the Finnish vendor
considerably improved its market share as the leader. In 2014, Nokia had lost
share to vendors like LG and Samsung. Both the Korean vendors and Motorola
lost market share while Sony Ericsson gained. In GSM handsets, Nokia
strengthened its leadership with a market share of 76.1. While Samsung
remained at number 2, Sony Ericsson dislodged Motorola at number 3. In the
CDMA segment, both LG and Samsung lost market share though the former
remained at number 1. Nokia strengthened its position at number 2.
37
38
39
40
Sales/Pre Sales:
41
42
43
44
45
Customer Care:
46
Time
(in minutes)
6.0
4.9
4.6
4.6
4.4
3.5
2.9
Idea
BSNL
Average
Airtel
Vodafone
Reliacne
Telenor
CDMA Operators
Reliance
Average
5.4
4.7
RIL
47
Customer
Pre-recorded
Care
Executive
79%
tour
21%
70%
66%
305
34%
service/scheme
Downloading ring-tone
Complaining on network quality
There is a long queue to talk
Seeking a clarification on billing
Reporting a billing discrepancy
Reporting loss of handset
Reporting a number for call
46%
69%
52%
67%
67%
68%
51%
54%
31%
48%
33%
33%
31%
49%
barring
Color in orange are preferred
Value-Added Services:
Scores derived from seven questions such as satisfaction with roaming services,
voicemail etc.
49
Value-added services
50
GSM
CDMA
BSNL Vodafone RIM
96%
99%
97%
59%
74%
59%
33%
45%
28%
SMS/Text messaging
Roaming
Voice mail/Voice
Idea Airtel
98% 98%
69% 72%
365 42%
messaging
Call waiting
Call forward
Dial in services
Caller tune
Clip downloads
Game
48%
19%
13%
46%
10%
15%
46%
23%
13%
49%
17%
17%
35%
19%
12%
39%
12%
14%
40%
20%
13%
51%
16%
19%
31%
15%
4%
34%
4%
6%
downloading/distribution
Ring tone
55%
51%
47%
49%
51%
download/distribution
Internet access
Data service/ticketing
Mobile banking
22%
9%
10%
15%
9%
7%
22%
10%
13%
4%
3%
2%
17%
6%
7%
51
The percentage of respondents who use specific services. For example, 98%
of Idea subscribers surveyed use SMS
etc.
CDMA
100.00%
62.89%
100.00%
63.96%
29.74%
27.82%
Call waiting
38.89%
37.05%
Call forward
Dial in services
19.03%
10.78%
17.91%
8.56%
Caller tune
Clip downloads
40.87%
12.49%
27.48%
10.81%
Game downloading/distribution
13.88%
11.94%
46.78%
41.55%
Internet access
17.53%
16.10%
7.65%
6.64%
SMS/Text messaging
Roaming
Data service/ticketing
Mobile banking
Billing
There was a significant decline in user satisfaction for most operators,
barring Reliance Infocomm.
52
31.2%
30.6%
25.0%
22.5%
CDMA
RIL
TTL
28.6%
23.5%
53
The Road to 3G
Over 80% of users are aware of 3G. More than 50% of those aware of 3G feel
that the next generation mobile services would mean a better experience in VAS
54
services (a comparative study between urban and semi urban mobile phone
users in Tamil Nadu) highlights the perception and expectation of urban and
semi urban customers towards mobile service providers in Tamil Nadu.
Prominent among these were - celebrity endorsements, loyalty rewards,
discount coupons, business solutions and talk time schemes. The most important
consumer segments in the cellular industry were the youth segment and the
business class segment.
Aisha Khan and Ruchi Chaturvedi (2005) explain that as the competition in
telecom area intensified, service providers took new initiatives to customers.
56
The Methodology
The VOICE&DATA Mobile Users' Satisfaction Survey 2015 was conducted
with a sample of 3,763 mobile users spread across different circles. This year
we brought in sample from both urban as well as rural clusters in these circles.
57
The survey covered . These 5 Cities included all metros as well as A, B & C
category telecom circles.
A Circle: Lucknow, Kanpur, Varanasi, Allahabad and Renukoot
The fieldwork for the survey was spread over the last week of November and
1st & 2nd weeks of December 2015.
In order to arrived at overall satisfaction of the subscribers with their respective
service providers, we have considered five broad areas that contribute to overall
satisfaction-pre-sales & sales; network availability, performance & reliability;
customer care; value-added services; and billing integrity. Based on a multiple
regression based model with various individual parameters under these five
areas we have arrived at the contribution (weights) of these five areas to overall
satisfaction. These weights were then applied to the individual parameters in
order to derive an overall satisfaction score at the operator, circle and national
level for comparison.
58
59
60
61
TYPE OF DATA USE: The data type used is the Primary Data which has
been collected by the researcher directly from his own observations and
experiences through tailor made questionnaire.
DATA COLLECTION METHOD: The data collection method used in the
present project is Questionnaire whereby a set of questions are printed or typed
in a definite order on a form or set of forms. This questionnaire has been handed
by the researcher to the concerned respondent to answer the questions and
return. The respondents were expected to read and understand the questions and
write down the reply in the space meant for the purpose.
62
Primary Data
63
The primary data, which is collected afresh and for the first time,
and thus happen to be original in character. A primary survey was conducted at
Uttar Pradesh (East) . The survey was carried out at various levels & the target
group was Premium /Old users of Mobile. Questionnaires and surveys were
used as an instrument to collect the primary data.
I made structured Questionnaires in which I get specified number of
responses. Hence, the interviewee has to choose from among the alternatives
given which helps me to come on conclusion. The following are the
questionnaires, which help me.
64
PRIMARY DATA
QUESSITONNAR
E
SURVEY
PERSONAL
INTERVIEWS
TELEPHONIC
INTERVIEWS
Secondary Data
The Secondary data are those, which have already been
collected and through processed the statically process.
We got the secondary data through:1. Internet
65
AnalysisI compared Airtel with other telecom companies like reliance, idia, Bsnl, Tata
and
Telenor.
found
after
the
research
that
Airtel
have
good
66
67
LIMITATION
1. Lack of awareness: - In Uttar Pradesh (East) people are not too much
aware about all new plans, because there life is too much busy rather than
other cities of INDIA.
2. High competition: - Due to the existence of many competitors, mobile
company gave
68
8. Rude behavior: - Many time we have to face very rude comments from
customers while having frequent survey.
9. Network problem:- As compared to other states Airtel in Uttar
Pradesh(East) is on 1800 MHz and other competitors are on 900 MHz.
Because Airtel is on 1800 MHz, the indoor coverage is a big problem.
69
Conclusion-
QUESTIONNAIRE
70
(B) Newspapers
(C) T-V-Channels
(D) Others
(E) Word of mouth
Bibliography / Website
Bharti Today
Wikipedia the free encyclopedia.html
Marketing Management(ICFAI Text book)
74
Managerial Effectiveness
www.airtel.in
www.google.com
75